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Benchmarks, with the caveats attached.
Most benchmark content in this industry is a number with no methodology and no source. These pages tell you where each figure came from, what population it describes, and when it does not apply to you.
Subscription apps
What the funnel numbers should look like
Trial start, trial-to-paid, renewal and churn – what published industry data says, what it hides, and which of these you can compare across companies at all.
Acquisition cost
Why your CPI benchmark is lying to you
Category CPI averages are among the most quoted and least useful numbers in mobile marketing. What they actually measure, and how to build a comparison that means something.
How we treat other people's numbers
Every figure on these pages is attributed to a named source with a date and a sample size, because a benchmark without those three things is an opinion wearing a percentage sign. Where we think a widely circulated number is misleading, we say so rather than repeat it.
We also flag what a source is selling. Most benchmark reports in this industry are published by companies with a product to promote – subscription platforms, attribution providers, ad networks. That does not make the data wrong, but it shapes which population got measured, and that matters more than most people allow for.
Why we do not publish our own client data
Every account we run is under a confidentiality agreement signed without a publication clause. So we cannot aggregate our own book into a benchmark, even anonymised, and we are not going to pretend otherwise by publishing round numbers with no methodology.
Agreements signed from 2026 onward include the right to publish anonymised performance data. When there is enough of it to be worth anything – a real sample, not six accounts – we will publish that instead, and say exactly how many accounts it covers.
Or have us look at your actual numbers.
The free audit compares your funnel against what your own historical cohorts did, which is more useful than any industry median.