CPI, perhaps, is the most famous format of work in mobile marketing. Despite the fact that now, there are more and more offers with the CPA model, CPI still occupies a large percentage of all offers on the market.
CPI stands for “Cost Per Install”. This means that the payment to the partner occurs because the user has downloaded, installed, and opened the application.
In fact, installing and opening an application is also an action, so you can say that cost per installation is one type of CPA. However, for convenience of perception, it is important to separate them.
By choosing cost per install app, the advertiser can attract traffic from the largest number of sources, since they are usually adapted to work with this particular format.
This leads to the main CPI network disadvantage – you can get to the fraud traffic, because attracting a motive or setting up a bot to install and open an application is much easier than to perform a specific action in an application.
In addition to fraud, which can be successfully filtered using a third-party antifraud system it is also possible to get traffic that is simply unsuitable for the application. For example, if a partner attracts aged users to an application with products for young people, then the advertiser should not wait for a large number of purchases. This means that the campaign will not achieve its goal, despite the already committed costs.
However, a competent approach to business will allow the advertiser to attract large volumes of different types of traffic and to maintain quality. Usually, a specific cost per install mobile is set, which the partner must perform in order to receive full payment for the involved installations. If it is not fulfilled, the advertiser may lower the payment for the installation or not pay the partner any funds at all (the lack of payment when the CPI is not executed is called Hard CPI).
You should not put all the eggs in one basket when we talk about cost per install mobile advertising. The optimal strategy is to distribute the caps between several sources, marking them in the corresponding parameter. Then it will be possible to understand which source is suitable for the specified CPIs, and which one would be better off or optimized. On the client side, it is important to get information about the sources and evaluate them separately, not mixing all traffic in one pile.
Unfortunately, there are agencies on the market (most often it refers to reseller advertisers), who, with the aim of obtaining short-term gain, intentionally hide information about CPI, their nature, or evaluate all traffic entirely, without breaking it by source.
If the advertiser shows himself from the bad side, then it is better to stop working with him, losing a minimum of money. But is also not worth being paranoid. It may happen that the advertiser himself is substituted by the one who goes after him. In such situations, it is considered adequate to cover about 50% of the promised funds. But if there are too many such cases, then it is advisable to stop cooperating with the advertiser.
Another way of deliberately cheating is issuing a CPA-offer for a CPI. Often this can be determined by the vertical offer and payment. If the gambling offer costs $ 10, then you can be sure that they are trying to give you a CPA offer. The calculation goes to the fact that the action will be the registration on the main page or something similar: the user will do that one way or another, according to the logic of the advertiser. But predicting user behavior is not easy, so this logic is erroneous. Do not chase after a crazy payment and be careful.
Despite the fact that many offers are now moving from CPI to CPA, experts believe that the CPI format will live for a long time. So, if you have a desire to work with this particular model, you can earn good money. The main thing: take into account the features and carefully approach the process.