Cost Per install (CPI)

In mobile app marketing, CPI refers to media programmes where the advertiser pays for every installed app. Lots of app marketing is purchased with the CPI model, because it’s a fast way to drive installs. But the quality of installs driven varies by media vendor. Some CPI vendors are extremely reputable, and work hard to find users that will likely use an app. Others use incentives like giving a user free “gold” for a game in exchange for their downloading an app.

These “incentivised installs” tend to be of low quality. As with the other models, there are also very disreputable companies that drive installs with bots.