CPI Cost Per Install: Formula, Average Cost in 2021 & More

What is cost per install?

Cost per install or CPI is a pricing model used in mobile user acquisition campaigns in which app advertisers pay each time a user installs their app from their ad. CPI is a very common pricing model, and is specific for mobile apps only.

There are many important factors to take into consideration when buying on a cost per install basis, with each factor affecting the price of the cost per install.

Cost Per Install Formula

CPI = total ad spend / total installs

Average cost per install in 2021

Average cost per install can vary depending on the country, platform (iOS or Android), and ad unit. For instance, the average CPI for iOS devices is $2.37 in the US, $0.98 in China, and $0.22 in Brazil, with Android apps at $0.44, and iOS apps at $0.86. Overall, the average global CPI is $2.24, when taking every region, platform, and device into consideration. Read here about Pay Per Install (PPI) for publishers.

Cost Per Install By Country (2021)

CPI differs by country depending on how big the audience is, how much they spend inside the games, and type of ad unit. The US tends to have the most expensive CPIs, however, the numbers can change daily based on prevailing factors. It's important to keep track of CPI benchmarks to ensure you are in a good spot.

Learn about other pricing models such as CPCV (cost per completed view), CPV (cost per view), and CPA (cost per action).