CPI vs CPA vs CPE: Mobile Ad Pricing Models Explained for Developers
CPI (Cost Per Install)
Advertiser pays per app install. Developer earns when a user installs the advertised app. Used primarily for app install campaigns. CPI rates vary by country ($0.50–$5.00) and platform (iOS typically higher than Android). Best for advertisers running UA campaigns and developers with high-intent user bases.
CPA (Cost Per Action)
Advertiser pays per completed action — install, survey completion, signup, purchase, reaching a game level. Developer earns per action completed. CPA offers typically pay more than CPI ($2–$50+) because the action has more value. Best for advertisers wanting specific outcomes and developers with engaged users.
CPE (Cost Per Engagement)
Advertiser pays per engagement event — watching a video, interacting with an ad, completing a tutorial. Less common than CPI/CPA but growing. CPE rates: $0.10–$2.00. Best for brand awareness and engagement campaigns.
Comparison Table
| Model | Advertiser Pays | Developer Earns | Typical Rate | Best For |
|---|---|---|---|---|
| CPI | Per install | Per install | $0.50–$5 | App UA |
| CPA | Per action | Per action | $2–$50+ | Specific conversions |
| CPE | Per engagement | Per engagement | $0.10–$2 | Brand awareness |
| CPM | Per 1K impressions | Per impression | $1–$30 | Display/video ads |
Which Should You Use?
For monetization: Offerwall platforms like Perkox provide CPI and CPA offers. CPA typically pays more. For user acquisition: CPI is standard for app install campaigns. CPA is better when you want specific user actions post-install. For ad mediation: CPM is the revenue model — you earn per impression.
FAQ
Which pays developers more? CPA typically pays more than CPI because the action has more advertiser value. A $5 survey CPA pays more than a $2 app install CPI.
Can I use multiple models? Yes. Most offerwall platforms show a mix of CPI, CPA, and CPE offers.
