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App

CPI (Cost per Install)

Cost per Install is what you pay, on average, for one app install from a campaign. It is the entry metric for app growth — but installs are a means, not the goal.

What it means

CPI divides install-driving spend by the installs it produced. It is the headline number for user-acquisition campaigns on Meta, TikTok, Google App campaigns, and ad networks.

Worked example

A GCC app spends AED 30,000 on TikTok and gets 12,000 installs. CPI = 30,000 ÷ 12,000 = AED 2.50.

Why it matters

A cheap install is worthless if the user never activates. Always read CPI alongside install-to-signup, activation, and Day-7 retention — the cost of an engaged user is the number that actually governs the business.

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Related terms

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Paid Media

CPA (Cost per Acquisition)

Cost per acquisition is what you pay, on one channel or campaign, for a single conversion.

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App Retention (D1 / D7 / D30)

App retention measures the share of users who come back 1, 7, and 30 days after installing. It is the clearest early signal of whether your app has real product–market fit.

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Install-to-Signup Rate

Install-to-signup rate is the share of people who install your app and then actually create an account. It is the first leak to check when installs are cheap but users vanish.

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