Average CPI across iOS and Android ranges from $0.50 to $3.00 depending on app category, with gaming typically 40% cheaper than finance apps. However, optimizing for CPI alone can destroy profitability, a mistake we see constantly at RocketShip HQ when clients chase vanity metrics instead of unit economics.
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Average CPI by App Category (Q4 2024)
| App Category | iOS CPI | Android CPI | CPA (Typical) |
|---|---|---|---|
| Casual Gaming | $0.45 | $0.35 | $8.50 |
| RPG/Strategy Games | $0.95 | $0.70 | $22.00 |
| Social Apps | $1.20 | $0.85 | $18.50 |
| E-commerce | $1.85 | $1.40 | $32.00 |
| Finance/Banking | $2.80 | $2.10 | $55.00 |
| Health/Fitness | $1.50 | $1.15 | $28.00 |
| Food Delivery | $2.30 | $1.75 | $65.00 |
CPI Performance by Traffic Source
| Traffic Source | Avg CPI | CPI Variance | Install Volume Capacity |
|---|---|---|---|
| Facebook/Meta | $0.85 | Low (15%) | Very High |
| Google App Campaigns | $1.10 | Medium (25%) | Very High |
| TikTok | $0.70 | Medium (30%) | High |
| Apple Search Ads | $1.95 | Low (10%) | Medium |
| Programmatic Networks | $0.55 | High (40%) | Medium |
| Influencer Networks | $1.30 | High (45%) | Low |
CPI vs Unit Economics (Real Campaign Example)
| Metric | Campaign A (Low CPI) | Campaign B (High CPI) | Campaign C (Optimized) |
|---|---|---|---|
| CPI | $0.65 | $1.40 | $1.15 |
| Day 1 Retention | 28% | 42% | 45% |
| Day 7 Retention | 8% | 18% | 22% |
| ROAS at Day 30 | 0.85x | 1.60x | 2.10x |
| Payback Period | 45+ days | 22 days | 18 days |
| Month 1 Profit/User | -$0.58 | $0.22 | $0.85 |
Analysis
CPI varies dramatically by category because user acquisition costs reflect lifetime value expectations. Finance apps command 5-6x higher CPI than casual games because they generate substantially more revenue per user. The critical insight is that low CPI often signals poor targeting or low-quality users. Notice in the unit economics table how Campaign A's $0.65 CPI actually destroys profitability (negative ROI) while Campaign B's higher CPI drives actual profit. This happens because cheaper traffic sources often attract users with zero purchase intent or engagement. The relationship between CPI and long-term performance is non-linear, which is why our teams at RocketShip HQ focus on retention-adjusted metrics rather than raw CPI benchmarks.
What This Means For You
First, benchmark your CPI against your specific category and platform, not generic industry averages, because a $0.50 CPI might be exceptional in finance but terrible in gaming. Second, calculate your actual unit economics by tracking Day 1, 7, and 30 retention alongside revenue to know if your CPI is sustainable. Third, stop optimizing for CPI as a primary KPI, because the best app marketers optimize for CPA (cost per action like purchase or subscription) or ROAS at specific cohort windows (Day 7 ROAS, Day 30 ROAS). If your unit economics show positive payback within 30 days, a higher CPI is actually desirable because it signals better user quality. Finally, consider the scale implications: the cheapest traffic sources often have hard volume caps, so understanding where your CPI sits on the unit economics spectrum helps you allocate budget across channels strategically.
Related Reading
- The complete guide to mobile user acquisition (comprehensive guide)
- What Are the Best Paid Channels for Mobile App User Acquisition?
- What Are Fail Ads and Why Do They Work for Mobile Games?
- How to Build a Mobile Growth Team
- How Do You Set a Mobile UA Budget?
Further Reading
- Why Early-Stage Apps Shouldn’t Diversify Their Ad Spend – Early-stage founders should concentrate ad budgets on one or two self-attributing networks (SANs) rather than spreadi…
- How to scale UA like a hypercasual game – Broad targeting keeps CPIs as low as $0.
- What’s working post ATT/iOS 14.5: 6 opportunities – Based on 15+ accounts: install-optimized campaigns show stronger downstream CPAs post-ATT.
