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Cost Per Mille (CPM) definition

Cost Per Mille (CPM)

CPM, or cost per thousand impressions, is a metric used to price ad inventory based on 1,000 ad impressions. It’s often used for awareness campaigns focused on visibility rather than clicks or conversions.

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More terms of Metrics

Win Rate mobile-advertising-glossary-metrics

The percentage of submitted bids that result in an ad impression: Win Rate = (Won Bids / Submitted Bids) * 100. Low win rates might suggest competitive markets or underbidding.

Metrics

Click-Through Rate (CTR) mobile-advertising-glossary-metrics

CTR is the ratio of clicks to impressions, expressed as a percentage. It shows how effective an ad is at encouraging users to engage: CTR = (Clicks / Impressions) * 100. High CTR often indicates strong ad relevance and appeal.

Metrics

Unique Reach mobile-advertising-glossary-metrics

The number of unique users (or devices/households) exposed to an ad at least once. Useful for understanding total unduplicated audience.

Metrics

DAU/MAU Ratio mobile-advertising-glossary-metrics

This metric indicates user stickiness or loyalty. A DAU/MAU ratio closer to 1 means users return frequently throughout the month.

Metrics

Session Frequency mobile-advertising-glossary-metrics

How often a user returns to the app in a given time frame. High frequency suggests strong engagement and app stickiness.

Metrics

Monthly Active Users (MAU) mobile-advertising-glossary-metrics

MAU is the number of unique users interacting with the app over a 30-day period. It's a standard metric for user base size and growth.

Metrics

Video Duration Metrics mobile-advertising-glossary-metrics

Measures how much of a video ad was watched (e.g., quartile completion, full views, duration rate). Key for video campaign evaluation.

Metrics

Audible On/Off mobile-advertising-glossary-metrics

Indicates whether video/audio ads were played with sound on. This can impact engagement and brand recall.

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