What is conversion?

Conversion definition: when a user completes a desired action you’re tracking. In the app world, the most common is store conversion — someone views your listing and then downloads. You can also track in-app conversions (first open → signup, trial start, purchase, subscription, review submitted).

If you’re wondering about the conversion meaning, think “a measurable step forward in the user journey.”

How app stores define “conversion”

• App Store Connect (iOS): Product page conversion rate = downloads & pre-orders that came from your product page ÷ unique product page views. Apple also exposes an overall conversion rate relating downloads to impressions across Today/Games/Apps/Search.
• Google Play Console (Android): Store listing conversion rate = % of store visitors who complete a goal (install, open, or pre-registration), viewable by traffic source and country.

Why this matters: definitions differ across tools, so pick a source of truth per use case (store CVR in stores; in-app CVR in product analytics) and reconcile others for context.

Types of conversions you’ll see

• Store conversions: store impressions → product page views → installs.
• Activation conversions: first open → account created / onboarding finished.
• Revenue conversions: trial start → paid; paywall view → purchase; upgrade.
• Trust conversions: review prompt shown → rating submitted; opt-in to push.

How to measure it

The formula is: Conversion Rate (CVR) = Conversions ÷ Eligible Population × 100.

Examples:

• Store CVR = First-time downloads ÷ Product Page Views.
• Trial CVR = Trial starts ÷ Installers who reached paywall.
• Purchase CVR = First purchase ÷ Users who saw checkout.

Document the numerator (the event) and the denominator (who’s eligible). That avoids “we improved CVR!” arguments later.

Why it matters (the data)

• Real, recent benchmarks: In H1 2024, average store conversion was ~25% on the US App Store and 27.3% on Google Play (category-dependent).
• High-intent ads convert hard: Apple Search Ads reports >60% average CR for Search Results placements — users are literally searching for what you offer.
• Ratings move conversion: Research highlighted by AppFollow shows going from 3★ to 4★ can boost conversions by up to 89%.

KPIs & formulas

• Store CVR (App Store): (Downloads + pre-orders from product page) ÷ Unique product page views.
• Store listing CVR (Play): Store visitors who install/open ÷ Store visitors.
• In-app CVR: Next-step actions ÷ Eligible users (e.g., paywall purchases ÷ paywall viewers).
• Funnel CVR: Multiply step CVRs to see total drop-off; fix the steepest slope first.

FAQs

What is conversion in app analytics?
A user completes a target action (install, signup, purchase). It’s your success event for that stage.

Is there a “good” conversion rate?
It’s category- and locale-specific. As a directional anchor, US App Store/Google Play median storefront CVRs in H1’2024 were ~25% and ~27.3% respectively — but always benchmark against your peers and run tests.

Do higher ratings boost conversion?
Yes — better ratings and recent reviews correlate with higher product-page conversion. Manage reviews proactively.

Are Apple Ads CRs really that high?
On search results placements, median CR can be ~56% thanks to strong intent; other Apple Ads surfaces convert lower.