Let’s break down what’s happening with traffic after the “winter slowdown” and take a look at the average performance of campaigns launched on Moloco DSP during the first month of spring.
General Trends
The market is gradually stabilizing: some GEOs are easily returning to the top, while others still require solid optimization to stay profitable. At the same time, it’s clear that users are becoming more willing to engage with gaming and entertainment apps.
Top GEOs: Spain, Italy, United Kingdom, Poland, Netherlands, France, Belgium, Switzerland, Australia
In March Chicken, Tower, and Egypt mechanics performed best.
As for creatives, nothing changed: video and playable formats are still leading. In particular, the combination of vertical video + playable end card continues to turn “simple” ads into engaging, interactive user experiences.
🇪🇸 Spain
Metric — Value
CPI — $5.15
CPR — $11.02
CPD — $153.76
install2reg — 46.74%
reg2dep — 7.17%
Spain is partially recovering from its February drop: users are converting into deposits better (reg2dep increased from ~5.3% to ~7.2%), which helped reduce CPD from $166 → $153 compared to last month.
🇮🇹 Italy
Metric — Value
CPI — $4.65
CPR — $9.15
CPD — $156.26
install2reg — 50.78%
reg2dep — 5.86%
Italy is back in the top after a weaker February — a positive signal for long-term GEO strategies. However, note that reg2dep dropped (from ~9.6%), and CPD increased compared to ~$101 previously. This is no longer “easy money” — success now depends on precise creative and bonus mechanics optimization.
🇬🇧 United Kingdom
Metric — Value
CPI — $4.78
CPR — $13.87
CPD — $150.80
install2reg — 34.47%
reg2dep — 9.20%
The UK shows the opposite trend of Spain: reg2dep improved (from ~7.8% to ~9.2%), but due to higher traffic costs, CPD also increased by ~$14. Overall, this is not critical — the GEO remains solid, with growing user responsiveness.
🇫🇷 France
Metric — Value
CPI — $3.03
CPR — $6.13
CPD — $111.93
install2reg — 49.39%
reg2dep — 5.48%
France is back in the top for the first time since autumn. The GEO clearly requires fresh approaches to funnels and offers, while the low CPI creates strong testing opportunities — a good signal to start scaling.
Conclusion
The market is becoming more mature — cheap traffic alone is no longer enough. Focusing only on CPI doesn’t work anymore. In 2026, success depends on full-funnel analysis and consistent KPI monitoring month over month.
RentAcc can help with campaign analytics. Data export for Moloco campaigns into your own tables and CRM is easy to set up within the platform. With API v1.0, you can build custom dashboards and monitor spend automatically — keeping full control over your campaigns without manual work.
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