(What is a コンバージョン rate (CVR)?) A コンバージョン 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 コンバージョン rate (CVR)? #
Let’s say you’re running a mobile app campaign, and your goal is to drive app installs. You define an app インストール as your コンバージョン event. Now, imagine that 1,000 people click on your campaign link each day, and 50 of them go on to インストール the app. Your コンバージョン 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 コンバージョン rate (CVR)? #
First, marketers use コンバージョン rate to assess whether the コンバージョン process is clear and easy to complete. Using the example above, if the “インストール App” button on your campaign page only works half the time, your コンバージョン 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 コンバージョン rate for your app.
Secondly, marketers use コンバージョン 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 コンバージョン rates across campaigns. By focusing on the campaigns with the highest コンバージョン 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 コンバージョン rate (CVR) in mobile marketing? #
In mobile marketing, it is the industry standard to consider コンバージョン 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(インストールごとのコスト) campaign, your コンバージョン rate will be the installs divided by all the clicks. If you run a CPA (cost per action) campaign, the コンバージョン rate will be the total actions performed divided by the number of clicks.
How is コンバージョン rate (CVR) calculated in Tenjin? #
At Tenjin, we use the number of clicks in the コンバージョン 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.
