Adjust and Liftoff published data last week that showed the cost of acquiring a retail mobile app user who made an initial purchase dropped by 50.6% globally, compared with April 2019. This was due in part to lower CPIs (costsperinstall), but also to greater consumer activity once the users were enrolled. In North America, CPIs actually rose 16.7% year over year, but conversion rates rose even more.
“These companies want direct return on investment [ROI], they want to know costperinstall, so they're really data-driven.”. But not all industries that are turning to influencer marketing during the pandemic are interested in performance. Takumi’s Keane-Dawson noted an increase in activity from finance companies, including retail banks in the US.
In-app, mobile conversion and install fraud may also be perpetrated via:. Human-generated inflation. This method can occur when an ad network pays someone with a mobile device to download an app. For example, an ad network may charge an advertiser a $1.00 costperinstall (CPI). Then, the ad network offers an individual 50 cents to install the app.