We’ve compiled our traditional monthly report so partners can see which GEOs and formats are delivering results. Study the average metrics to understand overall in-app market trends — from there, everything comes down to testing and optimization.
Overall Trends
Our February top countries included: Poland, United Kingdom, Portugal, Spain, Netherlands, Australia, Italy, Switzerland, Belgium, and Canada — most of them Tier-1 GEOs. These aren’t cheap markets, and the audiences are demanding. The fact that they all ranked at the top simultaneously points to one conclusion: Moloco is currently performing especially well in the most competitive environments.
In terms of app design, Egypt, Zeus, and Chicken delivered the strongest results. As for ad formats, vertical video and playable ads continue to drive strong engagement depth and predictable deposit conversion rates.
🇵🇱 Poland
Metric — Value
CPI — $4.50
CPR — $7.86
CPD — $98.37
install2reg — 41.57%
reg2dep — 7.99%
Poland remains one of the most stable markets in our reports. With an average CPD below $100 and nearly 8% reg2dep, the unit economics are strong enough for scaling. CPI has slightly increased compared to previous periods, which may indicate growing competition in the market.
🇬🇧 United Kingdom
Metric — Value
CPI — $3.75
CPR — $10.67
CPD — $136.48
install2reg — 37.64%
reg2dep — 7.82%
The UK saw a decrease in CPI, while CPD remains relatively stable month to month. For such a competitive market, this dynamic is expected — profitability heavily depends on precise offer positioning and creative execution. The main growth opportunity lies in improving install2reg. Bonuses, funnel optimization, and push strategies could help lift this metric further.
🇦🇺 Australia
Metric — Value
CPI — $5.93
CPR — $11.79
CPD — $117.52
install2reg — 47.11%
reg2dep — 10.04%
Australia was one of the most interesting GEOs this month. The audience shows strong intent to play already at the install stage — reg2dep remains at 10%, which, combined with a reasonable CPD, makes the market stable and promising for scaling. This is a good example of how audience quality can offset higher acquisition costs.
🇪🇸 Spain
Metric — Value
CPI — $4.14
CPR — $8.87
CPD — $166.91
install2reg — 49.45%
reg2dep — 5.31%
Despite strong upper-funnel performance (install2reg increased from 36.58% in January to 49.45% in February), reg2dep dropped from 11% to 5%, which significantly pushed CPD higher. Next month, the focus could shift toward testing post-registration funnel variations — for example, experimenting with different welcome bonuses or strengthening conversion through push notifications.
Conclusion
After January’s stabilization, the market has become more demanding in terms of traffic quality. Right now, those who closely monitor conversions and react quickly to performance drops are the ones winning.
RentAcc helps keep everything under control: auto-rules, automatic campaign stop, and bot notifications allow you to respond quickly to increases in CPI, CPR, or CPD — and prevent unnecessary budget losses.
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