Tap-Through Rate (TTR)
Tap-through rate is the share of users who see your app in App Store search results and tap into the product page, measuring the pull of your icon, name, and subtitle before any conversion decision is made.
TTR is the step before conversion rate: a user has to tap into your listing before they can decide whether to install. It's driven almost entirely by the icon, the app name, and the subtitle as they appear in the compact search results row, since that's all a searcher sees before tapping.
A high tap-through rate on a paid Apple Search Ads placement is also read as a relevance signal for that specific query, contributing to the paid-to-organic halo effect some keywords show after an ad campaign runs.
Because TTR and conversion rate measure different steps of the same funnel, a listing can have a strong TTR (compelling icon and name) but weak conversion (the product page itself doesn't close the sale), or the reverse. Diagnosing which stage is underperforming tells you whether to fix the icon or the screenshots.
Frequently asked questions
- How do I improve tap-through rate specifically?
- Focus on the icon and the name/subtitle pairing, since that's all a searcher sees before tapping. Product Page Optimization can test icon variants directly against your current TTR.
- Is tap-through rate the same as conversion rate?
- No. TTR measures impression-to-tap; conversion rate measures impression-to-install (or tap-to-install). A listing can win on one and lose on the other.
Related terms
- App Store Conversion RateApp Store conversion rate is the share of users who see your app's listing in search or browse and go on to install it, and it now carries as much ranking weight as metadata relevance in most categories.
- Halo Effect (Paid-to-Organic Spillover)The halo effect describes organic App Store installs that increase as a side effect of running paid Apple Search Ads, driven by paid-install velocity lifting an app's ranking and visibility for the same keyword.
- Feature Graphic / Preview Assets (ASO)Preview assets — screenshots and app preview videos — are the visual elements that appear in search results and product pages, directly affecting the conversion rate from impression to install.
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Put this into practice
Score App Store keywords by popularity and difficulty across 109 storefronts — the numbers behind tap-through rate (ttr).
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