User acquisition costs rise as Apple’s bot crackdown drops downloads, says Fiksu
The cost of acquiring a loyal user on iOS rose to $1.31 in February, but download volumes didn’t keep pace, dropping for the first time in six months — likely a reflection of Apple’s bot crackdown.
According to Fiksu, a Boston-based company that helps developers find new users by mediating between ad networks, user acquisition costs rose 15 percent in February, up $0.17 from January’s eight month low of $1.14.
The company attributed the jump in spending required to acquire a loyal user — defined as one that will open an app at least three times — to advertisers ramping up their campaigns again after a post-holiday freeze.
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