AdjustInsights into what makes a good mobile app eCPC and CTR | Adjust
Summary
This article provides a comprehensive overview of effective cost per click (eCPC) and click-through rate (CTR) for mobile app marketers. It defines these metrics, shows how to calculate them, and presents global benchmarks for 2024, including regional variations and vertical-specific data (e.g., finance apps have highest eCPC at $0.24, games lead CTR at 14.8%). The article then offers actionable strategies to reduce eCPC and improve CTR, such as refining audience targeting, A/B testing creatives, optimizing placements and frequency, adjusting bids strategically, and leveraging dynamic ads.
It emphasizes using tools like Adjust Audiences and Datascape for real-time optimization.
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