Set up measurement first
Before launching any promotion, integrate a Mobile Measurement Platform (MMP). Firebase and Google Play Console won't suffice for serious app marketers. Industry-standard MMPs include:
- AppsFlyer
- Adjust
- Branch
- Kochava
These platforms track granular user actions: installs, registrations, purchases, app events, and more. You'll monitor active users, retention, and revenue per user—not just download counts.
Crucially, MMPs protect you from fraud. With advanced detection tools, you can identify and reject low-quality traffic before it drains your budget.
Recommendation: AppsFlyer or Adjust are industry leaders for good reason.
Choose your billing model
Distribution starts with organic users. But paid campaigns accelerate growth. Select a model that aligns with your success metric:
CPI (Cost Per Install)
The most common model. You pay a fixed rate per verified install. Publishers must find high-converting sources and target the right audience—they bear the quality risk.
2019 benchmark CPI rates:
- iOS USA: $2.37
- iOS China: $0.98
- iOS Brazil: $0.22
- Android Global: $0.44
- Android USA: Higher (varies by category)
Social platform CPIs (2018 data):
- Facebook: ~$1.80
- Instagram: ~$2.23
- Twitter: ~$2.53
- Search Ads: ~$1.00
Geography matters
English-speaking markets (US, Canada, UK, Australia) command the highest CPIs. Europe ranks second. Emerging markets (India, Philippines, Brazil) offer the lowest costs.
This reflects economic capacity. Evaluate profitability per market—don't chase the lowest CPI blindly.
CPA is more powerful
CPI is just the beginning. Savvy marketers use CPA (Cost Per Action) models where deeper user engagement determines payment.
Actions might include:
- Registration in a loyalty program
- Product browsing
- In-app purchase
- Job application submission
- Order completion
CPA rates are typically 2x higher than CPI (since publishers take more risk). But you only pay for qualified actions.
The real metric: quality and ROI
Install counts don't equal success. Measure:
- User retention (Day 7, Day 30 retention rates)
- Conversion rate (installs → purchases)
- LTV (Lifetime Value) vs. CAC (Customer Acquisition Cost)
- Quality traffic sources
Low-priced traffic often masks low-quality users with poor retention and minimal spend. Invest in quality over volume.
