Conversion rate for Smart Banner impression -> Installs

Hi guys,

Currently I’m displaying the smart banner 5.7K times (page views) for  1.4K users and getting 119 clicks, and 5 installs (0.3% imp->install).  What are typical industry rate for a commerce app?

Thanks,
Quoc Le

QMALL — Product Manager
1 Answer(s)
Answered on May 10, 2016.

Great question. We’re actually currently working on putting together a benchmark study that will look at these numbers by industry, I’ll repost when that is live.

I don’t know of any data for impression-to-install but we do have some data available around click-to-install rates by feature, and app banners typically see a 15.5% click-to-install rate. It’s important to note that this data is across millions of Branch links and includes link clicks on both platforms and in a number of different countries. The US, for instance, see’s a much lower average click-to-install rate than Canada. iOS rates are typically lower than Android as well.

Interestingly, a study by Appflood found much lower click-to-install numbers.  What may make the difference is that they are measuring install rates for ads, meaning that these assets typically are displayed on domains other than their own. In the Branch study above, smart banners, like yours, are hosted on the website of the app they are associated with, naturally improving engagement.

Branch Metrics — Marketer