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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VS
Cost per click (CPC) VS Effective cost per mille (eCPM)
Description
Cost per click (CPC)
CPC is a metric that tells online advertisers how much they paid for every click on their ad.
Effective cost per mille (eCPM)
eCPM is the actual revenue earned by a publisher for every 1,000 ad impressions displayed on their app.
Target audience
Cost per click (CPC)
Advertisers and publishers
Effective cost per mille (eCPM)
Publishers
Benefits
Cost per click (CPC)
• Helps control costs and maximize ROI
• Helps you understand ad performance
• Focuses on engaged audience
Effective cost per mille (eCPM)
• Provides a universal measurement of revenue per served impression
• Helps optimize revenue streams
• Good for evaluating the impact of app changes, and comparing against monthly/annual performance
How to calculate
Cost per click (CPC)
Total ad spend
Total number of clicks
Effective cost per mille (eCPM)
Total earnings
Total number of impressions
x 1,000
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
Effective cost per mille (eCPM)
eCPM depends on multiple factors including ad placement, geography, user engagement, ad format and channel, and seasonality.
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Cost per click (CPC)
Effective cost per mille (eCPM)
