Ad funnel calculator
your cost per install is the product of three things: what you pay for impressions, how many people click, and how many of those install. this shows you the whole chain, and more usefully, which link is the weak one.
this calculator needs javascript. the explanation below works without it.
Why work the chain, not the total
a bad cost per install tells you something is wrong but not what. broken into steps, the answer is usually obvious within a minute. a low click rate is a creative problem. a low install rate after the click is a store listing problem. a high CPM is a targeting or auction problem.
these three failures need completely different fixes, and the most common mistake is making new creative when the ad was fine and the store page was the problem.
Change one input at a time
move the click rate from 1% to 1.5% and see what happens to cost per install. then put it back and improve the install rate by the same proportion. one of them will move your cost more than the other, and that is where your week should go.
for most consumer apps the install rate after the click is the cheaper win, because a store listing is one afternoon of work and creative testing is continuous.
Numbers tell you what. They do not tell you what to do.
bring your real numbers to the breakdown call and leave with a plan for them. free, no pitch deck.
Common questions
What CPM should I expect?
it moves constantly by country, platform and season, so any number here would be out of date quickly. the useful habit is to record your own CPM weekly and watch the direction. a CPM climbing steadily usually means creative fatigue, not a more expensive market.
My click rate is high but installs are low. What now?
your ad is promising something the store page does not confirm. either the creative is overselling, or the listing is not carrying the same message. matching the first screenshot to the winning ad usually fixes more than a rewrite.
Other execute tools
Ad budget split planner
split one budget across TikTok, Meta and Reddit, forecast installs per channel and see your blended cost per install.
ExecuteChannel CAC comparison
compare cost per user across three channels and see how many extra users you would get by moving budget to the best one.
ExecuteCreative testing planner
work out how many creatives your budget can actually test, and whether each one gets enough data to trust the result.
ExecuteA/B test sample size
work out how many users each variant needs before you run the test, and how many days that will take at your traffic.
Bring one real growth problem. Leave with the fix.
the breakdown call is free. no pitch deck, no agency handoff.