Cost Per Install (CPI)
Acquire verified app installs while protecting post-install activation, retention and customer value.
Acquire verified installs.
Optimise beyond CPI.
CPI interpreted beside fraud controls and meaningful post-install behaviour.
CPI is a useful acquisition metric, but it is only the beginning of the mobile journey. We define what counts as a valid install, connect attribution to in-app events and compare sources by the quality of users they generate.
Discuss Cost Per Install (CPI)Practical delivery.
Visible responsibilities.
A CPI programme is designed around verified installs, attribution integrity and post-install activation so cheaper acquisition does not hide poor user quality.
CPI target and attribution plan
Set an install target from channel economics and define the attribution window, source of truth and post-install quality event.
Audience and placement selection
Prioritise contexts and users likely to need the app while excluding placements with weak relevance or unreliable delivery.
App creative production
Show the app value, interface and next action in formats suited to each inventory and likely viewing behaviour.
Fraud and install-quality checks
Monitor abnormal device, click, timing and event patterns with attribution and platform controls before approving scale.
Post-install event analysis
Track whether acquired users register, complete onboarding, purchase or reach the agreed activation milestone.
Cohort and retention comparison
Compare campaigns by downstream behaviour over consistent windows rather than selecting winners from CPI alone.
outcomes
Designed around
the next useful action.
CPI is a useful acquisition metric, but it is only the beginning of the mobile journey. We define what counts as a valid install, connect attribution to in-app events and compare sources by the quality of users they generate.
- Verified installationsInstall counts are checked against the agreed attribution source, fraud controls and device or event validation rules.
- Source quality beyond headline CPICampaign cohorts are compared on activation, retention and value events after the initial download.
- Clearer path from install to valueMedia and product teams review the onboarding steps that determine whether an acquired user becomes active.