There are various steps in the mobile app user funnel, starting from app installation over registration, in-app purchases, outright app purchases or even recurring subscriptions. Compared to the relatively low acquisition costs of a user registration, the user action that had the highest average acquisition cost for both operating systems, Android and iOS, was making an in-app purchase. Mobile app user acquisition costs can vary widely between user action and operating system used. As of August 2019, the average cost to acquire an app user who registered with an app or created an account was 3.52 U.S.
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