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.

VTR measures the percentage of users who watched a video ad to the end.

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

• Shows high-level engagement wtih your video
• Indicates how many users have seen your full message, including call to action
• Tells you where users are dropping out, so you can refine your video for better engagement

• 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

• Optimize ad placement to ensure you’re reaching the most relevant audience
• Keep video ads brief – no more than a minute, and ideally nearer 30 seconds
• Ensure your video loads fast and grabs attention in the first few seconds

Click-through rate (CTR)

View-through rate (VTR)