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.

CPV is a pricing model for video ads, where an advertiser pays the publisher each time a user views their video.

Advertisers and publishers

Advertisers and publishers

• 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 effective – advertisers only pay for full views (or a set duration)
• Indicates whether users find your video ads engaging

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

• Measure CPV alongside other metrics (CPM, CPI, CPCV) for the full picture
• Optimize your video ad campaigns – refine targeting, landing pages, and keywords
• Create high-quality, interesting videos
• Test different versions with your audience

Cost per install (CPI)

Cost per view (CPV)