App marketing metrics comparison

CPA is a pricing model in which marketers pay ad networks or media sources when a user takes a particular action (such as completing a purchase or registration) inside of an app, after engagement with an ad.

The CPI is a predetermined price that the advertiser agrees to pay the publisher every time a user installs their app as a direct result of an ad served by the publisher.

Advertisers and publishers

Advertisers and publishers

• Helps with attribution – shows which sources drive action for pure performance measurement
• Shows the value of users further down the funnel
• For media sources, attracts high-performance marketers

• Low risk for advertisers relative to other pricing models
• Good for creating a buzz around your app
• Good indicator of the effectiveness of your campaign

• Make sure you’re reaching the right audience
• Improve your creative to drive action
• Raise your ad quality score
• Protect yourself from fraud

• Make revenue the primary KPI
• Keep a close watch on fraud
• Understand incentivized traffic behaviour
• Analyze user behaviour in the app

Cost per action (CPA)

Cost per install (CPI)