Which metrics are used to assess if an App campaign is performing to expectations?

• A. cost/install and cost/in-app actions
• B. impressions and clicks
• C. revenue and profit
• D. session length and retention

Answer: (A)

In app campaigns, what you’re really trying to judge is how efficiently you’re acquiring users and getting them to take valuable actions inside the app. Cost per install shows how much you’re paying for each new user, while cost per in-app action (the cost to drive a defined event like a purchase, sign-up, or level completion) measures how efficiently those users are completing meaningful actions. These two metrics directly reflect whether the campaign is meeting its cost and conversion goals, and they align with how you optimize: you set target CPI or target CPA and the system works to hit those targets.

Impressions and clicks tell you about reach and engagement, but they don’t indicate whether that reach translates into installs or valuable in-app actions. Revenue and profit describe business outcomes, but they depend on monetization and can take longer to materialize, not showing immediate campaign performance. Session length and retention measure post-install engagement, which is important, but they’re downstream metrics and don’t directly assess the ad campaign’s efficiency or goal-conversion performance.