Mobile Apps Facebook, Google & TikTok Ads Benchmarks

KPIs on Meta Ads

Metrics
Mobile Apps
B2C SaaS

CPM
$11.3
$14.2

ROAS
0.56
0.75

Conversion Rate
2.4%
2.2%

Meta Ads Summary Table

Metrics
June 2023
YoY % change
May 2024
MoM % change

CPM
$10.9
3%
$13.3
-15%

ROAS
1.28
-56%
0.53
6%

CVR
1.7%
37%
2.5%
-6%

Insights:

CPM for mobile apps was $11.3 in June 2024. That is a 3% increase compared to June 2023, and a 15% decrease compared to May 2024.
ROAS for mobile apps was 0.56 in June 2024. That is a 56% decrease compared to June 2023, and a 6% increase compared to May 2024.
Conversion Rate (CVR) for mobile apps was 2.4% in June 2024. That is a 37% increase compared to June 2023, and a 6% decrease compared to May 2024.

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About These Paid Media Benchmarks

Delve into the Mobile Apps industry with our comprehensive Paid Media Benchmarks for September 2023. Backed by an extensive sample of 4000 companies analyzed by Varos, this report reveals crucial KPIs for Meta Ads, Google Ads, and TikTok Ads. Discover the average CPM across various paid media platforms over the past year and unravel CPM trends within the mobile apps sector, analyzed by company spend level and average order value (AOV). This invaluable data allows you to position your app optimally in the saturated mobile market.

KPIs on Google Ads

Metrics
Cosmetics
B2C SaaS

CPM
$35.4
$47.5

ROAS
0.5
1.21

Conversion Rate
0.8%
1.7%

Google Ads Summary Table

Metrics
June 2023
YoY % change
May 2024
MoM % change

CPM
$32.2
10%
$32.4
9%

ROAS
1.62
-69%
0.62
-19%

CVR
0.6%
29%
0.8%
7%

Insights:

CPM for mobile apps was $35.4 in June 2024. That is a 10% increase compared to June 2023, and a 9% increase compared to May 2024.
ROAS for mobile apps was 0.5 in June 2024. That is a 69% decrease compared to June 2023, and a 19% decrease compared to May 2024.
Conversion Rate (CVR) for mobile apps was 0.8% in June 2024. That is a 29% increase compared to June 2023, and a 7% increase compared to May 2024.

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KPIs on TikTok Ads

Metrics
Mobile Apps
B2C SaaS

CPM
$7.3
$7.0

ROAS
0.38
0.51

Conversion Rate
0.9%
3.4%

TikTok Ads Summary Table

Metrics
June 2023
YoY % change
May 2024
MoM % change

CPM
$7.8
-7%
$6.4
13%

ROAS
0.9
-58%
2.36
-84%

CVR
1.3%
-34%
1.0%
-12%

Insights:

CPM for mobile apps was $7.3 in June 2024. That is a 7% decrease compared to June 2023, and a 13% increase compared to May 2024.
ROAS for mobile apps was 0.38 in June 2024. That is a 58% decrease compared to June 2023, and an 84% decrease compared to May 2024.
Conversion Rate (CVR) for mobile apps was 0.9% in June 2024. That is a 34% decrease compared to June 2023, and a 12% decrease compared to May 2024.

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Last 12 Months Average CPM by Paid Media Platforms

Month
CPM Meta
CPM Google
CPM TikTok

6/1/2022
$17.8
$11.0
$6.9

7/1/2022
$17.1
$10.1
$9.0

8/1/2022
$16.7
$11.8
$8.6

9/1/2022
$16.5
$11.6
$9.5

10/1/2022
$16.8
$11.1
$10.3

11/1/2022
$18.7
$16.3
$11.1

12/1/2022
$17.1
$13.8
$8.8

1/1/2023
$11.8
$11.9
$7.8

2/1/2023
$14.0
$13.3
$8.4

3/1/2023
$14.4
$12.5
$10.4

4/1/2023
$13.7
$11.9
$8.0

5/1/2023
$13.2
$12.1
$9.4

5/1/2024
$13.3
$32.4
$6.4

6/1/2024
$11.3
$35.4
$7.3

Insights: CPM for Mobile Apps companies have increased 24% in the last 12 months on Meta Ads. CPM for Mobile Apps companies have increased 8% in the last 12 months on Google Ads. CPM for Mobile Apps companies have increased 9% in the last 12 months on TikTok Ads.

Mobile Apps Cost Per Mille (CPM) Broken Down by Company Spend Level

Spend Level
CPM Meta Ads
CPM Google
CPM TikTok
CPM Linkedin

Mobile Apps Cost Per Mille (CPM) Broken Down by Company AOV

AOV
CPM Meta Ads
CPM Google
CPM TikTok
CPM Linkedin

Paid Media Benchmarks for Mobile Apps - June 2024

Table of Contents

KPIs on Meta Ads

Meta Ads Summary Table

About These Paid Media Benchmarks

KPIs on Google Ads

Google Ads Summary Table

KPIs on TikTok Ads

TikTok Ads Summary Table

Last 12 Months Average CPM by Paid Media Platforms

Mobile Apps Cost Per Mille (CPM) Broken Down by Company Spend Level

Mobile Apps Cost Per Mille (CPM) Broken Down by Company AOV

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