Dictionary of promotional metrics. CTR, CPI, CPM, CPC, CR

In order to assess the quality of advertising campaigns, there are a large number of different metrics. All of them are pretty simple to understand, but to make it easier to navigate, this post will describe the main ones.



Let us analyze one of the standard processes of user hitting the application:

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1. Advertising is shown to the user;
2. The user navigates to the application store page for download;
3. User downloads the app;

The main metrics for this process are:



Impressions - how many times the advertisement was shown (repeatedly to the same person in the same number).



Reach - how many people watched the ads (found on facebook).



CPC (Cost Per Click) - how much is one click on advertising.



How to count: (how much money is spent on advertising) divided by (how many people clicked on advertising).



CTR (Click-through rate) - the conversion of advertising, that is, the ratio of the number of clicks to the number of impressions.



How to count: (how many people clicked on ads) divided by (how many people saw ads) and multiply the result by 100.



CPM (Cost per mille) - how much is 1000 ad impressions.



How to count: (how much money is spent on advertising) is divided by (how many advertising was shown) and the result is multiplied by 1000.



CR (Conversion rate) - conversion of the application page in the store (which part of the users who went to the application page by advertising, then downloaded the application).



How to count: (how many users downloaded the application) divided by (how many people clicked on an advertisement) multiplied by 100.



* In our case, we believe that all users have moved to the application page in the store due to advertising



CPI (Cost per Install) - the cost of installing the application from the entire advertising channel.

Sometimes the term CPA is used (Cost per Acquisition)



How to count: (how much money is spent on advertising) divided by (how many users downloaded the application).