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App Installs


App installs represent the number of times your mobile app is downloaded and installed on users' devices, indicating your app's reach, potential user base, and marketing effectiveness.

Why App Installs are important

  • User growth: App installs are the foundation of user growth, directly impacting other key performance indicators such as active users, engagement, and revenue.
  • Market penetration: Higher app installs signal wider market reach, helping you establish a presence in your target market.
  • Marketing effectiveness: Monitoring app installs helps refine your user acquisition strategies.
  • App store ranking: More app installs can improve your app's ranking in app stores, leading to increased visibility and organic downloads.

How to Measure App Installs for Your Mobile App

    1. App store analytics: Track app installs using App Store Connect for iOS or Google Play Console for Android.
  1. Attribution tracking: Implement mobile attribution platforms to attribute app installs to specific marketing campaigns or channels, allowing you to optimize your user acquisition efforts.
  2. Impression to App Page View: It tells you how many times mobile app impressions in the App Store or Google Play search results or top charts drive people to the app's page in those app stores.
  3. Page View to Install conversion rate: The average Page View to Install conversion rate for the US App Store was 33.7% and 26.4% for Google Play.


One of the most common metrics to track is app clicks to app installs or conversion rates such as app installs to registration. Benchmarks for app clicks to app installs vary on channels and industry, here are a few to consider:

  • Instagram: 15%
  • Facebook: 13%
  • Email: 6%
  • App Store / Google Play Page View to Install: ~33%

Strategies for Increasing App Installs

  • App store optimization (ASO): Optimize your app's title, description, keywords, and visuals to improve visibility and conversion rates in app stores.
  • Paid user acquisition campaigns: Run targeted ads on platforms like Facebook, Google Ads, and Apple Search Ads to drive app installs from high-quality users.
  • Influencer marketing: Collaborate with influencers or industry experts who can promote your app to their audience, resulting in increased app installs.
  • Cross-promotions and partnerships: Partner with complementary apps or businesses to cross-promote each other's apps and drive more installs.
  • Localization: Localize your app's content, metadata, and app store listing to cater to users in different regions and languages, broadening your app's appeal and increasing downloads.
  • App store ratings and reviews: Encourage users to rate and review your app, as positive ratings and reviews can improve your app's credibility, leading to more installs.
  • Deep linking: Use deep links to create seamless user experiences, directing users from ads, social media, or websites directly to specific in-app content or actions, boosting app installs.
  • Press coverage and PR: Pitch your app to relevant publications, blogs, or podcasts to gain media coverage and increase awareness and app installs.
  • Leverage social proof: Highlight user testimonials, awards, or recognitions in your marketing materials and app store listing to build credibility and drive more app installs.

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