App marketing metrics comparison

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.

CAC shows how much you spend to win a single new customer.

Advertisers and publishers

App owners, marketers, and product managers

• 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

• Shows the effectiveness of your acquisition efforts
• Guides decisions on where to allocate budget for best results (and where you’re wasting your money)
• Helps you assess business profitability when compared against LTV

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

• Make the most of your owned media to keep acquisition costs down
• Implement a referral program to bring in more customers for free
• Re-engage existing customers to boost retention
• Review your audiences and channels, and allocate budget where it’s most effective

Cost per install (CPI)

Customer acquisition cost (CAC)