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 Return on investment (ROI)
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.
Return on investment (ROI)
Marketing ROI measures the revenue generated by your marketing activities.
Target audience
Conversion rate (CVR)
Advertisers and publishers
Return on investment (ROI)
App owners and marketers
Benefits
Conversion rate (CVR)
• Shows the effectiveness of a piece of content
• Highlights any weaknesses in the marketing funnel
Return on investment (ROI)
• Provides a high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation
How to calculate
Conversion rate (CVR)
Number of conversions
Total number of interactions
x 100
Return on investment (ROI)
Sales growth – Marketing spend
Marketing spend
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
Return on investment (ROI)
• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel
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Conversion rate (CVR)
Return on investment (ROI)
