How to Improve

Performance of Mobile

& InApp Campaigns -

CTR Benchmarks

Mobile display and video ads, whether on apps or mobile websites, are a powerful way to reach your audience where they spend most of their time. But are they effective?

Yes-when tailored for mobile behavior and optimized smartly.

With the right approach, mobile ads can increase visibility, drive engagement, and boost conversions. The key lies in targeting, creative execution, and smart placement.

How to Improve Mobile Ad Performance

Key Metrics to Measure Success

Launching a mobile ad campaign is only half the job, measuring its effectiveness is where the real optimization begins. The right performance metrics give you insights into what's working, what needs adjusting, and where your budget delivers the best return.

Below are the most important metrics to track when running display or video ads on mobile devices:

Click-Through Rate (CTR)

CTR shows how many people click your ad after seeing it. A higher CTR usually means your ad creative and targeting are relevant and engaging to your audience.

  • Why it matters: CTR helps you understand whether your ad is catching attention and prompting action.
  • What's a good CTR? On mobile, the average CTR for display ads based on our experience is around 0.35%.
  • Tip: If your CTR is low, try improving your ad copy, design, or targeting.
CTR formula visualization

Pay-Per-Click (PPC)

PPC tells you how much each actual click on your ad costs. It's calculated by dividing your ad spend by the number of clicks generated.

  • Why it matters: PPC helps you evaluate the cost-efficiency of your campaign. You may have a campaign with a slightly lower CTR but a much lower cost per click, which means more traffic for your budget.
  • When to optimize: If your PPC is high, consider adjusting your targeting, testing different placements, or simplifying your creative to improve performance without increasing spend.
PPC visualization

Cost-Per-Mille (CPM)

CPM measures the cost per 1,000 impressions (views) and is often used when the goal is brand awareness.

  • Why it matters: CPM gives you insight into how much visibility you're buying. It's especially useful for comparing the reach of different campaigns or channels.
  • Balance with other metrics: A low CPM might seem attractive, but it only delivers value if your ads also drive meaningful engagement, like clicks or conversions.
CPM visualization

Conversions and Conversion Rate (CVR)

While CTR shows interest, conversions show action, like a purchase, sign-up, or app download.

  • Why it matters: Tracking conversions helps you understand if your ads are actually delivering business results, not just clicks.
  • What to look for: If your CTR is high but conversions are low, revisit your landing page or offer. The post-click experience might need improvement.
CVR formula visualization

Best Mobile Ad Formats

Based on our experience, these are the best-performing mobile formats:

  • Medium Rectangle (300x250 px): A top-performing format for mobile apps and web.
  • Large Rectangle (336x280 px): Slightly bigger, great for content-rich pages.
  • Vertical Video (9:16): Ideal for full-screen mobile experiences in apps and mobile sites.
Best mobile ad formats visualization

Is Mobile Advertising Worth It?

The profitability of mobile ads depends on your product margins and competitive landscape, but when executed well, they drive real results. Mobile advertising is especially powerful for brand building, retargeting, and driving conversions from users already on the go.