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.

MAU measures the number of unique users who engage with your app over the course of a month.

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

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

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

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Cost per install (CPI)

Monthly active users (MAU)