What is a good conversion rate for my app?

Conversion rate is one of the most critical benchmarks for improving user acquisition (UA) and driving app performance. It measures how effectively your app turns interest into action. However, it varies by app vertical and conversion event (what you want to measure). Within the mobile app marketing context, conversion rate is commonly paired with installs per mille (IPM)—a metric that evaluates ad impression efficiency—to provide a comprehensive view of campaign effectiveness. In this article, we dive into Adjust’s latest data on IPM. 

Regardless of which metric conversion rate measurement is combined with, it helps marketers identify performance gaps, benchmark against industry standards, and refine strategies to maximize ad spend efficiency and app installs.

In this latest entry of our metrics series, we explore the importance of conversion rates, analyze trends across regions and verticals, and share actionable strategies to optimize your app’s performance and stay ahead of the competition.

Conversion rate measures the percentage of users who complete a specific desired action, such as downloading an app or signing up for a service. It is a key metric to evaluate how effectively your app’s store presence and UA campaigns engage and persuade users.

In the context of app store performance, conversion rate can be categorized into two key types:

• Page view to install rate: Measures how effectively users visiting your app’s store page convert into downloads.
• Impression to install rate: Tracks how well your app drives downloads directly from search results or other listings, without users visiting the app page.

As we stated above, a common complementary metric to conversion rate is IPM, which measures the number of installs generated per 1,000 ad impressions. While conversion rate highlights the percentage of users who take action, IPM focuses on the efficiency of impressions in driving installs. When combined, these metrics provide a comprehensive view of how well your app engages users and converts interest into action.

Conversion rates also offer valuable insights into user behavior. They help identify high-value users, refine targeting strategies, and inform ROI-driven decisions. By analyzing conversion rates at various funnel stages—such as in-app purchases or sign-ups—you can uncover user experience (UX) issues and opportunities to improve your app’s overall strategy.

To calculate conversion rate, divide the number of users who completed a desired action by the total audience exposed to the ad, then multiply the result by 100.

According to AppTweak’s data for the first half of 2024, the average conversion rate across all app categories in the U.S. was 25% on the App Store and 27.3% on Google Play. 

On the App Store, the navigation category led the way with a conversion rate of 115%, while board games had the lowest rate at just 1.2%. Other high-performing categories included utilities and tools, which achieved a conversion rate of 48.6%, followed by finance apps at 32.8% and health and fitness apps at 30.8%. Travel apps showed moderate success with a conversion rate of 16.5%, while shopping apps averaged 10.6%.

In 2024, the global median IPM across all regions stands at 4.27. North America leads with an impressive IPM of 6.23, reflecting its strong potential for app install growth. Close behind is LATAM, with an IPM of 6.19, and MENA at 6.03, both highlighting significant opportunities for expansion. Europe also performed well, achieving an IPM of 5.29, while APAC, at 4.66, sits slightly above the global average.

Globally, utility apps recorded the highest IPM of 7.74. Entertainment apps followed at 6.94, while health and fitness apps delivered a solid performance with an IPM of 5.54. Mobile games maintained steady growth, achieving an IPM of 4.99.

North America leads across most verticals, with entertainment apps achieving an impressive IPM of 18.99 and utilities apps following at 12.42. LATAM also performs strongly, particularly in utilities (10.48) and games (6.49), reflecting growing user engagement in these categories.

Europe showcases robust results, with utilities apps reaching an IPM of 10.50 and entertainment apps close behind at 10.67. MENA delivers competitive IPMs in utilities (8.72) and games (6.63), while APAC shows mixed results, led by utilities apps at 7.04 and games at 4.97.

Boosting your app’s conversion rates requires a strategic, multi-faceted approach. Below are strategies to drive meaningful improvements:

Personalize campaigns to drive relevance

Tailored campaigns leveraging dynamic ads and real-time adjustments deliver superior results. Use predictive analytics and machine learning to adapt ads based on user behavior or context—such as location, time zone, or device type—to create hyper-relevant and engaging creatives that resonate with your audience.

Optimize the user journey

Monitor every stage of the user journey, from installs to purchases, to identify drop-off points and refine your strategy. Streamline onboarding to avoid lengthy tutorials or excessive permission requests. Focus on showcasing immediate value in the first session, and guide users toward final actions by emphasizing micro-conversions, such as completing tutorials or adding items to wishlists. 

Optimize app store listings for visibility and impact

Your app store assets—icons, screenshots, videos, and descriptions—serve as your storefront. Ensure they are visually compelling and highlight your unique selling points (USPs) in the first screenshot or video frame to capture attention instantly. Incorporate high-value keywords into titles, subtitles, and descriptions to enhance discoverability. Regularly refresh your assets to align with seasonal trends, holidays, or new features, ensuring your app remains relevant and stands out.

Experiment with A/B testing

Continuously test and refine key elements, such as app icons, descriptions, screenshots, CTAs, and workflows, to determine what resonates most with your audience. With Adjust’s Audiences, you can segment users effectively and gain data-driven insights. This iterative approach helps improve engagement and drives higher conversions.

Align pre-click and post-click experiences

Consistency between ad creatives and app store listings is key to building trust and ensuring a seamless journey. With Adjust’s deep linking solution, TrueLink, you can guide users directly to relevant in-app content—whether it’s a special promotion for new users or an abandoned cart for returning users—ensuring a cohesive and frictionless experience.