“The average install-to-paywall rate across all the apps we work with is about 20%. The most successful apps get above 80%. If your paywall rate is low, that is probably the most impactful lever you can pull — everything downstream is multiplied by that number.”

Most apps show their paywall to fewer than 20% of installs — fix that first

Jake Moore benchmarked install-to-paywall rate across Superwall's customer base and found the median app exposes fewer than one in five installs to a paywall. Because every conversion metric — trial start rate, trial-to-paid rate — is multiplied by install-to-paywall, lifting that single number compounds across the whole funnel. Moving the paywall earlier in the flow (before onboarding or at app open) is the fastest fix.