App marketing metrics comparison
Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data
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VS
Cost per click (CPC) VS Cost per install (CPI)
Description
Cost per click (CPC)
CPC is a metric that tells online advertisers how much they paid for every click on their ad.
Cost per install (CPI)
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.
Target audience
Cost per click (CPC)
Advertisers and publishers
Cost per install (CPI)
Advertisers and publishers
Benefits
Cost per click (CPC)
• Helps control costs and maximize ROI
• Helps you understand ad performance
• Focuses on engaged audience
Cost per install (CPI)
• 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
How to calculate
Cost per click (CPC)
Total ad spend
Total number of clicks
Cost per install (CPI)
Total campaign spend
Number of app installs
How to improve it?
Cost per click (CPC)
• Refine audience and keywords to improve your quality score
• Expand your reach
• Adjust bids based on key criteria
• Prevent fraud
Cost per install (CPI)
• Make revenue the primary KPI
• Keep a close watch on fraud
• Understand incentivized traffic behaviour
• Analyze user behaviour in the app
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Cost per click (CPC)
Cost per install (CPI)
