On AppTweak, you can have access to the conversion rate benchmarks for each app category per country and store.

You can find this information under the ASO Intelligence header bar > click on Conversion Benchmarks.

If you wish to compare your app’s performance with apps in the same industry, all you have to do is select the store and country you’re working on, then find the appropriate category to compare with.

⚡️ This is a premium feature for Power plans and above.

Apple Store Conversion Benchmarks

For the Apple App Store, you will find 3 conversion benchmarks:

  • From Impressions to Page Views: The average conversion rate of an app in the given category from Impressions to Page Views. Also known as the Click-through rate (CTR). Calculated as the following: Page Views/Impressions.

  • From Page Views to Installs: The average conversion rate of an app in the given category from Page Views to Installs. Also known as Conversion rate (CVR). Calculated as the following: Installs/Page Views.

  • From Impressions to Installs: The average conversion rate of an app in the given category from Impressions to Installs. Also known as Impressions rate (IR). Calculated as the following: Installs/Impressions.

You can also filter the data by traffic source:

  • All

  • App Store Search

  • App Referrer

  • Web Referrer

  • App Store Browse

  • Unknown

Moreover, choose the respective Country and App Type (Free or Grossing).

⚠️ On the App Store, it is possible to have a conversion rate greater than 100%. In this case, the number of first-time installs exceeds the number of product page views. This would indicate that people often download these apps directly from Search or Browse results, without visiting the app page first.

Google Play Store Conversion Benchmarks

Conversion rate benchmarks per category for the Google Play Store in the US

On Google Play Store, you’ll see the conversion rate benchmark from Store Listing Visitors to Store Listing Acquisitions.

  • Store Listing Acquisitions/Store Listing Visitors: The average conversion rate of an app in the given category from Visitors to Acquisitions. Also known as Conversion rate (CVR). Calculated as the following: Store Listing Acquisitions/Store Listing Visitors.

You can filter the data by Country and choose the respective country you would like to analyze or by Type (Free or Grossing).

Another option is to filter the data by Channel:

  • All

  • Explore

  • Referrals

  • Search

By comparing your numbers with our benchmarks, you will immediately get an idea of whether your conversion rates are over-or underperforming.

The benchmarks are calculated based on data from thousands of apps that have synced their App Store Connect (6000 apps) and Google Play Console (1500 apps) with AppTweak. For each benchmark, we ensure there is a significant number of apps for the numbers to be statistically relevant. If we don’t have sufficient data, a “-” is shown.

Constantly optimizing conversion rate is a huge part of your ASO work. Every element of your app metadata has an impact.

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