Pros of paying for installs
Low cost and low risk:
Don’t spend money on users
that don’t convert to installs.
Cons of paying for installs
Limited control over traffic:
Non-transparent networks will funnel low-quality
traffic to CPI campaigns.
Limited user behavior tracking:
Hard to analyze why a user clicked but didn’t
convert further down the funnel.
Ad optimization is low priority:
Good creatives aren’t worth the effort for CPI.
Pros of paying for impressions
Goes well with rich media and video:
Animations, video, and dynamic interactive ads
encourage a higher level of visual engagement.
Control over ads:
Good for when brand awareness is more important
Use the interactivity of rich media ads to analyze
Cons of paying for impressions
Beware low quality
may stick you with the
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Read more about the
differences on AppFlood’s
“CPM,CPC,CPI, what's the
difference between these
mobile advertising models?”