Conversion rate
A conversion rate is the share of people who take the next step, such as visitors who download your app or downloads that turn into a sale.
Also called App Store conversion rate, Download to paid.
In plain words
1 in 13 downloads turned into a sale.
How Apparent would say it about Fern, an example app in the live demo.
How it's worked out
People who took the step ÷ people who could have. Apple's App Store conversion rate is downloads ÷ unique impressions.
Good to know
"Conversion rate" means nothing until you say from what to what. In the App Store it usually means from seeing the app to downloading it. For money it usually means from downloading to paying.
A percentage like 7.5% is hard to feel. "1 in 13" says the same thing and is easier to remember.
Small numbers swing a lot. If 3 out of 20 people bought, one more sale changes the rate by five points. Wait for more people before deciding.
Where the number comes from
App Store Connect and Google Play for store conversion; RevenueCat or the stores plus your own events for sales.