App marketing metrics comparison

CTIT describes the interval of time between a user clicking on an ad and an app being opened.

CPL is a metric that shows the price an advertiser pays for each sales lead. Leads are potential customers who have expressed interest in the product, for example by completing an online registration form.

Advertisers

Advertisers and publishers

• Useful in identifying and preventing mobile fraud such as click flooding

• Demonstrates the effectiveness of your lead-generation strategy
• Shines a light further down the funnel, by focusing on prospects who have already shown strong intent
• Helps you optimize campaigns and allocate budget to focus on high-quality leads

• Keep a close eye on fraud

• Improve your ad quality score by making your search ads more engaging, helpful, and relevant
• Refine your keywords
• Adjust your bids to get maximum value from your ad spend
• Constantly test, monitor, and refine your campaigns to attract and engage the most profitable leads

Click to install time (CTIT)

Cost per lead (CPL)