What explains hypercasual CTR inconsistencies from traffic to install campaigns?
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Private answer
You are totally right, you can't directly transfer ctr data from traffic campaigns to app installs, as the audience of these 2 campaigns are totally different. One likes to click on ads, another likes to install and test new games.
Here is the rough predictions how you can extrapolate CTR numbers:
CTR vs chance for prototype to hit CPI < 20 cents:
- 3% CTR = 30% probability
- 4% CTR = 40% probability
- 5% CTR = 45% probability
- 6% CTR = 50% probability
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