App marketing metrics comparison

CPL is a metric that shows the price an advertiser pays for each sales lead. Leads are potential customers who have expressed interest in the product, for example by completing an online registration form.

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

Advertisers and publishers

Advertisers and publishers

• Demonstrates the effectiveness of your lead-generation strategy
• Shines a light further down the funnel, by focusing on prospects who have already shown strong intent
• Helps you optimize campaigns and allocate budget to focus on high-quality leads

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

• Improve your ad quality score by making your search ads more engaging, helpful, and relevant
• Refine your keywords
• Adjust your bids to get maximum value from your ad spend
• Constantly test, monitor, and refine your campaigns to attract and engage the most profitable leads

• 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 lead (CPL)

Cost per view (CPV)