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.

MAU measures the number of unique users who engage with your app over the course of a month.

Advertisers and publishers

App owners, marketers, and product managers

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

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

• 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

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Conversion rate (CVR)

Monthly active users (MAU)