How it works
Installs = ceiling(payers ÷ conversion). Base media spend = installs × CPI. Budget = base spend × (1 + reserve).
Acquisition and ads
App ad budget planner
Plan media spend for a new payer target using CPI, paid conversion, and an explicit budget reserve.
- Budget including reserve
- $4,800.00
- Required installs
- 2,000
- Base media spend
- $4,000.00
Excludes creative, agency, and tax costs. Conversion and CPI are constant assumptions, not delivery commitments.
Worked example
100 payers at 5% conversion need 2,000 installs; CPI of 2 with a 20% reserve gives a 4,800 budget.
Assumptions and limits
Excludes creative, agency, and tax costs. Conversion and CPI are constant assumptions, not delivery commitments.
Frequently asked questions
How do I use the app ad budget planner?
Plan media spend for a new payer target using CPI, paid conversion, and an explicit budget reserve.
What if my target is only installs?
Use 100% conversion and enter your install target in the target field; the division then keeps that volume.
Do I need an account and are my inputs uploaded?
No account is required. Calculations run in your browser. Entered numbers and text are not included in tool analytics events; only the tool ID, language, and action are recorded.
Want to go past the numbers and see the real market?
Noctral shows estimated MRR, live ads, creators, and competitors so you can validate opportunities with real signals instead of projections.
See Noctral data
