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CPI is a pricing model used exclusively in user acquisition for mobile apps. With CPI campaigns, mobile advertisers pays the ad network each time a user installs the app through an ad.
Beyond being a pricing model, CPI is frequently tracked as a key metric to understand each UA campaign’s effectiveness.
CPIs can be lower or higher, depending on different factors, including:
To calculate the CPI of an ad campaign, divide its ad spend by the number of generated installs attributed to the campaign from the same period.
A campaign’s CPI can vary greatly. However, the average CPIs for your app category can be a good benchmark to track against:
CPI is one of the most widely used metrics in mobile app user acquisition as it provides a clear and direct insight into the cost of acquiring each new app user. By closely monitoring this metric, app advertisers can fine-tune their campaigns, refine their strategies, and optimize their ad budgets.
Advertisers aim to achieve a low CPI, which can be done by following industry best practices. Find out which by reading our detailed guide for lowering CPIs.
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