App marketing metrics comparison

CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).

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

• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions

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

• Compare costs for platforms, locations, and timings to determine the value of your impressions

• 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 mille (CPM)

Cost per view (CPV)