Integrate your app with a measurement platform
Access to reliable, detailed statistics is the foundation of successful mobile app development and promotion. Firebase and Google Play Console are good starting points, but they're often not enough.
Integrate your app with a dedicated Mobile Measurement Platform (MMP). The most widely used are:
- Appsflyer
- Adjust
- Branch
- Kochava
These tools allow precise tracking of user behaviour — not just installs and uninstalls, but also registrations, active users, in-app purchases, and any other events relevant to your business. They're also essential for evaluating the performance of your marketing partners and protecting against paid traffic fraud.
Based on extensive experience, GrowthLift recommends Appsflyer or Adjust as the most reliable options.
Choose the right pricing model
Once your app is live, distribution is everything — both organic (driven by brand awareness, functionality, app store reviews) and paid. For paid campaigns, choosing the right pricing model is critical.
CPI (Cost Per Install)
The most common model: a fixed cost per confirmed install. Advertisers pay only for real results; publishers are motivated to find well-converting traffic sources and the right audience.
Average CPI benchmarks (2019):
- iOS in the US: $2.37 | China: $0.98 | Brazil: $0.22
- Android globally: $0.44 | iOS globally: $0.86
- Facebook Ads: ~$1.80 | Instagram: ~$2.23 | Twitter: ~$2.53 | Search Ads: ~$1.00
The most expensive markets are typically English-speaking countries (US, Canada, UK, Australia), followed by Western Europe. The most affordable are India, Philippines, and Brazil.
CPA (Cost Per Action)
CPI is only the starting point. What advertisers really care about is user quality and engagement — not just install volume. That's why CPA (Cost Per Action) is increasingly the preferred model, allowing advertisers to pay for deeper in-app actions: registration, product browsing, purchase, CV submission, or a subscription.
GrowthLift offers the ability to track and compensate for orders placed through the app — the most important metric for e-commerce brands. CPA rates are typically 2× higher than CPI rates, but the quality of user acquired is substantially higher — and the LTV justifies the premium.
Paying for subsequent in-app events guarantees better install quality and gives the advertiser's budget greater protection. Combined with the fraud detection capabilities discussed in our mobile fraud guide, this model creates a solid, defensible user acquisition strategy.
Key steps before launching
- Integrate an MMP — don't run paid campaigns without proper measurement.
- Choose your pricing model — CPI for volume and rankings, CPA for quality and LTV.
- Define Hard KPIs — acceptable conversion rate ranges, CTIT windows, and geo-targeting rules.
- Protect against fraud — use your MMP data to monitor CTIT, geo-location, retention, and conversion metrics continuously.
