Android app marketing costs dipped a lot in February.
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Android app user acquisition costs dipped 43% in February

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Mobile user acquisition costs on Android took a 43 percent dip in February, according a report from mobile marketing firm Fiksu DSP.

Specifically, costs per purchaser fell 43 percent, resulting in the best value for performance seen in more than a year. Cost per purchaser on iOS fell by 2 percent in February, compared to January. CPP is cost per purchaser, which refers to the incremental cost of each user that makes a purchase.

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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.