App User Acquisition 4X Cheaper at Christmas than Black Friday
- Monday, January 20th, 2014
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While app installs on the AppFlood network jumped by 103 per cent during 29 November – Black Friday in the US – over the previous day, advertisers saw an average of 170 per cent more installs on both Christmas Day and, perhaps surprisingly, Christmas Eve.
The three days all saw similar CTR – 8.1 per cent on Black Friday, 8.0 per cent on Christmas Day and 7.5 per cent on Christmas Eve – but Christmas had a much stronger install rate, peaking at 9.2 per cent on Christmas Eve, compared to 2.9 per cent on Black Friday.
CPI and CPA
On Black Friday, the average cost per acquisition stood at $1.86 (£1.13) on Black Friday, nearly four times the cost on Christmas Eve ($0.47) and Christmas Day ($0.50). 
Cost per install prices were also at an all-year high leading up to Black Friday, peaking at $3.39 on 11 November – by comparison, prices in December peaked at just $0.76, on the day before Christmas Eve.
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