Core metrics in performance marketing
Understanding CPI, ROAS, and LTV is the first step of every campaign.
Performance marketing is a discipline where every decision is backed by data. But data alone is meaningless without the right context for interpretation.
CPI (Cost Per Install) shows the unit cost of a campaign, but on its own it says nothing about quality. ROAS (Return on Ad Spend) measures the return on advertising investment, yet the difference between short-term and long-term ROAS can fundamentally change your strategy.
LTV (Lifetime Value) represents the total value a user generates within the app. Accurately modeling LTV is the most critical factor in determining which channels and audiences to invest in. At Mobile Peak, we build holistic measurement frameworks that evaluate these metrics together.