App Store Conversion Rate Benchmarks [2026 ASO & ASA Guide]

“My conversion rate is 10%. Is that good?”

Depends on the channel. 10% from Search traffic is solid. 10% from Browse? That’s basically impossible — because Browse traffic is a different user with different intent, and comparing the two is like comparing apples to auctions.

Conversion rate benchmarks for the App Store only make sense in context: where the traffic came from, what campaign type drove it, and how relevant your keywords are. Here’s the complete framework.

What you’ll learn:

• ASO conversion rate benchmarks for Search and Browse traffic
• ASA CR benchmarks broken down by campaign type
• How keyword relevancy affects conversion within a campaign
• How TTR and CR interact — and what each combination tells you
• A diagnostic framework for when your numbers fall below benchmark

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Understanding the CR Measurement Stack

Before diving into benchmarks, the distinction that trips most teams up:

• TTR (Tap-Through Rate): Impressions → Taps. Measures how compelling your ad creative or search result is.
• CR (Conversion Rate): Taps → Installs. Measures how effective your product page is at closing.
• CVR (Full Funnel): Impressions → Installs. The combined view.

Low CR specifically means users tapped (they were interested) but didn’t install (something on the product page stopped them). That’s a different problem than low TTR, which means the creative didn’t attract taps in the first place. Diagnosing which is which determines what you fix.

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ASO Conversion Rate Benchmarks

Search CVR

Rating	Conversion Rate
Poor	< 6%
OK	6-8%
Good	8-12%
Strong	> 12%

Search traffic has the highest intent in the App Store. Users typed a query and your app appeared — they were actively looking for something. Below 6% means your product page isn’t matching what users expected from that search. That’s usually a screenshot or value proposition problem, not a keyword problem.

Browse CVR (Featured & Browse Traffic)

Rating	Conversion Rate
Poor	< 0.7%
OK	0.7-1.3%
Good	1.3-2%
Strong	> 2%

Browse traffic is casual exploration — users weren’t searching for you. Lower CVR is expected and normal. If your Browse CVR is underperforming, the fix is usually icon appeal and the first screenshot, since that’s all they see before deciding whether to tap through.

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ASA Conversion Rate Benchmarks

ASA measures CR as Tap → Install. The benchmarks vary significantly by campaign type because intent varies significantly.

Campaign Type	Poor	OK	Good	Strong
Brand	< 45%	45-55%	55-65%	> 65%
Generic	< 35%	35-45%	45-55%	> 55%
Competitor	< 25%	25-35%	35-45%	> 45%
Discovery	< 20%	20-30%	30-40%	> 40%

Why Brand CR is highest: The user searched for your app by name. They already know you exist. Conversion should be near-automatic — if it’s not, check for a ratings problem or a competitor bidding on your brand terms and creating confusion.

Why Competitor CR is lowest: These users wanted someone else. You’re convincing them to switch. Anything above 35% on competitor keywords means your positioning and product page are doing real work.

Why Discovery CR varies: Discovery campaigns cast a wide net. The keywords surfaced are of mixed relevance, so CR ranges widely. Don’t optimise Discovery for CR — optimise it for discovering which keywords warrant promotion to Exact campaigns.

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By Keyword Relevancy

Within any campaign, CR varies by how relevant the keyword is to your core value proposition:

Relevancy Level	Good	Strong
North Star / Extremely Relevant	40-50%	> 50%
Relevant	35-45%	> 45%
Somewhat Relevant	25-35%	> 35%
Low Relevance	20-30%	> 30%

This is why keyword selection matters beyond volume. High relevance means the user’s intent matches what you do — and that alignment shows up directly in conversion. A keyword with lower volume but higher relevance often outperforms a high-volume keyword where your relevance is marginal.

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The TTR-CR Relationship

TTR and CR tell different stories. When you read them together, the diagnosis becomes clear:

TTR	CR	Interpretation
High	High	Optimal. Ad attracts right users, product page closes.
High	Low	Expectation mismatch. Ad overpromises; product page underdelivers.
Low	High	Ad undersells. Fewer taps, but those who tap convert. Consider stronger creative.
Low	Low	Systemic issue. Both creative and product page need work.

The most common failure pattern is High TTR + Low CR — which means you’re paying for taps from users who feel misled when they reach the product page. Fix: align your Custom Product Pages to the specific intent of the keyword group.

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When Your CR is Below Benchmark: Diagnostic Path

If CR is underperforming its benchmark, work through this sequence before changing anything:

1. Scope it: Is CR low across all keywords or specific segments? All-campaign low CR is a product page problem. Segment-specific low CR is a creative alignment problem.

2. Check creative-to-landing alignment: Does your Custom Product Page match what the keyword implied? A user searching “calorie counter” who lands on screenshots featuring workout tracking will bounce.

3. Evaluate the product page itself: Screenshot quality, star rating (below 4.5 is friction), visible negative reviews, app size, subscription pricing visibility. Any of these can suppress CR independently of ad quality.

4. Benchmark against competitors: Pull the top 3 apps appearing for your target keywords. If their product pages are materially stronger, that’s your gap.

5. Check for app-level changes: Did app size increase? Did ratings drop? Was a free trial removed? Post-install changes that surface as product page visible signals directly depress CR.

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The Bottom Line

Conversion rate benchmarks only make sense with context:

Organic: Search CVR aim 8%+, Browse CVR aim 1.3%+

Paid: Brand 55%+, Generic 45%+, Competitor 35%+, Discovery 30%+

Within campaigns: North Star keywords should convert at 40%+

The key principle: conversion rate measures how well your product page matches user expectations. Low CR means either the wrong users are arriving (a targeting or keyword relevance problem) or the right users are arriving but the product page isn’t closing (a creative or product page problem). The benchmark tells you whether you have an issue. The diagnostic tells you what kind.

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Conversion rate falling below benchmark and can’t isolate the cause? Book a free 30-minute diagnostic — I’ll walk through your data and show you exactly where the funnel is breaking.