Run your numbers
6,667
Estimated installs
200
Estimated payers
50
Effective CPA, $
Estimates only. Real CPI and payer share depend on vertical, GEO and placement mix; planning benchmarks are available on request.
// Tools — Campaign math
App campaign calculator
Before any budget moves, the math has to close. This calculator turns three inputs — budget, expected CPI and payer share — into the installs, payers and effective CPA you can expect, so you can sanity-check a media plan before talking to any network, including us.
How the math works
Installs are budget divided by CPI. Payers are installs multiplied by payer share. Effective CPA is budget divided by payers — the number your finance team actually compares against payout or LTV. If the effective CPA is already above your allowed CPA at realistic CPI, no network can save the plan; if it closes with margin, the question becomes which sources hold that CPI at volume without fraud inflation.
Inputs that move the answer
CPI is not a constant: it drifts with GEO tier, OS split, creative freshness and placement mix. Tier-1 iOS casino installs and Tier-3 Android utility installs differ by an order of magnitude. Use a range, not a point — run the calculator at your pessimistic and optimistic CPI and look at both answers. Payer share behaves the same way: organic benchmarks do not transfer to paid placements, and rewarded traffic converts differently from interstitial.
Benchmarks we start from
For orientation only — your vertical and GEO mix decide the real numbers: CPI ranges, day-1 and day-7 retention floors and payer-share corridors we plan against are shared on request once we see your vertical and GEO mix. Every Mobadly media plan works from source-level forecasts agreed in writing before spend starts.
From calculation to campaign
A calculator answer is a hypothesis, not a plan. The working sequence: one-week capped test across three to five placement clusters, measured on your MMP; weekly source scoring against the target CPA; scale only the clusters that hold economics for two consecutive weeks. That is exactly how we run test-to-budget for new advertisers — the calculator simply tells you whether the test is worth running at all.