The marketing cost of acquiring a loyal mobile application user reached $1.80 in July, a two-year peak, according to Fiksu. Competition with Facebook's mobile app ad platform and new Apple App Store Top Charts rankings made it more costly to get noticed, analysts say. "There's a major sea change underway now that Apple's ranking algorithm appears to favor highly rated apps and penalize others. App marketers must now work even harder to generate positive ratings," Fiksu CEO Micah Adler says.

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