Average CPI

The Average CPI for the week is the ratio of your total weekly budget to the number of mobile app installs that took place that week. This strategy allows you to get the most possible app installations for an average weekly price per installation that comes as close as possible to the value you've set.

The “Average CPI” strategy works best for advertisers who want to increase the number of app installations and already know how much they are willing to pay for every new user.


The purpose of the strategy is to increase the percentage of clicks on ads and keywords that most often result in app installations. Bids are automatically selected so as to bring your average cost per install as close as possible to the value you set. You might see fluctuations (both up and down) in the average cost per install over the course of a week.

Ads won't be shown to users who have already installed the app on their phone or tablet (if this was detected with certainty).

Note. During the first week after activation, the strategy is being trained, and the average CPI may differ from the set price.

Learn more about how strategies work

Prerequisite for using the strategy

The app is connected to a tracking system and information about new installations is transmitted to Yandex.Direct. Use one of the tracking systems supported by Yandex.Direct to track new installations.

Strategy settings

Note. The fewer optional limitations you set, the more effectively the strategy will work.
Average CPI

Analyze campaign performance and enter an appropriate value for cost. If the price is low, then bids for effective keywords can't be raised and the number of clicks may fall.

The minimum value for average cost per install is 0.9 rubles (for other currencies).

Weekly budget

You can limit the weekly budget when necessary. The minimum weekly budget is 300 RUB (values for other currencies).

Maximum CPC

You can limit the maximum CPC when necessary. If the maximum CPC is not set, by default it will not exceed 10% of the weekly budget.

It is not recommended to limit the maximum CPC. If you want to control your expenses, set a weekly budget.