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Average App Conversion Rate per Category [2019]

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Average App Conversion Rate per Category [2019]

When talking about app conversion rates, most ASO experts refer to the ‘App Page Conversion Rate’ or the percentage of users that download your app after they have have viewed your app page. Across all the different categories, the average App Page Conversion Rate in the US is 25.25% in the Apple App Store and 27.76% in the Google Play Store.

However, not everyone visits your app page when downloading your app (some download it directly from the search results), therefore it is also worth it to analyze and compare your App Store Search Conversion Rate. The App Store Search Conversion rate helps you understand how well your app stands out in the search and browse results. Across all the different categories, the average App Store Search Conversion Rate is 2.42%.

App Store conversion rates vary widely across categories. In this blog we have analyzed App Store conversion rates for both the Apple App Store and Google Play Store for each major category.


Check out this blog to learn how to optimize your App Conversion Rate.

App Store Conversion Rate Benchmarks on AppTweak

On AppTweak we track more than 3 million apps on a daily basis. That means we have tons of data to help you compare your app’s conversion rate with other apps. We have recently added a new feature that shows you the average conversion rate benchmarks per store, per category and per country.

app conversion rate benchmarks per category and countryOn AppTweak you can see app conversion rate benchmarks for each store, per category and country.

Learn more about AppTweak’s conversion rate benchmark feature.

In order to see all the conversion rates for each country, you need to login or sign up for AppTweak. However, in this blog, we will show you the average conversion rates for each major category in both the Apple App Store and Google Play Store.

Log in to see app store conversion rate benchmarks for each country

App Store Conversion Rate Metrics

There are two metrics you should consider when analyzing your app store conversion rate:

  • App Store Search Conversion Rate or App Installs/Impressions: The percentage of users that download your app directly from the app store search or browse results, without tapping through to your app page.

    The App Store Search Conversion Rate tells you how well your app stands out in the app store search results. For example, in the Apple App Store, each app shows with the app icon, app name, subtitle and screenshots or preview video. The App Store Search Conversion Rate will help you understand whether or not these elements are able to convert visibility into actual users.

  • App Page Conversion Rate or App Installs/Page Views: The percentage of users that download your app after they have viewed your app page.

    This metric is used mostly across the ASO community when referring to app store conversion rates. The metric gives you an idea of how well your app page convinces users to download your app after they have tapped through or viewed your page.

Average App Store Search Conversion Rate - Apple App Store:

The average App Store Search Conversion Rate in the Apple App Store in the US is 2.42%. That means that on average 2.42% of users download your app after being exposed to it in the Apple App Store search or browse results.

The conversion rate varies across categories. Apps in the Music and Education Category tend to have a low App Store Search Conversion rate (0.5%), whereas apps in the Finance Category convert searches at a higher rate of 6.5%.

The average average App Store Search Conversion Rate in the Apple App Store in the US is 2.42%.The average average App Store Search Conversion Rate in the Apple App Store in the US is 2.42%. The metric however varies widely across different categories. Source: www.apptweak.com - January 2019

Average app store search conversion rate per category in the apple app storeThis table shows the average App Store Search Conversion Rate (3rd column) for the Apple App Store in the US per category. Source: www.apptweak.com - January 2019

Average App Page Conversion Rate - Apple App Store:

The average app page conversion rate in the Apple App Store in the US is 25.25%. This number needs to be addressed with caution as it fluctuates widely across categories. The average app page conversion rate in the Utilities Category goes as high as 51.90%. The Food & Drinks Category on the other hand only shows an average conversion rate of 11.60%.

The average average App Page Conversion Rate in the Apple App Store in the US is 25.25%. The average average App Page Conversion Rate in the Apple App Store in the US is 25.25%. The metric however varies widely across different categories. Source: www.apptweak.com - January 2019

Average app page conversion rate per category in the apple app store

This table shows the average App Page Conversion Rate (2nd column) in the Apple App Store the US per category. Source: www.apptweak.com - January 2019

Average App Page Conversion Rate - Google Play Store:

The average app page conversion rate in the Google Play Store in the US is 27.76%, slightly higher than the average conversion rate in the Apple App Store (25.25%). The Personalization Category has the highest app page conversion rate (52.30%), the Finance Category only has an average conversion rate of 10.50% in the Google Play Store.

The average average App Page Conversion Rate in the Google Play Store in the US is 27.76%. The metric however varies widely across different categories. Source: www.apptweak.com - January 2019

Average app page conversion rate per category in the Google Play storeThis table shows the average App Page Conversion Rate in the Apple App Store the US per category. Source: http://www.apptweak.com - January 2019

Compare your App Store Listing with Competitors

Comparing your app’s conversion rate with the category average will help you understand how well your app listing is doing in terms of converting app store traffic into app downloads or installs. The data can also provide more insights into what elements you should consider first when optimizing your conversion rate.

Need inspiration to optimize your app page? With AppTweak you can very easily spy on your competitor’s app store listing and get inspiration for your app’s metadata and visuals.

With AppTweak you can very easily analyze your competitor’s app page and get inspiration to optimize your app’s metadata and visuals.

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