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

In order to evaluate the quality of advertising campaigns, there are a large number of different metrics. All of them are pretty easy to understand, but to make it easier to navigate, the main ones will be described in this post.

Let's analyze one of the standard processes for getting a user into the application:

1. Advertising is shown to the user;
2. The user goes to the store page of the application for downloading;
3. Users download the application;

The main metrics for this process:

Impressions - how many times the ad was shown (repeatedly to the same person, including the same).

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

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

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

CTR (Click-through rate) - conversion of ads, i.e. the ratio of the number of clicks to the number of impressions.

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

CPM (Cost per mille) - how much is 1000 impressions of the advertisement.

How to count: (how much money was spent on advertising) we divide by (how many impressions there were) and multiply the result by 1000.

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

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

* in our case, we believe that all users went to the application page in the store thanks to

CPI (Cost per Install) advertising - the cost of installing the application from the entire ad channel.
The term CPA (Cost per Acquisition) is sometimes used.

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