App marketing metrics comparison
Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data
Start comparing
VS
Cost per install (CPI) VS Return on investment (ROI)
Description
Cost per install (CPI)
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.
Return on investment (ROI)
Marketing ROI measures the revenue generated by your marketing activities.
Target audience
Cost per install (CPI)
Advertisers and publishers
Return on investment (ROI)
App owners and marketers
Benefits
Cost per install (CPI)
• 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
Return on investment (ROI)
• Provides a high-level view of marketing spend and its effectiveness
• Helps justify marketing activity
• Informs long-term strategic planning and budget allocation
How to calculate
Cost per install (CPI)
Total campaign spend
Number of app installs
Return on investment (ROI)
Sales growth – Marketing spend
Marketing spend
How to improve it?
Cost per install (CPI)
• Make revenue the primary KPI
• Keep a close watch on fraud
• Understand incentivized traffic behaviour
• Analyze user behaviour in the app
Return on investment (ROI)
• Ensure accurate attribution data
• Measure what matters and avoid vanity metrics
• Look at the whole funnel
Read more
Cost per install (CPI)
Return on investment (ROI)
