CPI is the average amount spent in advertising to generate one app install. It's the most common efficiency metric in mobile user acquisition.
Cost per install (CPI) measures how much an advertiser pays, on average, for each app install delivered by their ad campaigns. It's the primary efficiency metric for top-of-funnel mobile UA, the cost to fill the acquisition funnel with new users.
CPI is calculated by dividing total ad spend by the number of installs attributed to that spend. It combines media cost efficiency (CPM) and creative-to-install conversion efficiency (IPM) into a single number. Reducing CPI requires improving one or both inputs: lowering the CPM paid for impressions or increasing the install rate per impression.
CPI benchmarks are highly category-dependent. Hyper-casual games often achieve $0.20–$1.00 CPI. Mid-core games typically see $2–$8. Apps in competitive verticals like fintech or B2B SaaS may see $10–$40+ CPI on paid social.
CPI determines how efficiently you can scale. If your CPI is below your LTV payback threshold, you can scale spend profitably. Above it, you're buying unprofitable users. CPI is also the most direct feedback signal for creative performance, when creative quality improves, CPI drops. When fatigue sets in, CPI rises. It's the single fastest way to measure whether your creative strategy is working.
Example
“A gaming studio spends $25,000 on a Meta campaign and records 12,500 installs, a $2.00 CPI. By rotating to a stronger creative, installs rise to 18,750 at the same spend, dropping CPI to $1.33, a 33% efficiency improvement.”
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ROAS measures revenue generated for every dollar spent on advertising, serving as the primary efficiency metric for paid user acquisition.
Learn moreCreative PerformanceIPM measures the number of app installs generated per 1,000 ad impressions, combining click-through and conversion efficiency into a single creative performance metric.
Learn moreMobile User AcquisitionCPA measures the average cost to acquire a user who completes a specific in-app action, providing a deeper efficiency metric than CPI.
Learn moreMobile User AcquisitionLTV is the total net revenue a user is expected to generate over the full course of their relationship with your app, used to determine how much you can profitably spend to acquire them.
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