Mobile and App Marketing KPIs.
Industry average benchmarks for mobile and app marketing
Insider Intelligence projects that US mobile app install ad spending will reach nearly $24 billion by the end of 2023, representing just over 12% of all mobile ad spending and 15% of in-app mobile ad spending. This will have a significant impact in the advertising landscape. Additionally, growth in mobile app ad spending is supported by major ad selling platforms such as Apple and Google, social heavyweights like Meta, as well as the mobile gaming industry. These figures demonstrate the increasing importance of mobile in-app advertising and represent a substantial portion of overall US mobile ad spending, which is expected to reach nearly $159 billion by the end of 2023 and account for nearly 82% of the total expenditure in this space.
Why These KPIs Matter
Mobile in-app advertising is vital to marketers due to its ability to reach a vast and engaged audience, target specific user segments, enhance the user experience, provide valuable data and insights, and offer monetization opportunities for app developers and publishers.
List of Available Search Marketing KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| App installs | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Non-organic installs | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Paid remarketing conversions | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Paid vs. organic install share | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Daily retention rates | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Uninstall rate | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Cost per install | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| App install ad spend | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Install-to-purchase conversion rate | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| ATT (App Tracking Transparency) opt-in rate | AppsFlyer | By OS, by vertical, and by country | Quarterly | Australia, Brazil, Mexico, South Korea, UK, US |
| Display Ad Active Page Dwell Time | Moat | By Device and Region | Quarterly | Africa, France, Mexico, Denmark, South America, Portugal, Central America, Romania, Saudi Arabia, Thailand, Kenya, Japan, Chile, United States of America, Qatar, Sweden, Slovenia, Finland, Global, Germany, Philippines, Estonia, Latvia, Peru, Hungary, Poland, Ireland, Spain, South Africa, Middle East, Luxembourg, Morocco, India, Turkey, Austria, North America, Bulgaria, Latin America, Croatia, South Korea, Montenegro, Vietnam, Norway, Australia, Ecuador, Russia, Israel, Pakistan, Republic of Macedonia, Hong Kong, Malaysia, Uruguay, United Arab, Emirates, Albania, Slovakia, Latin America sans Brazil, Switzerland, Brazil, Belgium, Taiwan, Czech Republic, Greece, Lithuania, Canada, Bosnia and Herzegovina, Indonesia, Europe, United Kingdom, New Zealand, Argentina, Netherlands, Egypt, Colombia, Singapore, Italy |
| Display Ad Brand Risk | IAS | By Device and Region | Semi-annually | Belgium, Poland, Sweden, Indonesia, Italy, New Zealand, Vietnam, France, Argentina, Mexico, Spain, United Kingdom, Germany, Brazil, Canada, Australia, India, United States, Singapore, Japan, Worldwide |
| Display Ad Fraud Rates | IAS | By Device and Region | Semi-annually | Belgium, Poland, Sweden, Indonesia, Italy, New Zealand, Vietnam, France, Argentina, Mexico, Spain, United Kingdom, Germany, Brazil, Canada, Australia, India, United States, Singapore, Japan, Worldwide |
| Display Ad Fully On-Screen Rates | Moat | By Device and Region | Quarterly | Africa, France, Mexico, Denmark, South America, Portugal, Central America, Romania, Saudi Arabia, Thailand, Kenya, Japan, Chile, United States of America, Qatar, Sweden, Slovenia, Finland, Global, Germany, Philippines, Estonia, Latvia, Peru, Hungary, Poland, Ireland, Spain, South Africa, Middle East, Luxembourg, Morocco, India, Turkey, Austria, North America, Bulgaria, Latin America, Croatia, South Korea, Montenegro, Vietnam, Norway, Australia, Ecuador, Russia, Israel, Pakistan, Republic of Macedonia, Hong Kong, Malaysia, Uruguay, United Arab, Emirates, Albania, Slovakia, Latin America sans Brazil, Switzerland, Brazil, Belgium, Taiwan, Czech Republic, Greece, Lithuania, Canada, Bosnia and Herzegovina, Indonesia, Europe, United Kingdom, New Zealand, Argentina, Netherlands, Egypt, Colombia, Singapore, Italy |
| Display Ad In-View Rates | Moat | By Device and Region | Quarterly | Africa, France, Mexico, Denmark, South America, Portugal, Central America, Romania, Saudi Arabia, Thailand, Kenya, Japan, Chile, United States of America, Qatar, Sweden, Slovenia, Finland, Global, Germany, Philippines, Estonia, Latvia, Peru, Hungary, Poland, Ireland, Spain, South Africa, Middle East, Luxembourg, Morocco, India, Turkey, Austria, North America, Bulgaria, Latin America, Croatia, South Korea, Montenegro, Vietnam, Norway, Australia, Ecuador, Russia, Israel, Pakistan, Republic of Macedonia, Hong Kong, Malaysia, Uruguay, United Arab, Emirates, Albania, Slovakia, Latin America sans Brazil, Switzerland, Brazil, Belgium, Taiwan, Czech Republic, Greece, Lithuania, Canada, Bosnia and Herzegovina, Indonesia, Europe, United Kingdom, New Zealand, Argentina, Netherlands, Egypt, Colombia, Singapore, Italy |
| Display Ad In-View Time | Moat | By Device and Region | Quarterly | Africa, France, Mexico, Denmark, South America, Portugal, Central America, Romania, Saudi Arabia, Thailand, Kenya, Japan, Chile, United States of America, Qatar, Sweden, Slovenia, Finland, Global, Germany, Philippines, Estonia, Latvia, Peru, Hungary, Poland, Ireland, Spain, South Africa, Middle East, Luxembourg, Morocco, India, Turkey, Austria, North America, Bulgaria, Latin America, Croatia, South Korea, Montenegro, Vietnam, Norway, Australia, Ecuador, Russia, Israel, Pakistan, Republic of Macedonia, Hong Kong, Malaysia, Uruguay, United Arab, Emirates, Albania, Slovakia, Latin America sans Brazil, Switzerland, Brazil, Belgium, Taiwan, Czech Republic, Greece, Lithuania, Canada, Bosnia and Herzegovina, Indonesia, Europe, United Kingdom, New Zealand, Argentina, Netherlands, Egypt, Colombia, Singapore, Italy |
| Display Ad Scroll Rates | Moat | By Device and Region | Quarterly | Africa, France, Mexico, Denmark, South America, Portugal, Central America, Romania, Saudi Arabia, Thailand, Kenya, Japan, Chile, United States of America, Qatar, Sweden, Slovenia, Finland, Global, Germany, Philippines, Estonia, Latvia, Peru, Hungary, Poland, Ireland, Spain, South Africa, Middle East, Luxembourg, Morocco, India, Turkey, Austria, North America, Bulgaria, Latin America, Croatia, South Korea, Montenegro, Vietnam, Norway, Australia, Ecuador, Russia, Israel, Pakistan, Republic of Macedonia, Hong Kong, Malaysia, Uruguay, United Arab, Emirates, Albania, Slovakia, Latin America sans Brazil, Switzerland, Brazil, Belgium, Taiwan, Czech Republic, Greece, Lithuania, Canada, Bosnia and Herzegovina, Indonesia, Europe, United Kingdom, New Zealand, Argentina, Netherlands, Egypt, Colombia, Singapore, Italy |
| Ad Viewability Rates | IAS | By Device and Region | Semi-annually | Belgium, Poland, Sweden, Indonesia, Italy, New Zealand, Vietnam, France, Argentina, Mexico, Spain, United Kingdom, Germany, Brazil, Canada, Australia, India, United States, Singapore, Japan, Worldwide |
| Video Ad Impressions | Extreme Reach | By device | Quarterly | Worldwide |
| Video Completion Rate | Extreme Reach | By device | Quarterly | Worldwide |
| Ad View Composition | FreeWheel | By device | Semi-annually | US, Europe |
| CTR | Innovid | By display ad format and device, by video ad duration and device, by video ad format and device | Annually | Worldwide |
| CTR Lift Generated by DCO for Display Ads | Innovid | By device | Annually | Worldwide |
| Engagement | Innovid | By video ad format and device | Annually | Worldwide |
| Global Display Impressions | Innovid | By device | Annually | Worldwide |
| Video Completion Rate | Innovid | By video ad duration and device | Annually | Worldwide |
| Video Impression Distribution | Innovid | By device and region | Annually | Worldwide |
| Video Impression Share | Innovid | By device | Annually | Worldwide |
| Video Impression Share Growth | Innovid | By device | Annually | Worldwide |
| Audible and In View On Completion Rate | DoubleVerify | By device and region | Annually | Asia-Pacific, Europe/Middle East and Africa, Latin America, North America |
| Brand Suitability Block Rate Growth | DoubleVerify | By device | Annually | Worldwide |
| Brand Suitability Incident Rate Growth | DoubleVerify | By device | Annually | Worldwide |
| Display Time in View in Seconds | DoubleVerify | By device | Annually | Worldwide |
| Display Time in View in Seconds Growth | DoubleVerify | By device | Annually | Worldwide |
| Display Viewable Rate | DoubleVerify | By device, by industry and by publisher type | Annually | Worldwide |
| Display Viewable Rate Growth | DoubleVerify | By device, by industry and by publisher type | Annually | Worldwide |
| Fraud/SIVT Violation Rate Display and Video Growth | DoubleVerify | By device, by device and region, by publisher type, by region | Annually | Worldwide |
| Share of Fraud/SIVT Violation Rate | DoubleVerify | By device and type | Annually | Worldwide |
| Share of Video Impressions | DoubleVerify | By device and region | Annually | Asia-Pacific, Europe/Middle East and Africa, Latin America, North America |
| Video Audible Rate | DoubleVerify | By device and quartile | Annually | Worldwide |
| Video Completion Rate | DoubleVerify | By device and quartile, by device, by industry and by publisher type | Annually | Worldwide |
| Video Viewable Rate Growth | DoubleVerify | By device, by industry and by publisher type | Annually | Worldwide |
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