Understanding Cost per Install (CPI) by app category is crucial for advertisers that aim to develop effective user acquisition strategies and optimize ad spend. Each app category has unique characteristics that significantly influence CPI, depending on factors such as competitiveness, target audience, and user engagement potential. By analyzing Cost per Install trends across different categories, advertisers can better allocate their budgets, improve campaign performance, and attract high-value users.
In this article, we will provide a comprehensive analysis of Cost per Install trends across several app categories in 2025.
- Cost per Install by App Category
- Finance Apps
- Gaming Apps
- Entertainment Apps
- Shopping Apps
- Dating Apps
- Conclusion
Cost per Install (CPI) is a key metric in assessing the efficiency of user acquisition campaigns since it represents the amount advertisers spend to make a user click on an ad to install the app.
Several factors influence Cost per Install and the app category plays a major role. Different categories vary depending on competitiveness, target audiences and user acquisition costs, and even within the same category, CPI can change significantly. For example, mobile games and dating apps face higher Cost per Install because of the fierce competition to attract attention and maintain users’ engagement (we will analyze it in detail in the next paragraphs). These apps depend on long-term user engagement to monetize, which is why they are willing to pay higher CPIs to acquire users who will remain active and convert into high-value users over time.
Beyond app category, other factors can influence CPI, such as the operating system and geographical regions. Areas with higher socioeconomic status and purchasing power often show higher CPI, since users in these regions tend to spend more on apps. Lastly, as far as operating systems are concerned, iOS generally shows higher costs due to its prevalence in wealthier regions. Conversely, Android, which is dominant in areas with lower socioeconomic status, tends to have a lower Cost per Install.
Finance apps are important digital tools that offer individuals and businesses easy access to financial services. These apps offer a wide range of features, from banking and budgeting to investments, payments, and insurances, making them essential for users who want to manage their money efficiently.
Similar to highly competitive categories like gaming, finance apps require precise targeting. Their audience is precise and well-defined, consisting of users looking for practical and specific financial solutions. As a result, advertisers must tailor campaigns to attract valuable users who actively engage with the app and thus increase Cost per Install.
Unlike other app categories, finance apps often require users to undergo a longer and more sophisticated registration process called Know Your Customer (KYC). KYC is a set of standards used in the investment services industry to verify customers, their risk and financial profiles, ensuring a higher level of security but also acting as a barrier. As a result, acquiring high-value users who will complete the registration process and use the app in the long term while spending money, will have a higher cost, contributing to increased CPI value.
Cost per Install (CPI) remains high at around $8.70, a trend expected to continue in 2025.
Despite these higher initial costs, finance apps offset them with substantial revenues generated from long-term user activities such as deposits, transactions, and other financial services.
Gaming apps are one of the most competitive categories and standing out in this ruthless market often requires substantial advertising budgets. Monitoring Cost per Install for gaming apps is crucial in order to optimize acquisition efforts, especially because visibility and fast user base growth are the main priorities in this industry.
In January 2025, gaming apps reached over 4.41 billion downloads and paid app installs are expected to reach $94.9 billion by the end of the year.
In this context, acquisition costs remain high, with an average Cost per Install around $3.9.
However, the cost can also vary significantly across different gaming genres. Hyper-casual games, known for their simple gameplay and broad appeal, typically have a lower CPI ($2.5). On the other hand, more complex categories, such as hardcore or RPC games, demand above-average Cost per Install ($6). In between we can find the other categories which Cost per Install ranges from $5.5 to $3.5.
Entertainment apps have transformed the way we consume media, becoming an essential part of our daily lives. These apps are designed to offer a wide range of digital content to meet users’ entertainment needs.
There are several types of entertainment apps, including OTT and live streaming apps, music streaming apps, gaming, social media and video sharing apps, and e-book and audiobook apps.
Competition among entertainment apps is increasing rapidly, lowering Cost per Install. However, despite the lower acquisition costs, with Cost per Install being around $1.10, entertainment apps typically monetize through subscriptions. Therefore, CPI has relative importance for these apps compared to Cost per Action (CPA) that take into account free trials or subscriptions.
Shopping apps, including both eCommerce and retail platforms, have simplified the shopping process by allowing users to browse, select, and complete transactions directly from their devices.
Cost per Install is relatively low, at around $1.30.
The lower Cost per Install in shopping apps can be attributed to their immediate utility. Unlike other app categories, these platforms often prompt users to take immediate actions, with many users making purchases shortly after installing these apps.
Moreover, Cost per Install for shopping apps can also be affected by seasonality, causing variations throughout the year. During the shopping seasons, which includes events like Thanksgiving, Black Friday, or the Christmas holidays, CPIs tend to decrease. This happens because during these periods shopping apps acquire many users organically, reducing the need for paid advertising and lowering the CPI.
Dating apps are designed to connect individuals based on shared interests, preferences, and compatibility. These apps aim to facilitate connections that can range from casual encounters to long-term relationships, offering a mix of free features and premium services to engage users.
Cost per install (CPI) is projected to remain relatively high at approximately $6.30. This high CPI highlights the competitive nature of dating apps, which success depends on building a solid and active user base.
One of the main factors increasing acquisition costs in this category is the freemium model. Users are initially attracted to free features and many apps offer advanced features, such as better matchmaking algorithms or profile visibility, through paid subscriptions. This model encourages user engagement and is essential for advertisers trying to convert free users into paying ones.
Another factor that drives higher acquisition costs in dating apps is their mainly subscription-based monetization strategy, which makes them willing to pay higher CPIs. They also present a hybrid model that includes in-app ads and in-app purchases, although less relevant than subscriptions.
In conclusion, Cost per Install (CPI) varies significantly across different app categories. Apps that offer immediate utility or almost instant monetization, such as shopping or entertainment apps, typically have lower CPIs since users are prompted to take immediate actions right after install. Conversely, apps that rely on in-app purchases, subscriptions, or long-term user engagement, like gaming and dating apps, tend to have higher CPIs.
These differences highlight how several factors directly impact Cost per Install, requiring tailored strategies to optimize ad spend and ensure effective app growth.
