Cost Per Install (CPI)
CPI (Cost Per Install) is the average cost to drive one app install through advertising. It's the headline metric for mobile app-install campaigns.
Formula
CPI = Total ad spend ÷ App installsExample
Spend $800 for 400 installs → CPI = 800 ÷ 400 = $2.00 per install.
Why it matters
CPI measures acquisition cost at the top of the app funnel, but installs that never activate are wasted spend — pair CPI with post-install metrics like activation, retention and cost per paying user.
Put these metrics to work
AdPlus plans, launches, and optimizes campaigns across 12 ad networks from one screen — and tracks every metric here for you. Free to start, no card.
FAQ
What is a good CPI?
CPI varies by platform, geo and category — often ~$1–$5 for broad consumer apps and higher for competitive or high-value verticals. Benchmark by store and region.
Is a low CPI always good?
No — cheap installs from low-quality sources often don't retain or spend. Optimize toward installs that become active, paying users, not the cheapest install.