Benchmarks
AppLovin ecommerce benchmarks.
First-party numbers from the AppLovin Ads (formerly Axon) accounts we manage, by vertical and order value. Nothing is published until the sample is large enough to mean something.
Status
Collecting. First release when at least four accounts have eight weeks of data. We will email you when it is out; no other mail.
Methodology
Published before the data so you can judge the data when it arrives.
- Collected weekly from every account we manage, keyed to an anonymized account ID.
- Grouped by vertical and average order value band. No brand is identifiable.
- Published as medians and ranges, never a single average.
- Every published number carries its sample size (accounts and weeks) and its date range.
- First release when at least four accounts have eight weeks of data. Updated quarterly after that.
- If a metric is not collected yet, the page says so rather than estimating it.
What we collect
Cost per thousand impressions, from AppLovin Ads Manager.
Click-through rate and cost per click, from AppLovin Ads Manager.
Spend divided by attributed purchasers, reported both as AppLovin sees it and as Triple Whale or Northbeam sees it.
Attributed revenue over spend, from the brand’s attribution tool, with new customers broken out.
Share of attributed orders from first-time buyers, from the attribution tool and Shopify.
Days and spend to reach ten conversions a day, by order-value band.
Why two versions of cost per purchaser: AppLovin attributes on clicks only, and its dashboard will disagree with Triple Whale, Northbeam, and Shopify for the same period. Publishing both is the point.
Until then, the flagship account is documented in full with sources on every metric. Read the case study.