ASO Glossary

Conversion rate

The percentage of viewers of your App Store listing who tap the install button.

Conversion rate (CVR) is impressions → installs. App Store Connect calls this 'Conversion Rate'; Google Play calls it 'Acquisition'. Industry baseline CVR is 25-35% (App Store, US, free apps). Strong is 40%+. Driven mostly by screenshots, icon, video, rating, and review-content sentiment. Improving CVR is leverage: every percentage point gained means 1% more downloads from the same traffic — and every install brings the next install closer via algorithm momentum.

Related terms

Install velocity

The rate of installs per unit time, the strongest ranking signal both stores use.

Screenshots

The image carousel on your App Store listing — the largest single conversion-rate lever in ASO.

App rating

The star average displayed on your App Store listing, typically out of 5.