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.

CPL is a metric that shows the price an advertiser pays for each sales lead. Leads are potential customers who have expressed interest in the product, for example by completing an online registration form.

Advertisers and publishers

Advertisers and publishers

• 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

• Demonstrates the effectiveness of your lead-generation strategy
• Shines a light further down the funnel, by focusing on prospects who have already shown strong intent
• Helps you optimize campaigns and allocate budget to focus on high-quality leads

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

• Improve your ad quality score by making your search ads more engaging, helpful, and relevant
• Refine your keywords
• Adjust your bids to get maximum value from your ad spend
• Constantly test, monitor, and refine your campaigns to attract and engage the most profitable leads

Cost per action (CPA)

Cost per lead (CPL)