App marketing metrics comparison

CPC is a metric that tells online advertisers how much they paid for every click on their ad.

ROAS measures how much revenue was earned from advertising in comparison to how much budget was spent on it.

Advertisers and publishers

App owners and marketers

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

• Good indicator of overall campaign performance
• Guides decisions on budgets, channels, and creatives
• Provides a snapshot for simple reporting

• Refine audience and keywords to improve your quality score
• Expand your reach
• Adjust bids based on key criteria
• Prevent fraud

• Test and optimize your creatives, channels, and landing page
• Lower your ad cost by improving your quality score and using smarter bidding strategies
• Re-engage high-value users
• Analyze user behavior and look to optimize campaigns based on predictive analytics

Cost per click (CPC)

Return on ad spend (ROAS)