UA Budget Calculator
Estimate installs, CPI, and monthly spend across platforms and categories
These estimates are based on industry averages and publicly available benchmark data. Actual results may vary significantly depending on ad creative quality, targeting, competition, seasonality, and other factors. This tool is for planning purposes only and does not guarantee specific outcomes.
How the Calculator Works
Our UA Budget Calculator uses industry benchmark data to estimate campaign performance across different platforms, app categories, and geographies. The model factors in three key variables:
- Category Benchmarks — Each app category has distinct average CPI, click-through rate (CTR), and conversion rate (CR) values derived from aggregated industry reports and public data sources.
- Platform Multipliers — Different ad networks have varying cost efficiencies. For example, Unity Ads typically delivers lower CPIs for games, while Meta Ads may have higher costs due to broader audience targeting.
- Geographic Adjustments — User acquisition costs vary significantly by region. Tier-1 markets like the US and Japan command premium CPIs, while emerging markets in Southeast Asia and Latin America offer lower costs per install.
The calculator combines your daily budget with these factors to estimate impressions, clicks, installs, and monthly projections. Use these estimates as a starting point for campaign planning, then refine with real performance data once your campaigns are live.
ROAS Calculator
Measure your Return on Ad Spend and instantly see if your campaign is profitable.
Results
ROAS = Revenue ÷ Ad Spend × 100%. A ROAS above 100% means revenue exceeds spend. Most apps target 150%+ to account for operating costs.
LTV Calculator
Estimate user Lifetime Value and find the maximum CPI you can profitably pay.
Results
LTV = ARPU × Lifespan × Margin. A healthy LTV:CPI ratio is 3:1 or higher. The "Max Healthy CPI" shows the most you should pay per install to maintain that ratio.