What is Install Rate?
Install Rate (also called Click-to-Install Rate or CTI) is the percentage of users who complete an app installation after clicking on an advertisement. It measures the efficiency of your ad-to-store conversion funnel.
A high install rate indicates that your ads are reaching relevant users and your app store listing is compelling enough to convert visitors into installers.
Install Rate Formula
Install Rate = (Total Installs ÷ Total Clicks) × 100
Example: If your ad receives 10,000 clicks and generates 2,500 installs, your install rate is 25%.
Install Rate Benchmarks by Category
| App Category | Average Install Rate | Top Performer |
|---|---|---|
| Casual Games | 25-35% | 45%+ |
| Midcore/Strategy | 15-25% | 35%+ |
| Shopping | 20-30% | 40%+ |
| Finance | 15-25% | 35%+ |
| Social | 18-28% | 38%+ |
| Utilities | 22-32% | 42%+ |
Factors Affecting Install Rate
Ad-Side Factors
- Targeting Accuracy: Reaching users genuinely interested in your app
- Creative Quality: Clear representation of app value and features
- Ad-to-Store Consistency: Matching expectations set by the ad
- Traffic Source Quality: Premium vs. incentivized traffic
Store-Side Factors
- App Store Listing: Screenshots, description, and ratings
- App Size: Larger apps have lower install rates on mobile data
- Ratings & Reviews: Social proof influences decisions
- Price Point: Free apps convert higher than paid
Pro Tip: The 3-Second Rule
Users typically decide whether to install within 3 seconds of landing on your store page. Ensure your app icon, first screenshot, and title immediately communicate value.
How to Improve Install Rate
- Optimize ASO: Improve app store listing conversion
- Refine Targeting: Focus on high-intent audiences
- Test Creatives: A/B test ads for better performers
- Match Expectations: Ensure ads accurately represent the app
- Reduce App Size: Smaller apps install faster
- Improve Ratings: Higher ratings drive more installs
Install Rate vs. Related Metrics
| Metric | Formula | What It Measures |
|---|---|---|
| Install Rate | Installs ÷ Clicks | Click-to-install efficiency |
| IPM | Installs ÷ Impressions × 1000 | Overall ad performance |
| CTR | Clicks ÷ Impressions | Ad engagement |
| CVR | Conversions ÷ Clicks | Post-install actions |