(What is a Conversión rate (CVR)?) A Conversión rate or CVR in mobile marketing is an important KPI that helps to measure the effectiveness of your campaigns.
What is an example of a Conversión rate (CVR)? #
Let’s say you’re running a mobile app campaign, and your goal is to drive app installs. You define an app Instale as your Conversión event. Now, imagine that 1,000 people click on your campaign link each day, and 50 of them go on to Instale the app. Your Conversión rate is calculated as the total conversions (i.e., the total number of people who installed the app) divided by the total audience. In this case, it would be 50 / 1,000 = 5%.
How do marketers use Conversión rate (CVR)? #
First, marketers use Conversión rate to assess whether the Conversión process is clear and easy to complete. Using the example above, if the “Instale App” button on your campaign page only works half the time, your Conversión rate will be much lower than expected. Identifying this issue allows you to optimize and make changes, such as fixing technical issues or simplifying the process, to improve the Conversión rate for your app.
Secondly, marketers use Conversión rate to evaluate the effectiveness of different campaigns and target audiences. For instance, if you’re running 20 campaigns targeting 20 different customer profiles, you can compare the Conversión rates across campaigns. By focusing on the campaigns with the highest Conversión rates, you can allocate your resources more effectively, optimize costs, and ultimately increase the overall ROI for your mobile app campaign.
What is a good Conversión rate (CVR) in mobile marketing? #
In mobile marketing, it is the industry standard to consider Conversión rate to be the ratio between the desired result of a campaign and the number of clicks on your campaign. So if you run a CPI (cost per install) campaign, your Conversión rate will be the installs divided by all the clicks. If you run a CPA (cost per action) campaign, the Conversión rate will be the total actions performed divided by the number of clicks.
How is Conversión rate (CVR) calculated in Tenjin? #
At Tenjin, we use the number of clicks in the Conversión rate, instead of the number of impressions for a better breakdown of the performance of your campaigns as another KPI, since the CTR (Clickthrough Rate) already measures the impression to click ratio.
