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.

LTV is an estimate of the average revenue a user will generate over the time they use your product.

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

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

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

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Cost per install (CPI)

Lifetime value (LTV)