Glossary

CPI

Payment per app install: the user installs the app, the install is attributed to your click, you are paid. As a metric, CPI = spend / installs. The model of mobile app offers and a step in many iGaming funnels.

Also called: cost per install, PPI, pay per install.

CPI offers pay for the install alone, so they check quality by what happens after: the share of users who open the app, register or pay. Advertisers cut affiliates whose installs go nowhere.

PPI (pay per install) is the same model named from the affiliate's side. In iGaming, the install is often not the payout event but the first step to a registration or a deposit, tracked through the app.

Related terms: Install offers, iGaming app, CPA.