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.

WAU measures the number of unique users who engage with your app over the course of a week.

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 app “stickiness” – whether users want to engage with your app regularly
• Helps you gauge user engagement and identify revenue opportunities
• Indicates the overall success of your app

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

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Cost per action (CPA)

Weekly active users (WAU)