App marketing metrics comparison

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.

CPE is a pricing model in which advertisers pay whenever a user takes a specific desired action within the app.

Advertisers and publishers

Advertisers

• 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

• Good for driving interactions with an app after it’s installed, improving retention
• Advertisers can pay on a sliding scale depending on the action

• 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

• Identify the most profitable user behaviors to incentivize
• Use predictive marketing to gain behavioral insights
• Combine CPI and CPE campaigns to drive both installs and post-install engagement

Click-through rate (CTR)

Cost per engagement (CPE)