What is an app conversion?
An app conversion happens when a user completes an action desired by the app developer or marketer.
Also known as conversion events, app conversions include different actions users can take when interacting with apps. For example, installing an app after seeing an ad or making an in-app purchase. The desired action is usually highlighted in a CTA placed in an ad creative or an offer such as “install now” or “buy today”.
Why is measuring app conversions important?
Marketers keep track of conversions to evaluate and optimize the performance of ad campaigns and ad networks. To optimize app conversions, they typically monitor conversion rates — percentages of users who have performed a desired action.