The Essential Metrics to Prioritize When Evaluating PPC Campaigns for a New Mobile App Launch

Launching a new mobile app requires a laser focus on the right PPC campaign metrics to ensure user acquisition efforts are both efficient and effective. Prioritizing key performance indicators (KPIs) aligned with your app’s unique goals will maximize ROI and help optimize marketing strategies. Below is a targeted list of critical PPC metrics that app marketers must track and analyze to evaluate campaign success comprehensively.

1. Install Volume and Install Rate Installs are the primary indicator of your PPC campaign’s effectiveness in driving app downloads. Track total install volume attributed to your campaign alongside the install rate (installs divided by ad clicks). A high install rate signals well-targeted ads and compelling creative content.

• Track using mobile attribution platforms like Adjust and AppsFlyer, or native solutions such as Google Ads App Campaigns and Apple Search Ads.
• Focus budget on channels delivering high install volumes with efficient conversion rates.

2. Cost Per Install (CPI) CPI—the average cost to acquire a single app install—is crucial for managing budgets and assessing campaign profitability.

• Calculate CPI by dividing total ad spend by the number of installs.
• Compare CPI against your app’s Customer Lifetime Value (LTV) to measure sustainable user acquisition costs.

3. Click-Through Rate (CTR) CTR reveals how well your ad creatives and copy engage potential users, driving traffic to your app store listing or landing page.

• Calculate CTR as (Clicks / Impressions) × 100%.
• Aim for CTR benchmarks of 1-3% for mobile app ads.
• Use tools like Google Ads and Facebook Ads Manager for CTR tracking and A/B testing headlines, CTAs, and visuals.

4. Conversion Rate (Click to Install) This metric shows the percentage of users who install your app after clicking the ad, highlighting landing page or app store optimization effectiveness.

• Calculate conversion rate by (Installs / Clicks) × 100%.
• Optimize app store metadata, creative assets, screenshots, and ratings to boost installation conversion rates.

5. Return on Ad Spend (ROAS) ROAS measures revenue generated per dollar spent on ads—a key metric to evaluate the profitability of your PPC campaigns.

• Calculate ROAS as Revenue from Campaign / Total Ad Spend.
• Attribute revenue via in-app purchase tracking through platforms like Firebase Analytics or AppsFlyer.
• Segment ROAS by user cohorts to identify the most lucrative audience segments.

6. Customer Lifetime Value (LTV) LTV estimates the total revenue an average user generates during their lifetime in your app, essential for understanding long-term campaign ROI.

• Measure using cohort analyses and in-app revenue data from tools like Firebase or Adjust.
• Align CPI targets below LTV to ensure profitable user acquisition.

7. Retention Rate Retention rate tracks how many users return to your app post-install, critical for assessing app quality and the sustainability of PPC-driven growth.

• Monitor Day 1, Day 7, and Day 30 retention rates using mobile analytics platforms.
• Segment retention by campaign source to identify channels that attract higher-quality users.

8. Engagement Metrics Track session length, frequency, and completion rates of key in-app actions to gauge how users interact with your app after installation.

• Monitor average session duration, daily/weekly sessions per user, and conversion rates for critical events (e.g., account sign-ups, purchases).
• Use findings to refine ad targeting towards highly engaged audiences.

9. Ad Frequency Ad frequency measures how often users see your ads, influencing both brand recall and the risk of ad fatigue.

• Calculate frequency as Total Impressions / Unique Users Reached.
• Maintain optimal frequency ranges (generally 3–5) and refresh ad creatives regularly to prevent audience burnout.

10. Impressions While impressions indicate ad reach, they must be combined with CTR and conversion data to determine campaign impact.

• Use impression data to measure scale and brand awareness.
• Track within platforms like Google Ads and Facebook Ads Manager.

11. Quality Score (Ad Relevance & Landing Page Experience) Quality Score lowers cost-per-click (CPC) and improves ad rank by evaluating ad relevance, landing page quality, and expected CTR.

• Improve Quality Score by aligning ad copy with keywords and optimizing app store pages or landing pages for relevance and user experience.

12. Attribution Window Performance Understanding the time frame within which a click or impression leads to an install helps fine-tune attribution models and optimize campaign targeting.

• Use 7-day click and 1-day view attribution windows as standard benchmarks.
• Adjust attribution windows based on your app’s user behavior trends.

13. Geographic Performance Analyze performance by location to focus spend on profitable regions and tailor messaging for local audiences.

• Cross-reference geographic data with retention and LTV to target high-value markets.

14. Device and OS Breakdown Identify performance differences between phones and tablets, or iOS vs. Android users, to allocate budget effectively.

• Use platform-specific data to customize creatives or offers per device or OS.

15. Audience Segment Performance Segment data by demographics, interests, or behaviors to optimize targeting and creative messages.

• Increase ROI by focusing on top-performing audience segments.

16. Ad Placement Metrics Evaluate which placements—Facebook feed, Instagram Stories, Google Display Network—drive the best performance metrics.

• Adjust bids and creative formats based on placement effectiveness.

17. Ad Creative Performance Test and measure each creative asset’s CTR, conversion rate, and engagement to identify top-performing ads.

• Continuously optimize creatives based on performance insights.

18. Bounce Rate (For Landing Pages) If using landing pages before app stores, a high bounce rate signals poor user experience or misaligned messaging.

• Optimize landing page design and content to reduce bounce and improve conversion.

19. Time to Install Track the time elapsed between ad click and app install to understand user decision-making and optimize remarketing strategies.

20. User Feedback and Ratings Post-Install Analyze reviews and ratings from PPC-acquired users to assess satisfaction and identify app issues impacting retention.

• Use tools like Zigpoll for in-app surveys to gather structured user feedback and refine marketing efforts accordingly.

How to Leverage These Metrics for Maximum PPC Campaign Success

Create a real-time dashboard combining attribution (Adjust, AppsFlyer), analytics (Firebase), and ad platform data (Google Ads, Apple Search Ads) to monitor KPIs holistically.

Set clear benchmarks based on industry standards for installs, CPI, CTR, retention, and ROAS to align campaign goals.

Run controlled A/B tests on creatives, audience segments, and bidding strategies to identify winning combinations and improve key metrics.

Integrate qualitative user feedback tools such as Zigpoll to supplement quantitative data with user insights, optimizing both PPC targeting and app experience.

By continuously measuring and optimizing these essential PPC campaign metrics, you will not only drive high-quality app installs but also generate users who engage and generate revenue, ensuring sustainable growth for your new mobile app launch.

Additional Resources:

• Google Ads App Campaigns
• Apple Search Ads
• Adjust Mobile Attribution
• AppsFlyer Mobile Attribution
• Firebase Mobile Analytics
• Zigpoll User Feedback Tool