What's a good install to signup rate?
The median app converts about 20% of installs into signups. By category, it runs from under 5% to about 70%.
Median install to signup rate by category
| Category | Median | Middle 50% |
|---|---|---|
| Gaming | 69.7% | – |
| Astrology & spiritual | 67.8% | 41.9% to 71.6% |
| EdTech | 28.7% | 13.6% to 35.3% |
| Social & community | 28.2% | 11.2% to 54.2% |
| Productivity & tools | 23.5% | 6.5% to 35.3% |
| Fintech | 20.9% | 7.9% to 31.1% |
| E-commerce | 17.0% | 7.8% to 27.8% |
| Health & fitness | 15.9% | 0.8% to 34.1% |
| Entertainment & content | 15.2% | 6.0% to 17.6% |
| Food & beverage | 2.9% | 2.1% to 13.2% |
Larger apps convert a smaller share
Median install to signup rate by app size
| Category | Median | Middle 50% |
|---|---|---|
| Under 50k installs | 22.4% | 6.6% to 42.2% |
| 50k to 200k | 24.0% | 8.1% to 39.1% |
| 200k to 500k | 13.8% | 4.4% to 14.8% |
| 500k+ | 15.2% | 10.7% to 31.4% |
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Common questions
What is a good install to signup rate?
The median Indian app converts about 20% of installs into signups. Anything above the middle-50% range for your category is strong.
Which apps convert installs best?
Gaming (about 70%) and astrology apps (about 68%) convert installs to signups at the highest rates. Food and health apps convert lowest.
Does conversion drop as apps grow?
Yes. Apps under 200k installs convert about 22 to 24% of installs, falling to about 14 to 15% for larger apps.
What is organic install share?
Organic install share is the percentage of an app's installs that cannot be matched to a paid campaign within the attribution window, such as store search, word of mouth and untracked referrals.
How is an organic install defined in these benchmarks?
An install counts as organic when it isn't matched to a paid ad network touchpoint within a 7-day click-through window. A paid install is matched to a specific campaign through deterministic attribution.
What is install to signup rate?
Install to signup rate is the number of signups divided by the number of installs, for apps that track a signup event. It shows how many new users get past onboarding.