Install Rate benchmarks are a helpful reference when reviewing Apple Ads data alongside your Mobile Measurement Partner (MMP). Since Apple Ads and MMPs track installs differently and use different attribution methods, it’s normal to see some variation between the two.
Benchmarks help you understand whether the differences in install numbers are within an expected range or indicate that adjustments may be needed in your MMP settings. By monitoring Install Rate benchmarks, you can determine if performance is on track, gain a clearer understanding of your campaign results, and make data-driven decisions to optimize Apple Ads in SplitMetrics Acquire.
What is the Install Rate?
In SplitMetrics Acquire dashboards, the Install Rate (Tap‑Through) metric shows the ratio of installs recorded by your MMP to the number of Apple Ads Tap-Through downloads (including new downloads and redownloads) from users who clicked your ad within Apple’s 30-day attribution window.
Install Rate helps you understand how effectively Apple Ads downloads are converted into installs tracked by your MMP and provides a baseline for identifying discrepancies between Apple Ads data and your MMP.
💡 Install Rate (Tap-Through) formula: Installs / Downloads (Tap-Through) × 100%.
Note. When tracking reattributions in your MMP, the Installs metric in SplitMetrics Acquire includes both new installs and reattributions, and the Install Rate (Tap‑Through) is calculated based on this total.
How to Read Install Rate Benchmarks?
Checking your Install Rate benchmarks in SplitMetrics Acquire is easy. Here’s how to do it:
1. In your SplitMetrics Acquire account, open Ads Manager and navigate to the Apps, Campaigns, or Ad Groups dashboard.
2. Add the Install Rate (Tap‑Through) column to your dashboard by selecting Columns > Edit Columns, then choosing the Install Rate (Tap‑Through) metric.
3. Hover over the percentage numbers to see a popup with detailed information about your tracker.
The popup shows:
- Tracker name. See which tracker the data is coming from.
- Current Install Rate (Tap‑Through) status. Find out if your current Install Rate is below, above, or within the typical range:
Current IR is lower than typical
Current IR is higher than typical
Current IR is normal
- Normal range. Check the expected range for your tracker (for example, 83.5%–95.3%) to see where your performance sits.
- Median Install Rate. See the median Install Rate for this tracker to understand what’s typical.
If your Install Rate is outside the expected range, click the link in the popup to get step-by-step guidance on checking and adjusting your tracker settings.
💡Helpful tips:
If the popup says “Your MMP doesn’t support Install Rate values,” check that installs are being sent correctly to SplitMetrics Acquire.
If your MMP isn’t connected yet, follow the integration guides in 📖 this Help Center section to set it up.
Tracker-Level Install Rate Benchmarks
Tracker | Median IR | Normal Range |
AppsFlyer | 89.4% | 83.5–95.4% |
Singular | 81.6% | 62.7–87.9% |
Adjust | 78.1% | 63.1–85.2% |
Branch | 79.5% | 61.8–88.0% |
Note. For Custom or Kochava trackers, an Install Rate consistently below 50–60% usually indicates a configuration issue rather than normal tracker behavior.
Monitoring these benchmarks helps you quickly spot trends or unusual changes, making it easier to address potential issues and keep your tracking accurate. Regularly checking your Install Rate ensures you stay on top of any adjustments needed for your MMP settings.