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.

ROAS measures how much revenue was earned from advertising in comparison to how much budget was spent on it.

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

• Good indicator of overall campaign performance
• Guides decisions on budgets, channels, and creatives
• Provides a snapshot for simple reporting

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

• Test and optimize your creatives, channels, and landing page
• Lower your ad cost by improving your quality score and using smarter bidding strategies
• Re-engage high-value users
• Analyze user behavior and look to optimize campaigns based on predictive analytics

Cost per install (CPI)

Return on ad spend (ROAS)