App store conversion rate calculator
your store listing sits between every ad you run and every install you get, which makes it the highest leverage page you own. this splits it into the two steps that matter and tells you which one is losing people.
this calculator needs javascript. the explanation below works without it.
Two different problems
impression to page view is decided by your icon, title and first screenshot as they appear in a list of competitors. it is a browsing decision made in about a second.
page view to install is decided by the listing itself. these need different fixes, and the mistake is rewriting your description when nobody was reaching the description in the first place.
What moves the second number
the first two screenshots, because most people never scroll past them. they should show the outcome your user wants, not a tour of your interface.
if you run paid, match your best performing ad to your first screenshot. someone who tapped an ad about one specific benefit and lands on a generic page has just been given a reason to hesitate, and hesitation is where installs are lost.
Numbers tell you what. They do not tell you what to do.
bring your real numbers to the breakdown call and leave with a plan for them. free, no pitch deck.
Common questions
Where do I find these numbers?
app store connect for ios and google play console for android, both free. use the same date range for all three figures, or the percentages will describe periods that do not line up.
Should paid and organic traffic be measured together?
separately, always. paid visitors arrive knowing what they clicked and convert differently from someone browsing a category. blended together they hide each other, and you end up optimising for a visitor who does not exist.
Other scale tools
Retention curve projector
put in D1, D7 and D30 retention and your install rate, and see where your active users flatten out.
ScaleChurn to customer lifetime
convert monthly churn into how long an average customer stays, how many survive a year, and what cutting churn is worth.
ScaleFree trial to paid
work out revenue from trial starts, and the real cost of acquiring a paying customer once you account for trials that never convert.
ScaleK-factor calculator
work out your viral coefficient from invites sent and accepted, and see how many extra users each new user really brings.
Bring one real growth problem. Leave with the fix.
the breakdown call is free. no pitch deck, no agency handoff.