In May 2016 Fiksu, a major mobile marketing company stopped featuring CPI statistics in their core set of indexes. Given the higher value behind an app install over a simple viewing of the advert, costs per install are also significantly higher – in some places around $3, whereas CPM can vary wildly from $0.78 to $7.00 depending on the platform (iOS/Android) and the advert format (interstitials, banners etc). This is a direct incentive for ad networks to optimize mobile app install campaigns as well as possible. This puts the onus on ad networks to place the advert in mobile apps and websites where conversion rates are high and to target the ad appropriately to the correct audience. The advertiser only pays the ad network once the app is installed, instead of just the advert being viewed (known as the CPM, or cost-per-mille, model). What is a CPI campaign and why is it important?Ĭost Per Install is one of the many metrics by which app marketers measure their mobile app advertising budget. Now we’ve set our terms, let’s have a look at what a Cost Per Install campaign is and why it is important. The formula for calculating Cost Per Install is quite simple, in fact, it’s implied in the name: Your total ad spends divided by a number of installs. The brand is charged a fixed or bid rate only when the application is installed.” In a Cost Per Install campaign, publishers place digital ads across a range of media in an effort to drive installation of the advertised application. “CPI (Cost Per Install) campaigns are specific to mobile applications. Tubemogul, acquired and rebranded by Adobe in November of 2016, has about the best and most concise definition we could find, so here it is: Cost per install (aka CPI) – a definition and formula Android app CPI Globally (Google Play market) – $1.22īefore diving into the specifics, it will certainly make sense to give a definition for what is Cost Per Install and how to calculate it.

First things first, let’s start with providing the set of stats that draw the picture for apps Cost Per Install in various countries and mobile platforms.

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