Fiksu’s new indexes show converging iOS and Android app marketing costs in January

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By Brandy Shaul Comment

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User acquisition and marketing company Fiksu has unveiled two new indexes, aimed at helping marketers analyze mobile app advertising and user engagement. The company’s newest indexes measure the Cost per Install of mobile applications on iOS and Android, as well as the Cost per App Launch on both platforms.

After a year of fluctuations, Fiksu’s January data saw marketing costs converge across platforms, sitting at just $0.16 per app launch on both iOS and Android. The last time iOS and Android shared the same figure was in February 2013, with Fiksu saying this rare equalization was likely the result of a normalization in advertising budgets, after the skewed spending seen during the holiday season.

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Meanwhile, Fiksu’s Cost per Install (CPI) index measured the cost per app install directly attributed to advertising. The CPI Index for Android dropped 29 percent from December 2013, from $1.80 to $1.27. However, iOS costs increased 13 percent over the same time period, from $0.88 in December to $1.01 in January.

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“Today’s savvy app marketer is looking to achieve two things: 1) cost-efficiently acquire new users and, 2) drive engagement and repeat app usage,” says Micah Adler, CEO of Fiksu. “By benchmarking the cost of both installs and app launches, our new Fiksu Indexes provide two distinct points of analysis, helping app marketers fine-tune their strategies and spending.”

“Furthermore, with our granular side-by-side analysis of iOS versus Android and games versus general apps, we’re helping them drill down a level to understand the distinct nuances of marketing on different platforms and to different user bases.”

Fiksu has also released the results of its previously existing indexes. The Cost per Loyal User index, for instance, saw a three percent increase to $1.80 in January. Finally, the App Store Competitive Index held steady at 6.4 million downloads per day, for an increase of six percent year-over-year. The App Store Competitive Index measures the average number of daily downloads for the top 200 free iPhone apps in the US.

More information on Fiksu’s two new indexes is available on the company’s website.

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