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Fiksu introduces CPEm (cost per mobile engagement), a new metric to help marketers strategically evaluate and measure the ROI of mobile app advertising. Defined as the cost of an app launch, an in-app purchase, or a registration, CPEm captures the extended relationship that mobile apps create as consumers launch and relaunch apps, spend time in sessions, make in-app purchases, and register with the brand. And according to our research, the average CPEm for mobile app advertising is 1/10th the cost of a desktop click.
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