Installs are the metric every Shopify app founder watches. And the one most apps grow inefficiently. Here are the five channels that produce installs, ranked by how we deploy them across 100+ apps.
Short answer: get more Shopify app installs by working five channels, in this order. App store SEO (free, compounding), Shopify app store ads (fastest paid), Google Ads (scale), Meta ads (new demand), then non-search tactics. Start inside the App Store, because that’s where most high-intent merchant searches happen, and attribute every channel through to paying merchants before you scale it.
| # | Install channel | Cost | Best for | Convert2x result |
|---|---|---|---|---|
| 1 | Shopify app store SEO | Free (organic) | Highest-ROI, compounding installs | 3× Shopify search installs |
| 2 | Shopify app store ads | Paid, low CPI | Fastest high-intent paid installs | 2× installs at ⅓ the cost per install |
| 3 | Google Ads | Paid, scale | Volume beyond app store search | 5.6× return on ad spend |
| 4 | Meta ads | Paid, prospecting | Creating new demand from lookalikes | Uncontested early-mover auctions |
| 5 | Non-search tactics | Varies | Channels you fully control | Scaled by revenue, not installs |
Shopify search drives the most free installs for most apps. Rank one position higher for a valuable keyword and installs arrive monthly, forever, at zero marginal cost. The lever is methodical keyword placement in your listing. We’ve grown Shopify search installs 3× doing exactly this.
Merchants searching the store have the highest intent anywhere. With clean campaign structure and value-based bidding, Shopify ads have delivered 2× installs at ⅓ the cost per install.
Cover the app store first — most merchant searches happen there — then scale to Google. More volume than Shopify search, less competition than you’d expect (most apps are scared off by the Shopify-brand bidding ban, the workaround is standard). With AI campaigns fed real conversion values, Google Ads returns multiples on spend.
Search caps at existing demand; Meta finds lookalikes of your paying customers. New Maximize ROAS campaigns make it viable for apps for the first time. early movers get uncontested auctions.
Cross-promotion, outreach, content, affiliates, influencers, email. Different tactics fit different apps. The rule is measurability: connected to Prys, you see which tactics produce revenue, not just installs.
Installs aren’t the goal. Paying merchants are. A channel producing cheap installs that never subscribe is a cost center wearing a growth costume. Attribute installs through to revenue before scaling any channel.
Convert2x has grown 100+ Shopify apps. Start with a free growth assessment.
Get a free growth assessment →