Definition
Cost Per Install (CPI)
Cost Per Install (CPI) measures how much you pay on average to acquire one app installation through paid advertising. Lower CPI indicates more efficient user acquisition spend.
CPI is the primary efficiency metric for paid user acquisition. It's calculated by dividing total ad spend by the number of installs generated. Average CPIs vary widely by category, country, and platform.
Reducing CPI requires both better ad targeting and better app store conversion rates. A well-optimized store listing converts more ad-driven traffic into installs, effectively lowering your CPI even with the same ad spend.
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Related Terms
Return on Ad Spend (ROAS)
ROAS measures the revenue generated for every dollar spent on advertising. A ROAS above 1.0 means your ads are profitable; below 1.0 means you're losing money on acquisition.
Cost Per Action (CPA)
CPA measures the cost of acquiring a user who completes a specific in-app action (registration, purchase, subscription). It's a more meaningful metric than CPI for measuring acquisition quality.
Paid Downloads
Paid downloads are app installations driven by advertising spend, including search ads, social media ads, display ads, and influencer campaigns.
Further Reading
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