KPIs for Product Managers

KPIs for Product Managers: cost per impression

In this article, we explore the importance of cost per impression as a key performance indicator (KPI) for product managers.

As a product manager, it's essential to measure the success of your marketing efforts, and one way to do this is by tracking your cost per impression (CPI). CPI is a critical metric that helps you understand the cost of advertising. In this article, we'll explore what CPI is, why it's important, how it's calculated, and why it's a useful KPI for product managers. We'll also look at strategies for optimizing CPI and aligning it with your business goals.

Understanding Cost Per Impression (CPI)

CPI is a marketing metric that measures how much it costs to show an ad to one person. It's used to evaluate the efficiency of advertising campaigns across various media channels such as display ads on websites, social media platforms, or search engines. A higher CPI means a higher cost of advertising and, in turn, lower return on investment (ROI).

Definition of Cost Per Impression

CPI is calculated by dividing the cost of an ad by the number of impressions it generates. An impression, in this context, refers to the number of times an ad is displayed to a user.

For example, if an ad costs $100 and generates 10,000 impressions, then the CPI is $0.01 ($100/10,000).

Importance of CPI in Product Management

Measuring and optimizing CPI is crucial for product managers because it gives them an accurate picture of how much they're spending on advertising and how effective their marketing campaigns are. By tracking CPI, product teams can determine which channels are generating the most impressions and adjust their budget accordingly. It also helps them understand how much they're paying per interested person, which enables them to optimize advertising campaigns further.

Product managers can also use CPI to compare the cost-effectiveness of different advertising channels. For instance, if one channel has a higher CPI than another, they can choose to allocate more budget to the channel with a lower CPI to generate a higher ROI.

How CPI is Calculated

As mentioned earlier, CPI is calculated by dividing the cost of an ad by its number of impressions. However, it's important to remember that different platforms and channels may measure impressions differently. For example, a social media platform might charge based on impressions, but it could also count each impression differently. It's essential to clarify with your media partner the type of impressions they count and the basis for their pricing model.

Moreover, CPI is not the only metric that product managers should consider when evaluating advertising campaigns. They should also look at metrics such as click-through rates (CTR), conversion rates, and customer acquisition costs (CAC) to get a complete picture of the campaign's effectiveness.


Cost per impression is a crucial metric for evaluating the efficiency of advertising campaigns. It helps product managers understand how much they're spending on advertising and how effective their campaigns are. By tracking CPI and other relevant metrics, product teams can optimize their advertising campaigns and generate a higher ROI.

Key Performance Indicators (KPIs) for Product Managers

Product managers play a vital role in any organization, and their success depends on their ability to measure the effectiveness of their marketing campaigns. Establishing KPIs is an essential step in this process as it helps them track progress towards specific goals and ensures that everyone in the team is aligned on what success looks like.

One of the primary reasons why KPIs matter in product management is that they provide a quantitative measure of a product's health. Without KPIs, product managers would be left guessing at the effectiveness of their marketing campaigns and unable to direct efforts towards improving them. KPIs also help in prioritizing projects or tasks by identifying those that have the most significant impact on achieving business goals.

Why KPIs Matter in Product Management

KPIs are an essential tool for product managers because they help them assess the health of a product through quantitative measures. Without KPIs, product managers would be left guessing at the effectiveness of their marketing campaigns and unable to direct efforts towards improving them. KPIs also help in prioritizing projects or tasks by identifying those that have the most significant impact on achieving business goals.

Product managers need to choose KPIs that are relevant to their product and align with their business goals. Some of the common KPIs for product managers include net promoter score (NPS), customer acquisition cost (CAC), lifetime value of customer (LTV), user engagement, and revenue generated per user. These metrics help product managers to understand how users interact with the product and identify areas of improvement.

Common KPIs for Product Managers

Net promoter score (NPS) is a metric that measures customer satisfaction and loyalty. It's calculated by subtracting the percentage of detractors (customers who wouldn't recommend the product) from the percentage of promoters (customers who would recommend the product).

Customer acquisition cost (CAC) measures the cost of acquiring a new customer. This includes all the marketing and sales expenses associated with acquiring a new customer.

Lifetime value of customer (LTV) is the total amount of revenue a customer generates over the course of their relationship with the company. This metric helps product managers to understand the long-term value of a customer and prioritize efforts to retain them.

User engagement measures how frequently users interact with the product and how deeply they engage with it. This metric helps product managers to identify areas where users may be struggling and improve the overall user experience.

Revenue generated per user measures the average amount of revenue generated by each user. This metric helps product managers to understand the revenue potential of their product and identify areas where they can increase revenue.

Aligning KPIs with Business Goals

It's crucial to align the chosen KPIs with business goals to ensure that the team is working towards the same objectives. Business goals might include increasing revenue, improving customer retention, or increasing market share. Product managers need to understand these goals and work collaboratively with other teams to ensure that KPIs are relevant and aligned with business objectives.

In conclusion, KPIs are a critical tool for product managers to measure the effectiveness of their marketing campaigns and track progress towards specific goals. By choosing relevant KPIs and aligning them with business goals, product managers can improve the overall health of their product and drive business success.

Using CPI as a KPI for Product Managers

CPI, or Cost Per Install, is an excellent KPI to use for product managers because it helps them to understand how much they're spending to attract customers or users. Essentially, it measures the cost of acquiring a new user who installs your app or uses your product. This metric is particularly useful for mobile apps and other digital products that rely on user acquisition to grow and succeed.

Some of the benefits of tracking CPI include:

  • It helps to identify inefficient advertising channels
  • It enables you to optimize your spending by focusing on more productive channels
  • It provides insights into user behaviour and preferences

Benefits of Tracking CPI

One of the significant benefits of tracking CPI is that it helps you understand the return on investment of your marketing campaigns. By understanding the cost of attracting a user, product managers can determine the profitability of each customer. This information can be used to optimize marketing campaigns, improve the targeting, and increase ROI.

For example, if you're spending a lot of money on advertising through Facebook, but your CPI is high, it might be time to reassess your strategy. Perhaps your target audience is not as engaged on Facebook as you thought, or maybe your ad creative needs improvement. By analyzing your CPI data, you can make informed decisions and adjust your marketing efforts accordingly.

Setting Realistic CPI Targets

It's essential to set realistic CPI targets based on your business objectives, budget, and other constraints. Your targets should be achievable and relevant to your overall business goals. Setting unrealistic targets can result in reduced morale and reduced productivity. It's better to set realistic targets and celebrate small victories rather than putting yourself and your team in a position where they cannot achieve the goals.

For example, if your app is new, and you're just starting to build your user base, it might be unrealistic to expect a low CPI right away. However, as you gain more traction and your app becomes more popular, you can set more ambitious targets. It's important to regularly review and adjust your CPI targets as your business evolves.

Monitoring and Adjusting CPI Over Time

Tracking CPI is essential, but it's equally important to monitor trends over time. Understanding how CPI is changing can help to anticipate changing market conditions or emerging trends. It can also highlight areas where improvements are required. For instance, if a particular channel's CPI is increasing, it might be time to investigate the reason and adjust the strategy accordingly. The monitoring of CPI should be an ongoing process, and it should include regular analysis and reporting to the team.

Overall, CPI is a valuable KPI for product managers who want to optimize their user acquisition strategies and improve the profitability of their products. By setting realistic targets, monitoring trends, and adjusting your approach as needed, you can use CPI to drive growth and success for your business.

Optimizing Cost Per Impression

Optimizing CPI can result in significant cost savings and improved ROI. There's no universally applicable solution, and the strategies for optimization will vary based on business goals and budget constraints. However, some strategies that can be used to optimize CPI include:

Strategies for Reducing CPI

  • Improving the quality of creatives or ad copies
  • Restructuring the campaign targeting to focus on specific audiences or geographic regions
  • Reducing bidding on low-converting channels

A/B Testing for CPI Optimization

A/B testing involves comparing two versions of an ad or landing page and measuring the performance of each. It can help identify which approaches and strategies result in higher impressions and lower CPI. A/B testing is an effective optimization strategy because it allows product managers to identify the best-performing creative or ad copy. By implementing the insights gained from A/B testing, product managers can improve the effectiveness of their marketing campaigns and reduce CPI.

Leveraging Data to Improve CPI

Product managers should leverage data analytics to understand user behaviour and preferences. This information will enable them to optimize their campaigns and reduce CPI. Data analytics can provide insights into which channels have the highest ROI or which customer segments are the most profitable. By understanding user behaviour, product managers can also craft messaging that resonates with users, increasing impressions and reducing CPI.


Product managers need to track and optimize CPI to ensure their marketing efforts are effective and efficient. By understanding CPI, product managers can optimize their marketing strategies, align their KPIs with business objectives, and identify inefficient channels. They can also leverage data and analytics to improve their campaigns and set realistic targets for their team. By implementing these strategies, product managers can reduce CPI, maximize ROI, and drive business growth.