Cost Per Install (CPI) definition

Cost Per Install (CPI)

CPI measures the cost to acquire a single app install: CPI = Total Spend / Number of Installs. It’s a standard KPI for user acquisition campaigns in the mobile app ecosystem.

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Mobile Advertising Glossary: Metrics and KPIs

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More terms of Metrics

Monthly Active Users (MAU) mobile-advertising-glossary-metrics

MAU is the number of unique users interacting with the app over a 30-day period. It's a standard metric for user base size and growth.

Metrics

Install Rate (IR) mobile-advertising-glossary-metrics

The percentage of users who clicked on an ad and went on to install the app. It helps advertisers evaluate how compelling their app offering is post-click.

Metrics

Cost Per Action (CPA) mobile-advertising-glossary-metrics

CPA is the amount spent to drive a specific user action (e.g., a subscription, sign-up, or in-app purchase). It’s commonly used in performance-based advertising models.

Metrics

Impression mobile-advertising-glossary-metrics

An impression is counted each time an ad is served and appears on a user’s device screen, regardless of whether the user interacts with it. It is one of the most basic and foundational ad delivery metrics used to measure reach and exposure.

Metrics

Skips / Skip Rate mobile-advertising-glossary-metrics

For skippable ads, this indicates how often users skip. High skip rates can reflect low ad relevance.

Metrics

Session Length mobile-advertising-glossary-metrics

This measures how much time a user spends in the app during a single session. Longer session lengths often indicate deeper engagement.

Metrics

App Crashes mobile-advertising-glossary-metrics

The rate at which an app unexpectedly closes during user sessions. Expressed as (Crashes ÷ Sessions) × 100%. High crash rates degrade UX and negatively impact app ratings.

Metrics

Win Rate mobile-advertising-glossary-metrics

The percentage of submitted bids that result in an ad impression: Win Rate = (Won Bids / Submitted Bids) * 100. Low win rates might suggest competitive markets or underbidding.

Metrics

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