benchmarks

Industry data from AppTweak, SplitMetrics, Sensor Tower, and others.

ASO Benchmarks & Conversion Data

Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.

Conversion Rate Benchmarks by Category

Average CVR (page view to install):

• iOS overall: 25.0%
• Google Play overall: 27.3%

| Category | iOS CVR | Google Play CVR | | ----------------- | -------------- | --------------- | | Navigation | 115%\* | -- | | Auto & Vehicles | -- | 70.5% | | Business | 66.7% | -- | | Music (Games) | -- | 45.0% | | Utilities & Tools | -- | 36.8% | | Shopping | -- | 27.7% | | Health & Fitness | -- | 23.2% | | Finance | -- | 19.7% | | Food & Drink | -- | 13.1% | | Games (Board) | 1.2% | 7.3% | | Games (overall) | 3-5% realistic | -- |

\*Above 100% = some users install from search without visiting product page.

Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)

Rating Impact on Conversion

| Rating Change | Conversion Impact | | -------------------------- | --------------------------------------- | | 3.0 to 4.0 stars | +89% | | 4.0 to 4.5 stars | +20-30% | | 4.3 to 4.6 stars | +22-28% (Finance, Health) | | 0.4-star gap vs competitor | ~25% lost installs from same search | | 3-star vs 5-star app | 50% fewer conversions for 3-star |

Critical thresholds:

• 4.0 stars = minimum for Apple featuring, user trust, conversion viability
• 4.5+ stars = optimal zone. Sweet spot: 4.1-4.9
• 5.0 stars can look suspicious to users
• Below 3.5 = sharp visibility drop on both stores
• 79% of users check ratings before downloading
• 50% reject apps below 3 stars

Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai

Preview Video Impact

iOS: +20-40% conversion lift (video autoplays on product page) Google Play: Minimal lift (only ~6% of visitors tap to play)

• Autoplay introduced in iOS 11 caused +47% conversion jump
• Users who watch video are 2x more likely to install
• Average watch time: 4-6.5 seconds (first 5 seconds are critical)
• 50%+ of viewers watch to the end

Takeaway: Video is high-ROI on iOS, low-ROI on Google Play.

Sources: StoreMaven, SplitMetrics, Leanplum

Screenshot Impact

• 90% of users do not scroll past the 3rd screenshot
• Average scroll rate: only 17%
• Users spend 6-10 seconds scanning before deciding
• First screenshot decides everything
• Well-designed screenshots lift conversion 20-35%
• A/B test winners see 10-25% improvement
• Optimal count: 4-5 for utility apps, 5-6 for complex apps
• More than 6: diminishing returns, can cause decision paralysis
• Top 200 apps update screenshots 2-4 times/year
• Top Google Play games update visuals up to 8x/year
• 57% of top games A/B tested screenshots at least 2x in 2024

Sources: AppTweak, ASOMobile, Sensor Tower

Custom Product Pages (Apple CPPs)

• Average conversion lift: +5.9% for apps, +3.5% for games
• Best cases: up to +8.6%
• Organic referral: +2.5 percentage points (156% lift vs 1.6% baseline)
• Apple Ads CPP CVR: 55.8% in 2024 (up from 42.1% in 2023)
• Only 31% of apps and 26% of games use CPPs (low adoption = opportunity)
• Screenshot reordering alone produced +16.6% installs in one case

Sources: AppTweak, SplitMetrics, MobileAction

Custom Store Listings (Google Play CSLs)

• Up to 50 custom versions per app
• Case study (Lockwood/Avakin Life): +57% CVR over 2 months
• Can target inactive/churned users (28+ days no activity)

Source: Phiture, MobileAction

In-App Events (Apple)

• 55% of top 200 apps use them regularly
• +15-20% more impressions from editorial/browse placements
• One case: +124% surge in total impressions
• One case: +50% impressions AND first-time downloads
• Search CVR uptick: +10.3%
• Re-downloads increase: +15.5%
• Boost is short-lived -- KPIs drop to baseline when event ends
• Optimal: 2-4 active events per month

Sources: Phiture, AppTweak, Appalize

Promotional Content (Google Play)

• Apps with featuring see 2x explore acquisitions (official Google)
• +2% 28-day active users and +4% revenue on average

Source: Google Play Console documentation

A/B Test Impact Thresholds

| Improvement | Classification | | ----------- | ---------------------------------- | | >10% | Strong winner -- apply immediately | | 5-10% | Meaningful winner | | 2-5% | Marginal winner | | <2% | Noise -- not significant |

Source: SplitMetrics, MobileAction