Why Marketers Should Be Measuring Cost-Per-Action
In fact, 93 percent of CMOs say that they are under more pressure to deliver measurable ROI. There is intense pressure to report on stricter ROI metrics to justify ad spend, which is why CPA models are starting to gain such momentum. This model starts to pay for itself much quicker because marketers can show that a certain action frequently results in a desired event, such as a reservation, registration, subscription, or in-app purchase. This helps the business to make smarter forecasts.
By focusing on post-install engagement and optimizing ad spend against a target cost-per-action, marketers will have greater success in building an active, revenue-producing, mobile user base.