App marketing metrics comparison

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.

CAC shows how much you spend to win a single new customer.

Advertisers and publishers

App owners, marketers, and product managers

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

• Shows the effectiveness of your acquisition efforts
• Guides decisions on where to allocate budget for best results (and where you’re wasting your money)
• Helps you assess business profitability when compared against LTV

• 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

• Make the most of your owned media to keep acquisition costs down
• Implement a referral program to bring in more customers for free
• Re-engage existing customers to boost retention
• Review your audiences and channels, and allocate budget where it’s most effective

Conversion rate (CVR)

Customer acquisition cost (CAC)