App marketing metrics comparison

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

ROAS measures how much revenue was earned from advertising in comparison to how much budget was spent on it.

App owners, marketers and product managers

App owners and marketers

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

• Good indicator of overall campaign performance
• Guides decisions on budgets, channels, and creatives
• Provides a snapshot for simple reporting

• 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

• Test and optimize your creatives, channels, and landing page
• Lower your ad cost by improving your quality score and using smarter bidding strategies
• Re-engage high-value users
• Analyze user behavior and look to optimize campaigns based on predictive analytics

Average order value (AOV)

Return on ad spend (ROAS)