CPI Calculator (Cost Per Install)

Cost per install (CPI) is the average amount you pay to acquire one app install through paid marketing. You calculate it by dividing total ad spend by the number of installs that spend produced — $5,000 across 2,000 installs is a $2.50 CPI. It is the headline number every user-acquisition team watches, because it sets the floor for how expensive growth is and directly feeds your customer acquisition cost (CAC): CAC layers creative, tooling and team costs on top of raw media spend, so a lower CPI pulls your whole CAC down with it.

The lever most teams overlook is store conversion. Your paid traffic first lands on your App Store or Google Play listing, and only a fraction installs. If you optimise that store conversion rate — with sharper screenshots, a stronger first impression and clearer messaging — more of the clicks you already paid for turn into installs, which lowers your effective CPI without touching the ad budget. That is exactly what Reverze helps you do: rebuild the creative that converts, so every pound of spend stretches further.