What is eCPI in Mobile Games? A Complete Guide for UA Marketers
In mobile game advertising, one of the most important questions is: How efficient is my campaign? Knowing the raw Cost Per Install (CPI) is not enough. What truly matters for publishers is the actual value delivered by each player relative to marketing investments. This is where eCPI comes into play.
In this article, we will break down the definition of eCPI, how to calculate it, how it relates to Lifetime Value (LTV), and how it should be applied in User Acquisition (UA) strategies. We will also explore how global publishers analyze and optimize eCPI, and why selecting channels such as reward-based advertising can be a decisive factor in sustainable growth.
What is eCPI in Mobile Games?
Basic Definition of eCPI
eCPI, or “Effective Cost Per Install,” measures the real cost per effective user acquisition. Unlike CPI, which only divides advertising spend by raw installs, eCPI incorporates multiple dimensions:
All campaign-related costs (media spend, creative production, operational overhead)
Actual active users, not just downloads
Retention, session counts, and playtime data
As a result, eCPI reflects the true value derived from marketing investments, providing a more accurate picture than CPI.
Why It Matters
ROI Evaluation: eCPI allows for a more precise ROI calculation than CPI.
LTV Benchmarking: A campaign is considered sustainable if eCPI remains below LTV.
Channel Performance: Comparing UA channels based on eCPI highlights real efficiency, not just volume.
How to Calculate eCPI
The Core Formula
eCPI = Total Campaign Cost ÷ Effective Installs
Here, “effective installs” refer to players who not only download the game but also demonstrate meaningful engagement over time.
Example:
Total cost: $50,000
Installs: 10,000
40% active after 3 days → 4,000 users
eCPI = $50,000 ÷ 4,000 = $12.5
This means it costs $12.5 to acquire one active player.
Additional Cost Factors
For an accurate calculation, marketers must include:
Media network fees
Tracking and analytics solutions
Creative production and testing
Internal operational costs
Without these, eCPI can be underestimated and misrepresent campaign profitability.
eCPI vs CPI vs LTV
Difference Between CPI and eCPI
CPI: Measures raw cost per install.
eCPI: Adjusts for retention, engagement, and user quality.
CPI provides a quick snapshot but often includes non-valuable users. eCPI, on the other hand, measures sustainable growth by filtering out low-quality installs.
Relationship With LTV
LTV (Lifetime Value): Total revenue a user generates during their lifecycle.
Comparing eCPI to LTV provides an immediate assessment of profitability.
For instance, if eCPI = $15 and LTV = $20, the campaign is generating positive ROI. If eCPI exceeds LTV, adjustments in targeting, creatives, or channel mix are necessary.
Optimizing eCPI in User Acquisition Campaigns
Media Selection Based on User Quality
Instead of maximizing installs, marketers must prioritize channels that deliver engaged players. Reward-based formats tied to playtime are especially effective at reducing eCPI, as they naturally encourage retention.
Data-Driven Optimization
Use cohort analysis to examine retention curves
Define “effective installs” through metrics like session count and playtime
Continuously monitor eCPI per campaign and make rapid adjustments
Creative Enhancement
Creative assets strongly influence user quality:
Run A/B tests on videos and static assets
Adapt messaging to specific genres
Target segments with higher monetization potential
Why Reward-Based UA Channels Lower eCPI
Not all rewarded ads deliver quality users. Simple “download-to-reward” formats often attract non-committed players. In contrast, playtime-based rewarded ads only grant rewards when users play beyond a certain threshold.
Retention naturally increases
More installs qualify as “effective installs”
Advertisers acquire engaged users at lower eCPI
This explains why global publishers are increasingly allocating budgets to reward-based channels that emphasize engagement rather than volume.
Strategic Summary: What is eCPI in Mobile Games
eCPI is a crucial KPI for evaluating ROI in mobile game marketing. By reflecting the real cost of acquiring engaged users, it provides a sharper view of campaign performance than CPI. When compared with LTV, eCPI directly indicates profitability.
Reward-based UA channels—particularly playtime-driven formats—offer powerful levers for lowering eCPI and securing sustainable growth. For global publishers competing in highly competitive markets, understanding eCPI and optimizing across media, creatives, and analytics is essential.
If you want to enhance the efficiency of your UA campaigns, reach out to us at [email protected] for a strategic consultation.
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