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.
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Plan spend or an install target
Defaults are illustrative assumptions, not market benchmarks or a quote. Currency changes the unit only; no exchange conversion is performed.
| Scenario | Media budget | Installs | Activated | Retained | All-in CPI | Cost / activated | Cost / retained |
|---|---|---|---|---|---|---|---|
| Lower CPI | $10,000.00 | 10,000 | 2,500 | 1,000 | $1.00 | $4.00 | $10.00 |
| Base CPI | $10,000.00 | 5,000 | 1,250 | 500 | $2.00 | $8.00 | $20.00 |
| Higher CPI | $10,000.00 | 3,333 | 833 | 333 | $3.00 | $12.00 | $30.00 |
Both outcome rates divide by installs, not by one another. All-in costs include other campaign costs; media CPI does not. Zero outcome users have no defined cost per outcome.
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.
Worked example
A $1,000 media budget at $2 CPI yields 500 modeled installs. At 25% activation, that is 125 activated users. With $100 in other costs, cost per activated user is $1,100 / 125 = $8.80. To target 10,000 installs at that CPI, media spend is $20,000 before other costs.
Definitions and method
Installs = media spend / media CPI. Both activation and retention rates use installs as their denominator. All-in CPI includes other campaign costs. Cost per outcome is undefined when that outcome count is zero. Currency labels do not perform an exchange-rate conversion.
Common questions
- Is the default CPI a Vmobify price?
- No. Defaults are illustrative assumptions, not a quote or a market benchmark. Campaign pricing depends on the agreed traffic and delivery scope.
- Do retained users mean activated users who stayed?
- Here retention is a share of all installs, independently from activation. Name the cohort and measurement day so the two rates are not confused.
- Why can store and MMP install reports differ?
- Reporting windows, attribution rules, deduplication and metric definitions can differ. Reconcile those definitions before using counts from different systems in one plan.
Sources and review date
Method and reference links reviewed 15 September 2026. Recheck provider requirements before submission.