Digital marketing metrics when advertising in a mobile app

Digital Marketing Metrics and KPIs are values that marketing teams use to measure and track the performance of a digital marketing campaign. Digital marketing teams use a number of platforms and tools to promote their product or service offerings, and tracking the results can be time-consuming and challenging. In this blog post, we will look into the most important metrics that determine the success of a digital advertising campaign.



User refers to the number of visitors that your website receives. Think of it as the number of individual people who visit your website.


Technically, a session is any time spent on any specific activity. In the IT, web, and development realm, a session is any amount of time spent on a specific program, app, or website. This means a single user could have multiple sessions when browsing your website if they visit at different times or on different days. 

Various platforms may have different definitions for a session. For example, Google Analytics records a session every single time someone visits your website. A session starts right away when someone loads a page and ends after 30 minutes of inactivity. Meanwhile, the Mediately App records a session only after 10 seconds of active app usage. 

Sessions duration

The amount of time an average user spends on a website, calculated over the course of a visit. A session begins the moment a visitor opens your website and ends when they exit or remain inactive for a predetermined time span. As long as the visitor interacts with your site, the session continues.


The number of times an ad was shown on a website, search engine, or social platform. Impressions represent an opportunity for your content to be seen. If your content loaded or appeared on a page, that can count as an impression. You can measure impressions for any piece of digital content, from pages on your site to social media posts and ads.

Open Rate

Open Rate is an email marketing metric that measures the percentage rate at which emails are opened. You calculate it by dividing the number of people who opened the email by the number of people who received it. The average open rate can vary greatly depending on the industry. A good open rate should meet the average across industries, which is about 17%.

CTR - Click-Through Rate

Click-through rate (CTR) is the percentage of individuals viewing a web page who view and then click on a specific advertisement that appears on that page. Click-through rates measure how successful an ad has been in capturing users’ attention.


CPC – Cost-Per-Click

Cost-per-click (CPC) is a paid advertising term where an advertiser pays a cost to a publisher for every click on an ad. CPC is also known as pay-per-click (PPC). Cost-per-click is calculated by dividing the cost of a paid advertising campaign by the number of clicks.


Find more digital marketing terms and concepts in our Digital marketing glossary. 
This whitepaper includes a comprehensive compilation of digital marketing terms, making it easier for you to navigate the vast landscape of digital marketing and reach your business goals.
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