Spotted a thread elsewhere about App Store conversion rates dropping in March, so figured I'd open it up here. My utility app (productivity niche) has seen install volumes stay flat but post-install behaviour has shifted noticeably - session time up but in-app purchase conversions slightly down.
Been tracking iOS conversion performance across two apps for about 18 months, using App Store Connect alongside a third-party attribution tool to cross reference what Apple reports vs what actually lands. The pattern now is that older creatives (screenshots, app previews) are getting more impressions but fewer conversions, while new creatives from the last 60 days convert at roughly the same rate as before. So not a blanket decline, more like the algorithm is reweighting what surfaces.
Could be Apple's push on personalised recommendations, the January search ad changes, or usual Q1 noise. One colleague mentioned the Jan search changes wrecked some of their top-performing assets in the productivity space - assets that ranked for specific search terms just dropped off. That matches what I'm seeing: old vs new performance splitting, feels platform-wide rather than niche-specific. They've been leaning into fresh creatives more aggressively.
Curious whether other app marketers are seeing similar splits between old and new assets or if this is category-specific
