App-install benchmarks matter for mobile products, subscription apps, and app-led acquisition programs where install volume must be separated from activation quality. Install rate, CPI, activation rate, and day-7 retention.
Use these labeled KPIs together instead of judging app install performance from one headline number. Conversion-sensitive metrics update when you change the conversion type above.
| Metric | Median | Top Quartile | What It Tells You |
|---|---|---|---|
| CTR | 2.4% | 4.1% | Creative and message-to-audience fit |
| CPC | $2.80 | $1.65 | Click acquisition efficiency |
| CVR | 3.4% | 6.2% | Landing-page and offer effectiveness |
| CPA | $82 | $45 | Cost to generate the selected conversion |
| CPM | $12.40 | $7.80 | Auction pressure and reach efficiency |
| ROAS | 3.1x | 5.2x | Revenue efficiency where purchase value is tracked |
Install rate, CPI, activation rate, and day-7 retention. Benchmarks should be interpreted with contextual commentary, not as standalone averages.
| Conversion Type | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| App Install | 22% | 18% | 31% | 9% |
These are the main drivers that typically explain why the same headline metric changes across channels, industries, and conversion contexts.
| Factor | Why It Matters |
|---|---|
| App-store trust signals and creative fit | Changes how install rate, cpi, activation rate, and day-7 retention. |
| Platform and device mix | Changes how install rate, cpi, activation rate, and day-7 retention. |
| Activation speed after install | Changes how install rate, cpi, activation rate, and day-7 retention. |
App-install benchmarks matter for mobile products, subscription apps, and app-led acquisition programs where install volume must be separated from activation quality.
App-install benchmarks should never stop at CPI because install quality, activation, and retention determine whether acquisition is actually efficient.
App-install benchmarks should never stop at CPI because install quality, activation, and retention determine whether acquisition is actually efficient.
App-install benchmarks should never stop at CPI because install quality, activation, and retention determine whether acquisition is actually efficient.
Strong performance comes from efficient installs that also activate and retain, not just cheap CPI.
They include post-install quality signals because low-cost installs can hide very weak business value.