Formula
Conversion rate = installs ÷ impressions (or product page views) × 100
App Store Connect reports conversion from impressions and from product page views. The Google Play Console reports store listing acquisitions and conversion rate per traffic source and country.
What drives conversion
- Icon and the first two or three screenshots — most users never scroll further.
- App rating and recent reviews. A wave of fresh one-star reviews is visible on the page.
- Title and subtitle that match what the user searched for.
- Price and in-app purchase information.
How to improve it
Test changes with product page optimization (iOS) and store listing experiments (Google Play), and send ad traffic to matching custom product pages.
Example
An app gets 50,000 product page views and 15,000 installs in a month: a 30% page-view conversion rate. After replacing the first screenshot with one that shows the result instead of the settings screen, conversion rises to 34% — 2,000 extra installs a month from the same traffic.