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CPI and break-even calculator

Enter what a campaign cost, the installs it brought and what a paying user is worth to you. See your cost per install, the most you can pay per install without losing money, and your return on ad spend.
  • Cost per install
  • Break-even CPI
  • ROAS

Your campaign

Don't know it? Work it out with the subscription LTV calculator.

Counts only installs you paid for. Ads also bring some installs from search and word of mouth, which this leaves out.

Are your ads paying for themselves?

Enter what you spent, the installs it brought and what a paying user is worth to see your cost per install, the most you can afford to pay and your return on ad spend.

  • CPI
  • Break-even CPI
  • ROAS

What the numbers mean.

CPI: cost per install

Ad spend divided by the installs it brought. Apple Search Ads, Meta and TikTok all report it, but each counts installs a little differently, so compare like with like.

Break-even CPI

The most one install can cost before you lose money: the share of installs that pay times what a paying user leaves you after Apple's fee. Above it, every install loses money.

ROAS: return on ad spend

Value earned for each dollar spent. 1.0× breaks even; above 1.0× the campaign makes money over the users' lifetime. Early ROAS (first 7 or 30 days) is lower and is what most ad tools show.

Cost per paying user

What it costs to win one paying customer. It is the number to compare with lifetime value, and it rises quickly when only a small share of installs pay.