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 Nov 15th

 

CCPA Compliance Impact

  • California, as an overall percentage of installs, exploded from 4% to over 11% in the days leading up to the US elections. Since then, it has steadily declined to similar levels in late October. Spend % has remained stable for the past two months and sits at 7.7%

CPM

  • Overall CPMs increased week over the week leading into the US elections, retreated for one week, and have since continued to increase as we enter the holiday season. CPMs on Nov 1st sat at $18.84 and now at their highest of $20.06
  • CPM by Geo – Increases are being driven by the US, Canada, UK, and Germany. As expected for this time of the year, US CPMs are the highest of all measured countries, with all Geos/CPMs increasing sharply the past 7 days. All Geos, except the UK, displayed a CPM dip the first week of November and rising since.
  • CPM by Genre Nov 1-15
    • Casual Games: $27.17 – up 45.6% from $18.65
      • CPM in the casual genre has increased at a much higher rate than any other genre over the past two weeks; an eye-watering rate of 45%.
    • Simulation Games: $27.63 – up 38.8% from $19.90
      • Currently at the highest point since early July and vying with Adventure and Casual genres for the highest CPM.
    • Adventure Games: $27.90 – down 9.3% from $30.77
      • Peaked the week of Nov 1. and although down the past two weeks, Adventure remains the highest CPM genre of all categories.
    • Word Games: $11.76 – down 7.3% from $12.68
      • Word Games peaked the week of October 11th and trended downwards until hitting bottom on Nov 8th. Now slightly rebounding from that low, but still among the least expensive of all genres.
    • Puzzle Games: $18.55 – flat from $18.55
      • Puzzles have enjoyed a steady CPM drop since mid-September, hitting a low on Nov 8th and just slightly curling back up this week to equal the CPM recording on Nov 1st.
    • Card Games: $5.59 – up 3.9% from $5.38
      • Peaking Sep 13th at over $9, then retreating to $4.25 Oct 25th, Card games have tracked upwards to $5.59 but remain far and away, the lowest CPM of all genres.

CTR

  • CTR has been extremely volatile the past two weeks moving from 0.91% to 0.82% then back to 0.92% week over week. The u-shaped trend was observed across geos, except Spain, which steadily climbed from 1.1% to 1.2% to 1.3% week over week.

CPI

  • Overall, CPI has been steady the past 3 weeks until the past 7 days where increasing holiday CPMs are starting to overpower CTR driving a 14.4% CPI increase.







 

Week Ending October 18th

 

CCPA Compliance Impact

  • Over the past two weeks, both shares of spend and installs were lower in California. Installs were down from 7.94% to 6.7% and the percentage of spend dropped from 8.50% to 7.25%

CPM

  • Overall CPMs have increased the past two weeks in a row from a low of $17.38 in early October to $17.78. Over that same time, Website Conversion CPMs increased by 4.8% from $15.35 to $16.09.
    • As added context, Facebook’s Political Spending has grown significantly over August and September. The pundits expect this spend to continue through the November 3rd election. Political spending has been at an all-time high and CPM’s have remain inflated. Media performance inevitably has suffered and is likely to drive reduced spending from performance advertisers sensitive to ROAS (return on ad spend).
    • Additionally, be on the lookout for a substantial drop in CMPs during the 10-day period starting between the last Amazon shipping day before Christmas through New Year’s Eve. In which retail and eCommerce pull back on their marketing budgets and other mobile app advertisers can take advantage.
  • CPM by Geo – CPM increases are being driven by the US and Canada both rising since October 4th. Expect North American CPMs to remain elevated through the US election and leading into the holiday season. Key Geos DE, FR, IT all lower the past two weeks while UK and ES remain flat.
  • CPM by Genre
    • Casual Games: $16.30 – up 2% from $15.97
      • Casual game CPMs continue to rise and fall. Most recently on an upswing, it’s likely CPM will rise for another week.
    • Simulation Games: $22.58 – up 17.6% from $19.20
      • CPM hit a new record high at $25.03 and has since slightly retreated to $22.58 over the past 7 days. History would lead us to believe another week of CPM reduction in the coming days.
    • Adventure Games: $28.29 – up 8.8% from $25.99
      • Costs remain high for adventure games. CPMs nearly touched the $30 mark on October 11th at $29.62 before sliding to $28.29 on Oct 18th and remaining the highest CPM genre of all categories.
    • Word Games: $13.99 – down 9.8% from $15.51
      • Word Games exploded to $17.60 on Oct 11th before radically dropping to the lowest point since early September at $13.99.
    • Puzzle Games: $18.39 – down 11.3% from $20.47
      • One of the few genres where CPM has either declined or remained flat, we observed a significant drop between October 4th and 11th, then stabilizing through October 18th.
    • Card Games: $6.33 – up 35% from last week $4.69
      • A steady decrease in the past two weeks has taken CPM to the lowest point since mid-July. Card Games remain, by far, the lowest CPM genre and 69% lower than Word Games and 85% lower than Adventure games.

CTR

  • CTR remained flat over the past two weeks from 0.91% to 0.93%. CTR fluctuations are generally slight from week to week, however, Spain and Italy both significantly increased. Spain 1.1% to 1.3% and Italy 0.80% to 1.1% over the past two weeks.

CPI

  • Overall Mobile App Install CPI is slightly down the past two weeks from $11.25 to $11.11. DE $14.98 and the US $14.39 at the top of the range, while ES $5.30 and IT $3.32 consistently drive the highest number of installs per dollar spent.

 

Week Ending October 4th

 

CCPA Compliance Impact

  • Share of CA installs and percentage of spend retreated in the past week from 9.16% to 7.97% of the installs in the U.S. and spend slightly dipped from 8.76% to 8.50%.

CPM

  • Overall CPMs dropped 5.6% from $18.44 to $17.41 over the past week. CPM Mobile App Install decreased from $20.71 to $19.54 which is the first time below $20 since the end of August. Website Conversion CPMs decreased from $15.96 to $15.35 over the same 7-day time period.
  • CPM by Geo – Although CPMs were down overall, there were slight increases in key Geos: DE +8%, UK +7.8% and IT +8%.
  • CPM by Genre
    • Casual Games: $15.97 – down 7% from last week $17.18
      • Since touching bottom at $12.81 in the third week of August, Casual games have gradually increased while oscillating every 7-14 days. The past 7 days were a relief as CPM reduced from $17.18 to $15.97.
    • Simulation Games: $19.20 – up 18.2% from last week $16.24
      • CPM hit an all-time peak of $23.93 in the final week of August then dramatically decreased for two weeks then bolted upwards once again. The past 7 days continued a sharp increase in CPM from $19.20 to $22.72 once again nearing the highest point of the year for the genre.
    • Adventure Games: $25.99 – down 6.6% from last week $27.83
      • Up up up has been the theme for Adventure Games since the start of August. The past 7 days delivered a bit of CPM relief of about $2, but CPMs overall remain $10 higher than they were 2 months ago.
    • Word Games: $15.51 – up 4.6% from last week $14.83
      • Word Games remaining stable after a slight increase over the past week. Overall, Word Games have been one of the most stable genres since early August.
    • Puzzle Games: $20.47 – steady from last week $20.48
      • After peaking the week of September 13th, Puzzle games CPM remain flat over the past two weeks.
    • Card Games: $6.33 – up 35% from last week $4.69
      • An upturn of 35% in CPM the past week has erased all CPM relief seen the week before. Card games remain the lowest CPM of all genres by 50%.

CTR

  • Overall CTR healthy and stable and just slightly down from 0.93% to 0.91% over the past week. All key Geos trending slightly downward except the FR and IT.

CPI

  • Mobile App Install CPI increases overall are 3.5% and are split across key geos. European geos, FR, IT, DE, ES are up, while the UK And North American countries the US, CA are down over the past week.

 

 

Week Ending September 27th

 

 

CPM

  • Overall CPMs remain stable with a small increase of 1.3% over the past seven days. CPM Mobile App Install increased from $20.55 to $20.71 and Website Conversion CPMs increased from $15.11 to $15.98.
  • CPM by Geo – All key Geos DE, CA, ES, FR, UK, IT displayed a slight decline in CPM, except for the United States where we tracked a small lift of 1.4% increasing from $22.68 to $23.00.
  • CPM by Genre
    • Casual Games: $17.18 – up 28.1% from last week $13.41
      • The biggest mover over the past seven days, Casual Games again picking up steam after four weeks of relative stability.
    • Simulation Games: $19.20 – up 18.2% from last week $16.24
      • CPM sharply dropped from Aug 30 – Sep 16 but are again nearing the $20 mark after back-to-back weeks of CPM increases.
    • Adventure Games: $27.83 – up 3% from last week $27.01
      • Adventure Games CPM above $25 for the third consecutive week. This is the most volatile genre where we have seen CPM continue to climb in aggressive bursts, followed by 2-3 weeks of stability. History would say to prepare for another CPM bump in the coming week.
    • Word Games: $14.83 – up 7.8% from last week $13.76
      • Word Games are generally stable, holding close to the $15 mark since the start of August.
    • Puzzle Games: $20.48 – steady from last week $20.51
      • Holding steady the past seven days is an encouraging sign from a genre that soared from $13 in late July to $24 in mid-September and now back to the $20 range.
    • Card Games: $4.69 – down 19.8% from last week $5.85
      • The least expensive of the genres, Card Games have returned to the lowest CPM level observed since July.

 

CTR

  • Overall CTR is healthy and up from 0.89% to 0.93% over the past week. All key Geos trending upwards except the UK declining from 0.90% to 0.80%.

CPI

  • Mobile App Install CPI up across the board except for the US and Canada. France’s CPI is up 48.5% and Germany’s is up 43.1% since early September while the US is down 11.2% over that same time.

CCPA Compliance Impact

  • The share of CA installs has grown by leaps and bounds. In mid-September, California accounted for just 3% of installs whereas of September 27th, the figure has risen to 9.7%. Contributing to that growth is % of spend which now has broken through the 9% mark.

 

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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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