Glossary

CPI

Cost per install: campaign spend divided by attributed installs under the reporting system in use.

Formula

CPI = spend ÷ attributed installs. If a synthetic example spends $2,500 and records 1,000 attributed installs, CPI is $2.50.

Interpretation

Record currency, attribution model, window, platform, geography, and cohort. A lower CPI can accompany lower retention or value, so read it with downstream quality.

Work through creative-test metrics.