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Mastering CPI: A Guide to Computing CPI in Mobile Game Marketing

Determining the Cost Per Install (CPI) is essential for mobile game developers and marketers looking to optimize their user acquisition strategies. CPI represents the cost incurred for each installation of a mobile game, offering valuable insights into the financial investment required to acquire new users. By calculating CPI, developers can assess the efficiency and effectiveness of their marketing campaigns, allowing them to allocate resources more effectively and maximize their return on investment (ROI). In the competitive landscape of mobile gaming, where acquiring users is crucial for success, understanding and optimizing CPI is paramount.

Factors Affecting CPI

Several factors influence CPI in mobile game marketing. Firstly, the quality and relevance of the game itself play a significant role. Games with engaging gameplay, appealing graphics, and strong retention mechanisms tend to have lower CPIs as they attract users more organically. Additionally, the targeting and optimization strategies employed in marketing campaigns can impact CPI. By targeting specific demographics, interests, and behaviors, marketers can optimize their campaigns to reach users who are more likely to install and engage with the game, thereby reducing CPI. Furthermore, market dynamics, seasonality, and competition also affect CPI, with fluctuations in demand and advertising costs influencing the overall acquisition cost per install. By considering these factors and continuously refining their strategies, mobile game developers and marketers can effectively manage CPI and drive sustainable growth.

How to Compute CPI for Mobile Games

1. Define Campaign Objectives: Before delving into the intricacies of computing Cost Per Install (CPI), it's imperative to establish clear campaign objectives. Whether your aim is to maximize installs, increase user engagement, or drive revenue, defining specific objectives is paramount. By outlining clear goals, you can tailor your strategies and metrics accordingly, ensuring that your CPI calculations align with the overarching objectives of your marketing campaign.

2. Determine Attribution Model: Selecting the appropriate attribution model is critical for accurately computing CPI. Attribution models such as last-click, first-click, and multi-touch attribution each attribute credit to different touchpoints along the user journey. The choice of attribution model significantly impacts how CPI is calculated, as it determines which interactions receive credit for driving installations. Understanding the nuances of each attribution model is essential for accurately attributing install conversions to your marketing efforts.

3. Calculate Advertising Costs: To compute CPI effectively, it's essential to meticulously calculate your advertising costs. This entails tallying up all expenses incurred during the campaign period, including costs related to ad placements, creative production, ad networks, and any additional marketing channels utilized to promote your mobile game. By comprehensively accounting for all advertising expenditures, you can obtain an accurate representation of the total investment made in your user acquisition efforts.

4. Track Installations: Harness the power of tracking tools and analytics platforms to monitor and track the number of installations generated by your marketing campaigns. It's crucial to ensure that installations are accurately attributed to the respective advertising channels to facilitate precise CPI calculations. By diligently tracking installations and attributing them to specific marketing initiatives, you can gain valuable insights into the performance of your campaigns and optimize your user acquisition strategies accordingly.

5. Compute CPI: Armed with comprehensive data on advertising costs and installations, it's time to compute CPI. The formula for calculating CPI is straightforward: divide the total advertising costs by the number of installations generated during the campaign period. This simple yet powerful metric provides valuable insights into the average cost incurred for each install, enabling you to assess the efficiency and effectiveness of your user acquisition efforts. By computing CPI accurately, you can make informed decisions and optimize your mobile game marketing campaigns for maximum impact and ROI.


By following these steps and implementing robust tracking and analytics solutions, mobile game developers and marketers can effectively compute CPI and optimize their user acquisition strategies to drive growth and success. With a clear understanding of campaign objectives, a well-chosen attribution model, and accurate tracking of advertising costs and installations, developers can gain valuable insights into the performance of their marketing efforts. Armed with this data, they can make informed decisions, refine their strategies, and allocate resources more effectively to maximize their return on investment. By continuously monitoring CPI and refining their user acquisition tactics, developers can stay ahead of the competition, attract more users, and ultimately achieve long-term success in the highly competitive mobile gaming market. By prioritizing accurate CPI calculations and leveraging data-driven insights, mobile game developers and marketers can unlock the full potential of their user acquisition efforts and drive sustainable growth in their games.

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