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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Cost per click (CPC) VS Cost per engagement (CPE)
Description
Cost per click (CPC)
CPC is a metric that tells online advertisers how much they paid for every click on their ad.
Cost per engagement (CPE)
CPE is a pricing model in which advertisers pay whenever a user takes a specific desired action within the app.
Target audience
Cost per click (CPC)
Advertisers and publishers
Cost per engagement (CPE)
Advertisers
Benefits
Cost per click (CPC)
• Helps control costs and maximize ROI
• Helps you understand ad performance
• Focuses on engaged audience
Cost per engagement (CPE)
• Good for driving interactions with an app after it’s installed, improving retention
• Advertisers can pay on a sliding scale depending on the action
How to calculate
Cost per click (CPC)
Total ad spend
Total number of clicks
Cost per engagement (CPE)
Total advertising cost
Total engagements
How to improve it?
Cost per click (CPC)
• Refine audience and keywords to improve your quality score
• Expand your reach
• Adjust bids based on key criteria
• Prevent fraud
Cost per engagement (CPE)
• Identify the most profitable user behaviors to incentivize
• Use predictive marketing to gain behavioral insights
• Combine CPI and CPE campaigns to drive both installs and post-install engagement
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Cost per click (CPC)
Cost per engagement (CPE)
