Weโre sharing fresh in-app stats โ this time together with our partner for the series, ZM Apps.
The table includes average KPIs by GEO: CPI, install-to-registration conversion (Inst2Reg), registration-to-deposit conversion (Reg2Dep, and the final install-to-deposit conversion (Ins2Dep). These figures make it possible to evaluate not only user acquisition costs, but also traffic quality across the entire funnel.
Average Metrics by GEO: CPI and Conversion Rates
The stats clearly show why evaluating GEOs based on CPI alone is not enough. A cheap install does not necessarily mean profitable traffic โ what matters much more is how many users move further down the funnel and eventually make a deposit.
| GEO | OS | CPI | Inst2Reg | Reg2Dep | Ins2Dep |
|---|---|---|---|---|---|
| ๐ฉ๐ช DE | Android | $6.5 | 35% | 17% | 6.0% |
| ๐ฉ๐ช DE | iOS | $9.9 | 30% | 14% | 4.2% |
| ๐ต๐ฑ PL | Android | $6.15 | 32% | 20% | 6.4% |
| ๐ต๐ฑ PL | iOS | $11.73 | 27% | 19% | 5.1% |
| ๐ช๐ธ ES | Android | $5.41 | 31% | 15% | 4.7% |
| ๐ช๐ธ ES | iOS | $8.91 | 26% | 16% | 4.2% |
| ๐ฆ๐บ AU | Android | $7.15 | 28% | 12.5% | 3.5% |
| ๐ฎ๐น IT | Android | $5.45 | 28% | 13.1% | 3.7% |
| ๐ฎ๐น IT | iOS | $9.93 | 22% | 10.1% | 2.2% |
| ๐น๐ท TR | Android | $1.86 | 31% | 15.5% | 4.8% |
| ๐น๐ท TR | iOS | $4.06 | 28% | 14.7% | 4.1% |
| ๐ฆ๐ท AR | Android | $1.26 | 31% | 23.5% | 7.3% |
| ๐ฎ๐ณ IN | Android | $0.21 | 40% | 19% | 7.6% |
| ๐ต๐ฐ PK | Android | $0.2 | 40% | 21% | 8.4% |
| ๐บ๐ฟ UZ | Android | $0.82 | 33% | 18% | 5.9% |
| ๐ต๐น PT | Android | $3.8 | 23% | 12% | 2.8% |
| ๐ฒ๐พ MY | Android | $0.68 | 27% | 23% | 6.2% |
| ๐ช๐ฌ EG | Android | $0.79 | 29.8% | 22.4% | 6.7% |
| ๐น๐ญ TH | Android | $1.03 | 24.8% | 18.8% | 4.7% |
| ๐ง๐ด BO | Android | $1.01 | 25.6% | 22.7% | 5.8% |
| ๐จ๐ด CO | Android | $0.91 | 31.9% | 26.9% | 8.6% |
What the Unity Ads Data Shows
1. The Cheapest GEOs with Strong Funnel Depth
India and Pakistan have the lowest CPI at $0.21 and $0.20. At the same time, Ins2Dep reaches 7.6% and 8.4%. Colombia performs even better in terms of final conversion at 8.6%, while Argentina reaches 7.3%. In these cases, a cheap install really does convert into quality traffic rather than simply generating volume.
2. Colombia โ One of Augustโs Biggest Surprises
With a CPI of just $0.91, the GEO delivers 26.9% Reg2Dep and 8.6% Ins2Dep โ the strongest funnel-depth metrics in the entire table. This is a very strong combination of cost and traffic quality. Colombia is definitely worth keeping an eye on when planning upcoming tests.
3. Poland โ The Best Option Among Expensive European GEOs
On Android, CPI is $6.15, while Reg2Dep reaches 20% and Ins2Dep 6.4%. Germany also shows a strong Reg2Dep of 17%, although CPI is higher here.
4. Turkey Looks Promising in Terms of Price-to-Quality Ratio
Android CPI is just $1.86, while Reg2Dep is 15.5% and Ins2Dep is 4.8%. For a relatively inexpensive GEO, this looks like a balanced result.
5. Australia, Italy, and Portugal Require More Thorough Funnel Optimization
Australia has an Ins2Dep of just 3.5%, Italy reaches 3.7% on Android, and Portugal 2.8%. This means that even with a relatively reasonable CPI, traffic quality at the final stage of the funnel is noticeably lower than in the stronger GEOs in the top.
This does not mean that these GEOs are worse to work with. The data is provided as a benchmark based on specific campaigns โ final performance depends on the offer, creatives, audience, and economics of each individual campaign.
Conclusion
Looking at the August stats as a whole, two main insights stand out.
- Among European GEOs, Poland and Germany look the most interesting โ the higher cost of traffic here is justified by the quality of users.
- In Tier-3, the clear favorites are Colombia, Pakistan, India, and Argentina. This level of funnel depth is worth targeting when scaling.
The stats from this article can serve as a benchmark for your hypotheses. You can test them in your own campaigns through Unity Ads agency accounts at RentAcc โ with automation and team access.
Choose GEOs based on data, test your hypotheses and leave the routine to RentAcc.
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