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.

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

• 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

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

• 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

• 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 lead (CPL)

Return on ad spend (ROAS)