User acquisition planner
Turn an app-install budget into outcome scenarios
Model low, base and high CPI assumptions, then see how activation and retention change the cost of a useful user.
Your working inputs stay in this browser. Anonymous site analytics may record tool actions, never your values.
Scenario results
| Scenario | Installs | Activated | Retained | Cost / activated | Cost / retained |
|---|---|---|---|---|---|
| Lower CPI$1.00 CPI | 10,000 | 2,500 | 1,000 | $4.00 | $10.00 |
| Base CPI$2.00 CPI | 5,000 | 1,250 | 500 | $8.00 | $20.00 |
| Higher CPI$3.00 CPI | 3,333 | 833 | 333 | $12.00 | $30.00 |
Keep the denominator consistent. Activation and retention should describe the same install cohort and measurement window. This calculator models your assumptions; it does not promise delivery or forecast organic installs.
How to read the result
Installs equal media budget divided by CPI. Activated and retained users use the rates you enter; other campaign costs are included only in the downstream cost per user.
The defaults illustrate the calculation and are not market benchmarks, prices or promised results. Use one cohort and measurement window for activation and retention.