“Our CPI limits are like 50 times less in some cases than iOS CPI limits — basically it's like you can drive installs to Android and you can keep getting more and more monthly active usage but the percentage that converts to paying users is like super super low.”

Android monetizes 20x less than iOS — your CPI limits and LTV/CAC model must reflect that

Even Microsoft — with global distribution, pre-install deals, and six+ Android app stores in China — sees Android in-app purchase revenue lagging iOS by roughly 20:1. Android drives installs but not LTV. This means CPI limits for paid Android campaigns must be drastically lower, and every platform spend (tooling, MMP data points, engagement) must be weighed against dramatically smaller per-user revenue.