Conversion rate (App Store)

The App Store conversion rate is App Store Connect's measure of how often being seen turned into a download: total downloads and pre-orders divided by unique-device impressions. It covers the whole step from seeing your app anywhere on the store to downloading it, not only the product page.

Why it matters

Conversion rate shows whether your listing persuades the people who see it. Because it starts from impressions, it reacts both to what appears in search results and browse lists (icon, name, subtitle, first screenshots) and to the product page itself.

Two cautions make it more useful:

• Read it by source. Searches for your app's name convert very differently from generic searches or browse. A shift in where visitors come from can move the overall rate without any change to your listing.
• Keep the counts beside the rate. For a small app, a rate built on a few hundred impressions can swing a lot from week to week by chance.

Google Play calculates its rates differently, starting from store listing visitors, so the two stores' rates are not directly comparable.

Example (a fictional app)

A meditation app's conversion rate falls in one week. Before redesigning screenshots, the developer checks the sources: a blog post sent many web-referrer visitors who were only browsing, and their low conversion pulled the average down. Conversion from App Store search was unchanged, so there was nothing to fix on the listing.

Where Indevaro fits

Indevaro shows App Store Connect's numbers with their period and source, and keeps a listing change and the period after it together so you can compare them. It does not run A/B tests; App Store Connect's product page optimization or Google Play's store listing experiments do that.