To the glossary
PerformanceTerm

App Install

advertising app installs · UA campaign · user acquisition · installations

App Install is an advertising campaign with the goal of installing a mobile application. Metrics: CPI, ROAS, retention rate.

App Install is a type of advertising campaign whose main goal is to motivate the user to download and install a mobile application. This is a separate section of performance marketing, often called UA (User Acquisition) or mobile performance.

Key metrics in app install: CPI (Cost Per Install), retention D1/D7/D30 (how many users returned after 1/7/30 days), in-app events (registration, first purchase, subscription), ROAS via MMP. For gaming applications, the standard CPI in Russia 2025–2026: hypercasual — 25–50 ₽, midcore — 120–280 ₽, casino — 400–800 ₽. For fintech applications: RUB 350–600.

The main feature of app install versus regular performance: post-installation events are more important than the installation itself. Cheap installs from incentive traffic (users receive a reward for downloading) give garbage retention and zero LTV. In my projects, I always optimize not by CPI, but by the cost of the target in-app event (first purchase, subscription) - this is called CPA optimization in a mobile context.

Channels for App Install in Russia: RuStore Ads (new, cheaper), VK Ads, myTarget (good iOS/Android reach), Yandex (via mobile YAN). International - Meta Advantage+ App Campaigns, Google UAC. Attribution is only through MMP, without it you cannot trust the numbers from the platforms themselves.

Frequently asked questions about App Install

What is an app install campaign?+
This is an advertising campaign whose goal is to motivate the user to download and install a mobile application. A separate performance section, often called UA, user acquisition. Key metrics: CPI, D1/D7/D30 retention, in-app events and ROAS via MMP.
How much does it cost to install an application in Russia?+
In the spring of 2026, the CPI guidelines are as follows: hypercasual 25–50 ₽, midcore 120–280 ₽, fintech 350–600 ₽, casino 400–800 ₽. The exact price depends on the channel, geo and quality of the creative.
Why can't you optimize by CPI?+
Because cheap installs often come from incentive traffic, where people install an application for a fee. Such traffic gives poor retention and zero LTV. It is more correct to optimize the cost of the target in-app event: first purchase, subscription, registration.
What are the channels for app install in Russia?+
RuStore Ads, VK Ads, myTarget with good reach of iOS and Android, Yandex mobile YAN. Attribution only through MMP like AppsFlyer or AppMetrica; without it, numbers from advertising accounts cannot be trusted.

Related terms

MMPCPACross-deviceSmart Bidding

Need to set this up on your project?

I analyze metrics, calculate unit economics and collect funnels on real budgets. 30 minutes on call - free.

Write to Telegram Leave a request