App marketing metrics comparison

CPE is a pricing model in which advertisers pay whenever a user takes a specific desired action within the app.

CPV is a pricing model for video ads, where an advertiser pays the publisher each time a user views their video.

Advertisers

Advertisers and publishers

• 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 effective – advertisers only pay for full views (or a set duration)
• Indicates whether users find your video ads engaging

• 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

• Measure CPV alongside other metrics (CPM, CPI, CPCV) for the full picture
• Optimize your video ad campaigns – refine targeting, landing pages, and keywords
• Create high-quality, interesting videos
• Test different versions with your audience

Cost per engagement (CPE)

Cost per view (CPV)