In rapidly evolving industries, uncertainty can be a killer -- so the introduction of the Advertising Identifier (IDFA) with iOS 6 was a welcome relief. The app marketing industry needed a privacy-respecting, industry-standard way to attribute ad performance, and the IDFA seemed like an ideal answer to an unsettled situation. 

Mobile marketers have quickly realized the reach of Facebook’s mobile app install ad units and their ability to cost-efficiently drive volumes of users — and the latest Fiksu Indexes certainly reflect this trend.

Following a steady couple of months, April saw competition – and costs - heating up for mobile app marketers. The Fiksu Cost per Loyal User Index reached $1.50, an increase of 10 percent, or 14 cents over March’s $1.36, while the App Store Competitive Index rose 11 percent, to 5.61 million daily downloads from 5.02 million in March.

After analyzing the data, it was clear to us that three distinct forces contributed to these dynamics in April: