What is CVR?
Conversion Rate (CVR) measures the percentage of users who complete a specific action after engaging with your ad or landing page. In mobile advertising, this typically means the percentage of users who click on an ad and then install the app.
CVR is a critical metric for evaluating campaign effectiveness and creative performance. A higher CVR means more efficient ad spend and better return on investment.
CVR Formula
Types of Conversion Rate
Click-to-Install Rate (CTI)
The percentage of ad clicks that result in app installs. This is the most common CVR metric in mobile user acquisition.
Impression-to-Install Rate (ITI)
The percentage of ad impressions that lead directly to installs, accounting for view-through conversions.
Install-to-Event Rate
The percentage of installs that complete a post-install action like registration, purchase, or reaching a specific level.
CVR Benchmarks by Channel
| Ad Channel | Average CVR | Top Performer CVR |
|---|---|---|
| Social Media (Facebook/Meta) | 1.5% - 3% | 5% - 10% |
| Search Ads | 3% - 5% | 8% - 15% |
| Video Networks | 0.5% - 2% | 3% - 6% |
| Rewarded Ads | 5% - 15% | 20% - 30% |
| Playable Ads | 2% - 5% | 8% - 12% |
| Influencer Marketing | 1% - 4% | 6% - 10% |
Factors Affecting CVR
- Creative Quality: Compelling visuals and clear value propositions drive higher conversion
- Targeting Accuracy: Reaching the right audience improves intent and conversion likelihood
- App Store Page: Screenshots, ratings, and descriptions significantly impact final conversion
- Load Time: Slow app store pages or redirect delays increase drop-off
- Ad Format: Interactive and video ads typically outperform static banners
- Seasonality: CVR fluctuates with user behavior patterns throughout the year
Pro Tip: Optimize the Full Funnel
Don't just focus on ad creatives. Your app store page is part of the conversion funnel. A/B test screenshots, app preview videos, and descriptions to maximize CVR at every touchpoint.
Improving Your CVR
- Test Multiple Creatives: Run 5-10 creative variants and iterate on winners
- Optimize App Store: Update screenshots, add video previews, and maintain high ratings
- Refine Targeting: Use lookalike audiences based on high-value users
- Match Creative to Landing: Ensure consistency between ad promise and app store messaging
- Use Interactive Formats: Playable ads and rich media drive engagement