Mobile Commerce Bounces Back

Companies investing in existing user engagement are smart to do so. According to mobile monetization and marketing company ironSource, the average global cost to acquire a single paid install from an individual user in 2020 is $2.24 — which adds up quickly when you start to scale into thousands or hundreds of thousands of users.

So, while it’s important to keep spending on acquisition, retention and retargeting, informed by smart audience segmentation, are perhaps even more essential to ensuring app marketers are monetizing all of their users.