Conversion and activation
Find the stage where your app funnel loses users
Enter a consistent sequence from discovery through payment to see stage rates, drop-off and end-to-end conversion.
Your working inputs stay in this browser. Anonymous site analytics may record tool actions, never your values.
Enter one consistent funnel
Use sequential unique users from the same cohort. This custom funnel does not convert Apple, Google Play or MMP report definitions automatically.
Only enter a peer value with this exact numerator, denominator, cohort and window. Zero is a valid peer value; blank means no comparison.
End-to-end conversion
0.9%
Downloads / Store visitors
30.0%
Gap vs entered peer
No comparable rate
| Stage | People | Lost next | Pass rate | Projected |
|---|---|---|---|---|
| Store visitors | 10,000 | 7000 | 30.0% | 10,000 |
| Downloads | 3,000 | 1800 | 40.0% | 3,300 |
| Activated users | 1,200 | 900 | 25.0% | 1,320 |
| Trial starters | 300 | 210 | 30.0% | 330 |
| Paid users | 90 | — | — | 99 |
Projection caps the selected stage at the preceding count and preserves later observed pass rates. It is a scenario, not a causal forecast.
How to read the result
Each pass rate divides the next stage by the current stage. End-to-end conversion divides the final stage by the first.
Only compare peer rates with the same platform definition, source, period and cohort. Apple and Google Play store-report definitions are not interchangeable with product events or MMP attribution.
Worked example
A cohort has 10,000 store visitors, 3,000 downloads and 90 paying users. Download conversion is 30%; end-to-end paying conversion is 0.9%. Comparing the download transition with a 30% peer gives a zero-point gap. Comparing the final outcome answers a different question.
Definitions and method
A stage rate divides the next stage by the previous stage. End-to-end conversion divides the final stage by the first. Peer comparison applies only to the metric you select. A 10% relative improvement to a 30% rate gives 33%, not 40%.
Common questions
- Can I mix store impressions and MMP installs?
- Only if you have established compatible definitions and a consistent cohort. This tool is a custom sequential funnel and does not automatically reconcile provider reports.
- Why is the projection unavailable?
- Missing, negative or increasing downstream counts make the sequential model invalid. Reconcile them before projecting. A zero denominator has no defined rate.
- Does the projection predict recovered revenue?
- No. It changes one stage while preserving later observed pass rates, which may not remain constant after a real product or campaign change.
Sources and review date
Method and reference links reviewed 15 September 2026. Recheck provider requirements before submission.