Acquisition Metrics
MaGt

Cost Per Install (CPI)

Cost Per Install, or CPI, is paid ad spend divided by paid installs. For casual mobile games on iOS, a good CPI is under $1.50. For subscription apps, under $3 is healthy. CPI sets the floor for customer acquisition cost — every dollar of CPI increase multiplies through the conversion funnel.

Why CPI Matters

CPI sets the floor for your customer acquisition cost. If CPI is $3 and only 5% of installs convert to paid, your effective CAC is $60. Every dollar of CPI increase multiplies through the funnel. Tracking CPI by channel, creative, and geography lets you optimize spend before it cascades into unaffordable acquisition economics.

How to Calculate CPI

Divide total paid advertising spend by the number of installs attributed to that spend. Only count paid installs — organic installs should be tracked separately.

CPI Formula
CPI = Paid Ad Spend ÷ Paid Installs

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Cost Per Install
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Industry Benchmarks

SegmentGoodAveragePoor
Casual Game (iOS)<$1.50$1.50–$3.00>$3.00
Mid-core Game (iOS)<$4$4–$8>$8
Utility App<$2$2–$5>$5
Subscription App (iOS)<$3$3–$7>$7

Expert Tips

CPI varies 2-5x by geography. US/UK installs cost 3-5x more than Southeast Asia. Model LTV by geography alongside CPI to find profitable markets.

Creative fatigue increases CPI over time. Refresh ad creatives every 2-4 weeks to maintain CPI efficiency.

iOS CPIs are typically 30-60% higher than Android due to higher user value. Track CPI and LTV by platform separately.

Organic installs reduce blended CPI but can mask paid channel inefficiency. Always track paid CPI separately from blended CPI.

Frequently Asked Questions

What is CPI in mobile marketing?
CPI (Cost Per Install) is the average amount spent on advertising to generate one app install. It's the top-of-funnel acquisition metric for mobile apps and games, typically ranging from $1 to $7 depending on platform, genre, and geography.
What is a good CPI for mobile apps?
For casual games on iOS, CPI under $1.50 is strong. For subscription apps, under $3 is healthy. CPIs vary significantly by geography — US installs cost 3-5x more than emerging markets but typically generate higher LTV.
How is CPI different from CAC?
CPI measures the cost to get someone to install your app. CAC measures the cost to convert them into a paying customer. If CPI is $2 and 10% of installs become paid users, your CAC is $20. CPI is always lower than CAC.
How do I lower my CPI?
Optimize ad creatives and targeting, test new channels and ad networks, expand into lower-CPI geographies, improve app store conversion rate (icon, screenshots, description), and increase organic installs through ASO and virality.

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Business Models Using CPI

CPI is a key metric for these business types. Click any model to see how Revenue Map calculates it automatically.

Subscription App
GameTech

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