Mobile app marketing is confusing! You might think that CPI is the only proven tactic to get installs but hey, it's an illusion! CPI costs keep going up. Leaning on CPI as the main part of your marketing strategy will most likely result in a negative ROI. In other words: A compete failure.
So you must set priorities according to your budget level, and get familiar with the “non CPI” tactics as well. This guide (and our ongoing updates) clear the mess through revealing the tactics that contribute most to app discovery, organic installs, users loyalty and growing revenues. You are welcome.