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Rather than go with Click-Through Rate (CTR), or Installs per 1,000 impressions (IPM), or even Click to Install (CTI), we recommend optimizing on Actions per 1,000 impressions (APM). For example, Lifetime Value per 1,000 impressions (LTVM) is an APM metric.
Richmedia ads incorporate video, audio, or other elements to deliver an immersive experience and ensure interactivity. When designed properly, they can give a strong first impression. CTR (a click-through rate) is the number of clicks compared to the number of ad impressions. Work on the body copy.
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