![]() ![]() Moving to the specific casual games genres, the Lifestyle one shows a much less dramatic difference, it’s $2 for Android CPI versus $2.96 for iOS Cost Per Install. This big gap can be attributed to the fact that the Android ecosystem has a much bigger reach than iOS, there are much more Android smartphone users out there than the iPhones, hence it’s easier to acquire users for your casual game on the Android side. The overall difference between the iOS CPI for casual games and Android is pretty staggering, it’s $1.15 for Android versus $4.3 for iOS. Now let’s stack together the data to compare Cost-Per-Install for iOS and Android games, using the Casual genre as an example. Other metrics which you should consider alongside CPI are Cost Per Loyal User/Cost Per Engagement (the line between the definition of these two is becoming increasingly blurred) and Cost Per Sale (only triggers when a sale is made). It’s still a great metric for games, especially if you set the pay-out to trigger upon a certain achievement in the game which is far more indicative of user engagement than just downloading.ĬPI providers have wisened up to the “end of the app craze” and there are plenty of ways of making the metric significant and of making CPI campaigns successful. That being said, CPI is still more important than CPM if what you’re advertising is the app itself, and not an eCommerce product. InMobi Driving Real Connections View more This, coupled with the fact that the most successful apps are free to download and monetize via in-app transactions or eCommerce, also puts paid to this theory. People download fewer apps than before, and open even fewer as such, a “mere” app install is no longer a good metric of whether your app is successful. According to the company, “ although it still has a role, CPI should no longer be the central metric to measure app marketing success.” The reasoning behind this is the increasing reports that the “app craze” is waning. In May 2016 Fiksu, a major mobile marketing company stopped featuring CPI statistics in their core set of indexes. Given the higher value behind an app install over a simple viewing of the advert, costs per install are also significantly higher – in some places around $3, whereas CPM can vary wildly from $0.78 to $7.00 depending on the platform (iOS/Android) and the advert format (interstitials, banners etc). This is a direct incentive for ad networks to optimize mobile app install campaigns as well as possible. ![]() This puts the onus on ad networks to place the advert in mobile apps and websites where conversion rates are high and to target the ad appropriately to the correct audience. The advertiser only pays the ad network once the app is installed, instead of just the advert being viewed (known as the CPM, or cost-per-mille, model). What is a CPI campaign and why is it important?Ĭost Per Install is one of the many metrics by which app marketers measure their mobile app advertising budget. Now we’ve set our terms, let’s have a look at what a Cost Per Install campaign is and why it is important. The formula for calculating Cost Per Install is quite simple, in fact, it’s implied in the name: Your total ad spends divided by a number of installs. The brand is charged a fixed or bid rate only when the application is installed.” In a Cost Per Install campaign, publishers place digital ads across a range of media in an effort to drive installation of the advertised application. “CPI (Cost Per Install) campaigns are specific to mobile applications. Tubemogul, acquired and rebranded by Adobe in November of 2016, has about the best and most concise definition we could find, so here it is: Cost per install (aka CPI) – a definition and formula Android app CPI Globally (Google Play market) – $1.22īefore diving into the specifics, it will certainly make sense to give a definition for what is Cost Per Install and how to calculate it.View moreįirst things first, let’s start with providing the set of stats that draw the picture for apps Cost Per Install in various countries and mobile platforms. ![]()
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