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.

LTV is an estimate of the average revenue a user will generate over the time they use your product.

Advertisers and publishers

App owners, marketers and product managers

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

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

• 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

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Conversion rate (CVR)

Lifetime value (LTV)