App Conversion Rates (2025)

David Curry

Updated: February 6, 2025

One of the most used metrics in the app industry is conversion rate, which is applied in a lot of different context to indicate success or failure. From the rate a user download an app, buys a subscription or watches a video advert, the conversion rate metrics helps to show how successful this unit has been.

A user is on a journey even before install, with metrics like impressions-to-page views and impressions-to-installs tracking how an app's store page performs and if it is properly optimized.

Once the app is installed, the journey continues, with users guided to higher-value conversions such as purchases and subscriptions. Having a user reach these milestones is critical for a lot of apps, as traffic alone cannot push the envelope.

That is why marketers are willing to spend higher amounts to get a user to reach higher-value milestones, as a user who makes a purchase once is much more likely to purchase again and a user on a subscription can be a consistent source of revenue. In some categories, over $100 per user can be spent obtaining a subscription through marketing.

The rate of users that convert is a sign of optimized onboarding and marketing techniques, although rates do vary widely depending on the cost of a purchase or subscription, the terms of that subscription, the target audience, and the app category.

In this post, we cover the conversion rate (page view to install) of apps by category on the Apple App Store and Google Play Store, alongside the install rate (impression to install) of apps on the Apple App Store. We also cover mobile acquisition costs by platform and region, and CTR rate for games on the Apple App Store.

We have collected data and statistics on app conversion rates. Read on below to find out more.

Key App Conversion Rate Statistics

  • Navigation apps had the highest conversion rate on iOS at 115.5%, while entertainment apps had the lowest at 3.2%
  • Auto & Vehicle apps had the highest conversion rate on Google Play at 59.66%, while entertainment had the lowest at 9.5%
  • Racing had the highest conversion rate for games on iOS, on Google Play it was music apps
  • Medical had the highest install rate by category on iOS at 16.3%, while entertainment had the lowest at 0.9%