| Metric | APP Direct CP | WEB&APP CP |
|---|---|---|
| Cost | ¥351,772 | ¥636,253 |
| Impressions | 178,242 | 348,009 |
| Clicks | 2,887 | 13,783 |
| Install | 509 | 14 |
| CPI | ¥691 | ¥45,447 |
| Registration | 426 | 56 |
| Install→Reg CVR | 83.7% | — |
| ContentView (CV) | 1,028 | 354 |
| Install→CV Rate | 202% | — |
| CPR | ¥826 | ¥11,362 |
| CPCV | ¥342 | ¥1,797 |
| Purchase | 0 | 0 |
Previous (late April): 7x difference → Current: 5.3x difference (CPCV basis). Gap is narrowing but APP Direct remains superior. APP Direct CPCV ¥342 vs WEB&APP ¥1,797.
| Optimization Target | Cost | Install | Reg | CV | Purchase |
|---|---|---|---|---|---|
| Create Account opt | ¥310,314 | 11 | 50 | 182 | 0 |
| Purchase opt | ¥264,204 | 3 | 6 | 64 | 0 |
| Retargeting | ¥61,735 | 0 | 0 | 108 | 0 |
| Funnel Step | Users | Step CVR |
|---|---|---|
| Complete Create Account (CA) | 651 | — |
| View Home | 613 | 94.2% |
| View Tour Detail Page (VTD) | 365 | 56.1% |
| Tap Booking | 83 | 12.7% |
| Tap Confirmation Booking | 14 | 2.2% |
| Complete Booking (CB) | 11 | 1.7% |
| Step | iOS | Web | Android |
|---|---|---|---|
| Complete Create Account (CA) | 314 | 43 | 294 |
| View Tour Detail (VTD) | 203 (64.6%) | 11 (25.6%) | 159 (54.1%) |
| Tap Booking | 52 (25.6%) | 1 (9.1%) | 30 (18.9%) |
| Complete Booking (CB) | 10 | 0 | 1 |
| CA→CB CVR | 3.18% | 0% | 0.34% |
View Tour Detail → Tap Booking: 22.7% conversion. The largest single drop in the funnel.
Android: Tap BK → Complete BK = 3.3%. Possible UX friction in the payment/confirmation flow.
Web CA (43 users) resulted in 0 Complete Bookings. Web-acquired CAs are not converting to bookings.
iOS CVR 3.18% vs Android 0.34% = 9.4x difference. Platform quality gap is extremely large.
CA-optimized ads acquire users with a 1.7% CA→BK conversion rate. The funnel decays significantly at two stages: CA→VTD (56%) and VTD→Tap BK (23%).
APP Direct CP CPCV ¥342 vs WEB&APP CP ¥1,797. APP is 5.3x more cost-efficient (down from 7x in late April — gap is narrowing but APP advantage continues).
iOS CA→BK CVR 3.18% vs Android 0.34% vs Web 0%. The quality gap between platforms is extreme.
WEB&APP CP Purchase optimization is still learning (CV 64, Purchase 0). CA optimization generates Reg/CV volume but zero BK.
Purchase = 0 across all campaigns. No direct ad→BK conversion has occurred yet.