This article was written by our expert who is surveying the industry and constantly updating the business plan for a mobile app.
Marketing a mobile app requires significant investment to compete in today's crowded marketplace.
Understanding the exact costs involved helps you plan your budget effectively and avoid the common mistake of underestimating marketing expenses. Most successful app launches allocate 30-50% of their total project budget specifically to marketing activities.
If you want to dig deeper and learn more, you can download our business plan for a mobile app. Also, before launching, get all the profit, revenue, and cost breakdowns you need for complete clarity with our mobile app financial forecast.
Mobile app marketing costs typically range from $10,000 to $49,999 for the first 6-12 months, though competitive categories may require $100,000 or more.
The key is allocating 30-50% of your total project budget to marketing and diversifying across multiple channels for maximum impact.
| Marketing Component | Typical Cost Range (6-12 months) | Key Details |
|---|---|---|
| Total Marketing Budget | $10,000 - $49,999+ | 30-50% of total project budget recommended |
| Paid Advertising | $1,000 - $10,000+ per month | Meta, Google, TikTok campaigns for startups/SMBs |
| Cost Per Install (CPI) | $1 - $5 globally | iOS US: $2.37, Android global: $0.44-$0.86 |
| Influencer Collaborations | $1,000 - $10,000+ per campaign | $25-$1,200+ per post depending on follower count |
| ASO Services & Tools | $25 - $2,000 per month | App Store Optimization tools and agency services |
| Content Creation | $2,500 - $10,500 per month | Videos, graphics, copywriting for ads and social |
| Analytics & Attribution | $500 - $2,000 per month | AppsFlyer, Adjust, Mixpanel tracking tools |
| Marketing Agency/Freelancer | $2,000 - $8,000+ per month | Project-based: $10,000-$49,999 for 6-12 months |
How much does it typically cost to market a mobile app from launch to its first 6-12 months?
Most mobile app marketing campaigns cost between $10,000 and $49,999 for the first 6-12 months of operation.
This range covers essential marketing activities including paid advertising, app store optimization, content creation, and basic analytics tools. Startups with limited budgets often start at the lower end, focusing on organic growth strategies and cost-effective channels like social media and ASO.
Competitive app categories such as gaming, finance, or dating apps typically require higher investments, often exceeding $100,000 for comprehensive campaigns. These apps face intense competition and higher cost-per-install rates, making aggressive marketing necessary to gain market share.
The actual amount depends heavily on your target market, app category, and growth objectives. Apps targeting premium demographics or operating in saturated markets will need larger budgets to achieve meaningful user acquisition results.
What percentage of the total project budget should be allocated specifically to app marketing?
Industry experts recommend allocating 30-50% of your total app project budget specifically to marketing activities.
This percentage ensures you have sufficient resources to compete effectively in the crowded app marketplace. For example, if your total app development and launch budget is $100,000, you should plan to spend $30,000-$50,000 on marketing efforts.
Many first-time app entrepreneurs make the mistake of spending 80-90% on development and leaving only 10-20% for marketing. This approach often leads to poor user acquisition results, as even the best app needs visibility to succeed in today's competitive environment.
You'll find detailed market insights in our mobile app business plan, updated every quarter.
The exact percentage may vary based on your app's monetization model and target audience, but never allocate less than 30% to marketing if you want to achieve significant user growth.
How much should be expected to spend monthly on paid advertising campaigns?
Startups and small-to-medium businesses typically spend $1,000-$10,000 per month on paid advertising across platforms like Meta, Google, and TikTok.
This budget allows for testing different ad formats, targeting options, and creative variations across multiple channels. New apps often start with $1,000-$3,000 monthly to test market response and identify the most effective advertising channels.
Scaling brands with proven user acquisition funnels may spend $10,000-$50,000 monthly or more, depending on their growth targets and available capital. These higher budgets enable broader reach, more sophisticated targeting, and aggressive user acquisition campaigns.
The key is starting with a manageable budget, measuring performance carefully, and scaling up only after identifying profitable user acquisition channels and optimizing your conversion funnel.
What is the average cost per install for apps in different categories and regions?
Global cost per install (CPI) averages range from $1-$5, but vary significantly by platform, region, and app category.
| Platform/Region | Average CPI | Key Factors |
|---|---|---|
| iOS (United States) | $2.37 | Higher-income users, premium app ecosystem, strong monetization potential |
| Android (Global) | $0.44-$0.86 | Larger user base, diverse income levels, varying monetization rates |
| TikTok Ads | $2.88 | Younger demographics, high engagement, video-first format |
| Facebook Ads | $3.75 | Detailed targeting options, mature user base, proven conversion tracking |
| Google Ads | $2.65 | Intent-based targeting, integration with Play Store, search visibility |
| Instagram Ads | $3.50 | Visual content focus, younger demographics, lifestyle targeting |
| Gaming Apps | $3-$7 | High competition, strong monetization potential, longer user sessions |
How much do influencer or content creator collaborations typically cost per campaign or per post?
Influencer collaboration costs vary dramatically based on follower count, engagement rates, and platform, ranging from $25 per post to $10,000+ per campaign.
Micro-influencers (10,000-100,000 followers) typically charge $25-$125 per post and often provide the highest engagement rates for mobile app promotions. These creators maintain closer relationships with their audiences and can effectively demonstrate app features through authentic content.
Mid-tier influencers (100,000-500,000 followers) charge $125-$1,200 per post and offer broader reach while maintaining decent engagement levels. Large-scale campaigns with multiple influencers or celebrity partnerships can cost $1,000-$10,000+ per campaign.
This is one of the strategies explained in our mobile app business plan.
The most effective approach often involves working with multiple micro-influencers rather than one large influencer, as this provides better audience diversity and higher overall engagement rates.
What are the costs associated with ASO including tools and external consultants?
App Store Optimization (ASO) costs range from $25 per month for basic tools to $2,000 monthly for comprehensive agency services.
ASO tools like Sensor Tower, App Annie, or Mobile Action typically cost $25-$1,500 per month depending on features and data access. These tools provide keyword research, competitor analysis, and performance tracking essential for optimizing your app store presence.
Professional ASO agencies charge $1,000-$2,000 per month for ongoing optimization services including keyword research, metadata optimization, creative testing, and performance monitoring. This investment often provides better results than DIY approaches, especially for competitive app categories.
Freelance ASO specialists typically charge $50-$150 per hour for one-time optimizations or $500-$1,500 monthly for ongoing services. The choice between tools, agencies, or freelancers depends on your budget, internal expertise, and time availability.
How much should be budgeted for content creation including videos, graphics, and copywriting?
Content creation budgets typically range from $2,500-$10,500 per month for comprehensive campaigns covering videos, graphics, and copywriting.
Freelancer rates vary significantly: copywriters charge $21-$98 per hour, video creators charge $150-$350 per hour, and graphic designers charge $25-$75 per hour. Per-piece pricing includes $50-$3,500 for blog content, $597-$2,997 for infographics, and $500-$5,000 for promotional videos.
Agency content packages offer more comprehensive solutions at $2,500-$10,500 monthly, including strategy development, creative concepts, production, and optimization. These packages often provide better consistency and higher quality than managing multiple freelancers.
The key is balancing quality with quantity—better to create fewer high-quality pieces that effectively communicate your app's value proposition than many mediocre assets that fail to engage users.
What is the typical monthly cost of using app analytics and attribution tools?
App analytics and attribution tools typically cost $500-$2,000 per month depending on your app's scale and feature requirements.
Basic analytics packages from providers like AppsFlyer, Adjust, or Mixpanel start around $500 monthly for startups with limited monthly active users. These packages include essential features like install tracking, user segmentation, and basic reporting.
Enterprise-level packages can reach $2,000+ monthly but provide advanced features like fraud prevention, deep linking, audience segmentation, and custom integrations. The investment becomes worthwhile as your user base grows and you need more sophisticated tracking and optimization capabilities.
Most successful mobile apps invest in professional attribution tools rather than relying on free analytics alone, as accurate tracking is essential for optimizing marketing spend and measuring campaign effectiveness.
How much does it cost to hire or retain a marketing agency or freelancer specialized in mobile apps?
Specialized mobile app marketing agencies typically charge $2,000-$8,000+ per month for retainer services, while project-based work ranges from $10,000-$49,999 for 6-12 month campaigns.
Freelancer hourly rates range from $25-$49 for basic services to $75-$150+ for specialized expertise in areas like user acquisition, ASO, or creative strategy. Monthly freelancer retainers typically cost $2,000-$5,000 depending on scope and experience level.
Top-tier agencies serving established apps can charge $10,000-$25,000+ monthly but provide comprehensive services including strategy development, creative production, media buying, and optimization. These higher costs are often justified by superior results and dedicated team support.
We cover this exact topic in the mobile app business plan.
The choice between agencies and freelancers depends on your budget, internal capabilities, and growth timeline—agencies provide more comprehensive support while freelancers offer specialized expertise at lower costs.
What is the recommended budget for PR or media coverage to promote the app?
PR and media coverage budgets typically range from $2,000-$15,000 per month depending on the scope and target publications.
Basic PR outreach services cost $100-$300 per hour for press release writing, media list development, and journalist outreach. Press release distribution services range from $99-$1,000 monthly depending on distribution networks and target publications.
Full-service PR agencies charge $5,000-$15,000 monthly for comprehensive campaigns including media strategy, content creation, journalist relationships, and crisis management. These agencies often have established relationships with tech journalists and can secure coverage in major publications.
The most effective PR campaigns combine earned media coverage with owned content and paid promotion, creating a comprehensive narrative around your app launch and ongoing updates.
What is the cost of running A/B testing campaigns for creatives, messaging, or onboarding flows?
A/B testing campaigns typically cost $2,000-$8,000+ per month when managed by agencies, while in-house testing involves primarily personnel and tool costs.
Professional A/B testing services include test design, creative development, statistical analysis, and optimization recommendations. Top-tier agencies may charge up to $25,000 monthly for comprehensive testing programs across multiple channels and touchpoints.
In-house A/B testing requires investment in tools (typically $100-$500 monthly), dedicated personnel time, and creative resources. While more cost-effective, in-house testing often takes longer to produce results and may lack statistical rigor.
The key is starting with simple tests on high-impact elements like app store screenshots, ad creatives, and onboarding flows, then expanding testing programs as you identify winning variations and scale successful campaigns.
How much needs to be reserved for app launch promotions, giveaways, or early user incentive programs?
App launch promotions and user incentive programs typically require $1,000-$10,000+ per campaign depending on the promotion type and target audience size.
Common launch promotion costs include giveaway prizes ($500-$5,000), referral program bonuses ($1-$10 per successful referral), early bird discounts (revenue impact varies), and influencer partnership fees ($1,000-$10,000). These investments help generate initial momentum and word-of-mouth marketing.
Successful launch campaigns often combine multiple promotion types—for example, a social media giveaway ($2,000), influencer partnerships ($5,000), and referral bonuses ($3,000) for a total investment of $10,000.
It's a key part of what we outline in the mobile app business plan.
The goal is creating enough initial traction to trigger organic growth and positive app store rankings, making the promotional investment worthwhile through long-term user acquisition benefits.
Conclusion
This article is for informational purposes only and should not be considered financial advice. Readers are encouraged to consult with a qualified professional before making any investment decisions. We accept no liability for any actions taken based on the information provided.
Marketing a mobile app requires strategic budget allocation across multiple channels to maximize user acquisition and retention.
Success depends on starting with realistic budgets, measuring performance carefully, and scaling investment in proven channels while continuously testing new opportunities.
Sources
- Clutch - App Marketing Pricing
- Appetiser - App Marketing Cost
- Alpha Publisher - App Advertising Costs
- Business of Apps - App Marketing Cost Research
- Glance - Mobile App Promotion Costs
- Unity - Cost Per Install Guide
- Attrock - Influencer Marketing Pricing
- Design Rush - Content Marketing Costs
- Siege Media - Digital PR Costs
- Convert - A/B Testing Budget Breakdown