Overview
Android and iOS represent fundamentally different user acquisition environments. From privacy frameworks to user economics to attribution capabilities, each platform requires tailored strategies.
Platform Comparison
| Metric | Android | iOS |
|---|---|---|
| Global Market Share | 72% Larger reach | 28% |
| Avg. Gaming CPI | $0.50-2.00 Lower | $2.00-5.00 |
| Avg. LTV | Lower | 2-3x higher Winner |
| Attribution Accuracy | High (GAID still available) | Limited (SKAdNetwork) |
| IAP Revenue | 30% of mobile IAP | 70% of mobile IAP Winner |
| Ad Revenue | Higher volume | Higher eCPMs Winner |
| Privacy Complexity | Increasing (Privacy Sandbox) | High (ATT required) |
Android UA Strengths
- Lower CPIs: 50-70% cheaper acquisition costs
- Better attribution: GAID still available (for now)
- Larger scale: 72% of global smartphone users
- Emerging markets: Dominates in growth regions
- Testing ground: Cheaper to test creatives and campaigns
iOS UA Strengths
- Higher LTV: iOS users spend 2-3x more on IAP
- Better eCPMs: Higher ad monetization per user
- Wealthier demographics: Higher disposable income
- Engaged users: Better retention and engagement
- US market: 60%+ iOS in United States
Our Verdict
Run both platforms: Most successful apps optimize for both. Use Android for scale and testing, iOS for profitability. The ideal split depends on your app category and monetization model.
Budget allocation: Start with 50/50 split, then optimize based on ROAS. Gaming apps often skew 60% Android, while subscription apps often skew 60% iOS.
Platform-Specific Tips
Android Optimization
- Leverage Google UAC for automated optimization
- Test in emerging markets for lower CPIs
- Prepare for Privacy Sandbox changes (2024+)
- Use referrer data for attribution accuracy
iOS Optimization
- Master SKAdNetwork conversion value strategy
- Build modeled cohorts from consented users
- Focus on Apple Search Ads for high intent
- Optimize ATT prompts for higher opt-in rates