CPI – Cost per Install

Definition

CPI (Cost per Install) indicates how much an advertiser pays for each individual app installation through paid advertising. CPI is the baseline metric for app marketing campaigns on platforms like Google App Campaigns, Apple Search Ads, Meta, and TikTok. A low CPI alone is not meaningful – the quality of installs (active users, in-app purchases) must also be evaluated.

Formula

Example

A Meta app campaign costs €5,000 and generates 2,500 installations. The CPI is €5,000 / 2,500 = €2.00. For gaming apps, CPIs typically range from €1-3, for finance apps €5-15, and for e-commerce apps €2-5.

Optimization Tips

Optimize your App Store listing (ASO) for organic installs. Test different creatives and ad formats (video vs. playable ads). Use deep links for a seamless user experience. Leverage lookalike audiences based on your most valuable users.