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.

eCPM is the actual revenue earned by a publisher for every 1,000 ad impressions displayed on their app.

Advertisers and publishers

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

• Provides a universal measurement of revenue per served impression
• Helps optimize revenue streams
• Good for evaluating the impact of app changes, and comparing against monthly/annual performance

• 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

eCPM depends on multiple factors including ad placement, geography, user engagement, ad format and channel, and seasonality.

Click-through rate (CTR)

Effective cost per mille (eCPM)