The CPI, Cost Per Install, is one of the most famous metrics of the mobile marketing ecosystem. It gives the opportunity to measure advertising budget. Discover in this post how CPI is closely linked to the country of distribution.
This post focuses on campaigns launched in 2018 on Facebook and is based on data collected by Addict Mobile, a Digital Virgo company. Figures come from more than 12 million downloads registered worldwide on more than 120 apps in 2018 and the first quarter of 2019. We have chosen to focus on the countries that have generated at least 100,000 downloads. You can notice that three groups of countries stand out.
Australia, the United States, Great Britain and Canada are the most expensive countries in terms of acquisition costs. Most of Apps on the market are often exclusively produced in English and not translated in other languages. Marketing campaigns target Anglo-Saxon countries as a priority to maximize the in-app user experience. It has the effect of concentrating many advertisers on these locations. In addition, these countries are technologically advanced which leads to a high penetration rate, but also to a high purchasing power and therefore a high CPI.
European countries offer lower costs than Anglo-Saxon countries. This difference is explained by the linguistic and cultural specificity of each country. As not all advertisers translate their applications into French, German, Italian, Spanish or Dutch, it reduces competition in these markets.
India, The Philippines and Brazil
Even if these three countries have low CPIs, they have a big potential because of a large population and a strong engagement to applications which allows a significant reach.
The equation is quite simple. The more attractive a country is, the more the CPI is high. At the end of the day the main purpose is to find the best profitability. Thanks to our international footprint and our expertise driven by local teams, Digital Virgo with its company Addict Mobile provides efficient performance-based digital marketing campaigns worldwide.