Install Rate: Definition, Formula & Benchmarks

Quick Answer (TL;DR)

Install Rate measures percentage of app store visitors who install. The formula is Installs / Store page views x 100. Industry benchmarks: iOS: 30-40%; Android: 20-30%. Track this metric for mobile apps; ASO optimization.

What Is Install Rate?

Percentage of app store visitors who install. This is one of the core metrics in the acquisition metrics category and is essential for any product team serious about data-driven decision making.

In the acquisition stage of the funnel, install rate helps you understand how efficiently you are attracting potential customers. Without visibility into this metric, you risk over-spending on channels that do not convert or under-investing in channels with untapped potential.

Understanding install rate in context --- alongside related metrics --- gives you a more complete picture than tracking it in isolation. Use it as part of a balanced metrics dashboard.

The Formula

Installs / Store page views x 100

How to Calculate It

Suppose you measure installs at 500 and store page views at 2,000 in a given period:

Install Rate = 500 / 2,000 x 100 = 25%

This tells you that one quarter of the base is converting or meeting the criteria.

Benchmarks

iOS: 30-40%; Android: 20-30%

Benchmarks vary significantly by industry, company stage, business model, and customer segment. Use these ranges as starting points and calibrate to your own historical data over 2-3 quarters. Your trend matters more than any absolute number --- consistent improvement is the goal.

When to Track Install Rate

For mobile apps; ASO optimization. Specifically, prioritize this metric when:

You are building or reviewing your metrics dashboard and need acquisition indicators

Leadership or investors ask about acquisition performance

You suspect a change in product, pricing, or go-to-market strategy has affected this area

You are running experiments that could impact install rate

You need a quantitative baseline before making a strategic decision

How to Improve

Optimize the numerator. Increase the number of users or events in installs through better UX, clearer CTAs, and reduced friction in the conversion path.

Qualify the denominator. Ensure store page views represents the right audience. Better targeting means a higher conversion rate.

Invest in compounding channels. Organic acquisition (SEO, content marketing, community) grows over time while paid channels hit diminishing returns. Shift budget toward sustainable growth engines.

A/B test landing pages and campaigns. Small improvements in conversion rates at the top of the funnel compound into significant acquisition gains. Test headlines, CTAs, and page layouts systematically.

Track by channel and segment. Blended metrics hide underperformance. Break this metric down by acquisition channel, geography, and customer segment to find optimization opportunities.

Common Pitfalls

Ignoring sample size. Small sample sizes produce volatile rates that do not reflect true performance. Ensure you have statistically significant data before drawing conclusions or making changes.

Not attributing correctly. Multi-touch attribution is difficult, and last-click models over-credit bottom-of-funnel channels. Use a consistent attribution model and acknowledge its limitations.

Measuring without acting. Tracking this metric is only valuable if you have a process for reviewing it regularly and a playbook for responding when it moves outside acceptable ranges.