App marketing metrics comparison

CPA is a pricing model in which marketers pay ad networks or media sources when a user takes a particular action (such as completing a purchase or registration) inside of an app, after engagement with an ad.

CAC shows how much you spend to win a single new customer.

Advertisers and publishers

App owners, marketers, and product managers

• Helps with attribution – shows which sources drive action for pure performance measurement
• Shows the value of users further down the funnel
• For media sources, attracts high-performance marketers

• Shows the effectiveness of your acquisition efforts
• Guides decisions on where to allocate budget for best results (and where you’re wasting your money)
• Helps you assess business profitability when compared against LTV

• Make sure you’re reaching the right audience
• Improve your creative to drive action
• Raise your ad quality score
• Protect yourself from fraud

• Make the most of your owned media to keep acquisition costs down
• Implement a referral program to bring in more customers for free
• Re-engage existing customers to boost retention
• Review your audiences and channels, and allocate budget where it’s most effective

Cost per action (CPA)

Customer acquisition cost (CAC)