CPI (Cost Per Install) is the average cost you pay to acquire one app install from a paid marketing campaign. It is one of the most fundamental metrics in mobile user acquisition.
CPI Formula
CPI = Total Ad Spend ÷ Total Installs
Example: If you spend ₹50,000 on Google Ads and get 500 installs, your CPI is ₹100.
CPI Benchmarks by Category (2026)
| App Category | Low CPI | Average CPI | High CPI |
|---|---|---|---|
| Gaming | $0.50 | $1.50 | $4.00 |
| Finance / Fintech | $3.00 | $8.00 | $25.00 |
| E-commerce | $1.00 | $3.00 | $8.00 |
| Health & Fitness | $1.50 | $4.00 | $10.00 |
| Social | $0.80 | $2.00 | $5.00 |
CPI vs eCPI
CPI — The rate you agree to pay per install (fixed rate campaigns)
eCPI (effective CPI) — The actual cost per install calculated from CPM or CPC campaigns
How to Reduce Your CPI
- Improve your app store listing — Better screenshots and description improve conversion from store page visit to install
- Target more specific audiences — Broad targeting wastes spend on users unlikely to install
- Test more creatives — Creative fatigue increases CPI over time — keep testing new ad formats
- Use lookalike audiences — Target users similar to your best existing users
- Block fraudulent traffic — Fake installs inflate CPI without adding real users
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