Illustrative art shows people working, referring to Cpi app

How to set up a successful CPI app campaign

First of all, do you know what CPI is? Many people are not very familiar with it and we are here to give you a hand to launch a successful CPI app campaign. In CPI (Cost-per-Install) campaigns, publishers place an ad to push app installations and that is what we will cover in this article.

Essentially, marketers only have to pay when apps are installed by users that clicked on their ads and it is not that difficult to comprehend how CPI differentiates from other performance-based models for apps promotion.

An install is made by a new user, which can be tracked by a third-party tracking system. Then, the marketer pays for this conversion. Got it?

Even though the cost per install is a great kind of mobile advertising to ensure downloads, it can also be helpful for attracting highly engaged users as it can be targeted to the right people. With this kind of audience, it is possible to build a long-term relationship and ultimately increase profits.

Now that you have an idea about how the cost per install works, here are some tips on how to optimize your mobile marketing strategy with CPI.

1- Target the right audience

Approximately, there are more than 4 million applications available for Android and IOS. It turns out that targeting the right people is crucial to guarantee how successful your campaign is going to be.

What should you do then? We strongly suggest that you start by focusing on users you know that have downloaded apps with similar features to yours or if they are related somehow.

For instance, you are advertising a running app. Then you should target people who have already installed some sort of wellness apps, such as MyFitnessPal or WaterMinder. See what we mean?

In addition to that, there are several tools out there that allow you to target app audiences according to the apps they have installed on their phones.

2- Optimize post-install actions

Installs are easy to be tracked, scalable and a channel directly attached to users. An install itself is great from a certain point of view but engagement is what really makes the difference because highly engaged users provide value to your company.

Let’s say you own an app that sells women clothes. How many searches show that a user may be considering to make a purchase anytime soon? That is an example of what an important action post-install can look like and it also can be a sign that a quality user has been found.

This way, you can actively optimize your CPI campaign by targeting users who are more inclined to complete the desired action.

3- Focus on income

Illustrative art referring to Cpi app

If your app does not charge anything to be downloaded and relies on in-app transactions to make money, it means a simple download will not be enough for your application to get a return on investment.

We definitely recommend that you target the right audience. What does that mean?

Basically, it means that users brought to your app should make their first purchase or spend a certain amount of money.

Remember, it is important to choose a platform that can provide different metrics to track payouts, in order to make the right adjustments when necessary and optimize your campaign to generate revenue.


To sum up, CPI campaigns enable you to achieve several goals, like increasing the number of installs, growing the number of active users who perform desired actions, boosting app ranking on the app stores and definitely generating revenue.

We hope this article helps you out on launching your cost per install campaign in a successful way. If you have any doubts regarding this subject or any suggestions, our specialists will be glad to hear from you.

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