What are App Install Rates
App install rates are the percentage of users that decide to install an app after visiting an App Store or Google Play product page. It can be referred to as a conversion rate (CVR). There are different types of app install rates depending on their traffic source including referral, paid ads, browse traffic, and search traffic.
Why App Install Rates are Important
It’s important to understand that different sources bring different users with different states of mind to a product page. This results in install rate figures being different between these sources, sometimes dramatically.
Browser rates are usually low as this traffic is made up of a much broader audience. Search rates are usually higher due to the intent of this audience specifically and actively searching for an app / game. Referral rates depend on the ad channel users come from. If a high quality channel like Facebook is used, referral rates can be high but if user acquisition (UA) teams choose to use a low quality source like specific ad networks (that put ads in front of users who may be playing an app at that moment so aren’t necessarily looking for a new one at that time) those rates can be low.
It’s important to understand that different sources bring different users with different states of mind to a product page. This results in install rate figures being different between these sources, sometimes dramatically.
