Every 6 MB increase in Android APK size results in a 1% decrease in install conversion rates, directly inflating Cost Per Install (CPI).

According to "Brutally Honest #56: User Acquisition in the Post IDFA World": Every 6 MB increase in Android APK size results in a 1% decrease in install conversion rates, directly inflating Cost Per Install (CPI).

Technical stability and application size are now as critical to marketing success and UA efficiency as creative strategy.

According to "Brutally Honest #56: User Acquisition in the Post IDFA World": Technical stability and application size are now as critical to marketing success and UA efficiency as creative strategy.

Reducing Application Not Responding (ANR) errors and optimizing download sizes are essential levers for maintaining competitiveness in the post-IDFA market.

According to "Brutally Honest #56: User Acquisition in the Post IDFA World": Reducing Application Not Responding (ANR) errors and optimizing download sizes are essential levers for maintaining competitiveness in the post-IDFA market.

Average 2022 conversion rates were 31% on the iOS App Store and 33% on Google Play, though performance varies significantly by genre, ranging from 2.9% for Card games to 86% for Weather apps.

According to "Brutally Honest #56: User Acquisition in the Post IDFA World": Average 2022 conversion rates were 31% on the iOS App Store and 33% on Google Play, though performance varies significantly by genre, ranging from 2.9% for Card games to 86% for Weather apps.

Rising UA costs and unsustainable CPIs are threatening studio sustainability, as evidenced by Ten Square Games' recent 25% workforce reduction and project cancellations.

According to "Brutally Honest #56: User Acquisition in the Post IDFA World": Rising UA costs and unsustainable CPIs are threatening studio sustainability, as evidenced by Ten Square Games' recent 25% workforce reduction and project cancellations.

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Key Insights

Brutally Honest #56: User Acquisition in the Post IDFA World

Matej Lancaric~5 min full read

01
Every 6 MB increase in Android APK size results in a 1% decrease in install conversion rates, directly inflating Cost Per Install (CPI).
02
Technical stability and application size are now as critical to marketing success and UA efficiency as creative strategy.
03
Reducing Application Not Responding (ANR) errors and optimizing download sizes are essential levers for maintaining competitiveness in the post-IDFA market.
04
Average 2022 conversion rates were 31% on the iOS App Store and 33% on Google Play, though performance varies significantly by genre, ranging from 2.9% for Card games to 86% for Weather apps.
05
Rising UA costs and unsustainable CPIs are threatening studio sustainability, as evidenced by Ten Square Games' recent 25% workforce reduction and project cancellations.

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