Mobile App Acquisition Costs & Engagement Rates
Mobile Ad Performance Benchmarks, Worldwide
Geography:
Mobile Apps
Acquisition Costs & Engagement Rates
Retention vs. Abandonment Rates
Mobile Apps, by Region
Cost per Install
In-App Purchase Costs & Engagement Rates
Purchase Costs & Engagement Rates
Reservation Costs & Engagement Rates
Subscription Costs & Engagement Rates
Mobile Apps, by Gender
Acquisition Costs
Engagement Rates
Mobile Apps, by Category & Gender
Cost per Install
Cost per Registration
Install-to-Registration Rates
Mobile Apps, by OS
Acquisition Costs
Engagement Rates
In-App vs Mobile Web
Mobile Programmatic Ad Spending Share
Mobile Content
Mobile Content Metrics
Mobile Display
Overall Performance Metrics
In-View Rates
In-View Times
Mobile Search
Referral Share, by Search Engine
Paid Search CTR
Mobile Social
Referral Share, by Social Network
Mobile Video
Overall Performance Metrics
Geography:
Worldwide
 
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Mobile App Acquisition Costs & Engagement Rates, Worldwide
TimeframeApr 2017May 2017Jun 2017Jul 2017Aug 2017
Acquisition Costs
– Cost per install
$3.76
$4.01
$3.91
$4.17
$4.08
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– Cost per registration
$7.80
$8.41
$8.76
$9.75
$8.22
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– Cost per reservation
$29.81
$27.88
$26.23
$29.67
$28.98
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– Cost per purchase
$75.36
$78.51
$40.63
$46.09
$53.11
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– Cost per in-app purchase
$89.99
$95.20
$81.32
$89.73
$74.93
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– Cost per subscription
$159.07
$145.59
$166.72
$142.03
$148.01
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Engagement Rates
– Install-to-registration rate
48.15%
47.63%
44.66%
42.80%
49.67%
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– Install-to-reservation rate
12.60%
14.37%
14.91%
14.06%
14.08%
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– Install-to-purchase rate
4.98%
5.10%
9.63%
9.05%
7.69%
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– Install-to-in-app-purchase rate
4.17%
4.21%
4.81%
4.65%
5.45%
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– Install-to-subscription rate
2.36%
2.75%
2.35%
2.94%
2.76%
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Source: Liftoff

Note: represents activity on Liftoff's platform, broader industry metrics may vary

Additional Note: acquisition costs represents the average cost to acquire a new user from a paid app install campaign who then completes the action; engagement rates represent the percentage of app installers who complete each action in the app; registration = creates an account; reservation = makes a reservation (for a flight, dinner, hotel or car sharing service); purchase = completes a first purchase; in-app purchase = completes a first purchase using a mobile game app; subscription = subscribes to a paid service (includes dating, gaming, finance and shopping apps)

Methodology: Data is from the October 2017 Liftoff report titled "2017 Mobile App Engagement Index: User Acquisition Trends and Benchmarks." Liftoff analyzed activity on its platform, covering 120 billion ad impressions, 1.31 billions clicks, 41.8 million events and 30.5 million app installs between September 1, 2016-August 30, 2017 across 6 app categories: dating, finance, gaming, shopping, travel and utility. EMEA accounted for 36.1% of impressions, followed by Latin America (27.1%), North America (25.1%) and Asia-Pacific (11.6%). Liftoff is a provider of mobile app marketing and engagement services.