CPLU or the cost of buying a loyal user for Apple mobile devices in August was $4. This is reported in the blog by the analytical firm Fiksu.
Fiksu analysts determine a loyal user by the number of sessions per week. This is someone who launches an app or game at least three times in seven days. In August, the marketing cost of such a user on iOS reached a record $4. This is 36% more than in July and 117% more than in August last year.
CPI, or the cost of acquiring users, on the contrary, decreased. On Android, it fell from $2.73 to $1.91, and on iOS – from $1.43 to $1.32.
Advertisers are finding it increasingly difficult to attract the attention of users. This is indicated, according to Fiksu experts, by two facts – an increase in CPLU simultaneously with a decrease in CPI, as well as the growing popularity of applications that block advertising.
A source: https://www.fiksu.com
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