Appographics is a method of targeting audiences on mobile apps by segmenting apps into logical groupings based on the type of app and how consumers use it. This allows marketers to more easily reach audiences attracted to certain app types. Data shows click through and conversion rates vary significantly by app type, with games generally having lower conversion rates as users remain engaged in gameplay. Testing campaigns across different appographic segments can help identify high performing groups to focus advertising impressions on and optimize direct response campaigns.