CPI Benchmarks by Category: What's a Good CPI in 2025?

Not all installs cost the same.

A $2 CPI might be expensive for a casual game and a steal for a finance app.

Context matters. Your target CPI depends on your category, monetization model, and user lifetime value.

Here's what good looks like across major app categories in 2025, based on current industry data.

Overall Platform Benchmarks

Before diving into categories, here are the baseline averages:

Platform	Average CPI (2025)
iOS	$3.50 - $4.70
Android	$2.70 - $3.40

iOS CPI runs approximately 30% higher than Android because iOS users are concentrated in wealthier markets (US, UK, Western Europe) with higher competition and better monetization potential.

CPI Benchmarks by Category

Finance Apps

Average CPI: $8.70

Finance apps have the highest acquisition costs because:

• Users have high lifetime value ($100-$300+)
• Long consideration periods require multiple touchpoints
• Regulatory requirements limit targeting options
• High competition from established brands

What drives it:

Finance apps (banking, investing, budgeting) require trust. Users don't install and immediately transact. They research, compare, and gradually commit.

The upside: high LTV justifies high CPI. A $9 CPI with $200 LTV gives you a 22:1 ratio.

Gaming Apps

Average CPI: $3.90 (overall)

Gaming is the most diverse category, with wide CPI variation by genre:

Game Genre	iOS CPI	Android CPI
Hyper-Casual	$2.50	$1.50
Strategy	$5.50	$4.00
Action	$4.50	$3.00
RPG	$6.00	$4.50
Simulation	$3.75	$2.50
Arcade	$3.00	$2.00

Why the variation:

Hyper-casual games monetize through ads, so LTV is low ($2-$5). They need low CPI to stay profitable.

Strategy and RPG games monetize through in-app purchases from a small percentage of highly engaged users. Higher LTV ($20-$100+) supports higher CPI.

What's good for your game:

• Hyper-casual: Target iOS $2.00, Android $1.20
• Mid-core: Target iOS $4.00, Android $3.00
• Strategy/RPG: Target iOS $5.00, Android $4.00

Entertainment Apps

Average CPI: $1.10

Entertainment apps (streaming, music, video, social) have among the lowest CPIs because:

• Fast decision-making (users install based on content appeal)
• Lower friction (often free with ads or freemium models)
• High volume of impressions and installs

Monetization:

Most entertainment apps monetize through subscriptions or ads. LTV is moderate ($10-$50), which keeps CPI targets low.

What's good:

Target $1.00-$1.50 for sustainable growth.

Shopping/eCommerce Apps

Average CPI: $1.30

Shopping apps have low CPI because:

• Clear value proposition (users know what they're getting)
• Transaction-based monetization (revenue happens quickly)
• High intent when users search for shopping-related terms

What drives it:

eCommerce apps benefit from high purchase intent. When someone searches for "buy running shoes," they're ready to transact.

This lowers CPI compared to categories where users need more nurturing.

What's good:

Target $1.20-$1.80 depending on average order value and margins.

Productivity & Business Apps

Average CPI: $3.50 - $5.00

Productivity apps (task managers, note-taking, calendars) and business tools fall in the mid-range.

Why:

• Moderate LTV ($30-$100)
• Often subscription-based
• Competitive category with established players

What's good:

Target $3.00-$5.00 for B2C productivity. B2B SaaS apps can go higher ($10-$20) if LTV justifies it.

Health & Fitness Apps

Average CPI: $2.50 - $4.00

Health and fitness apps vary widely based on monetization:

Free + ads: Lower CPI ($1.50-$2.50)

Subscription-based: Higher CPI ($3.50-$5.00)

Key factor:

Retention drives LTV. Fitness apps with strong habit-forming features can afford higher CPI because users stick around longer.

What's good:

Target $2.50-$4.00 for subscription apps. Lower ($1.50-$2.50) for ad-monetized.

Education & Learning Apps

Average CPI: $3.00 - $6.00

Education apps (language learning, skill development, test prep) have moderate to high CPI because:

• Subscription-based monetization
• High LTV for committed learners ($50-$200+)
• Seasonal spikes (back-to-school, New Year's)

What's good:

Target $3.00-$5.00 for general education. Test prep and professional development can go higher ($6.00-$10.00) due to higher willingness to pay.

Geographic Variations

CPI benchmarks above reflect Tier 1 markets (US, UK, Canada, Australia).

Tier 2 and Tier 3 markets have 3-5x lower CPIs:

Market Tier	CPI Multiplier
Tier 1 (US, UK, CA, AU)	1.0x (baseline)
Tier 2 (Western Europe, Japan)	0.6-0.8x
Tier 3 (LATAM, Eastern Europe, SEA)	0.2-0.4x

Example:

If your US CPI is $5, expect:

• Western Europe: $3.00-$4.00
• Latin America: $1.00-$2.00
• Southeast Asia: $1.00-$2.00

Seasonal CPI Variations

CPI fluctuates throughout the year:

Period	CPI Impact
Q1 (Jan-Mar)	Baseline (lowest)
Q2 (Apr-Jun)	+10-15%
Q3 (Jul-Sep)	+15-25%
Q4 (Oct-Dec)	+30-50%

Why Q4 is expensive:

Holiday shopping, Black Friday, and end-of-year promotions drive massive advertiser competition. CPIs spike 30-50% above baseline.

Strategy:

Reduce spend in Q4 unless your LTV can absorb the higher CPI, or focus on high-intent channels like Apple Search Ads where CPI increases are smaller.

When Your CPI is Above Benchmarks

If your CPI is significantly higher than category benchmarks, consider:

1. Check Your LTV

High CPI isn't inherently bad if LTV justifies it. A $10 CPI with $100 LTV (10:1 ratio) is better than $2 CPI with $6 LTV (3:1 ratio).

2. Audit Your Creative

Weak creative drives high CPI by lowering click-through rates. Test new hooks, formats, and messaging.

3. Refine Targeting

Overly broad targeting increases CPI by showing ads to irrelevant audiences. Tighten targeting or use lookalike audiences.

4. Test New Channels

If Meta CPI is $8 and Apple Search Ads CPI is $4, shift budget to ASA.

5. Improve App Store Conversion

Higher install conversion rate means more installs per click, which lowers CPI. Optimize screenshots and videos.

When Your CPI is Below Benchmarks

If your CPI is significantly below benchmarks, ask:

1. Is User Quality High?

Low CPI with low retention or LTV means you're acquiring low-quality users. Check Day 1, Day 7 retention.

2. Are You Leaving Growth on the Table?

If CPI is low and ROAS is strong, you might be under-spending. Test scaling.

3. Is Your Targeting Too Narrow?

Extremely tight targeting can lower CPI but limit scale. Broaden gradually to test if you can maintain efficiency.

Key Benchmarks Summary

Category	Average CPI	iOS CPI	Android CPI
Finance	$8.70	~$10.00	~$7.50
Gaming (Overall)	$3.90	$4.50	$3.00
- Hyper-Casual	$2.00	$2.50	$1.50
- Strategy	$4.75	$5.50	$4.00
- RPG	$5.25	$6.00	$4.50
Entertainment	$1.10	$1.30	$0.90
Shopping/eCommerce	$1.30	$1.50	$1.10
Productivity	$4.00	$4.50	$3.50
Health & Fitness	$3.25	$3.75	$2.75
Education	$4.50	$5.00	$4.00

Source: Business of Apps, Mapendo, Sensor Tower (2025 data)

FAQs

What is a good CPI for gaming apps?

Gaming apps average $3.90 overall. Hyper-casual games: $1.50-$2.50. Strategy games: $4.00-$5.50. RPG games: $4.50-$6.00. Action games: $3.00-$4.50. Your target depends on monetization model and LTV.

What is a good CPI for finance apps?

Finance apps have the highest CPI at approximately $8.70 in 2025, justified by high user lifetime value ranging from $100-$300+.

Which app categories have the lowest CPI?

Entertainment apps ($1.10) and shopping/eCommerce apps ($1.30) have the lowest CPIs due to faster monetization cycles and lower LTV compared to other categories.

How does geography affect CPI?

Tier 1 markets (US, UK, Canada, Australia) have baseline CPIs. Tier 2 markets (Western Europe, Japan) run 60-80% of Tier 1. Tier 3 markets (LATAM, Eastern Europe, SEA) run 20-40% of Tier 1.

Why is my CPI higher than the benchmark?

High CPI can result from weak creative, broad targeting, high competition, or seasonal factors (Q4 spikes). It's not inherently bad if your LTV justifies it. Check your LTV:CAC ratio.

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CPI benchmarks provide context, but your target CPI should be driven by your specific unit economics. Focus on LTV:CAC ratio, not CPI in isolation.