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.

Marketing ROI measures the revenue generated by your marketing activities.

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

• Provides a high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation

• 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

• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel

Cost per lead (CPL)

Return on investment (ROI)