Creative 101
Mastering UA Creatives: Navigating the UA Creative Journey
Impression
An impression is when an ad appears on a user’s screen. Impressions are counted each time an ad is viewed, regardless of whether it leads to any interaction.
CTR (Click-Through Rate)
CTR measures the percentage of clicks an ad gets compared to how many times it’s shown. Higher CTR means more clicks per view.
CVR (Conversion Rate)
CVR represents the proportion of users who complete a desired action, such as making a purchase, signing up for a newsletter, or downloading an app, typically observed as an “Install” action in mobile gaming, after engaging with an ad.
IPM (Installs Per Mille)
Various networks have different progress systems. To ensure fairness, we often rely on IPM (Installs Per Mille) when evaluating the performance of ads. It’s a mobile marketing term that shows how many app installs happen for every thousand times an ad is seen. It tells you how well ads get people to download apps.
Creative Journey
The journey from an ad click to achieving a conversion spans critical steps beyond creative aspects. Factors such as download size, memory usage, app store optimization, and regional network issues all influence the path to conversion. Addressing these elements is pivotal in maximizing the conversion rate and ensuring a seamless user experience throughout the journey.
The reason CPI is getting high
There are two factors, CPM and IPM(CTR,CVR). An increase in CPM (the cost to acquire a thousand impressions) coupled with a decrease in IPM (the number of installs per thousand impressions) could lead to a rise in CPI. This means advertisers might need to spend more to acquire the same number of installs due to increased costs per impression and lower efficiency in converting those impressions into installs.
Overall, UA creatives are essential in grabbing user attention and encouraging actions, and the UA process is about finding the most effective creatives for successful ad campaigns.
