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.

Marketing ROI measures the revenue generated by your marketing activities.

Advertisers and publishers

App owners and marketers

• 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 high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation

• 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

• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel

Click-through rate (CTR)

Return on investment (ROI)