After receiving a great response to the launch of Adjust’s free Global Benchmarks, we’re excited to launch version 2.0 - now with more metrics and data than ever before. Designed to help mobile marketers and app publishers better understand the mobile marketing landscape, the tool gives them the data they need to optimize performance.
Based on Adjust’s aggregated database, the benchmarks analyze a combined total of over 7,000 apps and billions of installs. It’s a one-stop shop that allows marketers to get the latest data on mobile app performance - from average CPI to distribution of fraud types - and it’s also the first tool of its kind to make specific KPIs, such as session data, publicly available.
What’s included in the update?
This time around, we have fresh data from Q2 and Q3 of 2018, and five new metrics - Click Through Rate (CTR), Conversion Rate from Click to Install, Cost per Mille (CPM), Cost per Click (CPC), and Distribution of Fraud Types. This is in addition to the original metrics, which count Retention Rates, Cost per Install (CPI), Sessions per User and Rates of Fraudulent Installs.
From there, users can slice and dice the data by quarter, vertical, acquisition type (organic versus paid), platform (iOS versus Android), and region. The latter covers Europe, Asia & Pacific, North America, Latin America and Africa & the Middle East.
This level of customization means marketers can create tailored reports, helping them to understand how their mobile marketing stacks up against the competition. Best of all, it’s completely free - saving you from having to purchase expensive reports which might not be relevant enough.
Commenting on the update, Christian Henschel, Co-founder and CEO at Adjust, said: “All mobile marketers want to improve their apps’ performance, but finding the right data to inform marketing decisions can be a time-consuming and costly process. Adjust’s Global Benchmarks 2.0 provides the insights needed to make smart, data-driven decisions, and after receiving great feedback from the industry on the launch, we’re very pleased to share expanded metrics and fresh new data with this second version”.
A preview of our findings
Data from the Global Benchmarks shows that retention rates continue to drop. A day after installing an app, over three-quarters (79%) of users won’t open it again - and a week later, that number stands at 89%. As the opportunity to retain users shrinks, the data highlights the importance of creating a better user onboarding experience.
We’ve also worked to show the distribution of different fraud types, shedding light on fraudsters’ preferred methods, and the data shows a rise in fraudulent activity. SDK Spoofing has gained in popularity, and now makes almost a quarter (24%) of all mobile ad fraud. Click Injection accounts for almost half (47%), followed by Click Spam (24%), while Fake Users come in at 6%.
To make your own conclusions, head over to the Global Benchmarks here.
Adjust’s Global Benchmarks 2.0 forms part of our wider mission to bring education and transparency to the mobile marketing ecosystem. The many resources and events we produce - such as our ebooks, glossary or bi-annual Mobile Spree conferences - aim to empower industry players to tackle the most pertinent challenges faced in the market, including the rise of ad fraud - and give marketers the insights they need to scale their app.