App Store metric · Verified 2026-10-12
App Store conversion rate
Use Apple’s actual formula and avoid comparing incompatible benchmark definitions.
In brief
Apple’s App Store conversion rate is total downloads and pre-orders divided by unique device impressions. It is not downloads divided by product page views.
The platform definition
The numerator includes first-time downloads, redownloads, and applicable pre-orders. The denominator is unique device impressions for the selected period.
The common misread
Many third-party reports call downloads divided by product page views a conversion rate. Comparing that value with Apple’s metric produces a false benchmark.
The decision it can support
Segment Apple’s rate by source and compare with Apple’s own peer groups. Use product page views as a separate diagnostic, not a replacement denominator.
Read the number with territory, device, source, product version, and enough time context. A metric can describe an outcome without identifying its cause.
Primary sources
Rules and interfaces move. Recheck these sources before submission-sensitive work.