Microsoft 365 · B2C · Word, Excel and PowerPoint apps
Cap Android install costs far below iOS, since Android users pay much less
Android CPI caps up to 50x lower than iOS in some cases
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What they did
Set CPI limits per platform from LTV:CAC; Android CPI limits are up to 50x lower than iOS because few Android installs convert to paid. Also watch tools billed by data points or MAU, since cheap Android usage can raise costs without revenue. LTVs are in the hundreds of dollars, so budgets are managed like any consumer SaaS.
- Stage
- scale
In their words
Sub Club by RevenueCat · Optimizing your Keywords and Monetization ― Part 2 with Ramit Arora, Microsoft“our CPI limits are like 50 times less in some cases than than iOS CPI limits, right?”
“So for example, if you have like an engagement platform that you are paying by, I don't know, data points, right? By data points, or by usage, or by MAU, you have to be really careful”
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