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Basic | Overview

How pricing works

Apple Search Ads Basic uses a cost-per-install (CPI) pricing model. Your maximum cost-per-install (max CPI) is the price you set as the maximum amount you’re willing to pay for a customer to install your app. We suggest a max CPI based on what we know about your app and what developers with similar apps are willing to pay to reach the same users. You can use our suggested max CPI, or choose your own. However, we recommend using our suggested max CPI to increase the likelihood of your ad being shown for relevant user searches.