iGaming Funnel
C2I
Click to Install — the share of ad clicks that turn into app or PWA installs, the first funnel-step metric after the click in in-app and PWA iGaming.
C2I measures how well the step between the ad click and the install performs: lots of clicks but few installs means the store page or PWA does not earn trust or loads badly. It is the first place to look when a campaign spends but nothing lands, because everything downstream (registration, deposit) depends on the install happening first.
A healthy click-to-install for iGaming app and PWA traffic usually sits around 20 to 30%, below that the fix is the install page and its trust signals, not the ad. Buyers read C2I before blaming the creative: strong CTR with weak C2I is a landing problem, and judging only by FTD hides exactly which step is cracked.
In buyer speech
“CTR is great but C2I is under 15%, the PWA store page isn't earning the install, fix that before we touch the creative.”