App marketing metrics comparison
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Click to install time (CTIT) VS Click-through rate (CTR)
Description
Click to install time (CTIT)
CTIT describes the interval of time between a user clicking on an ad and an app being opened.
Click-through rate (CTR)
CTR is a marketing metric that measures how often a link, ad, or email is clicked in relation to how many times it’s shown.
Target audience
Click to install time (CTIT)
Advertisers
Click-through rate (CTR)
Advertisers and publishers
Benefits
Click to install time (CTIT)
• Useful in identifying and preventing mobile fraud such as click flooding
Click-through rate (CTR)
• Offers an easy way to identify your top-performing channels and creatives
• Indicates where a campaign isn’t having the desired impact
• Informs your Google Ads quality score
How to calculate
Click to install time (CTIT)
Volume of installs in a specific time period after an ad click
Click-through rate (CTR)
Number of click-throughs
Total number of impressions
x 100
How to improve it?
Click to install time (CTIT)
• Keep a close eye on fraud
Click-through rate (CTR)
• Research your audience and build strong personas
• Invest in creatives that resonate with your audience – show how you solve their problems
• Continually test and refine your campaigns
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Click to install time (CTIT)
Click-through rate (CTR)
