What does an app install cost in India?
The median paid install costs about ₹20 and a signup about ₹48. Category changes the answer by 6x.
Median cost per install by category (₹)
| Category | Median | Middle 50% |
|---|---|---|
| E-commerce | ₹18.22 | ₹10.90 to ₹33.10 |
| Productivity & tools | ₹18.76 | ₹10.10 to ₹23.10 |
| Social & community | ₹19.25 | ₹14.70 to ₹30.90 |
| Fintech | ₹21.42 | ₹14.70 to ₹63.40 |
| Health & fitness | ₹31.18 | ₹15.30 to ₹42.90 |
| EdTech | ₹67.79 | ₹37.80 to ₹80.50 |
| Astrology & spiritual | ₹112 | ₹64.70 to ₹262 |
| Entertainment & content | ₹114 | ₹69.60 to ₹303 |
CPI by category, with ranges
| Category | Median CPI | Middle 50% of apps |
|---|---|---|
| E-commerce | ₹18.22 | ₹10.90 to ₹33.10 |
| Productivity & tools | ₹18.76 | ₹10.10 to ₹23.10 |
| Social & community | ₹19.25 | ₹14.70 to ₹30.90 |
| Fintech | ₹21.42 | ₹14.70 to ₹63.40 |
| Health & fitness | ₹31.18 | ₹15.30 to ₹42.90 |
| EdTech | ₹67.79 | ₹37.80 to ₹80.50 |
| Astrology & spiritual | ₹112 | ₹64.70 to ₹262 |
| Entertainment & content | ₹114 | ₹69.60 to ₹303 |
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Common questions
What is the average CPI in India?
The median cost per paid install for Indian app startups is about ₹20.
Which app categories have the lowest CPI in India?
E-commerce (about ₹18), productivity (about ₹19) and social apps (about ₹19) have the lowest median CPI.
Which app categories have the highest CPI?
Entertainment and astrology apps both have median CPIs above ₹110, and EdTech sits at about ₹68.
What does a signup cost?
The median cost per signup is about ₹48 for Indian app startups that ran paid acquisition.
What is organic install share?
Organic install share is the percentage of an app's installs that cannot be matched to a paid campaign within the attribution window, such as store search, word of mouth and untracked referrals.
How is an organic install defined in these benchmarks?
An install counts as organic when it isn't matched to a paid ad network touchpoint within a 7-day click-through window. A paid install is matched to a specific campaign through deterministic attribution.