Conversion Rate

Describes how effective an ad campaign is at getting users to convert

Defined as the number of users who undertake a particular activity on your mobile app that fulfils your desired goal.

How to calculate conversion rate

(Total number of conversions (i.e. app installs or purchases) / Total number of visitors) * 100

For example, if a mobile advertising campaign has 100 app downloads and 200 app store visits, the conversion rate would be 50%.