Overview
Conversion rates are critical metrics that help advertisers understand user progression through the marketing funnel—from ad impressions to in-app events. By analyzing these rates, you can identify strengths and weaknesses at each stage and optimize accordingly.
Marketing Funnel Stages & Conversion Rates
Stage | Description | Conversion Rate Formula | Optimization Tips |
Impression | User views a web or mobile ad. | N/A | N/A |
Click | User clicks on an ad and is redirected to an advertised page or app activity. | (Clicks / Impressions) × 100 | Enhance ad creatives, targeting, and audience segmentation. |
App Store Visit | User reaches the app's page in the app store. | (App Store Visits / Clicks) × 100 | Optimize app store page load time and content. |
Download | User downloads the app from the app store. | (Downloads / App Store Visits) × 100 | Improve app store page messaging and calls to action. |
Install | User installs and opens the app on their device. | (Installs / Clicks) × 100 | Enhance audience targeting and reduce app install time. |
In-App Event | User performs an in-app action such as a purchase. | (In-App Events / Installs) × 100 | Provide timely messaging, improve UI, and organize retargeting campaigns. |
Understanding Conversion Rates
Click-Through Rate (CTR): Measures the percentage of users who clicked on an ad after seeing it.
Click-to-App Store Rate: Indicates how many users clicked the ad and allowed the app's page in the app store to fully load.
App Store-to-Download Rate: Shows how many users downloaded the app after visiting its page in the app store.
Click-to-Install Rate: Reflects how many users installed the app after clicking the ad.
Event Conversion Rate (CVR): Measures how many users performed an in-app event after installing the app.
Best Practices to Improve Conversion Rates
Ad Creatives: Use compelling visuals and copy to attract users.
Targeting: Refine audience targeting to reach the most relevant users.
App Store Optimization: Ensure fast loading times and engaging content on your app's store page.
User Experience: Streamline the installation process and enhance in-app navigation.
Retargeting: Implement retargeting campaigns to re-engage users who dropped off at various stages.
Tools to Measure Conversion Rates in Apptrove
Apptrove provides various tools to track and analyze conversion rates:
Campaign Dashboard: Monitor performance metrics across different campaigns.
Funnel Analysis: Visualize user progression through the marketing funnel.
Attribution Reports: Understand which channels and sources drive conversions.
Event Tracking: Set up and track custom in-app events to measure user engagement.
Conclusion
Understanding and optimizing conversion rates at each stage of the marketing funnel is essential for maximizing campaign effectiveness. By leveraging Apptrove's tools and best practices, you can enhance user acquisition and drive better results.
Contact Support
If you have questions about how Apptrove classifies installs, or believe there’s mis-attribution in your reports, please reach out to Apptrove Support at support@apptrove.com