App Conversion Rates (2024)

David Curry

Updated: January 10, 2024

One of the most used metrics in the app industry is conversion rate, applied to a variety of different measurements for app success or failure. From the rate users download an app, buy a subscription, or watch a video advert, conversion rate is everywhere.

In many cases, the user is on a journey even before install, with metrics like impressions to page views and impressions to installs tracking how an app performs and if it is properly optimized for the two most popular app stores: Apple and Google Play.

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 is likely to be a consistent source of revenue. In some categories, apps will spend over $100 per user to get them to a subscription or purchase stage.

The rate of users that convert is a sign of how well optimized an app's onboarding and marketing techniques are, 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

  • Weather apps had the highest conversion rate on iOS at 69.92%, while entertainment apps had the lowest at 15.37%
  • Travel & Local apps had the highest conversion rate on Google Play at 59.66%, while Lifestyle had the lowest at 9.5%
  • Music had the highest game conversion rate on both iOS and Google Play
  • Utilities had the highest install rate by category on iOS at 8.99%, while entertainment had the lowest at 2.18%
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