Click-to-install rate (CTI)
Acquisition metric. How do users find and install the app?
What is click-to-install rate?
Click-to-install rate (CTI) is the share of ad or link clicks that end in an install: installs divided by clicks, as a percentage.
Click spamming: fraud in which large numbers of fake clicks are sent so that some organic installs get credited to them; it shows up as a very low click-to-install rate.
How to calculate CTI
Click-to-install rate = Installs ÷ Clicks × 100- Installs
- installs attributed to those clicks
- Clicks
- clicks recorded on the ad or tracking link
Where definitions differ
| Variant | Formula | When to use it |
|---|---|---|
| Ad CTI | Attributed installs ÷ Ad clicks × 100 | Based on clicks the ad network reports. |
| Link CTI | Installs ÷ Tracking link clicks × 100 | Based on clicks the tracking link recorded, including organic shares and QR scans. |
| Store conversion rate | Installs ÷ Store page visitors × 100 | Reported by the app store consoles; it starts at the store page, not the ad. |
CTI calculator
Example inputs: change them to your own numbers. The examples only make the calculator show a worked answer; they are not benchmarks or targets. Runs in your browser; nothing you type is sent anywhere.
- Click-to-install rate
- 20%
- Implied CPI (CPC ÷ CTI)
- $2
Why is my click-to-install rate so low?
Low rates usually come from accidental or fraudulent clicks, a slow redirect to the store, a store page that does not match the ad, or link clicks that never reached the store. Check click quality before rewriting the store page.
How CTI differs by vertical
| EdTech | Drops when ads promise free content that the store page does not mention. |
|---|---|
| Fintech | Store-page trust signals (ratings, regulator mentions) move this rate. |
| OTT and streaming | Rises when the ad and store screenshots feature the same title. |
| Gaming | Watched closely per creative, often through IPM. |
Common mistakes
- Comparing link CTI with store conversion rate; they start at different points.
- Ignoring a sudden drop, which is a common early sign of click spamming.
Related metrics
Questions
How do you calculate click-to-install rate?
Divide installs by clicks and multiply by 100. 600 installs from 3k clicks is a 20% click-to-install rate.
Is click-to-install the same as store conversion rate?
No. Click-to-install starts at the ad or link click, while the store consoles' conversion rate starts at the store page view. Users who click but never load the store page only count in the first.
What does a very low click-to-install rate suggest?
It often points to poor-quality or fake clicks, especially if it drops suddenly on one source. Check the time between click and install and the share of clicks per device before blaming the creative.
Do I need an MMP to measure these metrics?
Not for all of them. Engagement and monetisation metrics come from product analytics and billing data, while metrics split by ad channel, such as CPI, ROAS or retention by source, need installs attributed to campaigns.
Are the calculator's example inputs benchmarks?
No. The example inputs only make the calculator show a worked answer when the page loads; they are not typical, good or target values. Replace them with your own numbers.
Does the calculator send my numbers anywhere?
No. It runs entirely in your browser, and nothing you type is stored or sent anywhere.