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.

ROAS measures how much revenue was earned from advertising in comparison to how much budget was spent on it.

Advertisers and publishers

App owners and marketers

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

• Good indicator of overall campaign performance
• Guides decisions on budgets, channels, and creatives
• Provides a snapshot for simple reporting

• 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

• Test and optimize your creatives, channels, and landing page
• Lower your ad cost by improving your quality score and using smarter bidding strategies
• Re-engage high-value users
• Analyze user behavior and look to optimize campaigns based on predictive analytics

Conversion rate (CVR)

Return on ad spend (ROAS)