CVR, or conversion rate, in in-app advertising is the percentage of users who saw an app-install ad, clicked on it, and converted through some pre-specified action. CVR tells app advertisers how many users their ad converted.
However, the act of ‘conversion’ varies depending on the pricing model – in cost per install campaigns, for example, conversion is measured by app installs, while in cost per engagement campaigns, conversion is measured by engagement events.
– The CVR formula is calculated by dividing the number of users who converted by the number of users who clicked on the ad, and then multiplying by 100.
– For example, if 1000 users saw an ad, and 15 users installed the advertised app, then the conversion rate would be 1.5% – meaning the ad converted 1.5% of users.
– CVR = (# of users who took action / # of users who clicked on the ad) x 100
– CTR is an important metric for measuring ad performance, indicating how well an ad converts users. This metric is typically used in performance campaigns.