Appsflyer metrics

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 view (CPV) VS Weekly active users (WAU)

Description
Cost per view (CPV)
CPV is a pricing model for video ads, where an advertiser pays the publisher each time a user views their video.
Weekly active users (WAU)
WAU measures the number of unique users who engage with your app over the course of a week.
Target audience
Cost per view (CPV)
Advertisers and publishers
Weekly active users (WAU)
App owners, marketers, and product managers
Benefits
Cost per view (CPV)

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

Weekly active users (WAU)

• Shows app “stickiness” – whether users want to engage with your app regularly
• Helps you gauge user engagement and identify revenue opportunities
• Indicates the overall success of your app

How to calculate
Cost per view (CPV)
Total advertising cost
Total number of views
Weekly active users (WAU)
Total number of unique active users who meet your defined "active" criteria and interacted with your app in a set seven-day period
How to improve it?
Cost per view (CPV)

• 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

Weekly active users (WAU)

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Read more
Cost per view (CPV)
Weekly active users (WAU)

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