by Lauren Evans, Kenshoo and Andrew Birmingham, Which-50

“Marketers can also benefit by moving to a cost-per-install (CPI) measurement associated with mobile app advertising, as the value of app-install ads can often be accurately quantified, thereby allowing marketers to report reliable ROI figures to the business. CPI has proven itself as a cost-effective way to grow daily users without wasted spend, and more installs also means higher rankings in the App Store top lists.”

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