The average app store conversion rate (product page views to installs) in the US was 8.56% on the App Store and 16.15% on Google Play in 2025, according to AppTweak's category benchmarks.
Category averages ran from 5.2% to 52.8% on iOS, so a "good" rate is one at or above the median for your own category, store and country, not the overall average.
This page covers the published numbers, how the two stores measure them, and what apps in our database did after the install, where most of the money is decided.
The average app store conversion rate and the range
AppTweak builds its benchmarks from apps that have connected App Store Connect or Google Play Console to its platform, and uses the same formulas as the two consoles.
Its 2025 US figures are the most recent public numbers we could verify:
| Metric (US, 2025) | App Store | Google Play |
|---|---|---|
| Average conversion rate (page views to installs) | 8.56% | 16.15% |
| Highest category average | 52.8% (Food & Drink) | 62.3% (Auto & Vehicles) |
| Lowest category average | 5.2% (Games: Trivia) | 6.6% (Games: Strategy) |
| Install rate (impressions to installs, iOS only) | 3.8% | n/a |
Source: AppTweak, Average App Conversion Rate per Category.
The range matters more than the average. A tenfold gap between the best and worst categories means the 8.56% figure tells you little about your own page on its own.
Three numbers that all get called "conversion rate"
- Page view to install rate. Installs divided by product page views. This is what AppTweak calls conversion rate (CVR) and what most ASO articles mean.
- Install rate. Installs divided by impressions in search and browse. AppTweak reports 3.8% for the US App Store.
- Apple's own "conversion rate". App Store Connect defines it as total downloads and pre-orders divided by unique device impressions, and impressions include product page views. It is closer to an install rate, so it reads lower than vendor CVR figures.
On the App Store, a page view to install rate above 100% is possible.
AppTweak notes this happens when most people download straight from search or browse results without opening the product page.
Conversion rate by category
Category drives most of the spread. Utility apps people search for by name (a restaurant chain's ordering app, a car maker's companion app) convert at very high rates because the visitor already decided before arriving.
Games convert lower: people browse many titles and install few.
AppTweak publishes the full category list in interactive charts on its benchmark page; the extremes are in the table above.
For your exact category, the better source is your own console:
- App Store Connect shows peer group benchmarks for conversion rate at the 25th, 50th and 75th percentile. Peer groups are built from your App Store category and business model, and you can narrow them by download volume. Apple updates them weekly and adds noise using differential privacy.
- Google Play Console compares your store listing performance with your peers' median, 25th and 75th percentile when there is enough peer data for your report settings.
The same Apple dashboard also benchmarks day 1, 7 and 28 retention and day 35 download-to-paid conversion.
If you run a subscription app, see our app retention benchmarks and trial conversion benchmarks for those later steps.
iOS vs Android: why Google Play reads higher
Google Play's 16.15% average is nearly double the App Store's 8.56% in AppTweak's data.
Part of that gap is real behavior and part is measurement.
- Different denominators. Google Play counts store listing visitors as people who visited your listing and didn't already have the app on any of their devices. App Store page views include everyone who opened the page.
- Different paths. On iOS, many installs happen directly from search results, which lifts the install rate but leaves fewer, less decided visitors on the product page.
- Different metrics in the console. Apple's dashboard number divides by impressions; Play's store listing view divides by listing visitors. Comparing the two raw console figures is comparing different things.
The practical rule: benchmark each store against itself.
A 12% page view to install rate would be above the US App Store average and below the US Google Play average.
By region and price point
We could not find a recent public study of organic product page conversion broken out by country.
The closest verified data is paid search: AppTweak's Apple Ads benchmarks for 2025 report the median share of ad taps that turned into installs on search results, across about 3,500 apps in 38 countries.
| Country | Apple Ads tap-to-install, search results (median, 2025) |
|---|---|
| United Kingdom | 57% |
| United States | 55% |
| Germany | 55% |
| Brazil | 54% |
| India | 48% |
| Japan | 46% |
Source: AppTweak, Apple Ads benchmarks. These rates are far higher than organic page conversion because the person typed a search and tapped an ad.
Use them for the relative gap between markets, not as a target for your product page.
Price point works the same way. A free download is one tap; a paid-upfront app asks for a purchase before anyone has tried it.
That is why Apple splits peer groups by business model: free, paid and subscription apps are compared only with their own kind.
Most subscription apps are free to download, so the store page conversion looks like a free app's, and pricing pressure shows up later, at the paywall.
Regional price fit is visible in our database at that later step.
Mojo tested a monthly price shown as an anchor next to its annual plan and saw +45% in Brazil, +26% in Mexico and +8% in the USA, which shows how differently markets react to the same offer.
What a "good" app store conversion rate means for you
A good rate is one that beats your peer median and keeps improving, measured the same way every time.
Here is a simple way to set your own target:
- Pick one definition. Use page view to install rate for product page work. Note whether you are looking at Apple's impression-based figure.
- Split by source. Search, browse, referral and paid traffic convert very differently. A blended number moves when your traffic mix changes, even if the page didn't.
- Split by country. Benchmarks are country-level. A global average hides a weak locale.
- Compare with your peer median in App Store Connect and Play Console. Below the 25th percentile means the page is likely the problem. Above the 75th means your next gains are probably after the install.
- Test, don't guess. Apple's product page optimization lets you test up to three treatments of your icon, screenshots and app previews against the original for up to 90 days. Google Play's store listing experiments test graphics and, in localized experiments, descriptions.
A higher install rate is only good if those installs pay.
Pulling in curious visitors with a misleading screenshot can raise conversion and lower revenue per install.
Track install-to-trial and install-to-paid alongside it. Our product page optimization guide and ASO checklist cover the page itself; the screenshots page collects what has been tested on that asset.
How apps in the database moved their numbers
Our app database does not yet hold a store listing A/B test with published numbers.
When one is published, it will appear under store listing tests.
What the database does show is how much more an app can gain after the install, often from the same traffic.
- Shorter paywalls lifted install-to-trial. In paywall redesigns documented by Vahe Baghdasaryan, a party game app got +31% install-to-trial and +64% revenue with a shorter paywall and fewer plans, and a food app got +72% install-to-trial from a short paywall with a review stat. Both changed several things at once.
- Trial length moved install-to-paid. Zumba cut its trial from 14 to 7 days and saw +8% install-to-paid (reported in a RevenueCat customer story).
- Localization paid off after the store page too. Daily Horoscope localized its paywalls and reported +183% trial start rate, and Photoroom's localized upsell paywalls got +50% upsell screen conversion. Both are vendor-reported.
- Onboarding changed conversion from a low base. AEZAKMI Group tested six onboarding flows for an LED controller app and moved conversion from 0.8% to 1.29% (+61%), with ARPU up from $0.12 to $0.14.
The lesson for benchmarks: a few points of store conversion matter, but percentage gains after the install were often far larger in these tests.
RevenueCat's State of Subscription Apps 2026 puts the median day 35 download-to-paid rate at 10.7% for hard paywall apps and 2.1% for freemium apps, so most installs never pay either way.
Fix an obviously weak store page first, then put testing time where the drop-off is steepest.
Browse all app tests, and see our ASO hub for store page work.