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SYNTHESIS

Conversion Benchmarks by Category

Impressions → page views → installs, aggregated across published industry benchmarks for 12 major app categories. Use as a compass, not a target.

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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