Cost per 1,000 ad impressions. Formula: Total Cost ÷ Impressions × 1,000. The baseline metric for brand awareness campaigns.

Effective revenue or cost per 1,000 impressions, accounting for actual performance. Formula: Revenue ÷ Impressions × 1,000. Used by publishers to assess inventory value and by advertisers to compare campaign efficiency.

Total cost divided by the number of app installs. Measures the raw average acquisition cost, regardless of user quality.

CPI adjusted for quality — only counting installs that result in meaningful actions (e.g., opening the app). Gives a truer picture of the cost of acquiring active users.

Cost per specific user action (purchase, registration, etc.). Formula: Total Cost ÷ Actions.

CPA adjusted to focus on high-quality actions that lead to further engagement or revenue.

The per-install bid amount offered in a real-time auction. Higher bids improve win rates but must be balanced against user quality and margins.

The per-action bid amount offered in a real-time auction, targeting high-value behaviors like purchases or registrations.

The base cost per action (click, install, etc.) before any platform fees or adjustments. The starting point for cost analysis.

Total campaign expenditure, including all clicks, impressions, and platform fees. The foundation for profitability metrics like ROAS and margin.