Mobile App Industry Benchmarks

Ever wonder how your mobile game or app KPIs perform vs industry benchmarks? We’ve released our “Mobile App Industry Benchmarks” dashboard and it is 100% FREE. You can uncover your performance vs competitors and see KPIs like CTR, CPM, CPC, CPI, IPM, Conv%, country breakdowns, and much more.  To get full access to all industry benchmarks, please register for a free AdRules account.

Mobile App Industry Benchmarks

Ever wonder how your mobile game or app KPIs perform vs industry benchmarks? We’ve released our “Mobile App Industry Benchmarks” dashboard and it is 100% FREE.  You can uncover your performance vs competitors and see KPIs like CTR, CPM, CPC, CPI, IPM, Conv%, country breakdowns, and much more.  To get full access to all industry benchmarks, please register for a free AdRules account.

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 bullish 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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Please reach out to sales@ConsumerAcquisition.com if we can help with creative strategy or media buying on Facebook and Google.

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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