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.

CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).

Advertisers and publishers

Advertisers and publishers

• 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

• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions

• 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

• Compare costs for platforms, locations, and timings to determine the value of your impressions

Click-through rate (CTR)

Cost per mille (CPM)