eCPI Analysis for Mobile UA: Data-Driven Insights to Improve Acquisition Efficiency
The mobile app and gaming markets are becoming increasingly competitive, with User Acquisition (UA) costs steadily rising. Among the metrics marketers track, Effective Cost Per Install (eCPI) stands out as one of the most crucial. Unlike the basic CPI, eCPI provides deeper insights into post-install user behavior, making it a fundamental tool for analyzing and optimizing UA performance.
In this article, we draw on industry reports and case studies to highlight the importance of eCPI analysis, demonstrate practical applications, and outline strategies to maximize campaign efficiency.
What is eCPI Analysis?
What is eCPI?
CPI: The average cost of acquiring a single user.
eCPI: A refined efficiency metric that incorporates post-install behavior such as playtime, in-app purchases, and retention.
In other words, eCPI goes beyond raw installs, reflecting ROI-adjusted costs that better capture the true efficiency of UA campaigns.
Why is eCPI Analysis Critical in UA?
Install-driven UA alone does not guarantee long-term profitability.
eCPI helps assess whether acquired users deliver actual value relative to marketing spend.
When combined with retention and LTV (Lifetime Value) analysis, eCPI allows marketers to fine-tune campaign efficiency with precision.
Industry Benchmarks and Key Trends
eCPI Benchmarks (2023–2024)
According to Adjust, eCPI varies significantly by genre. Hardcore games generally report higher eCPI values, while casual games typically achieve lower figures.
Regionally, eCPI also diverges: North America consistently records the highest average eCPI among global markets.
Managing eCPI in the SKAN Environment
Following Apple’s iOS privacy changes, mobile marketers face new challenges in UA optimization. SKAdNetwork (SKAN) has limited data granularity, restricting visibility into individual user-level insights once used to optimize campaigns.
A recent Singular case study demonstrated that data reliability is critical. When incomplete or inaccurate SKAN data is used, UA efficiency deteriorates. By understanding SKAN’s limitations and applying corrective measures, Singular succeeded in reducing eCPI. This underscores that marketers can still achieve cost efficiency despite SKAN constraints—provided they integrate multiple data sources and establish methodologies to ensure data reliability.
Data Integration and Accuracy
Internal analysis from AppsFlyer shows that a Single Source of Truth (SSOT) model significantly improves UA efficiency. In fact, non-organic installs increased by 29%, while eCPI decreased by an impressive 40%.
This success comes from managing and analyzing marketing data from a consistent, unified source. Eliminating discrepancies across data sets reduces errors and generates reliable insights. Ultimately, this directly influences UA decision-making—optimizing budget allocation, improving targeting precision, and boosting overall ROI.
Key Strategies for eCPI Analysis
Funnel-Based Analysis
Rather than focusing only on installs, marketers must analyze the entire conversion funnel: install → first play → retention → purchase.
By tracking conversion rates at each stage, marketers can identify where eCPI optimization opportunities exist.
Advanced Targeting
Targeting based on gamer type and category-specific interests can significantly reduce eCPI. For example, analyzing differences between RPG users and casual gamers may lead to redesigned UA strategies that better align with value-generating audiences.
Optimizing Ad Networks and Formats
Campaigns that rely solely on banner ads or CPI models often underperform compared to playtime-based rewarded ads, which yield higher retention and purchase rates.
Although initial CPI may appear higher, eCPI analysis shows that rewarded ads often deliver superior ROI.
Machine Learning–Driven UA Automation
AI-based real-time bidding and automated segment optimization allow marketers to adjust eCPI across time zones, OS platforms, and regions.
Compared to manual UA, machine learning enables faster, more scalable campaign performance improvements.
Strategic Summary: eCPI Analysis for Mobile UA
eCPI analysis is more than a cost metric—it is a strategic tool that accounts for user quality and ROI in UA campaigns. Success depends on referencing industry benchmarks, securing data consistency in SKAN and SSOT environments, and tracking conversion funnel performance.
Notably, playtime-based rewarded ads emerge as a powerful tactic for achieving both efficient eCPI and long-term user value.
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