How do you calculate conversion rate?

Divide the number of conversions by the number of visitors and multiply by 100. 15,000 installs from 50,000 product page views = 30%.

What is a good App Store conversion rate?

It varies a lot by category, traffic source and country: search traffic for your brand converts far better than browse traffic. Compare your own rate over time and per source.

How can I improve my app store conversion rate?

Improve the first screenshots, keep the rating and recent reviews healthy, and test changes with product page optimization (iOS) or store listing experiments (Google Play).

Conversion Rate Calculator for App Stores & Websites

Conversion Rate Calculator

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Visitors (page views or impressions)

Conversions (installs, sign-ups…)

Target conversion rate (%, optional)

The reasons behind your numbers are in your app reviews. Get every new App Store and Google Play review in Slack or Microsoft Teams.

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Conversion rate formula

Conversion rate = conversions ÷ visitors × 100

For an app, "visitors" is usually product page views (or impressions) and "conversions" is installs. App Store Connect reports both page-view and impression conversion; the Google Play Console reports store listing conversion per traffic source and country. Use the same definition every time you compare.

Example

An app gets 50,000 product page views and 15,000 installs in a month: a 30% conversion rate. Raising it to 34%, for example with a better first screenshot, brings 2,000 extra installs from the same traffic.

What moves App Store conversion

The icon and the first two or three screenshots.
The rating and the most recent reviews: a wave of one-star reviews is visible on the page. The app rating calculator shows how many good ratings it takes to lift your average.
A title and subtitle that match the search.

Test changes with product page optimization on iOS and store listing experiments on Google Play. More in the glossary: app store conversion rate.

Conversion rate calculator