Glossary

Conversion Rate

The Conversion Rate, where in-app advertising is concerned, is the percentage of users who saw an app-install ad, clicked on it, and converted through some pre-specified action. It tells app advertisers how many users their ad converted. However, the act of ‘conversion’ varies depending on the pricing model – in cost per install campaigns, for example, conversion is measured by app installs, while in cost per engagement campaigns, conversion is measured by engagement events.

Melrose Labs: Our mission is to deliver pivotal services in cloud communications across mobile, fixed-line and internet for enterprises, SMS aggregators and messaging providers. These services allow organisations to take leaps forward in the services they provide to their customers, their reliability, insight into their services and increased operational efficiency.