Fiksu measures the cost of user acquisition.
Categories

Fiksu: iOS marketing costs fell 7% in May but Android rose 28%

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

iOS marketing costs fell 7 percent from the previous month in May, but May marketing costs rose 28 percent on Android as the platforms continue to diverge when it comes to user-acquisition campaign costs, according to mobile marketing firm Fiksu DSP.

The iOS data shows that mobile marketers are becoming savvier about creating efficient marketing campaigns for apps and games, Fiksu DSP said. More marketers are launching video ad campaigns that efficiently target the right users, and that is driving down the cost per purchaser (CPP), a measure of the cost of acquiring users who make purchases in games or mobile apps.

Unlock premium content and VIP community perks with GB M A X!
Join now to enjoy our free and premium membership perks.
Join Now
Already a member? Sign in
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.