Paid Media Benchmarks for Mobile Apps - October 2023

Data is based on sample of 4000 companies by Varos. For all data in real time, click here.

KPIs on Meta Ads

  • Metrics
  • Mobile Apps
  • Beauty Industry
  • CPM
  • $13.6
  • $14.2
  • ROAS
  • 0.8%
  • 0.8%
  • Conversion Rate
  • 4.4%
  • 3.7%

Insights:

  • CPM for Mobile Apps was $13.6 in October 2023. That is a 24% decrease as compared to October 2022, and a 8% increase as compared to September 2023.
  • ROAS for Mobile Apps was 0.8% in October 2023. That is a 8% decrease as compared to October 2022, and a 2% increase as compared to September 2023.
  • Conversion Rate for Mobile Apps was 4.4% in October 2023. That is a 5% decrease as compared to October 2022, and a 2% increase as compared to September 2023.

Want more stats on the typical CPC range on each ad platform? Click here.

About These Paid Media Benchmarks

Delve into the Mobile Apps industry with our comprehensive Paid Media Benchmarks for September 2023. Backed by an extensive sample of 4000 companies analyzed by Varos, this report reveals crucial KPIs for Meta Ads, Google Ads, and TikTok Ads. Discover the average CPM across various paid media platforms over the past year and unravel CPM trends within the mobile apps sector, analyzed by company spend level and average order value (AOV). This invaluable data allows you to position your app optimally in the saturated mobile market.

KPIs on Google Ads

  • Metrics
  • Cosmetics
  • Beauty Industry
  • CPM
  • $12.1
  • $11.5
  • ROAS
  • 1.0%
  • 1.1%
  • Conversion Rate
  • 4.1%
  • 4.1%

Insights:

  • CPM for Mobile Apps was $12.1 in October 2023. That is a 8% decrease as compared to October 2022, and a 8% increase as compared to September 2023.
  • CTR for Mobile Apps was 1.0% in October 2023. That is a 29% decrease as compared to October 2022, and a 9% increase as compared to September 2023.
  • Conversion Rate for Mobile Apps was 4.1% in October 2023. That is a 18% decrease as compared to October 2022, and a 20% increase as compared to September 2023.

Want stats on the typical KPI ranges by subvertical, ad spend level, and AOV? Click here.

KPIs on TikTok Ads

  • Metrics
  • Cosmetics
  • Beauty Industry
  • CPM
  • $9.4
  • $8.2
  • ROAS
  • 0.6%
  • 0.5%
  • Conversion Rate
  • 0.6%
  • 3.0%

Insights:

  • CPM for Mobile Apps was $9.4 in October 2023. That is a 9% decrease as compared to October 2022, and a 18% increase as compared to September 2023.
  • CTR for Mobile Apps was 0.6% in October 2023. That is a 9% decrease as compared to October 2022, and a 18% increase as compared to September 2023.
  • Conversion Rate for Mobile Apps was 0.6% in October 2023. That is a 81% decrease as compared to October 2022, and a 75% increase as compared to September 2023.

Want stats on the typical KPI ranges by subvertical, ad spend level, and AOV? Click here.

Last 12 Months Average CPM by Paid Media Platforms

  • Month
  • CPM Meta
  • CPM Google
  • CPM TikTok
  • 6/1/2022
  • $17.8
  • $11.0
  • $6.9
  • 7/1/2022
  • $17.1
  • $10.1
  • $9.0
  • 8/1/2022
  • $16.7
  • $11.8
  • $8.6
  • 9/1/2022
  • $16.5
  • $11.6
  • $9.5
  • 10/1/2022
  • $16.8
  • $11.1
  • $10.3
  • 11/1/2022
  • $18.7
  • $16.3
  • $11.1
  • 12/1/2022
  • $17.1
  • $13.8
  • $8.8
  • 1/1/2023
  • $11.8
  • $11.9
  • $7.8
  • 2/1/2023
  • $14.0
  • $13.3
  • $8.4
  • 3/1/2023
  • $14.4
  • $12.5
  • $10.4
  • 4/1/2023
  • $13.7
  • $11.9
  • $8.0
  • 5/1/2023
  • $13.2
  • $12.1
  • $9.4

Insights: CPM for Mobile Apps companies have increased 24% in the last 12 months on Meta Ads. CPM for Mobile Apps companies have increased 8% in the last 12 months on Google Ads. CPM for Mobile Apps companies have increased 9% in the last 12 months on TikTok Ads.