Cost Per Install (CPI)
What is CPI?
Cost Per Install (CPI) measures the average amount you spend to acquire a single app installation through your advertising campaigns. It is the primary metric for mobile app install campaigns and reflects how efficiently your ads are driving users to download your app from the App Store or Google Play. CPI is influenced by targeting, creative quality, app category, and platform competition.
Formula
CPI = Total Ad Spend / Total App InstallsExample
You run a Facebook App Install campaign spending $3,000 over two weeks and generate 1,200 installs: CPI = $3,000 / 1,200 = $2.50 per install. If 10% of installs make an in-app purchase averaging $30, each install generates $3.00 in revenue, making the campaign profitable.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Facebook (iOS) | $2.50 – $5.00 | Higher due to ATT prompts |
| Facebook (Android) | $1.00 – $3.00 | Generally cheaper than iOS |
| $2.00 – $4.50 | Strong for lifestyle and gaming apps | |
| TikTok | $1.50 – $4.00 | Growing channel for app installs |
Higher due to ATT prompts
Generally cheaper than iOS
Strong for lifestyle and gaming apps
Growing channel for app installs
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Optimize for App Events (like in-app purchase) instead of installs to attract higher-quality users who engage beyond the download.
- 2
Use App Install ads with deep links that take users directly to the app store for the smoothest conversion path.
- 3
Test video creative showing actual app gameplay or functionality, demo-style videos typically lower CPI by 20–30%.
- 4
Track Day 1 and Day 7 retention alongside CPI to ensure you are acquiring users who actually use the app.
Frequently Asked Questions About CPI
Track Your CPI in Real Time
Adship gives you a unified dashboard to monitor CPI, optimize campaigns, and improve performance across Meta and TikTok.