App funnel conversion rates
Conversion rates guests gave for their own apps, or as the norm they see across many apps. Rows describe exactly which step was measured; definitions differ between apps.
61 figures · updated 2026-09-26
Trial to paid
Median 36.25% across 14 figures, from 17% to 75%.
| Who | Value | Context | Said in |
|---|---|---|---|
| Shot Pattern | 17% approximate | Called 'trial to paid' but most likely download -> paid (25% x 75% ~ 19%); organic audience inflates it | Sub Club by RevenueCat 2025-07-0922:59 |
| Visualizee | 25% approximate | trial -> paid (7-day free trial) | Starter Story 2026-09-022:26 |
| Built With Science | 25% approximate | Trial -> paid for Meta ad traffic | Sub Club by RevenueCat 2026-09-02 |
| aggregateTrial-to-paid conversion, short trials (RevenueCat dataset) | 25.5% | Trial -> paid, short trials; more apps shifted to 3-day trials year over year | Sub Club by RevenueCat 2026-03-06 |
| benchmarkIndustry-average trial-to-paid rate; below it signals a product problem | 30–40% estimate | trial -> paid | The Superwall Podcast 2026-07-2229:53 |
| benchmarkGood trial-to-paid rate | 30% approximate | trial -> paid; above 30% is good | The Superwall Podcast 2025-12-164:46 |
| Angel Match | 33% | trial -> paid | Starter Story 2026-08-232:18 |
| Built With Science | 35–40% approximate | Trial -> paid for warm organic traffic from YouTube | Sub Club by RevenueCat 2026-09-02 |
| benchmarkIndustry average trial -> paid conversion (Nancy's figure, source unstated) | 38% estimate | Trial -> paid | Sub Club by RevenueCat 2026-05-27 |
| aggregateTrial-to-paid conversion, trials of 17+ days (RevenueCat dataset) | 42.5% | Trial -> paid, trials of 17 days or longer (70% better than short trials; likely selection bias) | Sub Club by RevenueCat 2026-03-06 |
| Claim | 50–55% approximate | trial -> paid, before removing the trial | The Superwall Podcast 2025-12-1616:56 |
| Zumba | 56% approximate | Annual trial -> paid, up from 'in the 30s' at launch | Sub Club by RevenueCat 2025-08-0646:21 |
| Natal | 68% estimate | Trial -> paid | Sub Club by RevenueCat 2026-05-27 |
| Shot Pattern | 75% approximate | Trial -> paid conversion, organic audience, at time of acquisition offer | Sub Club by RevenueCat 2025-07-0922:59 |
Install to trial or paid
Median 8% across 31 figures, from 1% to 34%.
| Who | Value | Context | Said in |
|---|---|---|---|
| Fitbit to Apple Health Sync | 1% approximate | Install -> purchase after users close the soft paywall (part of the 6%) | App Masters 2026-09-126:52 |
| Sizzle AI | 1% approximate | Install -> purchase on traffic sent into the onboarding flow | The Superwall Podcast 2025-08-0417:02 |
| Tangent client entertainment app with ~40-50K organic installs/month | 1.1% | install -> paid, before Tangent | The Superwall Podcast 2025-12-166:37 |
| aggregateDownload-to-paid conversion by day 35, freemium apps (RevenueCat dataset) | 2.1% | Download -> paid by day 35, freemium apps | Sub Club by RevenueCat 2026-03-06 |
| App Masters teammate Aman's subscription app | 3%/month approximate | Start rate (trial + non-trial purchase starts / traffic), May 2026, single trial paywall | App Masters 2026-09-154:29 |
| benchmarkMinimum acceptable install-to-paid rate | 4% approximate | install -> paid; below 4% means a problem | The Superwall Podcast 2025-12-165:36 |
| Tangent client entertainment app with ~40-50K organic installs/month | 4% approximate | install -> paid after 5 months of placements + experiments, no paid UA | The Superwall Podcast 2025-12-161:11 |
| App Masters teammate Aman's subscription app | 4.4%/month | Start rate (trial + non-trial), June 2026, first full month of two paywalls | App Masters 2026-09-154:34 |
| benchmarkTarget install-to-trial-start rate for a new app | 5–10% estimate | install -> trial start | The Superwall Podcast 2026-07-2229:53 |
| Fitbit to Apple Health Sync | 6% approximate | Install -> purchase, total (5% on the upfront paywall + 1% after closing the soft paywall) | App Masters 2026-09-126:48 |
| Bickster AI Bible app | 6–7% approximate | Install -> purchase at $29.99 lifetime (ASA traffic, hard paywall) | App Masters 2026-09-1219:07 |
| App Steve Young bought in 2022 ranking #1 for two ~30-volume keywords | 6% | trial start rate with a closable (X) paywall | The Superwall Podcast 2026-07-2220:05 |
| benchmarkHealth & fitness app average download -> trial (Nancy's figure, source unstated) | 6% estimate | Download -> trial | Sub Club by RevenueCat 2026-05-27 |
| Payout | 6.7% approximate | Download -> paid | The Superwall Podcast 2026-03-1815:16 |
| App Masters teammate Aman's subscription app | 7.7%/month | Start rate (trial + non-trial), July 2026 | App Masters 2026-09-154:34 |
| aggregatePaywall conversion rate across the guest's client apps before optimization | 8% approximate | Average paywall conversion rate the guest sees across the board | The Superwall Podcast 2026-03-1055:09 |
| aggregateHealthy apps with 8-11% trial start rate seen by Tangent | 8–11% estimate | trial start rate; in ~90% of such cases it can easily reach 15% | The Superwall Podcast 2025-12-164:46 |
| Locked | 10% approximate | download -> subscription ('a bit over 10%', ~10 downloads per subscriber) | The Superwall Podcast 2026-06-119:14 |
| benchmarkGood install-to-paid rate for non-trial apps with mostly US users | 10% approximate | install -> paid; 10%+ is really good, 4-10% is middling | The Superwall Podcast 2025-12-165:36 |
| aggregateDownload-to-paid conversion by day 35, apps with hard paywalls (RevenueCat dataset) | 10.7% | Download -> paid by day 35, hard paywall apps | Sub Club by RevenueCat 2026-03-06 |
| App Steve Young bought in 2022 ranking #1 for two ~30-volume keywords | 13% | trial start rate with hard paywall (no X); trial-to-paid unchanged | The Superwall Podcast 2026-07-2220:05 |
| benchmarkHealthy install-to-trial-start rate for subscription apps | 15–20% approximate | install -> trial start; contrasted with a 5% account | Sub Club by RevenueCat 2025-12-24 |
| Bickster AI Bible app | 16% approximate | Install -> purchase at $4.99 lifetime (ASA traffic, hard paywall) | App Masters 2026-09-1219:02 |
| Natal | 17% estimate | Download -> trial | Sub Club by RevenueCat 2026-05-27 |
| Bickster | 18–20% approximate | Install -> purchase on Meta purchase-optimized campaigns, up from ~6% after creative iteration (app not specified) | App Masters 2026-09-1244:55 |
| Clear 30 | 18–20% approximate | Paywall conversion with the old paywall (feature carousel first screen); '18, 19%, round to 20%' | The Superwall Podcast 2025-10-1424:34 |
| Clear 30 | 23% | Paywall conversion of users whose quit reason is saving money | The Superwall Podcast 2025-10-147:21 |
| Shot Pattern | 25% approximate | Trial start rate (download -> trial), organic audience, at time of acquisition offer | Sub Club by RevenueCat 2025-07-0922:59 |
| Clear 30 | 29% | Paywall conversion of users whose quit reason is legal obligations | The Superwall Podcast 2025-10-147:21 |
| Clear 30 | 30% approximate | Paywall conversion after replacing only the first screen with a 7-day program outline | The Superwall Podcast 2025-10-1425:59 |
| Claim | 34% | trial start rate with the multi-step trial paywall | The Superwall Podcast 2025-12-1615:57 |
Onboarding and reaching the paywall
Median 75% across 7 figures, from 10% to 91%.
| Who | Value | Context | Said in |
|---|---|---|---|
| benchmarkPaywall to subscription conversion to aim for | 10% approximate | paywall view -> subscribe, minimum target | App Masters 2026-09-2645:25 |
| Copia | 50–55% approximate | Install -> paywall view, original 4-screen onboarding | The Superwall Podcast 2025-11-2511:36 |
| Pushcroll | 70% approximate | Paywall rate: share of users who reach the paywall through the long onboarding | The Superwall Podcast 2025-11-1841:37 |
| benchmarkShare of downloads that should reach the paywall | 75% approximate | download -> paywall view, minimum target | App Masters 2026-09-2645:25 |
| Copia | 85–90% approximate | Install -> paywall after expanding onboarding (up from 50-60%); guest says it doubled conversion | The Superwall Podcast 2025-11-2512:12 |
| Welltory | 90% approximate | Onboarding: share of users who connect their Apple Health data on the first CTA screen (over 90%) | The Superwall Podcast 2026-09-0327:20 |
| Go Tall | 91% approximate | Paywall show rate: share of onboarding starters who reach the paywall, despite a long onboarding | Starter Story 2026-07-1911:21 |
Views to downloads
Median 1% across 9 figures, from 0.13% to 50%.
| Who | Value | Context | Said in |
|---|---|---|---|
| Flamme | 0.05–0.2% approximate | View -> download for meme videos and question slideshows | The Superwall Podcast 2026-03-1433:19 |
| Halo AI | 0.25–0.3% approximate | video view -> download; stays constant for a given format (e.g. hook-and-demo) | The Superwall Podcast 2026-04-046:22 |
| Flamme | 0.3–0.5% approximate | View -> download for reaction hook followed by an app clip | The Superwall Podcast 2026-03-1433:19 |
| Flamme | 0.5–1% approximate | View -> download for videos showing the app in use as the main subject | The Superwall Podcast 2026-03-1433:19 |
| benchmarkShort-form video views that turn into app downloads | 1% estimate | View -> download; 'maybe like 1% or less' | The Superwall Podcast 2025-11-1814:21 |
| CutCoach | 5–10% estimate | Host's rough view->install estimate for the organic posts | Starter Story 2026-04-089:22 |
| Photogenic | 5–10% approximate | App Store page view -> download, before the organic campaign | The Superwall Podcast 2025-08-1123:05 |
| Pushcroll | 10% estimate | Video view -> download on the launch video | The Superwall Podcast 2025-11-1813:51 |
| Photogenic | 50% approximate | App Store page view -> download after the organic campaign ('over 50%'); guest credits the credibility of organic content | The Superwall Podcast 2025-08-1123:32 |
Figures are as stated in each interview and aren't independently verified. Goals, projections, illustrative numbers and before/after changes are left out. Ranges count as their midpoint in the median.