App marketing metrics comparison
Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data
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VS
Conversion rate (CVR) VS Cost per mille (CPM)
Description
Conversion rate (CVR)
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.
Cost per mille (CPM)
CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).
Target audience
Conversion rate (CVR)
Advertisers and publishers
Cost per mille (CPM)
Advertisers and publishers
Benefits
Conversion rate (CVR)
• Shows the effectiveness of a piece of content
• Highlights any weaknesses in the marketing funnel
Cost per mille (CPM)
• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions
How to calculate
Conversion rate (CVR)
Number of conversions
Total number of interactions
x 100
Cost per mille (CPM)
Total campaign spend
Number of impressions
x 1,000
How to improve it?
Conversion rate (CVR)
• 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
Cost per mille (CPM)
• Compare costs for platforms, locations, and timings to determine the value of your impressions
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Conversion rate (CVR)
Cost per mille (CPM)
