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.

The CPI is a predetermined price that the advertiser agrees to pay the publisher every time a user installs their app as a direct result of an ad served by the publisher.

Advertisers and publishers

Advertisers and publishers

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

• Low risk for advertisers relative to other pricing models
• Good for creating a buzz around your app
• Good indicator of the effectiveness of your campaign

• 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 revenue the primary KPI
• Keep a close watch on fraud
• Understand incentivized traffic behaviour
• Analyze user behaviour in the app

Conversion rate (CVR)

Cost per install (CPI)