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Install Rate
A rate measuring the share of installs generated from a volume of impressions or visits, depending on the context.
What to understand
Depending on the source, the rate can be calculated after impression, after click, or after a listing visit, so the definition should always be checked.
Install rate helps spot friction between visibility, click, and final conversion.
It is a useful metric for comparing campaigns, store pages, or sets of creatives.
Related terms
Conversion Rate
The percentage of store listing visitors who complete the desired action, usually an install.
Impression
The display of an app or ad creative to a user, without necessarily generating a click.
Tap-Through Rate
A rate measuring the share of users who click or tap on an app after seeing it in search results or an ad.
