Add app click value

Add app click value is the average value per click on the add app button in the app store page for each source/medium/keyword. It tells you how much a click on the add app button is worth for each source/medium/keyword. You can use that to prioritize keywords and campaigns to expand, particularly if you don’t have many paying customers, subscribers, or installs.  

Add app click value is calculated by multiplying the conversion rate of add app click to paying customers for each source/medium/keyword by the average lifetime value (LTV) for that source/medium/keyword. 

Add app click value = Lifetime value * add app click to paying customer conversion rate

For instance, if LTV is $1,000 and 5% of add app clicks become paying customers, the add app click value is $1,000*0.05=$50.