CPI or cost per install campaigns are focused on retaining users past the initial click and encouraging them to engage routinely with your game. CPI campaigns rely on ROI-based marketing, user quality, payer percentage, and other KPIs.
CPC or cost per click campaigns generally focus on brand exposure and may not explore user actions past the initial click. CPC campaigns are helpful when you're trying to "get the word out" about your game.
You might also like...
- Advertising campaigns: Everything you need to show off your games to the best possible audience