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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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More terms of Metrics

Audible On/Off mobile-advertising-glossary-metrics

Indicates whether video/audio ads were played with sound on. This can impact engagement and brand recall.

Metrics

Video Duration Metrics mobile-advertising-glossary-metrics

Measures how much of a video ad was watched (e.g., quartile completion, full views, duration rate). Key for video campaign evaluation.

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

Session Duration mobile-advertising-glossary-metrics

Time spent within an in-app branded experience. Complements session length and reflects depth of engagement.

Metrics

Fraud Rate mobile-advertising-glossary-metrics

The percentage of ad interactions (clicks, installs, impressions) that are determined to be fraudulent, such as bot activity, fake installs, or click spamming. High fraud rates can skew performance data and waste budget.

Metrics

DAU/MAU Ratio mobile-advertising-glossary-metrics

This metric indicates user stickiness or loyalty. A DAU/MAU ratio closer to 1 means users return frequently throughout the month.

Metrics

Session Frequency mobile-advertising-glossary-metrics

How often a user returns to the app in a given time frame. High frequency suggests strong engagement and app stickiness.

Metrics

Unique Reach mobile-advertising-glossary-metrics

The number of unique users (or devices/households) exposed to an ad at least once. Useful for understanding total unduplicated audience.

Metrics
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