CPI (Cost Per Install)

CPI pays affiliates for driving app installs, measured through a mobile measurement partner. Rates are low relative to CPA because an install is far from a depositing player.

Where CPI belongs

As a top-of-funnel component in markets where the operator’s app onboarding is proven, or blended into multi-event deals (CPI + bonus per FTD). Standalone CPI in iGaming attracts install farms — real devices, real installs, zero player intent. The standard defense is paying CPI only against downstream quality gates: installs that never open the app twice or never register are discounted or clawed back under the deal’s quality clause.