AppsFlyer, the global attribution leader, today released the 11th edition of its Performance Index.
The search and social giants hold the #1 power ranking position in 79% of breakdowns, and 82% of volume rankings across all indices.For the first time, thanks to AppsFlyer’s unrivaled scale, the Performance Index includes two new granular monetization-driven rankings per region and category.
The new rankings rate media sources by their ability to deliver users with the highest likelihood to complete an in-app purchase, and their ability to deliver users who monetize best with ads — vital information for apps in a freemium-driven ecosystem in which apps make money primarily through in-app purchases and in-app ads.
With the existing retention, remarketing, and growth indices, the 11th edition provides a complete report card on the mobile media landscape across multiple marketing activities.Facebook claims #1 cross-index position, Google still going strongThe social network’s ability to drive performance at scale in both the Retention Index and the new IAP (in-app purchase) Index has propelled Facebook’s ranking forward.
Part of the newly public Unity Technologies, Unity Ads took over the #1 global power ranking in Hyper Casual and Arcade, and came in right after the duopoly in 9 of the remaining 14 genres.COVID-19 had a huge impact on mobile apps, but not on media source rankingsWhile the novel coronavirus has had a significant impact on apps, and our entire ecosystem, the impact of the pandemic on media source rankings was marginal.
Organic growth in the App Store led marketers to start and/or increase their app store optimization efforts, bringing Apple Search Ads to the front, driving impressive growth and strong performance.“Although retention is a central KPI for performance app marketers, monetization metrics in a freemium-driven ecosystem reign supreme,” said Shani Rosenfelder, Head of Mobile Insights, AppsFlyer.