The Install Rate of an ad campaign means how many clicks on an ad it takes to lead to the installation of an app. It's mainly used to optimize CPI (Cost Per Install) campaigns and is calculated by dividing the total number of app installs (as captured by the Mobile Marketing Partner) by the total number of downloads within a specified period (as captured by the Apple Ads).
In SplitMetrics Acquire dashboards, the Install Rate (Tap-Through) metric shows the ratio of installs from your MMP to the number of tap-through downloads (new downloads and redownloads) from users who clicked on your ad within a 30-day window.
💡 Install Rate (Tap-Through) = Installs / Downloads (Tap-Through) * 100%
If your MMP supports sending the reinstall attribution data to us, the Install Rate will take into account both initial installs and reattributions.
Install Rate (Tap-Through) >100% is usually a sign of frequent app reinstalls, common in apps where a high redownload share is common. This typically happens due to frequent app reinstalls within the 30-day attribution window. During this period, Apple Ads attributes these reinstalls — even those without a new ad click — back to the initial ad click, rather than considering them organic. This attribution logic is accurate and ensures reinstalls are linked correctly to Apple Ads campaigns.
