Mobile User Acquisition: How top publishers get the best users for less money

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How do you get the best mobile users?

To answer that question, we surveyed 731 mobile developers with over a billion users among them. We also studied data summarizing the results of almost 14 billion mobile ads, and talked to leading user acquisition experts.

What we learned:

  • Current average UA costs in 52 categories

  • Current UA costs for quality users

  • Why UA costs are only going to go up

  • The top user acquisition partners you need to be working with

  • Why IP licensing for branded games/apps is so white-hot right now

  • The key differences between mobile-first and conventional company app marketers

  • Why cost-per-install is dead

  • Why old-school is great and email is hot

  • How far ahead Facebook really is

  • How many UA partners is best

  • Why timing matters for UA campaigns

  • The UA costs and revenue for the top 15 grossing iOS and Android apps

  • How to maximize organic installs

Use this report to guide your user acquisition efforts, to help you choose the right UA partners, and to ensure that your costs are in line with industry standards -- or better.


Mobile user acquisition is vastly different for mobile-first companies that are focused on acquiring new users for their apps, and conventional companies who are focused on both converting existing customers into mobile users, and adding new mobile customers. This report shows those differences, and what's working for each category.

Companies covered:

  • Aarki
  • AdColony
  • Adobe
  • Ampush
  • Applovin
  • AppFlood
  • Appia
  • AppLift
  • Appnext
  • Appsfire
  • BadgeMedia
  • Chartboost
  • Everbadge
  • Facebook
  • Fiksu
  • Yahoo
  • Fyber
  • Get It Mobile
  • Glispa
  • Google
  • Grow Mobile
  • Iddiction
  • InMobi
  • Liftoff
  • MdotM
  • MIdverse Studios
  • Millenial Media
  • Mnectar
  • MotiveInteractive
  • NativeX
  • Supersonic
  • Tapjoy
  • Taptica
  • Torqmo
  • TrialPay
  • Twitter
  • Unity Ads
  • Voxel
  • Vungle