CPI (Cost Per Install)

CPI is the dominant metric in mobile app marketing, especially for gaming, utilities, and fintech apps. The advertiser pays a fixed amount each time a user installs their application from an ad click. Average CPI rates vary widely: casual games pay $0.50-$2.00 per install globally, while fintech apps in the US can pay $5-$30 per install. iOS installs are generally 2-3x more expensive than Android because iOS users tend to spend more in-app. A real-world example: a mobile casino app might offer $3 CPI for Android installs from Brazil and $12 CPI for iOS installs from the United States. Beyond the raw install, advertisers increasingly care about post-install quality — did the user open the app, complete registration, or make a purchase within 7 days? This has led to hybrid models like CPI + event payouts. For affiliates, CPI campaigns require understanding mobile traffic sources like Unity Ads, ironSource, and in-app ad networks. In affiliate marketing careers, mobile specialists who can manage CPI campaigns profitably are in high demand, with companies like Liftoff, AppLovin, and Adjust being key players in the ecosystem. Media buyers focused on CPI need expertise in app store optimization and deep link tracking.