5 Min. Read

CTR, CTI, & IPM: Optimizing The Path to Install Conversion [Benchmarks]

Igal Frid Igal Frid Mar 26, 2019

This post is an update of a March 2019 blog with new benchmarks

Over the last few years, much has been said about the post-install journey — marketers need to measure this data, then connect to a user’s pre-install behavior to optimize their future marketing efforts. Indeed, emphasizing user “value” over “volume” is key to driving marketing profitability.

However, in addition to post-install analytics, it is important to closely monitor pre-install data, which offers key insights that inform creative optimization, ASO, targeting, and bid management (check out this list of 16 KPIs gaming app marketers should measure). 

Marketers rely on pre-install metrics to: 

  1. Measure the value of ad creatives and their ability to drive users to perform a desired action (e.g. click, install, registration, purchase). To improve these metrics, marketers need to optimize the creatives (design and copy), a/b test ad placements, improve targeting, etc.
  2. Know the quality of media sources they work with by comparing their supply variety, scale, global reach, and business logic (machine learning complexity that determines where, when and to whom your ad will be shown). This will allow campaigns to reach optimal pre-install metrics under their given limitations (budgets, frequency caps, targeting, etc).

This post will cover the importance of pre-install metrics, and provide data-driven trends and benchmarks per genre.  

 

What are install conversion rates and why are they important?

Among the variety of mobile marketing KPIs, pre-install conversion rates are used to measure the volume of users that make it through your conversion funnel to install. 

While an install is usually not considered the real “end game” of marketing efforts, it is still an important milestone, as users must physically download the app to their phone and invest attention and/or resources into it.

Understanding this significance, in the broadest terms, a pre-install conversion rate can be the number of installs divided by either the number of total ad clicks or ad views, depending on what you’re trying to measure.

In the past, when granular data was less accessible, mobile marketers relied more heavily on pre-install conversion rates, trying to reach high engagement and choose the partners that can help them rapidly grow while maintaining high quality.

Today, pre and post-install metrics are both an integral part of every user acquisition strategy.

Let’s explore each pre-install metric:

클릭률 (CTR)

공식

클릭 수 / 광고 조회수

정보크리에이티브 최적화
설명 깊은 퍼널에 있을수록 CTR은 다른 전반적인 마케팅 목표를 나타내는 데는 제한적이지만, 클릭 수에 기반한 캠페인 효과를 직접 반영합니다.

 

클릭 대비 설치율(CTI)

공식설치 수 / 광고 클릭 수
정보크리에이티브 및 앱스토어 최적화, 타겟팅, 로딩 및 다운로드 시간에 영향을 미치는 기술 구현(예: MMP, 내부 ID 매칭 기술, 게임 로딩 및 어트리뷰션 제공업체가 API에 설치 이벤트를 보내는 시간)
설명 사전 설치 유저 여정에서 가장 강력한 두 접점 간의 직접 전환율을 측정하는 CTI는 사회적, 기술적으로 중요합니다. 이 비율이 낮으면 오디언스의 관련성이 낮거나, 크리에이티브가 효과적이지 못하거나, 설치 완료 전 로딩에 드는 시간이 너무 길다는 뜻일 수도 있기 때문입니다.

 

1,000회당 설치 (IPM – 임프레션 1,000회당 설치)

공식설치 수 / 임프레션 1,000회
정보크리에이티브 최적화, CPI 하향 조정, 설치 볼륨 늘리기, 효과적인 워터폴 비딩 및 관리
설명IPM shows the full picture of the user journey when targeting new users. Additionally, a high IPM directly impacts the waterfall ad bidding process, moving the rank of a given ad campaign towards the top due to the high performance of a creative, ad, and campaign in generating installs. In turn, the ad receives more traffic and a higher volume of impressions, further boosting install rate.

 

Gaming genre trends

The comprehensive data set used in this research covers 470 billion ad impressions, 49 billion clicks, and 2.1 billion installs of 4,500 apps in the past 1.5 years. It included top media sources used by Gaming app marketers, whose inventory is mostly comprised of video placements (rewarded and interstitials). The data set does not include Facebook and Google inventory.

The fact that video covers most of the data explains why the average CTR values are significantly higher than in cases where display (standard static banners) is more dominant.

Advanced technology and constant training of machine learning algorithms drive performance, delivering the highest returns of campaign investments. Some genres do it better.

According to our data, Midcore and Hyper Casual games are the most popular genres, with the largest scale and fastest growth. It is therefore no surprise that these genres are leading all three metrics in the graph above. 

The most impressive growth rate was seen in CTI (click to install), rapidly growing for the past 18 months in most gaming genres (excluding Social Casino), and especially within Midcore and Hyper Casual games — each of which increased by nearly 110% YoY.

Hardcore games are very popular among specific types of players, making it harder to drive scale through UA because of a smaller pool of potential players. However, they’re still growing every year (Q2 vs Q2) in CVR (+18%), CTI (+34%), and IPM (+6%). 

It is important to take into account the impact of COVID-19 and the imposed lockdowns in many countries across the globe. 

As we’ve shown in our COVID-19 dashboard, Gaming apps enjoyed a spike in installs, usage and revenue. With heightened demand for games, pre-install metrics improved as well as we can see in most cases in the chart above.

 

Regional trends

In our latest State of Gaming report, we’ve shown the vertical’s significant growth across the globe. Clearly, mobile games are engaging more users and more users in every country, increasing its reach in different regions with different cultures. 

As we can see in the chart above, there has been a significant increase in regional pre-install metrics. Rising above is Latin America, where the YoY (Q2 vs Q2) increase across CVR (+28%), CTI (+86%), and IPM (+19%).

The fact that pre-install performance is on the rise across every region worldwide reflects progress in creative optimization, and the ability to match creatives to multiple cultures. As a result, ads are more relevant to the end-users wherever they are.  

 

벤치마크

The following tables include pre-install metrics, showing the average per app, market, and gaming genre during H1 2020. In addition, we added the percentile 90 value to show the performance of the top 10% of apps (per the KPI measured) — a great way to put a number by a goal in your game’s genre: