Appsflyer metrics

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 Engagement rate

Description
Cost per click (CPC)
CPC is a metric that tells online advertisers how much they paid for every click on their ad.
Engagement rate
Engagement rate measures how much users interact with your app.
Target audience
Cost per click (CPC)
Advertisers and publishers
Engagement rate
App owners, marketers, and product managers
Benefits
Cost per click (CPC)

• Helps control costs and maximize ROI
• Helps you understand ad performance
• Focuses on engaged audience

Engagement rate

• Reflects the quality and relevance of your app
• Provides an insight into user behavior – what do they value most?
• Highlights opportunities to improve retention and grow revenue

How to calculate
Cost per click (CPC)
Total ad spend
Total number of clicks
Engagement rate
Engagement rate takes into account various metrics such as active users, app opens, session length, session intervals, behavior flow, conversion, communication, and retention rates.
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

Engagement rate

• 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

Read more
Cost per click (CPC)
Engagement rate

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