Free Google Play toolGoogle Play store listing CTR and conversion calculator.
In 2026 Play Console moved store listing reports from conversion rate to click-through rate, and changed how visitors are counted. Calculate both metrics, see why they cannot be compared, and estimate what a CTR lift is worth in installs.
Free · no signup · updated 5 October 2026
Store listing CTR and conversion
Figures from Play Console → Grow users → Store listing performance.
Real reference points legacy definition, first-party
Metric definitions checked against Play Console Help on 2026-10-05.
What is Google Play store listing CTR?
Store listing CTR is the share of store listing visitors who click Install, Open or Pre-register. It replaced the old conversion rate (acquisitions ÷ visitors) in Play Console's store listing reports in 2026. Because the numerator and the visitor count both changed, old conversion rates and new CTRs are not comparable.
The method, in the open.
Legacy conversion rate = store listing acquisitions ÷ store listing visitors. An acquisition is a visitor who installed the app and did not already have it on another device.
Click-through rate (CTR) = unique visitors who clicked Install, Open or Pre-register ÷ store listing visitors. It measures intent (the click), not the completed install.
Google also changed how visitors are counted from 10 July 2026, which lowered visits on average. A smaller denominator and a click-based numerator both push the new metric up, so a "jump" across the switch can be pure measurement. The calculator shows both figures side by side and flags the change, then estimates monthly installs gained from a CTR lift using your own click-to-install completion rate.
What the numbers look like.
Hypothetical example. In June an app had 40,000 store listing visitors and 9,600 acquisitions: a 24% conversion rate. In August, under the new reporting, it had 34,000 visitors and 9,860 unique install clicks: a 29% CTR.
Nothing on the listing changed. The visitor count fell with the new counting method and the numerator moved from installs to clicks. The right move is to treat August as a new baseline, not a win, and compare future CTRs only with CTRs.
Real first-party reference (legacy definition): on a 440K MAU app, a market-specific custom store listing converted at 31.7% from 1.7M visitors, against 18.7% on the default listing. On a smaller app, 27.7% on 45.8K visitors. These are legacy conversion rates and must not be compared with CTRs.
What this is based on
- Play Console defines CTR as the percentage of store listing visitors who clicked Install, Open or Pre-register, and notes that from July 2026 store listing reports focus on clicks rather than acquisitions. Play Console Help
- Visitor counting changed from 10 July 2026, lowering visits on average; pre-July data should be labelled legacy. Admiral Media
- Custom store listing at 31.7% vs 18.7% default, 1.7M visitors (legacy conversion rate). Zeevron case study
What it does not tell you
- There is no public, CTR-era benchmark yet. Treat any "average Play Store conversion rate" quoted before mid-2026 as a legacy number.
- CTR counts clicks, not completed installs. Use your own acquisitions ÷ clicks ratio to translate CTR into installs.
- CTR varies widely by traffic source (search vs explore), country and listing. Compare like with like, for at least 28 days.
- Google may refine the reporting again. This page is checked against Play Console Help on the "verified" date shown.
Questions people ask.
What changed in Google Play Console store listing reports in 2026?
Store listing performance moved from conversion rate (acquisitions ÷ visitors) to click-through rate (unique clicks on Install, Open or Pre-register ÷ visitors), and the way visitors are counted changed from 10 July 2026. Together these make old and new numbers incomparable.
Should I reset my conversion targets?
Yes. Label pre-change data as legacy, collect at least 28 days of CTR by traffic source, country and listing, and set new targets on that baseline.
What is a good Google Play conversion rate?
Under the legacy definition, our clients' listings ranged from 18.7% on a default listing to 31.7% on a tuned custom listing. Category, traffic source and country matter more than any single average, so compare against your own baseline first.
How do I turn CTR into installs?
Divide acquisitions by unique install clicks over the same period to get your completion rate, then multiply visitors × CTR × completion rate. The upside mode of the calculator does this for you.
Does this affect store listing experiments?
Experiments compare variants inside the same period and the same metric, so they remain valid. Just do not compare an experiment's result with a pre-change conversion rate.
Is App Store conversion comparable?
No. Apple's App Store Connect conversion rate uses impressions and product page views with its own definitions. Compare each store only with itself.
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Send us your before and after. We'll reset the baseline.
We will rebuild your store listing baseline by traffic source and country under the new metric, free, and show where the real gaps are.