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
Cost per action (CPA) VS Cost per mille (CPM)
Description
Cost per action (CPA)
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.
Cost per mille (CPM)
CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).
Target audience
Cost per action (CPA)
Advertisers and publishers
Cost per mille (CPM)
Advertisers and publishers
Benefits
Cost per action (CPA)
• 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
Cost per mille (CPM)
• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions
How to calculate
Cost per action (CPA)
Total advertising cost in time period X
Number of desired actions taken in time period X
Cost per mille (CPM)
Total campaign spend
Number of impressions
x 1,000
How to improve it?
Cost per action (CPA)
• Make sure you’re reaching the right audience
• Improve your creative to drive action
• Raise your ad quality score
• Protect yourself from fraud
Cost per mille (CPM)
• Compare costs for platforms, locations, and timings to determine the value of your impressions
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Cost per action (CPA)
Cost per mille (CPM)
