CPI tests explained
A CPI test (cost per install) is a small paid user-acquisition campaign. A publisher runs it to find out whether ads for your game attract players cheaply. Many publishers now measure retention and playtime as well, not only CPI.
How it works
- You give the publisher a build or store listing and the IDs it needs to run ads. Voodoo asks for your store ID, Facebook App ID, a gameplay video and an icon (Voodoo terms).
- The publisher makes ad creatives and buys a small amount of traffic. Voodoo says it funds one test campaign per game (Voodoo terms).
- It reads the results: cost per install and click-through rate on the ads, plus in-game metrics such as day-1 retention and playtime.
What publishers say they measure
- Supersonic: tests marketability and retention, combining CPI with in-game metrics (Supersonic).
- CrazyLabs: "Give your game a chance beyond CPI." It tests on iOS, Google Play, Facebook, TikTok, Google Ads and SDK networks, and measures metrics such as Day 1 retention (CrazyLabs).
- PlayDucky: runs a CTR test on a 15–30 second gameplay video, with feedback within 24 hours (PlayDucky).
- Lion Studios: its portal is designed to test how mobile games perform (Lion terms).
Benchmarks
We don't publish "good CPI" numbers. Thresholds differ by publisher, genre, country and ad network, and publishers rarely make them public. Ask the publisher what benchmark your game will be compared against.
Tips
- Fix any crash or loading problem in the first session before you test, because retention is measured from real installs.
- Your video is the ad, so polish the first seconds (video guide).
- Read what the publisher may do with your build and data. Voodoo and Lion both publish terms for their platforms (linked above).
Sources checked 2026-10-15. Terms you sign override this page. Spot an error? Report a correction.