What is Pay Per Install?

There are many possible pricing models you can choose to pay for mobile advertising campaigns. In this article, we will explain a very common pricing model: pay per install, also known as CPI.

The pay per install model is a common pricing model for mobile marketing and advertising campaigns. It is also well-known under the term cost per install and the abbreviation CPI.

Cost-per-install is one of the many metrics, by which people measure their advertising budget. 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). The difficulty is that ad networks have to address the right audience and place the ad in environments where conversion rates are high.

Generally, CPI campaigns belong to the world of mobile marketing as they are unique for mobile apps. In detail, app developers or specifically advertisers can place ads across various types of media to popularize their app. The goal is to convince consumers of installing the application they are advertising. At this, the advertiser only has to pay a set rate when a user actually installs the app.

How can I Calculate the Costs for a Campaign?

The general formula for calculating your pay per install is quite easy to apply. You divide your overall ad spend by the number of times your app was installed because of that campaign.

Cost per install - User Acquisition

Since an install of the app is more valuable than a simple impression, the costs are consequently higher. Sometimes about $3, although that depends on the platform (iOS/Android), the kind of app and the type of advert (e.g. interstitials, banners etc.).

Which CPI Campaign Types are Available?

Install campaigns can be realised through the bid type CPI and we generally distinguish between incent and non-incent campaigns.

Incent Install Campaigns

With the incent version, users get a reward for the download of an app and the advertiser only pays for the completed install.

Incent install campaigns are preferably realised through offerwalls. An offerwall is a mobile ad format which displays different apps and offers users a reward in return for downloading the app.

Non-Incent Install Campaigns

Here, you create a banner ad, for example from the creatives of the app, and place it within other apps for users to see. At that, the user won’t get a reward for installing the app – they rather decide to try it out of curiosity.

Although this campaign type leads to less installs, they are of high-quality since the user interacts more frequently with the app. However, non-incent campaigns are often more expensive than incent campaigns and you have to plan a bigger budget.

CPI Campaigns at ayeT-Studios

Besides these standard CPI campaigns, we also offer special campaign types for our customers.

High Retention Install Campaigns

When you buy app downloads the user has to keep your app for at least three days before getting a reward. Thereby, your retention rate and consequently your Apple App Store or Google Play Store ranking improves significantly.

Managed Install Campaigns

With our managed campaigns, you get country targeted installs with high volumes within three days. This service includes our media buying experts, who tend to every aspect of your campaign and leverage various traffic sources that match your individual requirements. Additionally, we will optimize your campaign constantly to improve your ad spending.

If you are looking for a burst campaign to place your app at the top of Google’s or Apple’s Store charts, this is the right campaign type for you.