The cost of mobile acquisition : how the market behaves, while Black Friday is approaching?

Published on 24 November 2020 | Categorized in
  • Retail
  • Acquisition

Black Friday this year takes place on 27th of November in many countries (in France it’s previewed to be on 4th of December). Usually, this period of big sales goes along with increased mobile media buying costs. 


This time, Addict Mobile gives an update on the costs of mobile acquisition of the advertising market. This is even more interesting to analyze, since a slight decrease of CPM in some countries during the reinforcement of Covid related measures.

The analysis focuses on Facebook only.


France, Belgium, Germany, Spain, Italy, UK

What about the countries that saw a slight decline in the average CPM in late October/early November, following the announcements by different governments?


In fact, it started to rise back around 9th of November. The increase even accelerated from 14th of November. Overall in these 6 countries, which therefore follow a classic Black Friday approach, we see CPMs increasing by 15% compared to August.

cost of user acquisition
Facebook Europe CPM from 1st of August to 17th of November


U.S. and Canada, the elections delayed the increase of CPM


Black Friday in these two countries usually affects the most their acquisition costs, although this year’s elections have delayed the increase of CPMs.

Cost in USA and CANADA
Facebook USA and Canada CPM from 1st of August to 17th of November.

In Canada we see a classic pattern of increasing CPM that starts from August. Although it looks like it is a little bit stagnated in October, it still continues to gradually increase.

In the U.S. the situation is quite different from the usual (including the last year as well) and the answer is simple: the Presidential election.

  • The CPM increases sharply (+136% between 1st of August and 27 th of September) until two weeks before the Election Day, when, it decreases for the first time (-42% between 17th and 20th of October).
  • On Election Day, the CPM is at its lowest point (8.3€ on 4th of November UTC+2 or 3 in the U.S) before rising rapidly (+57% between 4th of November and yesterday).

This decrease observed before and during the elections can be explained by 2 factors:

  • From 27th of October, Facebook blocked the possibility to create new ads related to politics in the run-up to the election.
  • Brands may not have wanted to be associated with this political topic and have slowed down their investments.
Facebook restriction

After 3rd November, the CPM returned to its normal level and started gradually increase along with the approaching Black Friday date. The CTR also increases proportionally, which shows that users are clicking on the ads again.



Overall, the CPI follows exactly the same trend as the CPM.

CPI in EuropeEurope CPI
Cost per install acquisition
CPI in USA and Canada

Contrary to the CTR which has remained in constant increase since August but does not sufficiently compensate for this increase in the CPM.  This would mean that users are still more inclined to see and click on ads.

Global CTR of acquisition
Global CTR

On the other hand, we don’t see any difference in behavior between Facebook platforms or OS.


CPMs will be very high in the upcoming days, whether it’s confinement or not

  • Like every year, CPMs will be very high in the upcoming days, whether it’s confinement or not. Keep this in mind, when you analyze your results.
  • Also, remember, that Black Friday is a period when in-app conversion rates are higher compared to the rest of the year, as we observed 1 year ago.
  • It will be interesting to see how the CPM evolves in France taking into consideration the postponed Black Friday.


Article in relation

How to adapt your acquisition investments after December 25?

The “sweet spot” In the last two years, the cost of disseminating mobile advertisements reduced by almost 50% between December 24 and January 1: -49% in 2019 and -48% in 2020. The main reasons for this change? – The drop in competition linked to the Christmas period; – Preparation of the 2022 strategy and actions by advertisers.   Why have a presence? This holiday period marks the arrival of many new devices on the market, all awaiting application downloads.   The time spent by each user across all the networks leads to an increased chance of them being reached by an advert. Coupled with this, the reduction in overall dissemination costs allow for a drop in acquisition costs, not only at installation level, but also at in-app event level.   Consequently, it is thus cheaper for you to reach a qualitative audience that is usually extremely costly, and you will maximize the profitability of your campaigns.   What is the right strategy to adopt? It is essential to consider a way to invest during this period. To do this, you must: – Plan a budget upstream, integrated into a media plan and associated with goals; – Define a strategy in […]

Publié le 29 December 2021
  • Mobility
  • Acquisition

Why should you consider Q5 in your end-of-year media plan?

As we explained to you last year, you should not miss the time in 2021 when CPMs are the lowest of the year. This “sweet spot” for acquisition begins on December 25 and marks the end of one of the busiest periods of the year that stretches from back-to-school time to Christmas without forgetting Black Friday. The competition is much weaker because advertisers stop their end-of-year campaigns and start preparing for the following year. It runs until mid-January once the budgets for the new year are finalised. In the last two years, the CPM decreased by almost 50% between December 24 and January 1: –49% in 2019 and -48% in 2020   Moreover, this period is so favorable in terms of display costs that the CPM was even lower during this time in 2021 than it was in March 2020 (-36% difference between 20/03/2020 and 01/01/2021) when, as a result of the beginning of the COVID pandemic, advertisers stopped their campaigns. These low acquisition costs reduce the costs of qualitative audiences, which are normally very expensive. This lets you maximize the profitability of your campaigns. This year, once again don’t forget to consider Q5 when planning your expenses. Do not hesitate […]

Publié le 12 November 2021
  • Retail
  • Acquisition

Black Friday 2020, CPI increased by 78%


Publié le 30 November 2020
  • Retail
  • Tips

Nos bureaux

addict mobile acquisition mobile nos bureaux paris fotolia 81153288 1 of7e11zthko8kvdd92eni0sat0sbjobvy2hku8787s 01

Paris / FRANCE

128 Quai de jemmapes
75010 Paris
acquisition mobile addict mobile nos bureaux madrid fotolia 146093924 of7e7i5ydni28k04lcri3w75j6zzcwxl5zmidkmziw 02

Madrid / SPAIN

Calle Juan Ignacio Luca de Tena 1,
Planta 3
28027 Madrid
acquisition mobile addict mobile nos bureaux adobestock 244098175 04

New York / USA

10 East 40TH St.,
Suite 3310 New York
NY 10016