Tap-Through Rate이란?

Tap-through rate is a critical middle-funnel metric in ASO. While impressions tell you how visible your app is, TTR tells you how compelling your listing appears at first glance. A high impression count with a low TTR means users see your app but are not interested enough to tap.

The elements that drive TTR are those visible in search results without tapping: your app icon, app name, subtitle (or short description on Google Play), star rating, and the first 1-3 screenshots that appear in the horizontal preview. On iOS, landscape screenshots show as a single large image, while portrait screenshots show 2-3 side by side — this impacts how much information you can convey before the tap.

To improve TTR, focus on making your first screenshot tell a complete story. Use bold headlines, high-contrast visuals, and communicate your primary value proposition immediately. Your app icon should be distinctive and recognizable at small sizes. Your subtitle should reinforce the benefit your app provides using natural language that includes a target keyword. Test different combinations using Custom Product Pages (iOS) or Store Listing Experiments (Google Play) to find the highest-performing variants.