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
Start comparing
VS
Cost per engagement (CPE) VS Cost per mille (CPM)
Description
Cost per engagement (CPE)
CPE is a pricing model in which advertisers pay whenever a user takes a specific desired action within the app.
Cost per mille (CPM)
CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).
Target audience
Cost per engagement (CPE)
Advertisers
Cost per mille (CPM)
Advertisers and publishers
Benefits
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
Cost per mille (CPM)
• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions
How to calculate
Cost per engagement (CPE)
Total advertising cost
Total engagements
Cost per mille (CPM)
Total campaign spend
Number of impressions
x 1,000
How to improve it?
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
Cost per mille (CPM)
• Compare costs for platforms, locations, and timings to determine the value of your impressions
Read more
Cost per engagement (CPE)
Cost per mille (CPM)
