Definition

CPI.

Also called: Cost per install

Cost per install: paid media spend divided by the installs it produced.

Formula CPI = Spend ÷ Attributed installs

CPI is the entry price of acquisition and the easiest number to read, which is why it is over-trusted. Cheap installs can come from users who never retain or monetize, and campaigns optimised for installs will find exactly that — cheaper installs, not necessarily better users.

Read CPI next to early retention and revenue by source and creative. A cheap cohort that cannot hold or monetize only makes the leak cheaper.

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Field notes

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