Conversion Rate
Conversion rate is the percentage of users who complete a desired action at each funnel stage, from impression to install to in-app event.
Definition
Conversion rate measures the percentage of users who move from one funnel stage to the next: impression to click (CTR), click to install (CVR), install to registration, registration to purchase. Each stage has its own conversion rate, and the product of all stages determines end-to-end acquisition efficiency.
In mobile UA, 'conversion rate' most commonly refers to click-to-install rate (CVR), the percentage of users who click an ad and then install the app. This is distinct from CTR (impression-to-click) and from in-app conversion rates (install-to-event).
CVR is heavily influenced by two factors: creative-to-product alignment (does the ad set accurate expectations about the app?) and app store page quality (does the store listing convert curious clickers into installers?). A high CTR with low CVR usually points to an app store page problem rather than a creative problem.
Why it matters
Improving conversion rate at any funnel stage has a multiplier effect on the whole funnel. A 20% improvement in click-to-install CVR reduces effective CPI by 20% without any change in media spend. Creative teams should monitor CVR alongside CTR because a creative that drives clicks but doesn't convert to installs is generating cost without return.
Formula
CVR (Click-to-Install) = (Installs ÷ Clicks) × 100
Frequently asked questions
What is a good click-to-install conversion rate?
Mobile game click-to-install CVR typically ranges 20–50% on direct to app store traffic. This drops significantly for web-to-app flows. High CVR indicates strong creative-to-app store alignment.
Track conversion rates by creative
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