Conversion rate measures the percentage of users who complete a desired action at each stage of the acquisition funnel, from impression to install to in-app event.
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.
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.
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Click-through rate (CTR) is the percentage of ad impressions that result in a click, measuring how effectively your creative drives intent to act.
Learn moreMobile User AcquisitionCPI is the average amount spent in advertising to generate one app install. It's the most common efficiency metric in mobile user acquisition.
Learn moreCreative PerformanceIPM measures the number of app installs generated per 1,000 ad impressions, combining click-through and conversion efficiency into a single creative performance metric.
Learn moreMobile User AcquisitionCPA measures the average cost to acquire a user who completes a specific in-app action, providing a deeper efficiency metric than CPI.
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