Examples of Conversion Rate Benchmarks for Google Play Apps

Curious as to what conversion rates look like across different types of apps?

These two graphs show conversion rates by quartiles per app category and monetization-type, pulled from Google's handy new conversion rate benchmarks for several different apps in the US, for the week of 11/28-12/4.

We also calculated that the required improvement in CVR to move from the 25th percentile to the 50th was on average 43% per our sampling, while the required improvement to move from the 50th percentile to the 75th percentile was on average 36%. Less total improvement required is a sign that the going gets tougher, and especially so for apps looking to break into the top 10 ranks.

Games came out on the lower end of the conversion rate spectrum, while free apps saw better performance than IAP-monetized apps (though we did not have two apps with different monetization methods to compare within the same category), which points to the fact that users do care which apps are truly free. If this is the case, then it may also be that apps labeled as containing in-app ads may have a lower conversion rate than those without the "contains ads" label; Google recently rolled out this labeling for apps with ads in them in mid-2016.

You can access this conversion rate benchmark data (custom for your own category and monetization type) in the User Acquisition tab of the Google Play console, along with some other useful tidbits of data.

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