Spend that pays for itself

Mapping cost-per-install against lifetime value to guide where user-acquisition budget should actually go.

Break-even timing
A cumulative LTV curve plotted against platform CPI thresholds, showing how many days of retained activity are needed before a cohort clears its acquisition cost. The dataset also splits the discrepancy between iOS and Android.

Geographic performance
CPI against reported LTV, separating profit from loss. The pattern it reveals is that the most expensive markets are not always the most profitable, and that cheap installs and healthy margins rarely deliver. It is important to find and distinguish your super-users, the people who want what you're building, and that these people fall in between generalised cohorts.

CPI and ARPU across tier 1 markets
Stacked bars displaying what you pay for an install and what comes back above it. The simple display frequently shows that entry price is an unsophisticated data point to determine strong return, and that some audiences deliver comparable multiples at a fraction of the cost.

Impressions required to recover CPI
The arithmetic behind ad-funded payback, modelled across rewarded, interstitial, banner, audio and native formats. Converting the required impressions into days of retained play surfaces the real constraint: recovery is dependant on retention, not by ad rates.