What is the famous Q5 and why is it an opportunity to seize in App install?
During the year, there is a period known to be the “sweet spot” of the acquisition called Q5. The lowest CPM rates ever, less competition and therefore an undeniable opportunity to increase the ROI of your mobile acquisition campaigns.
It starts on Christmas Day and lasts the first half of January (sometimes more in some countries). It is present in all sources and countries. Like for instance here on Facebook:
This is the result of a collapse in the media space cost due to the withdrawal of advertisers’ campaigns after heavy investments during the holiday season.
A few 2019 figures:
- the CPM decreases by 17% between 24th and 25th December.
- a second decrease of 43% occurs between 25th and 1st of January.
In addition, during this period many new devices are being sold generating additional advertising space. When most people are on vacation they also spend more time online. These are the reasons why we convince our customers to maintain their investments and take profit from this period with the low advertising costs and higher visibility.
This trend is confirmed in 2020, since Christmas, the drop in CPM has been very significant (-60% between December 19 and January 1). Since January 1st, the lowest level of CPMs has been reached since August 1, 2019 (-32% between August 1, 2019 and January 1, 2020). As for the CPI, it decreases by 24% between August 1, 2019 and January 1, 2020.
A CPM remaining 20% lower compared to the confinement period
In 2019, the CPM of Q5 was 20% lower compared to the confinement in early 2020 (and on average 26% lower than the CPM in overall 2019).
If your campaigns are effective, you can expect CPIs and CPAs to decrease accordingly. It is therefore important to ensure that you maintain a good conversion rate as well as a high click-through rate for more profitability.
So as the year is ending, take the opportunity and maximize your profits.
For more information, please contact us
Article in relation
Understand the SKAdNetwork data to maintain the performance level of your UA campaigns
Since May 2021 (iOS 14.5), Apple has implemented the ATT, which limits the feedback of data for advertising campaigns. Apple’s aim is to promote the protection of user data. The problem for the mobile industry: acquisition campaign data is no longer fed back as minutely and no longer allows for the reading performances in the same way within tracking tools. As a reminder, if the user opts in on the consent pop-up, then we can recover the IDFA and use deterministic attribution as a basis. The SKAdNetwork is the allocation solution offered by Apple. It serves as a back-up when the data is not received in the event users don’t opt in. Up to 80% less IDFA on IOS According to Appsflyer, 40 to 50% of people give their consent via the pop-up. This does not mean that the IDFA is fed back, because the user must also have agreed on the distribution platforms (such as Facebook, TikTok, Snapchat, etc.). In the end, we find ourselves with only 20 to 30% of the IDFA fed back, which is critical for the results to be read correctly. As the iOS paid campaign data is now limited, there is a real challenge, […]Publié le 25 January 2023
- Apple Search Ads
Our tips for reaching engaged users on TikTok
Dating apps: What are the User Acquisition constraints?
Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical. Choosing a strategy Before launching your campaigns, you need to think about the overall strategy for your app and your objectives: – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender. – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different. – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments. – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets of profitability. Choosing distribution sources The inventory of acquisition sources […]Publié le 7 September 2022