Pay-per-Install (PPI)

Pay-per-install (PPI) is an online marketing model where advertisers only pay when users actually download and install an app or software. This model is mainly used in the mobile app and software distribution sector and ensures that advertising costs are directly linked to measurable user actions.

Unlike models such as cost-per-click (CPC), where payment is made for each click, or cost-per-impression (CPM), which is based on views, PPI focuses on the effectiveness and quality of user acquisition. Advertisers therefore only pay for actual installations, avoiding wasted reach.

An example: A game developer runs online ads that encourage users to install their new mobile games. Billing only occurs when the app has been successfully downloaded and launched.

The advantage of pay-per-install lies in its high cost-efficiency and clear success measurement. By paying specifically for completed installations, companies can optimally manage their marketing budget and precisely evaluate the performance of their campaigns.

For app providers and software developers, PPI is a proven method to quickly and effectively acquire qualified users. Combined with targeted targeting and appealing creatives, it is possible to significantly increase reach and download numbers.