Paid app-install activity for Equipped Property across the App Store and Google Play, measured against how app campaigns typically perform. The early signal is strong on every metric we can benchmark.
Roughly one in three people who tapped the ad went on to install the app. That sits at the healthy end of the range for app-install campaigns, and it tells us the ad and the store listing are making the same promise.
Numbers only mean something next to a reference point. Here is where each metric sits against published benchmarks for app-install and Google display advertising — the grey band is the typical range, the blue dot is Equipped Property.
| Metric | Equipped Property | Typical range | What the range represents | Position |
|---|---|---|---|---|
| Click-through rate | 2.14% | 0.40%–0.70% | Best-performing native display placements; the Google Display Network average is 0.046%. | Well above |
| Cost per click | $0.14 | $0.50–$1.00 | Typical cost per click on Google display inventory. | Well below |
| Click-to-install rate | 32% | 25%–40% | Normal band for app-install campaigns that open a store sheet. | In band |
Benchmark sources: GoToApp, Click to install rate (click-to-install band); OwlClaw, Display Advertising Benchmarks and WebFX, Google Ads Benchmarks 2026 (display click-through rate and cost per click). Ranges are industry-wide and vary by category and country; they are reference points, not targets.
iOS supplies most of the impressions; Android punches far above its share of them once people start tapping.
Android engagement is running about 5.5× the iOS rate — a strong signal for where the audience is warmest.
| Campaign | Impressions | Clicks | CTR | Cost / click | Installs |
|---|---|---|---|---|---|
| Android · Google Play | 576 | 59 | 10.24% | $0.31 | 19 |
| iOS · App Store | 17,771 | 333 | 1.87% | $0.11 | — |
| Total | 18,347 | 392 | 2.14% | $0.14 | 19 |
| Campaign | Bidding | Headlines | Descr. | Images |
|---|---|---|---|---|
| Android · Google Play | Maximize conversions | 2 | 1 | 8 |
| iOS · App Store | Maximize conversions | 4 | 2 | 8 |
Delivery is almost entirely on phones, which is exactly right for an app install goal.
All 19 installs came from mobile devices. All delivery to date has been in the United States.
Google grades every headline, description and image against the others in its campaign. Clear front-runners have already emerged — and they point in a consistent direction.
“Manage Properties Smarter” is the top-rated headline in the account.
The explainer-style “How It Works” creatives are outperforming the grid layouts.
Asset library today: 4 headlines, 3 descriptions and 12 images, with 8 images live in each campaign. Video is the next format to add.
Android is the efficiency story in this account: roughly one in three clicks becomes an install, and it is doing it while accounting for only a small share of total impressions — which means the volume ceiling has not been tested yet. The plan is to raise the Android daily budget in steps rather than all at once, holding each step long enough to confirm the install rate and cost hold up before going again — a sudden budget jump resets the bidding model's learning and usually costs a few days of stability.
“Manage Properties Smarter” is the only headline Google has rated Best anywhere in the account, and it is currently live on iOS only. We are adding it to the Android campaign and building three new headline variants around the same idea — the promise of doing the job better, rather than simply listing features. The Bud Dupree founder line is running as a description rather than a headline, so it is getting less exposure than it could; we will test it in the headline slot as well, since a recognizable founder is a differentiator most competitors in this category do not have.
The explainer-style “How It Works” creatives hold two of the three Best image ratings, while the grid layouts are rated lower on iOS. The pattern is consistent: images that show the product doing something beat images that show a collage of screens. Next round leans into the explainer format at every required aspect ratio (1:1, 4:5 and 1.91:1), retires the weakest variants, and keeps the current winners running untouched so we do not lose the signal they have built. Asset ratings are relative to the other assets in the same campaign, so refreshing the weakest slots also gives the strongest ones a cleaner read.