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.

CPL is a metric that shows the price an advertiser pays for each sales lead. Leads are potential customers who have expressed interest in the product, for example by completing an online registration form.

Advertisers and publishers

Advertisers and publishers

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

• Demonstrates the effectiveness of your lead-generation strategy
• Shines a light further down the funnel, by focusing on prospects who have already shown strong intent
• Helps you optimize campaigns and allocate budget to focus on high-quality leads

• 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

• Improve your ad quality score by making your search ads more engaging, helpful, and relevant
• Refine your keywords
• Adjust your bids to get maximum value from your ad spend
• Constantly test, monitor, and refine your campaigns to attract and engage the most profitable leads

Conversion rate (CVR)

Cost per lead (CPL)