App Store Conversion Rate Benchmarks: What a Good Number Looks Like (2026, Sourced)

Quick answer: There is no single App Store conversion rate benchmark, because "conversion rate" has two definitions and results vary enormously by category. Measured as downloads divided by product page views, AppTweak's 2025 US data puts the App Store average at 8.56%, ranging from 5.2% (Trivia games) to 52.8% (Food & Drink). Measured as downloads divided by impressions, the same dataset gives 3.8%. The benchmark that actually matters is Apple's own: App Store Connect shows your conversion rate against the 25th, 50th and 75th percentiles of apps in your category and business model, updated weekly. Beat the 50th percentile and you're above average for apps like yours; the 75th is the target.

Every few weeks someone asks me "what's a good App Store conversion rate?" and the honest answer takes longer than they'd like. Not because the data doesn't exist, but because the published numbers disagree by a factor of ten, and most of the disagreement is definitional. Here's the sorted-out version, with sources, plus the one benchmark you should actually be using.

Two definitions, two very different numbers

App Store Connect reports three funnel metrics: impressions (your app appeared somewhere, including search results), product page views (someone opened your page), and downloads. "Conversion rate" can be built from either end of that funnel.

Apple's own App Store Connect "Conversion Rate" metric uses impressions as the denominator, which is why it usually reads lower than tool-vendor benchmarks that use page views. When you compare your number to a published figure, check which formula it uses first. Comparing an impression-based 4% to a page-view-based 25% benchmark will convince you your listing is broken when it's fine.

The published benchmarks, by source

AppTweak, US, 2025 data (published May 2026): App Store average conversion rate 8.56%, Google Play 16.15%, App Store install rate (impression-based) 3.8%. Highest category Food & Drink at 52.8%, lowest Games – Trivia at 5.2%. Their definition is downloads over page views.

Apple, App Store Connect peer group benchmarks (ongoing): not a single number but three percentiles for your specific peer group. Peer groups are built from App Store category, business model (free, paid, free with in-app purchases, subscription), and optionally download volume tier. Metrics covered are conversion rate, day 1, 7 and 28 retention, crash rate, proceeds per paying user, and day-35 download-to-paid conversion and proceeds per download. Apple updates it weekly and only publishes a peer group once it has enough apps in it.

Older figures still circulating (a 25% to 33% "average" from Storemaven and early AppTweak datasets) are page-view based and several years old. Treat them as historical.

Why category dominates everything

A Food & Drink app converts ten times better than a trivia game, and neither is doing anything wrong. Intent is different. Someone searching "Domino's" has decided; someone browsing puzzle games is shopping. Utilities with a clear job convert high. Games competing on browse shelves convert low. Subscription apps with a paywall visible in the screenshots convert lower than free apps with the same screenshots.

So a cross-category average tells you almost nothing about your app. Which is why the only benchmark worth acting on is the one Apple computes for apps in your category and business model.

How to read Apple's peer group benchmarks

In App Store Connect: pick the app, open Analytics, click Benchmarks in the sidebar. You'll see your conversion rate plotted against your peer group's 25th, 50th and 75th percentile lines for the most recent week available.

How I read it:

• Below the 25th percentile: your product page is losing to three quarters of comparable apps. This is a screenshots-and-icon problem before it's anything else. Fix it before spending on keywords or ads; more traffic into a leaking page is money wasted.
• Between the 25th and 50th: normal, and the most common place to be. There's a clear win available from the first three screenshots and the subtitle.
• Between the 50th and 75th: above average. Gains from here come from testing, not guessing. Run product page tests.
• Above the 75th: your page is not the bottleneck. Spend the effort on ranking and traffic.

Click the peer group name to switch to a subcategory or your secondary category; a Health & Fitness app that's really a meditation app will get a more honest comparison against the subcategory.

Benchmark against yourself too

Peer percentiles tell you where you stand. Your own trend tells you whether what you did last month worked. Both matter, and Apple's Benchmarks view shows only the peer comparison.

For the trend, you want your daily impressions, page views and downloads on one chart with the dates you changed screenshots, subtitle or icon marked on it. That's what SnapMonk's Store Insights does once you connect App Store Connect: it pulls Apple's daily analytics reports for your apps and shows the funnel, where people drop off, downloads day by day, and the split by source and country. And when you run a screenshot test through Experiments, the listing's conversion before and after the test sits next to the design that caused it.

One thing to be clear about: Apple does not expose peer group benchmarks through its API, so no third-party tool, ours included, can show you the percentile lines. Read those in App Store Connect. Use a tool for your own funnel over time.

From benchmark to better number

If the benchmark says you're behind, the order of operations is the same for almost every app:

1. First three screenshots. They show in search results, so they're your ad. Lead with the outcome, caption in eight words or fewer, readable at thumbnail size. The conversion rate optimization guide ranks every product page element by impact.
2. Icon and rating. Both appear at every touchpoint. A rating under 4.0 caps your conversion regardless of the page.
3. Subtitle. It's the tagline in search results. Make it a promise, not a keyword list. See the subtitle examples post.
4. Test, don't guess. Once you're near the median, run a product page test against your live page. Experiments lets you compare a render with the live listing panel by panel and send it to Apple as a test; the verdict is in App Store Connect, the before/after is in SnapMonk.

Then check Benchmarks again in a month. Percentile movement is slow, because your peers are improving too, but a one-quartile move is a normal outcome from fixing the first three screenshots.

FAQ

What is a good App Store conversion rate? It depends on the definition and the category. Downloads over product page views averaged 8.56% on the US App Store in 2025 (AppTweak), from 5.2% for trivia games to 52.8% for food and drink apps. The useful benchmark is Apple's peer group view in App Store Connect: above your category's 50th percentile is above average, the 75th is a strong target.

What is the average App Store conversion rate? AppTweak's 2025 US data gives 8.56% (downloads divided by page views) and 3.8% when measured against impressions. Google Play averaged 16.15% in the same dataset. Averages across categories hide a tenfold spread, so compare within your category.

How does App Store Connect calculate conversion rate? Apple's Conversion Rate metric divides downloads by unique impressions, so it includes people who saw you in search results and never opened your page. Vendor benchmarks often divide by product page views instead, which produces a higher number for the same app.

Where do I find App Store conversion rate benchmarks for my category? In App Store Connect, select your app, open Analytics, and click Benchmarks. Apple shows your conversion rate against the 25th, 50th and 75th percentiles of apps in the same category and business model, updated weekly. Click the peer group name to switch to a subcategory.

Why is my App Store conversion rate lower on iOS than Google Play? Google Play's store listing conversion runs consistently higher than the App Store's for the same category, partly because of how each store counts the funnel and partly because Play browsers tend to arrive with stronger install intent. Compare iOS to iOS peer groups only.

Can a tool show me Apple's peer group benchmarks? No. Apple does not expose peer group benchmarks through the App Store Connect API, so they are only visible in App Store Connect itself. Tools that connect to your account, like SnapMonk's Store Insights, can show your own funnel and conversion trend from Apple's analytics reports, which is the other half of benchmarking.

Related reading

• App Store conversion rate optimization: what to change, ranked by impact
• Connect App Store Connect to SnapMonk: getting your own funnel next to your screenshots
• ASO split testing: the test loop once you're near the median
• Screenshot mistakes killing your install rate: the usual reasons a page under-converts
• Store Insights: your funnel, daily