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SYNTHESIS

Conversion Benchmarks by Category

Reference benchmarks for impressions, page views and installs across twelve app categories. Interpret the ranges alongside the source period, category and measurement method.

methodology

Aggregation of published category benchmarks from AppTweak, AppFigures, SplitMetrics and Sensor Tower (2024-2025). Weighted median across three sources per row. Ranges reflect 25th-75th percentile bands.

01 · Category CVR bands (App Store)

Median conversion rate (page view → install) across categories: Games 30-36%, Utilities 22-28%, Finance 18-24%, Health & Fitness 20-26%, Shopping 26-33%, Social 32-40%. Wide bands reflect real distribution, top-quartile listings materially exceed medians.

  • source: AppTweak, Conversion benchmarks (2025)
  • source: SplitMetrics, PPO benchmark study (2024)

02 · Impression-to-page-view

Impression → page view conversion sits at 5-12% across categories, with browse surfaces (Today tab, Editorial) materially outperforming search impressions for feature-eligible listings.

  • source: Sensor Tower, Store Intelligence (2025)

03 · Reading the bands

Bands widen at category boundaries. If your listing is mid-band, the highest-leverage move is usually the first-slot screenshot; if you're top-quartile, the highest-leverage move is a CPP matrix mapped to paid intent.

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