Cost per Install by Country 2026: CPI Rates Table

How much does an install cost in each country?

Cost per install by country varies more than tenfold. In Adjust’s Gaming App Insights report 2026, the average gaming app install in 2025 cost $1.71 in the United States and $1.70 in the German-speaking DACH region, against $0.53 across Europe as a whole, $0.27 in Asia-Pacific, and $0.14 in Latin America. The global gaming average was $0.56. These are averages for games across both platforms; iOS campaigns usually cost more, and apps whose users are worth a lot, such as finance apps, face tougher competition for every install.

Those figures tell you where installs are expensive, not what you should pay. The price that makes sense for you depends on what an install is worth in each country, and the second half of this guide shows how to work that out.

CPI by region and country: the published figures

The table below uses Adjust’s Gaming App Insights report, 2026 edition, released on February 18, 2026. It is based on aggregated, anonymized data from gaming apps that Adjust tracks, covering January 2024 to January 2026. Adjust notes that its data may not reflect the whole app market. It covers games only, across all platforms combined.

Source: Adjust, “The gaming app insights report: 2026 edition”, 2025 values and year-on-year change, checked on November 4, 2026. The full country tables sit in the downloadable report, so check it for any market not listed here.

Two patterns stand out. Prices rose in every region at once, so a bid that won installs in 2024 may be too low in 2026. And the gap between markets is huge: in this data, one US install costs about as much as twelve in Latin America.

Platform splits the numbers further. Liftoff’s highlights from its 2025 Casual Gaming Apps Report (July 28, 2025) say iOS continues to post higher CPIs than Android, around ten times higher for simulation, action, and racing games. The same report found average day 30 ROAS for casual games in 2024 of 47% on iOS against 15% on Android, so the higher price can still pay back.

Why CPI benchmarks disagree

Search for CPI by country and you will find averages several times higher than Adjust’s, often quoted without a source. Some of that is careless copying. Much of it is that each report measures something different.

• Which apps. Games dominate install volume, and cheap genres pull averages down. Adjust reports that hyper casual games made up 29.1% of all gaming installs in 2025. A report that mixes in finance or subscription apps, where each user is worth more, will land higher.
• Which platform. An average across iOS and Android sits between two very different prices.
• Which installs. Some figures divide spend by all attributed installs, others by installs from one network, and some describe what a network charges per install on a CPI deal.
• Which year. Prices moved 30% or more in a single year in Adjust’s data, so a 2023 table is already out of date.

CPI by country tier

When you plan across dozens of countries, it helps to think in tiers first. Tier 1, 2 and 3 countries explained lists which markets usually fall where. The pattern for installs:

Tiers are a planning shortcut. Singapore sits at $2.49 in Adjust’s data, above the United States, while many lists put it in Tier 2. Only your own results tell you where a country really belongs for your app.

What drives the cost of an install

Country is the biggest lever, but it is not the only one. The same country can produce very different prices depending on these factors:

• Platform: iOS usually costs more than Android in the same market.
• Category: genres that earn a lot per player cost more to advertise. Adjust puts 2025 gaming installs at $4.47 for slots and $3.19 for idle RPGs, many times the $0.56 gaming average.
• Season: prices often climb before the end-of-year holidays, when retail advertisers compete for the same users.
• Creative and store page: an ad that gets more taps and a page that converts more visitors lower CPI on every channel at once. Google Play’s store listing A/B tests let you test icons, screenshots, and descriptions for free, and app store optimization covers the rest.
• Language: an English-only store page in a non-English market converts fewer visitors, which raises CPI.
• What you pay for: a deeper event, such as a finished tutorial, costs more per result but less per player who stays.

For the full definition and formula, see What is CPI? If you are deciding whether to pay per install at all, CPI vs CPA for apps compares paying for the download with paying for a later event.

How to find your own CPI for each country

Benchmarks tell you what others pay. What you can pay comes from what an install earns you, and that differs by country as much as the price does.

1. Estimate the value of an install per country. Use revenue per install over 30 or 90 days, from ads and purchases, split by country. What is ARPU? shows how to calculate it by cohort.
2. Pick a target ROAS. A target of 1.0 means breaking even within your window; above 1.0 leaves profit. See What is ROAS?
3. Divide. Maximum CPI in a country = value of one install there ÷ target ROAS.
4. Start a little below the ceiling and compare the real price and the quality of the installs you get.

The cost per result calculator does the same sum for any result, and the ROAS calculator shows whether a live campaign is paying back.

Test a few countries before you scale

When you have no data yet, choose two or three countries from different tiers where your app works well, give each a small, equal budget, and compare two numbers after a week: cost per install and cost per user still active on day 7. A country with a higher CPI can still win on cost per retained user. Our retention benchmarks help you judge whether day 7 numbers look healthy. Then move budget to the countries where the real cost sits below your ceiling, and check again every month, because prices change quickly. How to choose countries for your campaign walks through the full selection, step by step.

Paying per install on Moonetix

On Moonetix, advertising runs through custom integrations. For an app or game, we agree with you what counts as a conversion, the payout per conversion, and the target countries, and your tracking confirms each conversion with a server-to-server postback. Because the conversion can be a first goal after the install, such as finishing the tutorial, the price you agree can be a price per engaged install rather than per download. You pay only for the conversions your postback confirms, never for impressions or clicks. How to advertise on offerwalls explains how to choose the goal.

Frequently asked questions