Cost per install for mobile apps rose in July as advertisers targeted the right audiences.
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Mobile ad costs rise as marketers pay more to target the right audiences

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

The cost per install (CPI) for acquiring mobile users rose in July, showing that marketers are willing to pay more to get ads in front of the right audiences.

Fiksu, a mobile-marketing firm in Boston, reported that its data for July also showed that the cost to acquire loyal users (CPLU, or the cost for users that open an app at least three times) dropped 7 percent from the previous month to $2.98. But that amount was still 51 percent higher than a year ago, and that shows that it is costing more and more to get users for mobile apps and games.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.