App marketing metrics comparison

AOV is the average amount customers spend on each transaction with your business.

CVR is is a marketing metric that shows the percentage of times a user took a desired action, such as downloading an app or making a purchase.

App owners, marketers and product managers

Advertisers and publishers

• Guides decisions on pricing and product offering
• Provides insight into purchasing behavior
• Indicates overall profitability and growth opportunities

• Shows the effectiveness of a piece of content
• Highlights any weaknesses in the marketing funnel

• Use cross-selling and upselling to increase purchase value
• Design a loyalty scheme to reward repeat purchases
• Offer volume discounts or time-limited deals to encourage larger purchases
• Improve your user experience and invest in customer service

• Set clear goals for each piece of content
• Localize content to accommodate a global audience
• Sharpen your messaging and build in a clear, attention-grabbing call to action
• Keep testing and refining your creatives

Average order value (AOV)

Conversion rate (CVR)