Install
An install is the event of a user adding the PWA to their device through Add to Home Screen or the browser's own install prompt. In PWA arbitrage this is usually the first hard conversion a tracker logs after the click, before any in-app action happens.
How a PWA install differs from a store install
A native store install requires navigating to an app store page, waiting for the download, and the app itself having cleared store review, losing users at every step along the way. A PWA installs straight from the browser in seconds, with no store and no app-level review, which noticeably lifts click-to-install conversion.
What drives click-to-install conversion
The biggest factors are how fast the PWA page loads, how well it matches what the creative promised, and how few extra steps sit between the click and the install prompt. APEX PWAs are built for instant loading with no store in the way, and split-tests let buyers check different prelander and install-prompt variants to find the one that converts best.
FAQ
- How is a PWA install different from a store install?
- A PWA installs straight from the browser in seconds with no app-store review, while a store install requires a trip to the App Store or Google Play and a full app download. That usually gives PWAs a higher click-to-install conversion rate.
- What has the biggest impact on click-to-install conversion?
- Page load speed and how well the page matches what the creative promised — if a user waits more than a couple of seconds or sees something unexpected, they just close the tab. Extra steps between the click and the install prompt also drag conversion down.
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