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