KPIMarketing

App Store Rating

Average user rating of the product on app marketplaces (App Store, Google Play, G2, Capterra)

What is App Store Rating?

App store rating is the average of all the published user ratings for an app on a store or platform, usually on a scale of 1 to 5. It is the most visible summary of how users feel about the product.

Ratings strongly affect whether people download an app, and stores often use them to decide how prominently to show it, so they influence both reputation and growth.

How this KPI is measured

Function: Marketing
Sub-function: App & Community
Industry: Software / Technology (SaaS)
Type: Lagging
Impact: Operational
Unit: score (1–5)
Measurement frequency: Monthly
Formula: Average of all published user ratings on platform

How to calculate it

Take the average of all published ratings on the platform.

For example, if an app has 2,000 ratings that add up to 8,600 stars, the rating is 8,600 / 2,000 = 4.3.

Stores usually calculate the figure for you. Track it by version and by country, since a recent release or a market-specific problem can be hidden inside the overall average.

Where it is used

Monitoring user sentiment
Spot a drop after a release and respond quickly.
Supporting downloads
Improve a key factor in whether people choose to install.
Finding product issues
Read reviews behind low ratings to identify problems to fix.

How to improve it

Read and reply to reviewsRespond to feedback, especially complaints, and show that problems are being fixed.
Fix the issues raised most oftenTurn recurring complaints into product priorities.
Ask happy users for a ratingPrompt at a good moment, after a positive experience, rather than at random.
Track ratings by versionWatch for drops after each release and act before they spread.
Keep the app stableCrashes and slow performance are among the most common causes of low ratings.

Tips and common mistakes

Never buy or fake ratings. Stores penalise it and users notice.
Do not prompt for a rating right after an error or frustrating moment.
The number of ratings matters as well as the average. A high score from few ratings is less trusted.

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