CTR on iOS has increased 5 times over the past year

In a report last March, the Fiksu analytical company talked about the dynamics of the cost of a loyal user and the total number of daily downloads from the American App Store.

Over the last couple of months, the type of data that Fiksu shares has changed a lot. If a year ago the company showed only the number of daily downloads and the cost of a loyal user on a monthly basis, now other information has appeared. But before we move on to new types of data, let's take a look at the traditional metrics that the company collected last March from the American App Store. 

App Store Competitiveness Index (iPhone US)

The competitiveness index reflects the total number of daily downloads of Top 200 applications. In this case, we are talking about daily downloads from the American App Store. As you can see below, compared to February, they increased by 4% and amounted to 7.1 million (an increase of 41% compared to the same period last year). This is an all-time record. 

The cost of a loyal user (iPhone US)

But the cost of a loyal user (the one who logged into the application three or more times) began to fall by the summer. At the end of March, it amounted to $1.45. 

As for the new data, Fiksu now also shares CPI and CPAL. And not only on the App Store, but also on Google Play.

The cost of each download is CPI (App Store and Google Play US)

In contrast to the cost of a loyal user, the price of downloading to iOS increased by the end of March. However, the growth turned out to be quite insignificant. As for the cost of installing on American Android, on the contrary, it was falling. 

The cost of each launch is CPAL

The Cost per App Launch index tracks the cost of each launch of an installed application. When calculating it, Fiksu focuses on the level of engagement and LTV of mobile users. 

Despite the higher cost of installing the app on Android, the launch cost is significantly higher on iOS: $0.17 versus $0.10. 

The following is also interesting: if the dynamics of CPAL on Android roughly coincides with CPI, then the fluctuations of CPAL on iOS are of the opposite nature compared to CPI.

Yes, according to the company's analysts, CTR on iOS reached record levels in March. It turned out to be five times more CTR for the same period last year. It also turned out to be three times larger than the one on Android.

In Fiksu, this is attributed to four factors:

• Improved targeting;
• Improvement of advertising formats;
• Improving the quality of the advertising itself;
• Improving the average quality of applications. 

A source: http://www.fiksu.com/