Conversion Rate
The conversion rate in Apple Ads is determined by the number of app downloads within a specific timeframe and divided by the total number of visits or interactions. It can give you an idea of how aligned an appâs original product page is to encourage users to download it.
- The conversion rate in 2023 demonstrates strong performance throughout the year, starting at 64.91% in Q1 and showing consistent growth to reach 65.45% in Q4, with the peak occurring in Q3 at 65.37%.
- The cumulative average (65.13%) for 2023 rose steadily from the beginning to the end of the year, indicating an overall improvement in the conversion rate.
- In 2024, the CR began at the highest point recorded by MobileActionâs Apple Ads data, with 67.97% in Q1.
- Despite a slight decrease in overall performance throughout the year compared to Q1, the conversion rate performance remained consistent while driving stronger results than previous quarters from past years.
- The cumulative average, at 66.70%, wrapped up 2024 at an all-time high while maintaining the consistent upward trend in Apple Ads conversion rates since 2019.
Even if the upward trend has continued since 2019, both 2023 and 2024 data showcase significantly better performance in conversion rates than in previous years while positively diverging.
- The conversion rates across categories show diverse patterns from 2023 to 2024, with notable differences in performance across different sectors.
- Per MobileActionâs Apple Ads data, the Photo & Video category had the highest conversion rate in 2024, at 73.57%, a big jump from 69.49% in 2023.
- 2023âs #1 category, Sports, maintained its strong performance and showed slight improvements compared to last year. The average conversion rate increased from 72.47% to 73.50% despite losing its top spot to the Photo & Video category.
- The Food & Drink category remained in the top 3 while improving in 2024, from 72.06% in 2023 to 73.26% in 2024.
- Games is also among the categories that saw an increase in conversion rates in 2024. The change from 66.23% in 2023 to 70.22% in 2024 indicates a still strong user intent to play mobile games even though the app volume is high.
- The Social Networking, Shopping, Weather, and Education categories experienced drops in conversion rates. This could indicate various factors, such as changing user preferences, content relevancy, or changes in competition, that negatively affect conversion rates.
- Apps in the Education category, which showed a decline in conversion rates between 2022 and 2023 and between 2023 and 2024, might need targeted improvements in their offerings or conversion strategies to regain user trust or interest.
- Similar to the trend seen in the TTRs, business-related categories also show strong conversion rates. The conversion rates increased from 62.15% in 2023 to 64.00% in the Business category, from 60.91% to 67.69% in the Utilities category, and from 58.36% to 60.83% in the Finance category in 2024, suggesting users have clear intent when searching for apps in this category.
- The data shows that the booming of AI-powered apps and the increasing popularity of crypto in 2024 contributed significantly to the increase in conversion rates in the Photo & Video, Utilities, and Finance categories.
- In categories where innovative developments occurred, itâs clear that apps attracted more users and drove higher engagement. Conversely, the categories that remained silent in terms of technological advancements showed relatively fewer movements or declines in 2024.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
