Infographic: Calculating the cost of a Top 10 rank in the App Store

By Ioana Cailean on May 30, 2013 46 Comments

Update: Take a look at the newest version (2015) of this infographic here.

Boost campaigns are one of the most common ways to build up an app’s user base in a short space of time, as the increased visibility that a top App Store ranking provides is unbeatable. Just one click away from any part of the App Store, the ‘Top Charts’ promises to yield the current most exciting apps for users. Securing a spot there guarantees thousands of organic installs and, along with that, a significantly decreased effective CPI (cost per install) for your app marketing campaign. The infographic below provides facts and figures on organic uplift and average CPI prices during a boost campaign.

The status quo of boost campaigns has been somewhat unclear ever since AppGratis, a provider of free daily apps to users and boost campaign traffic to marketers, was pulled from the App Store. The industry was unsure of whether this would mean other discovery apps would be similarly axed and where this would leave both the users trying to find free and discounted apps, and app marketers utilizing these apps in their marketing campaigns.

A survey we carried out amongst 80 of our discovery app partners showed that nearly 80% believe that discovery apps will be judged on a case-by-case basis. Around 70% are of the opinion that AppGratis simply became too big, and a majority of 60% feel perfectly safe that their app will not be stubbed out.

So what does it take to boost an app to a Top 10 position in the iOS App Store? When running a boost campaign, it is and always has been necessary to use several boost partners and traffic sources, such as display ads, CPI and CPC or even TV ad campaigns — thus not relying on a single channel for the required traffic and downloads for a boost. Only when you find the right media mix will a boost campaign be the most cost-efficient and successful it can be.

Our infographic contains statistics we have collected on typical CPI prices and required downloads for Top 10 App Store rankings in different countries. The data collected is from 72 boost campaigns carried out between August 2012 and March 2013, using a mix of several media partners.

Click to view and download the French or German version of this infographic.