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.

Marketing ROI measures the revenue generated by your marketing activities.

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

• Provides a high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation

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

• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel

Cost per action (CPA)

Return on investment (ROI)