How to use the in-app message response rate calculator
In-app messages are the modals, banners and full-screen cards that appear while someone is using your app. This calculator divides taps by the number of times the message was actually displayed. Use displayed impressions, not the size of the targeted audience or the campaign's enrolled user count, or the rate will be wrong.
A response is a tap on the message's button or CTA. Add dismissals and you also get the dismissal rate plus the impressions that produced neither a tap nor a dismissal. Splitting the three apart separates "nobody noticed it" from "people saw it and said no". Leave dismissals blank and you simply get impressions with no response.
If the same campaign fires on several screens, response rates diverge sharply by placement, so calculate placement by placement. There is no industry benchmark quoted here, because the acceptable rate depends heavily on the message format and where it interrupts the user.
Frequently asked questions
Not recommended. Targeted users who never opened the app were never shown the message, so the rate comes out artificially low. Response rate only makes sense against impressions actually displayed.
The counting basis does not match. Either taps are being double-counted for the same user, or impressions are unique users while taps are raw events. Pull all three numbers on the same basis and try again.