App marketing metrics comparison
Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data
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Cost per mille (CPM) VS Return on investment (ROI)
Description
Cost per mille (CPM)
CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).
Return on investment (ROI)
Marketing ROI measures the revenue generated by your marketing activities.
Target audience
Cost per mille (CPM)
Advertisers and publishers
Return on investment (ROI)
App owners and marketers
Benefits
Cost per mille (CPM)
• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions
Return on investment (ROI)
• Provides a high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation
How to calculate
Cost per mille (CPM)
Total campaign spend
Number of impressions
x 1,000
Return on investment (ROI)
Sales growth – Marketing spend
Marketing spend
How to improve it?
Cost per mille (CPM)
• Compare costs for platforms, locations, and timings to determine the value of your impressions
Return on investment (ROI)
• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel
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Cost per mille (CPM)
Return on investment (ROI)
