Mobile and App Marketing KPIs.
Industry average benchmarks for mobile and app marketing
EMARKETER projects that US mobile app install ad spending will reach $34.84 billion in 2027, accounting for approximately 11.1% of total mobile ad spending. Meanwhile, total US mobile ad spending is expected to reach $314.83 billion, representing 66.7% of total digital ad spending. Growth in mobile app install advertising continues to be supported by major ad platforms such as Apple and Google, social leaders like Meta, and the mobile gaming industry, underscoring the continued importance of app acquisition within the broader US mobile advertising ecosystem.
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 Mobile and App Marketing KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| Mobile ad CPM | EMARKETER | Forecast | Quarterly | US |
| Mobile in-app ad CPM | EMARKETER | Forecast | Quarterly | US |
| Mobile web/browser ad CPM | EMARKETER | Forecast | Quarterly | US |
| Mobile add-to-cart rate | Dynamic Yield | By region, by device, by industry | Quarterly | Americas, APAC, EMEA, Worldwide, US, UK, Great Britain, Other |
| App engagement score | Airship | By industry | Quarterly | APAC, EMEA, NAM, LAM |
| App ad spend growth | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| App installs per impression (IPM) | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| App session length | Airship | By industry | Quarterly | APAC, EMEA, NAM, LAM |
| App sessions per active user | Airship | By industry | Quarterly | APAC, EMEA, NAM, LAM |
| App tracking transparency opt-in rate | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| Mobile average order value | Dynamic Yield | By device | Quarterly | Americas, ANZ, APAC, APAC-EANZJ, Belgium, Canada, Eastern Europe, EMEA, France, Germany, Great Britain, Italy, Japan, LAM, Netherlands, Nordics, Spain, UK, Worldwide, US, Other |
| Average transactions per user | Dynamic Yield | By region, by device, by industry | Quarterly | Americas, APAC, EMEA, Worldwide, US, UK, Great Britain, Other |
| Cart abandonment rate | Dynamic Yield | By region, by device, by industry | Quarterly | Americas, APAC, EMEA, Worldwide, US, UK, Great Britain, Other |
| Conversion rate | Dynamic Yield | By region, by device | Quarterly | Americas, APAC, EMEA, Worldwide, US, UK, Great Britain, Other |
| Average cost per install (CPI) | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| Day 2 app activation rate | Airship | By industry | Quarterly | APAC, EMEA, NAM, LAM |
| Day 30 app activation rate | Airship | By industry | Quarterly | APAC, EMEA, NAM, LAM |
| App clickthrough rate (CTR) | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| Cost per impression (CPM) | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| Identified user coverage | Airship | By industry | Quarterly | APAC, EMEA, NAM, LAM |
| Meta ads clickthrough rate (CTR) | AdScale | By industry | Quarterly | US |
| Mobile ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Order growth | Salesforce | By device and region | Quarterly | ANZ, APAC-EANZJ, Belgium, Canada, Eastern Europe, France, Germany, Italy, Japan, LAM, Netherlands, Nordics, Spain, UK, Worldwide, US |
| Order share | Salesforce | By device and region | Quarterly | ANZ, APAC-EANZJ, Belgium, Canada, Eastern Europe, France, Germany, Italy, Japan, LAM, Netherlands, Nordics, Spain, UK, Worldwide, US |
| App impression growth | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| App conversion rate (CVR) | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
| Social traffic share | Salesforce | By device and region, by device and vertical | Quarterly | ANZ, APAC-EANZJ, Belgium, Canada, Eastern Europe, France, Germany, Italy, Japan, LAM, Netherlands, Nordics, Spain, UK, Worldwide, US |
| Time spent per session | Contentsquare | By device and industry | Annual | Worldwide |
| Traffic growth | RetailNext | By US region, by EMEA region, overall | Quarterly | ANZ, APAC-EANZJ, Australia, Belgium, Brazil, Canada, China, Eastern Europe, EMEA, Europe, France, Germany, India, Indonesia, Italy, Japan, LAM, South Korea, Middle East and Africa, Netherlands, Nordics, Poland, Russia, Saudi Arabia, Spain, Thailand, Turkey, Vietnam, UK, Worldwide, US |
| Traffic growth | Salesforce | By device and region, by device and vertical | Quarterly | ANZ, APAC-EANZJ, Australia, Belgium, Brazil, Canada, China, Eastern Europe, EMEA, Europe, France, Germany, India, Indonesia, Italy, Japan, LAM, South Korea, Middle East and Africa, Netherlands, Nordics, Poland, Russia, Saudi Arabia, Spain, Thailand, Turkey, Vietnam, UK, Worldwide, US |
| Traffic share | Contentsquare | By device and source | Annual | Worldwide |
| Traffic share | Salesforce | By device and region, by device and industry | Quarterly | ANZ, APAC-EANZJ, Australia, Belgium, Brazil, Canada, China, Eastern Europe, France, Germany, India, Indonesia, Italy, Japan, South Korea, LAM, Netherlands, Nordics, Poland, Russia, Saudi Arabia, Spain, Thailand, Turkey, Vietnam, UK, Worldwide, US |
| Units per transaction | Dynamic Yield | By region, by device, by industry | Quarterly | Americas, APAC, EMEA, Worldwide |
| App cost per impression (CPM) | Singular | By vertical | Quarterly | US, China, Japan, Worldwide |
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