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Konstantin Khalyushev
ENRUESPT

Conversion

Install-to-trial (all durations)

Of installs, the share that start a trial — averaged across apps and reported without splitting by plan duration.

Not broken out by plan duration even where a duration filter is offered — the publisher repeats one value across buckets. Treat any duration-specific reading of it as unsupported.

Denominator
installs
Cohort
an install cohort
Time horizon
—
Sources
1
Observations
3

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Can these be compared?

Roughly comparable

Only one source in this dataset publishes this metric for this segment. That is a single reading, not a consensus.

These observations cannot be combined into one figure, so they are shown separately. Different geographies: not broken out vs North America. Publishers define their regions differently, so similar-sounding names are not the same country list.

Adapty — State of In-App Subscriptions 2026

Published 2026-01-01 · 3 observations

Sample
Subscription data from more than 16,000 apps representing $3 billion in subscription revenue.
How it is aggregated
Conversion benchmarks are computed as app-level rates (trials or purchases divided by installs) within a segment, then aggregated as the AVERAGE of per-app rates. Medians and percentiles are reported alongside averages on some charts.
Measurement period
2025, with 2023 comparisons on selected charts.
Denominator
installs

11.2%

Average

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Computed as app-level rates within the segment, then aggregated as the average of per-app rates. Averages of per-app rates are pulled upward by strong outliers, so this sits above a median of the same population. Because plan duration is unknown at install, this is calculated across all durations and the same value is repeated for every duration bucket. A duration-specific reading is unsupported by the source.
As published
“11.2% Install → Trial”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage (All Categories, Global)

14.5%

Average

  • North America

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Computed as app-level rates within the segment, then aggregated as the average of per-app rates. Averages of per-app rates are pulled upward by strong outliers, so this sits above a median of the same population. Because plan duration is unknown at install, this is calculated across all durations and the same value is repeated for every duration bucket. A duration-specific reading is unsupported by the source.
As published
“North American users are both more willing to start trials and more likely to convert — with an install-to-trial rate of 14.5%, compared to 7.6–10.2% elsewhere.”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage

7.6%–10.2%

Average

  • Outside North America

Evidence Sample, statistic and metric definition all stated by the publisher.

Methodology
Computed as app-level rates within the segment, then aggregated as the average of per-app rates. Averages of per-app rates are pulled upward by strong outliers, so this sits above a median of the same population. Because plan duration is unknown at install, this is calculated across all durations and the same value is repeated for every duration bucket. A duration-specific reading is unsupported by the source.
Comparability
Reported as a band covering every non-North-American region, so no single market can be read from it.
As published
“an install-to-trial rate of 14.5%, compared to 7.6–10.2% elsewhere.”

Adapty — State of In-App Subscriptions 2026Published 2026-01-01Conversion highlights · Conversion rates by user journey stage

Pairwise comparability

The verdict below is produced by a fixed set of rules, not a model. It looks at the metric definition, the denominator, the cohort, the statistic, the segment, the dataset and the publication dates, and reports every reason it found.

Adapty 2026 11.2%Adapty 2026 14.5%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different geographies: not broken out vs North America. Publishers define their regions differently, so similar-sounding names are not the same country list.

Adapty 2026 11.2%Adapty 2026 7.6%–10.2%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different geographies: not broken out vs Outside North America. Publishers define their regions differently, so similar-sounding names are not the same country list.

Adapty 2026 14.5%Adapty 2026 7.6%–10.2%

Roughly comparable

The same thing is being measured, but at least one condition differs. Read the direction, not the gap.

  • Different geographies: North America vs Outside North America. Publishers define their regions differently, so similar-sounding names are not the same country list.

Related metrics

ConversionCompare your productMethodology and sourcesAll benchmarks