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.

LTV is an estimate of the average revenue a user will generate over the time they use your product.

Advertisers and publishers

App owners, marketers and product managers

• 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

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

• 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

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Click-through rate (CTR)

Lifetime value (LTV)