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.

Your uninstall rate is the percentage of users who remove your app from their device within a defined timeframe.

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 how effective you are (or not) at retaining users
• Provides insight into when and why users leave, so you can improve the overall experience
• Can highlight issues in the marketing funnel, eg poor targeting or an ill-defined proposition

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

• Identify the point where users uninstall and improve that part of the journey
• Improve your onboarding to keep users engaged
• Test app functionality and optimize it based on feedback
• Review your channels and creatives to ensure the app is meeting expectations

Cost per action (CPA)

Uninstall rate