app-store
Invocation Rate
The frequency at which an App Clip or Instant App is launched from a specific trigger point, measured as invocations per time period per location or channel.
Invocation rate measures how often users trigger your App Clip or Instant App from a specific source. It is the top-of-funnel metric for instant experience performance.
Measuring Invocation Rate
Track invocations per day, week, or month, segmented by:
- Channel: QR code, NFC tag, Safari banner, Maps, Messages
- Location: Individual physical placements (table 5, parking meter A12)
- Campaign: Marketing initiatives driving invocations
What Affects Invocation Rate
For physical triggers (QR codes, NFC tags):
- Placement visibility and positioning
- Call-to-action label clarity
- Foot traffic at the location
- Code/tag size and scannability
For digital triggers (web, social, email):
- Link placement and prominence
- Compelling description of what happens when tapped
- Audience targeting accuracy
Using Invocation Rate Data
Compare invocation rates across placements to identify top performers and underperformers. A QR code at a restaurant entrance that gets 50 daily scans is more valuable than one on a back wall getting 2. Use this data to optimize placement strategy and allocate physical trigger budgets.
Invocation rate is the first metric in the conversion funnel: invocation > engagement > core action > full app install. Low invocation rates mean your triggers are not being seen or not compelling enough.