T
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.
What to understand
This metric measures how well an app or ad grabs attention and creates initial interest.
It is strongly influenced by the icon, app name, ranking position, query, and display context.
A high tap-through rate with low conversion can signal a mismatch between the promise and the store experience.
Related terms
Impression
The display of an app or ad creative to a user, without necessarily generating a click.
Conversion Rate
The percentage of store listing visitors who complete the desired action, usually an install.
Creative
A visual or video asset used to present an app in its store listing or in an acquisition campaign.
