Overall Performance Metrics
Mobile Ad Performance Benchmarks, Worldwide
Geography:
Mobile Apps
Performance Metrics
Retention Rates
Sessions per User
Click-to-Install Rate
Cost per Click (CPC)
Cost per Install (CPI)
Cost per Mille (CPM)
Clickthrough Rate (CTR)
Fraudulent Install Rate
Retention Rates
Retention Rates, by Platform
Fraud Share
Retention Rates
Mobile Content
Mobile Content Metrics
Mobile Display
Overall Performance Metrics
In-View Rates
In-View Times
Mobile Search
Referral Share, by Search Engine
Mobile Spending Share
Mobile Social
Referral Share, by Social Network
Mobile Video
Overall Performance Metrics
Geography:
Worldwide
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Mobile App Performance Metrics, Worldwide

TimeframeQ4 2018Q1 2019Q2 2019Q3 2019Q4 2019
Cost per mille (CPM)
$3.81
$3.15
$3.50
$3.08
$3.16
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Cost per install (CPI)
$1.88
$1.59
$1.61
$1.52
$1.37
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Cost per click (CPC)
$0.19
$0.17
$0.19
$0.19
$0.16
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Clickthrough rate (CTR)
1.26%
1.21%
1.24%
1.27%
1.40%
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Click-to-install rate
1.59%
1.90%
2.38%
2.45%
2.73%
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Fraudulent install rate
8.43%
6.54%
4.97%
4.25%
4.49%
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Source: Adjust

Note: represents activity on Adjust's platform, broader industry metrics may vary

Additional Note: clickthrough rate = ratio of clicks to impressions on an advertising campaign; click-to-install rate = number of clicks an ad receives against the number of eventual installs; cost per mille = average cost of every 1000 impressions on a single ad; cost per click = average cost of every time a user clicks on an ad; cost per install = average cost to acquire a single paid install from an individual user; fraudulent install rate = total percentage of installs tracked which are known to be fraudulent

Methodology: Data is from Adjust's Global Benchmarks 2.0. More than 4 billion app installs across 7,000 apps were analyzed on Adjust's platform from January 1, 2018 to December 31, 2019. Adjust is an attribution and analytics provider for mobile apps.