Mobile measurement and fraud prevention firm Adjust has launched the second version of its free mobile benchmarking tool, which has been updated with more sophisticated metrics and a wider range of data. The tool is designed to empower marketers and publishers, enabling them to better understand the mobile marketing landscape.

Following the update, the tool is one of the first to make specific KPIs such as session data publicly available, and builds on the initial toolset launched this summer. It includes five new metrics and fresh data from the past two quarters of activity from Adjusts aggregated database, which analyses a combination of over 7,000 apps.

With time spent on mobile soon to surpass TV, and ad spend on the channel increasing accordingly, understanding app performance and user behaviour is critical for marketers looking to pinpoint shifts in user habits. The new metrics included in the update cover click through rate, conversion rate from click to install, cost per mille, cost per click and distribution of fraud types. The tool originally included retention rates, cost per install, sessions per use and rates of fraudulent installs, and all metrics can be analysed by quarter, vertical, acquisition type, platform and region.

“All mobile marketers want to improve their apps performance, but finding the right data to inform marketing decisions can be a time-consuming and costly process,” said Christian Henschel, co-founder and CEO of Adjust. “Our benchmarking tool provides the insights needed to make smart, data-driven decisions, and after receiving great feedback from the industry on the launch, were very pleased to share expanded metrics and fresh new data with this second version.”