January is traditionally considered a weaker month: the holidays are over, money has been spent on gifts and entertainment and users return to their routines. We’ve gathered fresh Moloco stats to show how the traffic source actually performed during this period.
Overall trends
In January, the market didn’t become fundamentally worse — our focus shifted. While in December we highlighted top-performing results, in January we analyzed average working metrics. This approach reflects the real Moloco economics much more accurately.
This month’s spotlight remained on game mechanics like Chicken, Plinko, and Zeus. As for formats, no surprises here: vertical video and playable ads continue to deliver stable engagement depth and predictable deposit conversion.
🇮🇹 Italy
Metric — Value
CPI — $3.01
CPR — $8.23
CPD — $101.00
install2reg — 36.58%
reg2dep — 9.68%
After a long absence, Italy is back in our top 4. Despite a relatively modest install-to-registration rate, the low CPI compared to other Tier-1 GEOs makes this market profitable. With such acquisition costs, it’s possible to confidently launch campaigns in profit — especially with the right creative approach, which directly impacts CPI.
🇧🇪 Belgium
Metric — Value
CPI — $7.38
CPR — $14.62
CPD — $158.00
install2reg — 50.47%
reg2dep — 10.90%
Strong install-to-registration and registration-to-deposit controversial rates confirm Belgium’s status as a GEO with a high-quality audience.
🇵🇱 Poland
Metric — Value
CPI — $3.24
CPR — $7.12
CPD — $95.00
install2reg — 45.53%
reg2dep — 9.29%
In December, a ~9.3% reg2dep was considered a peak result. Now, it has become an average benchmark across campaigns. This growth allows for more confident ROI forecasting and scaling decisions.
🇪🇸 Spain
Metric — Value
CPI — $4.67
CPR — $11.32
CPD — $121.00
install2reg — 41.26%
reg2dep — 11.00%
Spain shows a well-balanced economy: moderate CPI combined with a good enough reg2dep makes this GEO consistently profitable. Conversion rates are solid across all funnel stages, confirming both audience quality and deposit readiness.
Key takeaway
A major update to our reporting approach: going forward, we’ll publish average performance metrics across all campaigns, not just top results. This gives a more realistic market view and helps you plan launches with fewer assumptions and surprises.
Use this data as a benchmark — and RentAcc will help you launch smoothly and stay in control. Auto rules, campaign auto-stop, and real-time bot notifications keep your metrics protected even during tougher periods.
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