I guess there can be a number of differences between apps - recurring user rate (new users more likely to click everywhere than jaded users of the app) - the type of app/user demographics and their likelihood to click (young/old user base) - and the type of ad format (if it is appealing) - in your case it is similar i.e. Magnesus/David using Leadbolt - but as David mentioned the use of different titles (i.e. “Please support the developer” doing better than “Try out new offers”).
I have generally seen (and reported by others) - that new users tend to click more - and that is the case with newly released apps as well.
And as the user base increases and the DAU (daily active users) start to get a greater share from recurring users (as “active user” base increase you will or should have linearly increasing recurring users). So this means over time you may move from 0% recurring users (for a new app since there is no installed user base) - to say 25% to 30% recurring user base (number will be higher if app has high playability and attracts recurring users - number will ALSO be high if the app has been on the market for long and has built up say 1M installed “active users” base).
One element that MAY help for recurring users is if the ad formats were to change perhaps - i.e. that may be enough of a jolt to maybe make recurring users also click on some banner ads or what ? (because with continued exposure users tend to censor out the ad areas - as happens with browsing of webpages).
Thus you will probably get higher click rate from “new users” as well as users who are low-tech users (I am guessing).
The low-tech thing also perhaps affects stuff like StartApp clicking on “Yes” on EULA - as naive users would tend to click more - while others more wary of security etc. would just ignore an app which requires something to be changed in their browser (or at least would have higher hostility to that).
We have examined before how total downloads can be misleading - as those go up monotonically over time (i.e. never fall) - while your “active users” base may be 25% to 35% of the total downloads only (recurring users will arrive from this group). The recurring users (which maybe 25% or so of the DAU) and new install users will make up the DAU (daily active users).
Generally one would want a high recurring user rate (i.e. low churn rate) - it will be high for apps which have a loyal user base.
HOWEVER, given the attributes described above - it is possible for apps which have a high daily new install rate to still do well (even if they have an abysmal or not that great recurring user rate).
And that may happen if the app uses StartApp type stuff - as reported the conversion rate of 80% would get revenue from more than the users who will become recurring users (which suggests users ARE probably clicking on “Yes” in error - or are not aware as much about security or such matters - or their phone is already a dumping ground for such apps and they have stopped worrying about messing up their phone environment - this may be different for more tech type users who may be more careful).
And if an app has a high new install user ratio - since THAT group tends to click more on Leadbolt AppWall HTML ads etc. (or banner ads) etc. - it may be more valuable to have a high new user rate also (well it’s not that you don’t want recurring users - but just that as far as ad revenue conversion - if you are getting new users every day - that maybe more important than that they become recurring users).
Obviously with in-app purchasing models - you WOULD want the recurring users to be high also.
Anyway, just are some thoughts …
And because the user’s clicking a button, they won’t get annoyed by an interstitial popping up when they don’t want it.