In app campaign reporting, which metric deserves closer scrutiny?

In app campaign reporting, which metric deserves closer scrutiny?

• A. Impressions
• B. View-through conversions
• C. Cost per install
• D. Click-through conversions

Answer: (B)

View-through conversions capture installs that happen after a user has seen an ad but didn’t click it. In app campaigns, this matters because many users install your app following an impression rather than a click, driven by awareness and creative appeal. If you only look at click-through conversions, you miss those impression-driven installs and can misjudge the true effectiveness of your campaign, especially for broad-reach campaigns where the goal is to elevate brand and recall. Scrutinizing view-through conversions helps you understand how exposure translates into downloads, complementing the picture from click-through conversions. Just remember attribution windows and cross-device effects can affect this metric, so interpret it alongside other data like CPI and click conversions to get a full view.

View-through conversions capture installs that happen after a user has seen an ad but didn’t click it. In app campaigns, this matters because many users install your app following an impression rather than a click, driven by awareness and creative appeal. If you only look at click-through conversions, you miss those impression-driven installs and can misjudge the true effectiveness of your campaign, especially for broad-reach campaigns where the goal is to elevate brand and recall. Scrutinizing view-through conversions helps you understand how exposure translates into downloads, complementing the picture from click-through conversions. Just remember attribution windows and cross-device effects can affect this metric, so interpret it alongside other data like CPI and click conversions to get a full view.