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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VS
Click to install time (CTIT) VS Cost per action (CPA)
Description
Click to install time (CTIT)
CTIT describes the interval of time between a user clicking on an ad and an app being opened.
Cost per action (CPA)
CPA is a pricing model in which marketers pay ad networks or media sources when a user takes a particular action (such as completing a purchase or registration) inside of an app, after engagement with an ad.
Target audience
Click to install time (CTIT)
Advertisers
Cost per action (CPA)
Advertisers and publishers
Benefits
Click to install time (CTIT)
• Useful in identifying and preventing mobile fraud such as click flooding
Cost per action (CPA)
• Helps with attribution – shows which sources drive action for pure performance measurement
• Shows the value of users further down the funnel
• For media sources, attracts high-performance marketers
How to calculate
Click to install time (CTIT)
Volume of installs in a specific time period after an ad click
Cost per action (CPA)
Total advertising cost in time period X
Number of desired actions taken in time period X
How to improve it?
Click to install time (CTIT)
• Keep a close eye on fraud
Cost per action (CPA)
• Make sure you’re reaching the right audience
• Improve your creative to drive action
• Raise your ad quality score
• Protect yourself from fraud
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Click to install time (CTIT)
Cost per action (CPA)