What is a good conversion rate?
Apple cites an average conversion rate of 50% on Apple Search Ads. In other words, half of the taps result in a download.
However, this statistic will also include the conversion rates of an app's brand keywords, which is often much higher than 50%. So, anything around 50% is pretty good.
Though bear in mind that if your campaign is achieving downloads at your maximum cost per download or lower, the conversion rate doesn’t matter so much!
Cost per download
Event tracking and attribution
Protecting your brand
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