Definition
What revenue per install is
Revenue per install, or RPI, is the total revenue an app generates divided by its number of installs, measured over a set window such as 60 days or the first year after download. It answers a blunt question: on average, how much is one new install actually worth. Unlike conversion rate or price on their own, RPI folds both together, so it is one of the cleanest single numbers for comparing monetization across apps, categories, and markets.
Why it varies so much by country
RPI is not uniform around the world. In RevenueCat's benchmarks, median revenue per install runs several times higher in high-income markets than in emerging ones, because both the share of users who pay and the price they pay differ. That gap is the core reason a single global price leaves money on the table: an install in one country can be worth a small fraction of an install in another, and a flat price cannot fit both. Localized pricing tuned to purchasing power is how you raise RPI in markets a converted price was pricing out.
How it relates to lifetime value
RPI is close to, but not the same as, lifetime value. RPI is measured per install and includes everyone who never pays, while customer lifetime value is usually measured per payer. RPI tells you the blended worth of acquiring one more user; LTV per payer tells you the worth of one who converts. Both matter, and both move when you fix pricing in underperforming regions.
Examples
Example
An app with 10,000 installs in a month that earns $3,900 from that cohort in its first 60 days has a 60-day revenue per install of about $0.39. The same app might see $0.08 per install in India and Southeast Asia over the same window, not because the app is worse there, but because a converted price sits above local purchasing power. Localizing the price is what closes that kind of gap.
Frequently asked
What is revenue per install?
Revenue per install (RPI) is total revenue divided by installs over a set window, often 60 days or the first year. It captures both conversion and price in a single number, which makes it a clean way to compare how well apps monetize.
What is a good revenue per install?
It varies widely by category and country. RevenueCat benchmarks put median RPI several times higher in North America than in India or Southeast Asia, so compare against your own category and market rather than a single global figure.
How is revenue per install different from lifetime value?
RPI is measured per install and includes non-payers; lifetime value is usually measured per payer. RPI is the blended worth of a new install, while LTV per payer is the worth of one who converts.
Further reading
- How Much Money Do Subscription Apps Actually Make?How much money do subscription apps make? The real 2026 benchmarks, what separates the winners, and the revenue lever most founders never touch.
- Your App Is Too Expensive in 100 Countries Right NowYou set one price and let the store convert the rest. That quietly priced your app out of most of the world. Here is the real cost, and the fix.
- App Pricing Localization: What It Is and How to Get It RightApp pricing localization means setting prices that fit each country's purchasing power, not just converting currency. The cornerstone guide for both stores.