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.

pLTV combines past learnings with current measurements to predict how much revenue a user will bring in over the time they use your app.

Advertisers and publishers

App owners and marketers

• 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

• Protects user anonymity by analyzing behavioral clusters, rather than individual user data
• Segments users based on their acquisition source so you identify the highest-performing sources
• Provides behavioral insights to shape acquisition and re-engagement campaigns, highlighting characteristics of high-potential users

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

• Constantly feed your pLTV model with accurate, relevant data
• Choose the right KPIs
• Segment your audience into behavioral clusters
• Define team responsibilities and consider outsourcing your model if you lack expertise in house

Cost per install (CPI)

Predicted lifetime value (pLTV)