What the numbers mean
Short reads on acquisition, conversion and cost, built on the benchmark data.
What a Signup Really Costs Indian App Startups
The median Indian app startup pays about ₹48 per signup and about ₹20 per install. Here is how cost per signup works and how to read yours by category.
Good CPI for Apps in India: Category Benchmarks
The median Indian app pays about ₹20 per paid install, but category matters more. See CPI ranges by category and why your blended CPI is probably wrong.
Good Organic Install Share: Benchmarks by Category
The median app gets about 83% of installs organically worldwide and about 62% in India. Here is how to read your own organic share against your category.
How Organic Install Share Changes With App Size
Small apps are mostly organic, mid-sized apps lean hardest on paid, and the largest swing back. See how organic install share changes as an app grows.
When Should Your App Start Paying for Installs?
Apps under 1k installs are about 93% organic, and paid takes a bigger share from 10k installs on. Here is what the benchmarks say about when to start paid.