DPR (Downloads Per Rating) is a metric we created to help app developers and marketers understand an app's organic performance in a quick and actionable way, and to enable choosing keywords correctly.

It's focused on ratings, the currency of the algorithm, to provide a clearer picture of how effective an app is at turning new downloads into new ratings.

You can view the DPR of any app in Keyword Inspector and the Competitors Report.

What is DPR?

DPR is the number of downloads an app needs to get one new rating. It's a ratio calculated as:

DPR = Ratings in last 30 days / Downloads in last 30 days

The new ratings come from the store and the downloads are estimates from our industry-leading App Intelligence.

For example, if your app has 1,000 downloads and 100 ratings, your DPR is: 10. It means that you need 10 new downloads to get one new rating.

If you know that a competitor in a certain keyword has ~3,000 new ratings every month, with a DPR of 10 you'll need ~30,000 new downloads to beat the competitor.

If you don't get that many new downloads you probably want to not optimize for this keyword.

You can use DPR to:

Benchmark for ASO Success - DPR helps you gauge the effectiveness of your App Store Optimization efforts by showing whether new users are engaged enough to leave ratings. Ratings are crucial for app ranking, and DPR can help you identify if your app’s growth is translating into user satisfaction.

Competitive Insight - Comparing your app’s DPR to competitors in the same category helps identify where you stand. If your DPR is higher than competitors, users might not be as engaged or satisfied. If it’s lower, your app may have an advantage.

How to Use DPR in Your Strategy

1. Track Over Time - Monitor your app's DPR over time to see how changes to your app, such as feature updates or UI improvements, affect user satisfaction.

2. Compare with Competitors - Identify apps in your category and compare your DPR with theirs. If your DPR is significantly higher, focus on improving the user experience to encourage more ratings.

3. Optimize Rating Requests - Timing your rating request properly (e.g., after a positive user action) can improve the number of ratings you receive and reduce your DPR.

What is a Good (and Bad) DPR?

There's no single number that's "good" or "bad", but lower is always better when it comes to DPR. Your ideal target is to beat the competition.

View DPR in Keyword Inspector and the Competitors Report