Install Rate

Install rate is the share of clicks, or app store page views, that turn into actual installs.

You send traffic to your store listing, and install rate tells you how many of those people follow through and download. It is one of the fastest signals you have for whether the story is holding together between the ad and the store. A strong ad that promises one thing and a store page that shows another will show up here as a low install rate, because people tap, look, and leave.

Most of this number is decided by your app store listing itself, which is the app store optimization, or ASO, side of the work. Your icon, your first two or three screenshots, your ratings, and your description do the actual converting once someone arrives. You can pour money into the ad, but if the store page does not sell, the install rate stays flat and your cost per install climbs.

Read it with suspicion. Platforms can inflate install rate with auto-redirects and low-quality clicks, so a high number is not always a healthy one. On top of that, the store page does roughly half the converting, and you do not control your ratings and reviews. A genuinely great ad can still die on a weak or poorly-reviewed listing, so fix the store page before you blame the creative.

The ad earns the tap, but the store page earns the install.