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.

pLTV combines past learnings with current measurements to predict how much revenue a user will bring in over the time they use your app.

Advertisers and publishers

App owners and marketers

• 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

• Protects user anonymity by analyzing behavioral clusters, rather than individual user data
• Segments users based on their acquisition source so you identify the highest-performing sources
• Provides behavioral insights to shape acquisition and re-engagement campaigns, highlighting characteristics of high-potential users

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

• Constantly feed your pLTV model with accurate, relevant data
• Choose the right KPIs
• Segment your audience into behavioral clusters
• Define team responsibilities and consider outsourcing your model if you lack expertise in house

Cost per action (CPA)

Predicted lifetime value (pLTV)