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 install (CPI) VS Cost per mille (CPM)
Description
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.
Cost per mille (CPM)
CPM indicates the price an advertiser pays for 1,000 impressions of their ad (mille is Latin for thousand).
Target audience
Cost per install (CPI)
Advertisers and publishers
Cost per mille (CPM)
Advertisers and publishers
Benefits
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
Cost per mille (CPM)
• Useful when you want to build awareness and recognition through maximum exposure
• No budget surprises – advertisers pay a fixed price for the impressions
How to calculate
Cost per install (CPI)
Total campaign spend
Number of app installs
Cost per mille (CPM)
Total campaign spend
Number of impressions
x 1,000
How to improve it?
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
Cost per mille (CPM)
• Compare costs for platforms, locations, and timings to determine the value of your impressions
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Cost per install (CPI)
Cost per mille (CPM)
