What are the top KPIs to track for mobile advertising campaigns?

Some important metrics to be tracked are: 1. CTR: It helps you understand whether your audience is resonating with your ads. A 2% CTR or more is considered to be good. 2. Cost per result: It helps understand how much you are paying for one conversion (leads/sale). It helps you estimate your budget. 3. Landing page views to clicks ratio. It helps you understand how many people are clicking on the ad and viewing the landing page. If there are too many clicks but fewer landing page views, it could mean that the landing page loading speed is slow and people are dropping off. If the landing page views are sufficient but still people aren't converting, it could mean the landing page isn't optimised well for conversion.

1) Number of App downloads 2) Click-Through-Rate 3) Fraudulent Installs (From MMP Platforms) 4) In-app activities (Such as Purchases)

Imagine you showed your ad to 100 people. CTR tells you how many of those people actually clicked on it. So, if 20 clicked (20%), your ad had a good CTR! It attracted people and made them curious. But if only 2 clicked (2%), your CTR is low. Maybe the ad didn't catch their eyes or wasn't interesting. You can make your ad better by trying different things like cool pictures, catchy words, and clear instructions to click. That way, more people will be like, "Hey, I gotta see what this is about!" and click on your ad.

Mobile advertising shouldn't necessarily focus on awareness (since awareness can be created in many ways). Mobile advertising should focus on inspiring an immediate action (since other formats aren't so friendly to this). Which means CTR is going to be one of your most important numbers, if not the most important. Because it tells you whether you got through to the audience (assuming you didn't use any visual sleight-of-hand to attract clicks). In other words, it's your best guess as to whether the ad worked.

Success of mobile advertising campaigns relies on strategy, tracking and analysis of key performance indicators. Advertisers should pay close attention to metrics like Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), Cost Per Conversion (CPA), Impressions, Viewability, Return on Ad Spend (ROAS), Mobile App Installs, User Engagement, and Ad Placement Performance. These KPIs collectively provide a comprehensive view of the campaign's performance, enabling you to make data-driven decisions, optimize strategies, and maximize the impact of your mobile advertising efforts.

El coste por click también es relativo. Su importancia vendrá dada por el resultado final en conversión. Podemos tener CPC realmente altos, como en los banners IAB normales porque su CTR es bajo, y sin embargo, tener CPC bajos porque utilizo formatos más agresivos como el interstitial con CTRs por encima del 1%. Esto afectará al nivel de ratio de conversión, y por lo tanto al cpl o cpa final. Por eso decimos que el cpc es muy relativo.

CPC is a critical lever in managing campaign efficiency. Advertisers should also consider the quality score assigned by platforms like Google Ads, as it influences CPC. A higher quality score, reflecting relevant ads and landing pages, can lead to lower CPCs. Additionally, leveraging machine learning for bid adjustments can optimize CPC in real-time, aligning with campaign performance goals.

I was an advertised but also a publisher so I will come with two point of views. As an advertiser you need to pay less for every click so you want to have a lower CPC but when you are a publisher you want to make more money so you what to have a higher CPC. Depends if you are an advertiser or a publisher, you will like this word: CPC. because all the publishers says CPC is too small and advertiser says they pay too much and CPC must be lower. Only by testing you can maximise the revenue as a publisher, same if you are an advertiser

1.ROI Spotlight:Highlight the direct impact of CPC on ROI. Say something like, "Think of CPC as the cost per potential customer! Low CPC=happy wallet, high ROI." 2.Bidding Battlefield:Don't just mention strategic bidding, give a mini-tip! bid on long-tail keywords–less competition, potentially lower CPC 3.Specificity Matters:Expand on "specific segments." "Target users who are actively searching for your product, not browsing cat videos!" 4.Quality Counts:Don't just say improve ad quality, give an example! "Compelling visuals, relevant copy, and clear CTA attract the right clicks, lowering CPC." 5.Data Driven: Add a call to action! Track your CPC like a hawk! Use insights to refine your targeting and squeeze those clicks for every penny.

Senti falta de métricas de vídeo como o VTR e o CPV que vem ganhando muito destaque quando utilizadas em parceria com estudos de brandlift para marcas com grande potencial de alcance. Tais métricas tem se mostrado muito valiosas para refinamento dos conteúdos em vídeo no que se refere a reten??o de usuários e entrega de mensagem quando uma vez que a tendência das ferramentas da cada vez mais preferências para conteúdos mais curtos. Análise desse tipo de métrica junto ao bom senso de melhor aplica??o em determinadas redes de público trás uma boa vis?o das campanhas que trazem um resultado efetivo frente aquelas que n?o demonstram bom desempenho.

You can convince people to click on your ad but if they don’t buy, you just lose money on advertising. Conversion rate (CVR) is the most important metric because here we talk about number of sales and revenue. You need to learn to understand CVR because this number will teach you a lot: how to optimise the campaign, even the design and colors, channels and so on

Quizás el CVR es de lo más importante y donde podemos jugar con la creatividad, las landing, las ofertas para ver cómo funciona. Lo único, es que el CVR también es algo relativo, ya que hay formatos que tienen un alto CVR porque el CTR es realmente bajo, y porque evitan el click "sin querer" de las personas, y al revés. Al final, lo importante, el cpa o cpl final.

Es lo más importante, un bajo CPA, y su optimización, pero realmente, esto dependerá del margen que tengas del producto. Para llegar a un buen CPA tendrás que jugar con variables tales como el CTR, conversión rate, o bien el CPC.

At the end of the day you make money from your clients and you need to acquire new clients each month. So you make for example $100 from each customer and you pay $90 CPA. That means you have a gross profit of $10 for each new client. But…you can pay more than $100 and still make profit but only if the customers stay for longer period. The only things here is that you will get the money back after a longer period of time. For example: you pay $90 CPA (for each new client) and you make only $50 per year with that client. You need to have that client for 2 years in order to generate $10 gross profit.

La cuestión es si podemos medir este lifetime value y si podemos utilizarlo para pujar más o menos en nuestras campa?as. Además, hay productos que son de un sólo uso, y donde no hay un lifetime value a lo largo de 2 a?os porque no es un producto recurrente. Pero efectivamente, fijarse en el LTV, hace que podemos realizar apuestas más a largo plazo, que al corto plazo que nos indican la mayoría de las campa?as de publicidad que se realizan ahora mismo.

If you're considering ROAS, make sure you have a strong understanding of the methodology of how your campaign/platform is calculating ROAS. I've seen ROAS be undervalued, for example, because the lookback window of a campaign was only a day which doesn't really give enough time for the customer's behavior to change from an ad.

Most KPI’s tend to be short-term. If you think your ROI is too good to be true, then it probably is! The risk of highly targeted ?? mobile campaigns is that you end up shooting all the fish in a barrel, without any priming of tomorrows broader customer.

Pour chaque campagne menée, il est nécessaire d'adapter les KPIs à suivre en fonction des objectifs marketing. Dans le cas contraire, le suivi risque d'être une "usine à gaz" et non pertinent. Pour résumer, si l'enjeu de la campagne est de rendre visible la marque auprès d'une cible, les KPIs principaux vont être le CPM et répétition. En revanche, si l'objectif de la campagne est de générer des conversons il faut suivre les KPIs tels que le CPA ou encore le ROAS couplé au CTR afin d'analyser le performances des visuels diffusés.

There are two parts to this- mobile as a channel and advertising as a concept. Which metrics you choose to measure very much depends on your campaign objectives. For mobile as a channel the basic metrics have been covered above, however if you’re looking to advertise and grow your brand it’s worth thinking much broader. Growing your brand is about getting more impact above and beyond your competitors and that is all about attention. What other channels can you add to your media mix to gain attention, such as outdoor media, for huge reach and attention benefits. Attention is a metric which can now be measured on any channel and it’s important to test and learn to understand the right channels for your objectives and improve results.

With each of these KPIs, I'd also recommend that you look at performance not only on a campaign level, but also an audience and inventory level. For example, diving deeper to see if certain audiences you're targeting have a higher CTR and VCR than others can give great insights into your customer profile.