Conversion Rate

Conversion rate is the rate at which users are taking a desired conversion action. It’s important to make sure that this rate reflects what is truly viewed as ‘success’ within your organization — popular conversion events marketers and other mobile growth professionals select for tracking include mobile app download, user activation or sign-up, mobile in-app purchase, or more.

There are a number of ways to strategically optimize conversion rates for web, app, and cross-platform brands. The strategy and approach, of course, differs according to the conversion rate you’ve selected for your business. On our blog, we’ve shared helpful guides for getting more mobile app downloads and increasing in-app purchases.

Understanding true conversion rates becomes difficult when you consider both web and app platforms. Since your users are often not identifiable in the same way across web and app platforms, you may well be counting the same person twice — once on the web, and once in the app. This creates a huge, worrisome potential for inaccurate reporting for emerging and enterprise brands alike. To ensure that your conversion rate is accurately de-duplicated, check out cross-channel attribution.