App Conversion Rates (2023)

David Curry

Updated: October 3, 2023

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.

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