Mobile App Industry Benchmarks

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Week Ending September 20th:

 

CPM

  • The past two weeks’ overall Mobile App Install CPM is the most stable observed in months. CPM for Website Conversions had been declining since the end of August but now springing back up the past 7 days.

  • CPM by Geo – Aside from Germany increasing throughout September, key Geos US, CA, ES, FR, UK, IT are holding steady.
  • CPM by Genre 
    • Casual Games: $13.41 – down 16.2% from last week $16.00
      • Last week’s slight CPM bump was erased this week as CPMs settled within the range we have observed over the past two months.
    • Simulation Games: $16.24 – up 16.1% from last week $13.99
      • After peaking near $25 on Aug 30th, CPMs have retreated to just above $16.
    • Adventure Games: $27.01 – down 9.3% from last week $29.79
      • Although lower, Adventure still registers as the highest CPM of all Gaming Categories near 2x July levels.
    • Word Games: $13.76 – down 3.3% from last week $14.23
      • Word Games reliably stable since mid-August with a continued CPM decline over the past three weeks.
    • Puzzle Games: $20.51 – down 10.8% from last week $23.00
      • CPM has retreated to late-August levels, but prices are still high overall with Puzzle retaining the second slot once again.
    • Card Games: $5.85 – down 36.2% from last week $9.17
      • High volatility continues to be observed within the Card Games genre. This time in favor of advertisers with CPMs down sharply in the past 7 days.

CTR

  • Overall CTR remained stable and slightly down from 0.90% to 0.89% since last week, with FR traffic declining from 0.90% to 0.70%.

CPI

  • Fueled by US CPIs nearing the $50-mark, overall CPIs rose 32% over the past 7 days from $26.67 to $35.20. With election and holiday season approaching, it is possible that CPI relief in the US is months away.







Week Ending September 13th:

 

CPM

  • Overall CPM rates crested mid-August, dipped between August 16-31, rose again from September 1-7, and flattened out the past 7 days. Much of the CPM rise from August 16-31 can be attributed to Puzzle, Card, and Simulation game genres.
  • CPM by Geo – since peaking mid-August, overall MAI CPMs in the United States have stabilized whereas other key Geos, CA, DE, ES, FR, UK, have continued their CPM climbs into September.

countries cpm

  • CPM by Genre
    • Casual Games: $16.00 – up 16.2% from two weeks ago $13.77
      • Casual games continue their upward trend over the past 4 weeks CPM.
    • Simulation Games: $13.99 – down a massive 41.5% from two weeks ago $23.93
      • Exceptional relief for the genre, now at the lowest mark since late July.
    • Adventure Games: $29.79 – up 29.4% from two weeks ago $23.02
      • After two weeks of stability in the sub-$25 range, Adventure now spikes to near $30 and stands alone as the highest CPMs of all Gaming Categories.
    • Word Games: $14.23 – down 6.7% from two weeks ago $15.26
      • Word Games maintaining stability since mid-August with a continued CPM decline over the past two weeks.
    • Puzzle Games: $23.00 – up 16.9% from two weeks ago $19.67
      • Although stable the past 7 days, Puzzle games continue their upward streak in CPM and take the overall 2nd place slot away from Simulation games.
    • Card Games: $9.17 – up 9.2% from two weeks ago $8.40
      • After an eye-watering 80% increase in mid-August, Card games have mostly stabilized the past three weeks with a slight increase in the month of September.

CTR

  • Overall CTR touched the highest point of the year in the first week of September at 0.95% then pulling back to 0.90% in week two. Much of the CPI increase can be attributed to IT, DE, and FR traffic.

CPI

  • CPIs continue to spike, now breaking through the $30 mark at $30.69. CPI in Italy is at a 4x increase since late July. While the US, Germany, and Spain remain relatively stable, CPIs are markedly up in Canada and the UK over the past two weeks.

 

Week Ending August 30th:

 

CCPA Compliance Impact

  • Share of CA installs from total US has stabilized below 2.8% over the past 7 days. Volatility has been observed in the share of CA spend from total US dropping from 3.6% to 2.4%, then springing up to 3.9% over the course of 6 days.

CPM

  • At the close of August, CPM rates all on the rise except for Casual Games, which has been trending downwards for weeks. With the holiday, election, and back to school trends in the marketplace, it’s reasonable to assume CPMs could continue their upwards creep.
  • CPM By Genre
    • Casual Games: $13.77 – down 4.8% from two weeks ago $14.46
      • WoW increase 8/23 – 8/30 of $12.81 to $13.77. Only the 2nd time in 9 weeks there’s been an upwards bump in CPM.
    • Simulation Games: $23.93 – up 23.7% from two weeks ago $19.34
      • Another aggressive upwards trend, now placing Simulation Games above Adventure with the greatest aggregated CPM.
    • Adventure Games: $23.02 – up 9.5% from two weeks ago $21.02
      • Slight relief in the past 7 days, but overall among the highest CPMs of all Gaming Categories.
    • Word Games: $15.26 – down 6.03% from two weeks ago $16.24
      • Word Games demonstrating stability throughout August with a gentle decline over the past two weeks.
    • Puzzle Games: $19.67 – up 26% from two weeks ago $15.61
      • The most dramatic percentage increase in all categories was magnified the past 7 days and has elevated the category to its highest point of the year.
    • Card Games: $8.40 – up 79.5% from two weeks ago $4.68
      • A titanic increase of 80% in the past two weeks with an overall increase of 38.2% over the month of August. Although Card Games remains the lowest CPM of all categories, the impact of post-COVID CPM is felt the same.

CTR

  • Oscillating weekly over the past two weeks, CTRs reached their 2nd-highest peak of Q3 at 0.87% then retreating to 0.82% the following week.

CPI

  • CPI has increased rapidly in lockstep with CPMs. As of August 30th, aggregate CPMs at 3x the level of late Q2; much of which attributed to a massive CPI surge of 4x over the course of August in the United States.

Week Ending August 16th:

 

CCPA Compliance Impact

  • Share of CA installs from total US dropped over 50% after weeks of stability from around the 5.25% mark to just 2.5% over the past 3 days – possibly due to severe weather conditions and rolling blackouts throughout the state.  However, the share of CA spend from total US has increased slightly around the same time frame, from around 4.25% to over 5.5% yesterday.

CPM

  • Halfway through August, CPM rates are back on the rise across most categories
  • CPM By Genre
    • Casual Games: $14.46 – down 3.1% from last week $14.92
      • Continued downward trend that started about 8 weeks ago, but the drop is continuing to dissipate week-on-week, following several weeks of double-digit percentage drops. This may still be an indication of a longer-term shift in auction market prices’ amplitude from $25 to around $20.
    • Simulation Games: $19.34 – up 12.3% from last week $17.22
      • In a break from the relative price stability of the past 8 weeks, this is a marked upwards trend toward highs not seen since Q1.
    • Adventure Games: $21.02 – up 28.7% from last week $16.33
      • In a break from the relative price stability of the past 8 weeks, this is a marked upwards trend toward highs not seen since Q1.
    • Word Games: $16.24 – up 25.8% from last week $12.91
      • In a break from the relative price stability of the past 10 weeks, this is a marked upwards trend toward highs not seen since Q1.
    • Puzzle Games: $15.64 – up 14.6% from last week $13.65
      • In a break from the relative price stability of the past 8 weeks, this is a marked upwards trend toward highs not seen since Q1.
    • Card Games: $4.68 – down 7.3% from last week $5.05
      • A continued shift in trend after a 10-week high spike just 2 weeks ago, dropping back below the $5 mark, where rates for the category have been stable throughout most of Q2-Q3.

CTR

  • Following on last week’s peak 6-week high of 0.85%, CTRs appear to continue to trend around a lower rate average of under 0.85%, with a marked drop this past week all the way below 0.8% – the lowest point in Q3 to date

CPI

  • CPI continues to climb at an exponential rate, shooting up over 151% in August, after several volatile weeks – a roaring return to pre-COVID rates not seen since Q1
  • Generally speaking, CPI was trending upwards in 6-8 week stretches ever since rates plummeted when quarantine measures had first been enforced throughout most of the developed world in mid-March
    • Pre-COVID: over $15
    • 6 weeks between Mid-March and late-April: $8
    • 8 weeks between early-May and early-July: $10
    • July: around $10.50, potentially indicating another uptick in CPI
    • August: Now over $25, a massive increase in rates – even beyond our most aggressive forecast for Q3
  • It appears that this is indeed a return in full force to pre-COVID rates, indicating a massive shift from the relatively stable rates of the past 5 months.

Week Ending August 9th:

 

CCPA Compliance Impact

  • Share of CA installs from total US continues to stabilize around 5.25% over the past 10 weeks, while share of CA spend from total US is has been stabilizing at around 4.5% over the past 8 weeks.

CPM

  • 30% of the way into August, CPM trends suggest a less-volatile “new normal” for key gaming genres, following a highly dynamic Q2 auction market
  • CPM By Genre
    • Casual Games: $14.92 – down 6.9% from last week $16.02
      • Continued downward trend that started about 6 weeks ago, beginning to ease into a single-digit percent drop week-on-week, following several weeks of double-digit percentage drops. This may be an indication of longer-term amplitude in auction market prices around a lower average cost than $25 – now estimated at $20 – indicating a mid- to long-term shift toward a lower price point for CPM in this category.
    • Simulation Games: $17.22 – up 21.0% from last week $14.23
      • Price amplitude seems to anchor around $16, with relatively minor changes week-on-week for the past 8 weeks. 
    • Adventure Games: $16.33 – up 3.9% from last week $15.71
      • Continued stability in prices, suggesting a relatively narrow amplitude anchored around the $16 mark, following a volatile Q1, where rates fluctuated between highs above $20 and lows below $10.
    • Word Games: $12.91 – up 0.9% from last week $12.79
      • Apparent peak in pricing reached, suggesting a potential drop in the coming weeks back towards $8, assuming an amplitude anchored around an average of about $10 based on CPM behavior over the past 9 weeks.
    • Puzzle Games: $13.65 – up 6.7% from last week $12.79
      • Continued stabilization, averaging around $13.5 over the past 6 weeks
    • Card Games: $5.05 – down 16.8% from last week $6.07
      • A shift in trend after last week’s 10-week high spike, dropping back toward $5 mark.

CTR

  • In a departure from the relative stability of the past 4 weeks, CTR climbed to a 5-week high of 0.85%. The coming weeks will provide more robust indication of whether this is a continued upwards trend toward Q2 highs of 0.9%, or whether CTRs will continue to trend around a lower rate average of under 0.85%

CPI

  • CPI continues to climb at an exponential rate, shooting up +87% within just 2 weeks after several volatile weeks – a roaring return to pre-COVID rates not seen since March
  • Generally speaking, CPI was trending upwards in 6-8 week stretches ever since rates plummeted when quarantine measures had first been enforced throughout most of the developed world in mid-March
    • Pre-COVID: over $15
    • 6 weeks between Mid-March and late-April: $8
    • 8 weeks between early-May and early-July: $10
    • July: around $10.50, potentially indicating another uptick in CPI
    • August: Now close to $19, a massive increase in rates – even beyond our forecast for Q3
  • It remains to be seen whether this is a return in full force to pre-COVID rates, or local maximum that will dissipate back towards the $12-$14 mark

Week Ending August 2nd:

 

CCPA Compliance Impact

  • Share of CA installs from total US continue to stabilize into the first few days of August, but share of CA spend from total US seems to be dropping over the past few days, reaching 4.3% – the lowest share of spend in 2 weeks

CPM

  • As we go into August, CPM trends suggest a less-volatile “new normal” for key gaming genres, following a highly dynamic Q2 auction market
  • CPM By Genre
    • Casual Games: $16.02 – down 17.3% from last week $19.37
      • Continued downward trend that started about 5 weeks ago. The next 2 weeks will indicate whether this is a significant change in how the auction market prices this category’s CPMs, or whether it’s a wider amplitude around an average cost of approx. $25
    • Simulation Games: $14.23 – up 2.2% from last week $13.93
      • Continued stability around the $15 mark, with relatively minor changes week-on-week for close to 2 months now
    • Adventure Games: $15.71 – down 6.4% from last week $16.79
      • Following a volatile Q1, where rates fluctuated between highs above $20 and lows below $10, the past few weeks suggest a narrower amplitude anchored around the $16 mark
    • Word Games: $12.79 – up 44.4% from last week $8.86
      • A significant spike in costs, potentially suggesting a wider amplitude around an average of about $10 over the past 8 weeks
    • Puzzle Games: $12.79 – down 10.4% from last week $14.27
      • Volatility continues to dissipate, averaging around $13.5 over the past 5 weeks
    • Card Games: $6.07 – up 35.8% from last week $4.47
      • A significant spike after several weeks of calm waters, crossing the $5 mark for the first time in 10 weeks

CTR

  • Continued stability throughout the past 4 weeks, normalizing around 0.8%, following a highly volatile Q2 that oscillated between 0.68% and 0.98%

CPI

  • CPI skyrocketed +40% after several volatile weeks – a roaring return to pre-COVID rates not seen since mid-March
    Generally speaking, CPI was trending upwards in 6-8 week stretches ever since rates plummeted when quarantine measures had first been enforced throughout most of the developed world in mid-March

    • Pre-COVID: over $15
    • 6 weeks between Mid-March and late-April: $8
    • 8 weeks between early-May and early-July: $10
    • July: around $10.50, potentially indicating another uptick in CPI
    • August: Over $14.5, a massive increase in rates – even beyond our forecast last week
  • It remains to be seen whether this is a return in full force to pre-COVID rates, or whether it’s a local maximum that will dissipate back towards the $12 mark

Week Ending July 26th Highlights:

 

CCPA Compliance Impact

  • Share of CA installs from total US appears to have fully recovered from July 1, bouncing back from a low 0.34% July 4 to a high of 6.62% July 22 – well within the state’s 5%-7% share of US installs in June.

CPM

  • As we wrap up July, CPM trends suggest a less-volatile “new normal” for key gaming genres, following a highly dynamic Q2 auction market.
  • CPM By Genre
    • Casual Games: $19.37 – down 14.7% from last week $22.71
      • Past 3 weeks averaging $20 vs. $25-30 in Q2
    • Simulation Games: $13.93 – down 5.9% from last week $14.8
      • Past 3 weeks averaging $15 vs. a volatile Q2 that swung between low of $6.51 and high of $17.73
    • Adventure Games: $16.79 – up 6.6% from last week $15.75
      • Only genre that isn’t anchoring around a new normal in Q3 yet. Trending up above $15 over the past 3 weeks, towards pre-COVID rate of around $20, after falling below $10 in Q1
    • Word Games: $8.86 – up 12.7% from last week $7.86
      • Past 3 weeks averaging $10 vs. a volatile Q2 that saw rates oscillate between $10-$18, following a pre-COVID peak of $22.54
    • Puzzle Games: $14.27 – up 3.6% from last week $13.77
        • Past 3 weeks averaging $15 – a steady 100% rise in rates compared with early-Q2 average of around $7.50
    • Card Games: $4.47 – up 21.8% from last week $3.67
      • Past 3 weeks averaging $4 vs. a volatile Q2 that swung between low of $1.95 and high of $7.36

CTR

  • Past 3 weeks normalizing around 0.8%, following a highly volatile Q2 that oscillated between 0.68% and 0.98%.

CPI

  • CPI continues to display high volatility over the past 3 weeks, spiking back up to $10.73 from $9.60 last week – almost back to 4-month high of $11.05 recorded in early July, but still far below pre-COVID rates of $15 plus in early March.
  • This is an interesting trend as it contradicts most other metrics, which presented a reduction in volatility throughout July; especially when considering that CPI was relatively flat throughout May-June at around $10.
  • Generally speaking, It appears that CPI is trending upwards in 6-8 week stretches ever since rates plummeted when quarantine measures were first enforced throughout most of the developed world in mid-March.
    • Pre-COVID: over $15
    • 6 weeks between Mid-March and late-April: $8
    • 8 weeks between early-May and early-July: $10
    • Past 3 weeks to-date: $10.50, potentially indicating another uptick in CPI

Week Ending July 19th Highlights:

CCPA Compliance Impact

  • As more companies accept the LDU flag, %CA installs continued their recovery, from a low 0.34% July 4th to 4.82% July 19, having trended between 5%-7% in June

Early Q3 CPM trends suggest auction market recovering from impact of COVID-19

  • CPMs are creeping up above Q2 levels to the same level as early-March, prior to COVID-19 shocks

CPM By Genre

CTR

  • Holding steady week on week at 0.82%
  • Down from July 5 high of 0.93%

CPI

  • After peaking last week at $11.05 – the highest figure since the eruption of the COVID-19 pandemic in mid-March – CPIs dropped back down below the $10 mark for the first time in 4 weeks
  • $9.88 average through the week ending of July 18

Week Ending July 12th Highlights:

CCPA Compliance Impact

  • %CA installs have somewhat recovered from a low 0.34% July 4th, up to 2.6% July 14 as companies accept LDU flag

Q2 CPMs Spike To Close The Quarter

  • $14.25 – CPMs are back down to the same level as May 1o ($14.45)

CPM By Genre

Week Ending July 5th Highlights:

CCPA Compliance Impact

  • Starting July 1, 2020, for some networks, there was a significant global reduction in % of installs being tracked from California from 6.15% contribution down to 0.34% and a corresponding drop in the % of spend from California from 5.51% down to 0.38%.  Do these CCPA compliance challenges foreshadow an IDFA Armageddon with iOS 14?

Q2 CPMs Spike To Close The Quarter

  • If you broaden the time frame on the graphs below, you’ll see that March CPMs have almost fully recovered from a high back in February of $18.04, they plunged down due to COVID-19 impacts to $10.17 and now back up to $16.97 as we close out Q2, 2020

CPM By Genre

  • Casual Games: $26.95 – down 12.6% from 2-month high of $30.84
  • Simulation Games: $15.65 – down 11.7% from $17.73, which was the highest CPM for this genre since March 15 (pre-COVID)
  • Adventure Games: $16.75 – down 14.3% from $19.54
  • Word Games: $12.60 – down 19.2% from a 2-month high of $15.60
  • Puzzle Games: $12.84 – down 5% from $13.51
  • Card Games: $3.52 – down 21.2% from $4.49

CTR

  • 0.97% Pre-COVID levels
  • 0.68% Dropping to a low during the first two weeks of April
  • 0.93% Recovered up to end Q2
  • 0.87% Down a bit as we start July, we believe this may be related to CCPA compliance hurdles

CPI

  • $15.71 blended CPI as of March 8, 2020
  • $7.20 dropped to a low around March 22, 2020
  • $11.81 CPIs have recovered but still has a ways to go to fully get back to pre-COVID number

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Nothing stated here is legal advice. It is provided for your information and convenience. You should work closely with legal and other professional advisors to determine exactly how GDPR, CCPA, or any other laws may or may not apply to you.

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