(What is a Conversion 转化 rate (CVR)?) A Conversion 转化 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 Conversion 转化 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 安装 as your Conversion 转化 event. Now, imagine that 1,000 people click on your campaign link each day, and 50 of them go on to Install 安装 the app. Your Conversion 转化 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 Conversion 转化 rate (CVR)? #
First, marketers use Conversion 转化 rate to assess whether the Conversion 转化 process is clear and easy to complete. Using the example above, if the “Install 安装 App” button on your campaign page only works half the time, your Conversion 转化 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 Conversion 转化 rate for your app.
Secondly, marketers use Conversion 转化 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 Conversion 转化 rates across campaigns. By focusing on the campaigns with the highest Conversion 转化 rates, you can allocate your resources more effectively, optimize costs, and ultimately increase the overall ROI 投入产出分析 for your mobile app campaign.
What is a good Conversion 转化 rate (CVR) in mobile marketing? #
In mobile marketing, it is the industry standard to consider Conversion 转化 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（每次安装成本） campaign, your Conversion 转化 rate will be the installs divided by all the clicks. If you run a CPA (cost per action) campaign, the Conversion 转化 rate will be the total actions performed divided by the number of clicks.
How is Conversion 转化 rate (CVR) calculated in Tenjin? #
At Tenjin, we use the number of clicks in the Conversion 转化 rate, instead of the number of impressions for a better breakdown of the performance of your campaigns as another KPI, since the 点击率（CTR） 已经测量了印象与点击的比率。.
