While most of us were busy with family and friends over the Thanksgiving holiday here in the US, the mobile world kept turning - and Fiksu had two notable acheivements. 

App downloads were flying high this October, rising 23 percent since last month and reaching 7.9 million total downloads. With the late September release of the latest iPhone—the 6S—consumers got straight to work during October, installing apps on their new devices. In the meantime, the cost to acquire a loyal user fell slightly. This leveling of CPLU happened as a result of app loyalty: as many iPhone 6S users added ‘vital apps’ to their new devices—apps they already have a tendency to keep and use—this drew the overall cost to acquire users in October down.

Retargeting and remarketing are two terms that we often see used synonymously and interchangeably. Both refer to the act of re-engaging people who are already in your funnel. Distinctions are often drawn in other channels like desktop, where retargeting may mean serving display ads to someone who has visited your site and remarketing can mean following up with an email.

For the purposes of mobile user acquisition, it’s time to draw some clear distinctions:

Update 2: Looks like it was just a slow rollout. The shopping category is now appearing in iTunes and the iOS App Store - although the big-name shopping apps are still not showing up on the All Categories top chart. Amazon, iBotta, and Target's Cartwheel, for example, were all in the top 40 overall before the change - and are not found in the top ranks at all right now.


The new iPhones had a dramatic impact on app downloads in September—but not in the direction you might think. We saw a sharp decline in app download volume, down 21 percent to 6.4 million daily downloads, the lowest volume since last September. Seems like consumers anticipating an upgrade to one of the new iPhones at the end of the month cut back on their app downloads. It makes sense: why go looking for new apps when you know you're about to upgrade?

I’m always pretty excited about new possibilities for improving ad targeting and performance on Facebook. I’ll admit, however, that my first reaction to the new reaction emojis was dislike—especially because there was no Dislike button, which is something I was really looking forward to using regularly. And when I heard there were six new options but it wasn’t a true Likert Scale (a 1 through 7 range of Strongly Dislike to Strongly Like) I got a little more bummed. But after some more thought, I gotta admit, the potential is pretty impressive.

Update: As we were finalizing this post, Apple did in fact remove Been Choice from the App Store, citing privacy concerns. Whether it comes back in an altered form or not, Tom's advice is worth keeping mind before you do anything drastic. -- Ed.

The month of August marked a watershed moment for the Fiksu Indexes, as the Cost Per Loyal User (CPLU) index surpassed $4 for the first time. That’s a 36 percent rise since July and a 117 percent increase since last year. 

Everyone lined up at the Northampton Office – ready to roll out

Lately, there has been a lot of speculation about iOS 9 ad blocking in the press. We at Fiksu feel this concern is overblown among advertisers.

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