How to use the app store install conversion calculator
Getting to an install is not one step but three: impression โ product page view โ install. On its own, the phrase "install conversion rate" does not say which of them is meant. A rate measured against appearances in search and browse results and a rate measured against people who actually opened the product page usually differ by several times over. This calculator makes you pick the stage and prints the numerator and denominator in the result label.
Pick a stage and its conversion rate appears at the top, while any other stage your inputs can support is listed in the table below. Fill all three fields and all three stages are shown, which makes it easy to see where people drop out. Stages whose inputs are blank simply do not appear in the table.
The stores name these figures differently. App Store Connect reports impressions and product page views separately, while the Android console splits store listing visitors from acquisition metrics. Blending numbers from two stores mixes the stage definitions, so calculate each store on its own. No benchmark rate is built in, because conversion varies widely by category, country and traffic source.
Frequently asked questions
Plenty of impressions with few page views points at the icon, the title and the first screenshot. Plenty of page views with few installs points at what is on the page itself: description, ratings and download size.
Better not to. Paid visitors have already shown intent, so their conversion behaves differently. Splitting the two sources shows far more clearly whether store page changes are working.