App marketing metrics comparison
Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data
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Effective cost per mille (eCPM) VS Return on investment (ROI)
Description
Effective cost per mille (eCPM)
eCPM is the actual revenue earned by a publisher for every 1,000 ad impressions displayed on their app.
Return on investment (ROI)
Marketing ROI measures the revenue generated by your marketing activities.
Target audience
Effective cost per mille (eCPM)
Publishers
Return on investment (ROI)
App owners and marketers
Benefits
Effective cost per mille (eCPM)
• 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
Return on investment (ROI)
• Provides a high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation
How to calculate
Effective cost per mille (eCPM)
Total earnings
Total number of impressions
x 1,000
Return on investment (ROI)
Sales growth – Marketing spend
Marketing spend
How to improve it?
Effective cost per mille (eCPM)
eCPM depends on multiple factors including ad placement, geography, user engagement, ad format and channel, and seasonality.
Return on investment (ROI)
• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel
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Effective cost per mille (eCPM)
Return on investment (ROI)
