Pay-Per-Install
Description
Pay-Per-Install (PPI) is a user acquisition model where advertisers pay only when a user installs their app. It’s a performance-based approach that ties marketing spend directly to measurable results—making it a core tactic in app growth strategies.
Definition
PPI is a mobile advertising pricing model where marketers are charged each time their app is downloaded via a specific campaign. It ensures that ad budgets are spent only when tangible actions (installs) occur, offering efficiency and performance tracking for app campaigns.
Why Is Pay-Per-Install Important for App Marketers?
PPI allows app marketers to focus on outcomes instead of impressions or clicks, making campaign performance highly trackable. Since you only pay when someone installs your app, it ensures budget efficiency and measurable ROI. PPI campaigns are ideal for:
Scaling installs during launch or updates
Targeting specific geos or device types
Reducing waste in ad spend
However, the quality of installs can vary depending on the source (e.g., incentivized traffic vs non-incentivized). Smart marketers pair PPI with post-install metrics like retention and LTV to optimize campaigns for sustainable growth.
Scaling installs during launch or updates
Targeting specific geos or device types
Reducing waste in ad spend
However, the quality of installs can vary depending on the source (e.g., incentivized traffic vs non-incentivized). Smart marketers pair PPI with post-install metrics like retention and LTV to optimize campaigns for sustainable growth.
Where You Can Use Pay-Per-Install
PPI models are available through:
Ad networks (e.g., Unity Ads, Chartboost, Applovin)
DSPs and UA platforms with CPI bidding
Affiliate networks running CPI campaigns
OEM and Offer-Wall placements
Performance influencer campaigns
Best used in freemium apps, games, utilities, and finance apps seeking install velocity in competitive app store categories.
Ad networks (e.g., Unity Ads, Chartboost, Applovin)
DSPs and UA platforms with CPI bidding
Affiliate networks running CPI campaigns
OEM and Offer-Wall placements
Performance influencer campaigns
Best used in freemium apps, games, utilities, and finance apps seeking install velocity in competitive app store categories.
What Are the Best Practices
- Track Post-Install Events: Optimize for ROI by monitoring user actions beyond installs.
Use Non-Incentivized Sources for Quality: Avoid high churn from low-intent users.
Geo-Focus Campaigns: Run CPI in markets with strong LTV or high ARPU.
Segment by Platform: Optimize iOS and Android campaigns separately due to performance differences.
Use MMPs to Track Source-Level Data: See which channels bring valuable users.
Rotate Creatives Frequently: Avoid ad fatigue and boost CTRs.
Set Frequency Caps: Prevent overexposure that could waste impressions.
Monitor Fraud: Use fraud prevention tools to eliminate fake installs and bot traffic.