Use app marketing benchmarks to connect install efficiency to activation and retention so mobile growth is judged on real product progress, not just CPI. Install rate, CPI, activation rate, retention, and upgrade or purchase conversion.
Top-level app marketing benchmarks for installs, activation, in-app purchase, retention, mobile platforms, and paid app acquisition programs.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Paid Install Rate | 22% | 31% | Mobile acquisition efficiency at the store or app level |
| CPI | $3.90 | $6.80 | Cost framing across acquisition channels and markets |
| Activation Rate | 31% | 47% | Measuring whether installs become usable product starts |
| Day-7 Retention | 18% | 29% | Separating low-quality installs from durable growth |
These top-level pages work best when they explain why benchmark ranges shift before a user drills into the narrower benchmark route.
| Driver | Impact |
|---|---|
| Platform mix, especially iOS versus Android cost and conversion behavior | Install rate, CPI, activation rate, retention, and upgrade or purchase conversion. |
| Creative-market fit and whether the app-store page continues the promise from the ad | Install rate, CPI, activation rate, retention, and upgrade or purchase conversion. |
| Activation speed inside the product after install | Install rate, CPI, activation rate, retention, and upgrade or purchase conversion. |
| How acquisition channels differ in install quality and downstream retention | Install rate, CPI, activation rate, retention, and upgrade or purchase conversion. |
Top-level app marketing benchmarks for installs, activation, in-app purchase, retention, mobile platforms, and paid app acquisition programs.
Use app marketing benchmarks to connect install efficiency to activation and retention so mobile growth is judged on real product progress, not just CPI.
Use app marketing benchmarks to connect install efficiency to activation and retention so mobile growth is judged on real product progress, not just CPI.
Use app marketing benchmarks to connect install efficiency to activation and retention so mobile growth is judged on real product progress, not just CPI.
Use app marketing benchmarks to connect install efficiency to activation and retention so mobile growth is judged on real product progress, not just CPI.
They include activation and retention because cheap installs can still be bad growth if very few users reach value.
No. CPI is useful, but the stronger benchmark question is whether installs activate, retain, and monetize efficiently after acquisition.