App marketing metrics comparison

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

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

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

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

• 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

• 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 view (CPV)

Return on ad spend (ROAS)