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• CPI: Cost-per-install
• CPC: Cost-per-click
• CPM: Cost-per-mille(“mille” = 1000 impressions)
What are CPI, CPC and CPM?
Pros of paying for installs
Low cost and low risk:
Don’t spend money on users that don’t convert to installs.
Cons of paying for installs Limited control over traffic: Non-transparent networks will funnel low-quality traffic to CPI campaigns.
Limited user behavior tracking: Hard to analyze why a user clicked but didn’t convert further down the funnel.
Ad optimization is low priority: Good creatives aren’t worth the effort for CPI.
Cost-Per-Click
Pros of paying for clicks
Can be cheaper than CPI: Once you understand user behavior, optimize for max conversions.
More insightful than CPI: Easier to analyze why users do or do not click your ad.
Cons of paying for clicks
Optimization required:
CPC is more expensive than CPI if you don’t have the tools to maximize conversions.
Pros of paying for impressions Goes well with rich media and video: Animations, video, and dynamic interactive ads encourage a higher level of visual engagement.
Control over ads: Good for when brand awareness is more important than performance.
Customized data: Use the interactivity of rich media ads to analyze user sentiment.
Cons of paying for impressions
Beware low quality impressions:
Non-transparent networks may stick you with the worst traffic.
Get total transparency now"
Read more about the di!erences on AppFlood’s
blog:
“CPM,CPC,CPI, what's the di!erence between these
mobile advertising models?”
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