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 Lifetime value (LTV)

Description
Cost per click (CPC)
CPC is a metric that tells online advertisers how much they paid for every click on their ad.
Lifetime value (LTV)
LTV is an estimate of the average revenue a user will generate over the time they use your product.
Target audience
Cost per click (CPC)
Advertisers and publishers
Lifetime value (LTV)
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

Lifetime value (LTV)

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

How to calculate
Cost per click (CPC)
Total ad spend
Total number of clicks
Lifetime value (LTV)
Average purchase size x Number of purchases x Retention period
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

Lifetime value (LTV)

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Read more
Cost per click (CPC)
Lifetime value (LTV)

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