AppsFlyer has issued its latest report analyzing the performance of app-install advertising platforms in terms of volume and retention. The data and rankings are global and based on data from the second half of 2016.
To generate its rankings, the company looked at roughly 6 billion app installs across geographies: North America, Western Europe, Eastern Europe, Asia and Latin America. Overall Facebook delivered the most app-install volume, followed by Google AdWords. While both had solid retention scores they were beaten in that category by Vungle, Twitter and AppLovin, in that order.
Retention was calculated on the basis of a 30-day window: initial app launches vs. active users at the end of the period. AppFlyer also controls for fraud in its rankings.
There are a range of figures in the market but Localytics has found an app retention rate of just over 40 percent after 30 days. That drops to 25 percent on average after 90 days. Separately, Appboy had a much lower figure: below 5 percent after 45 days. Accordingly, retention is a key consideration for developers.
Apple’s search ads have received praise for their performance, which AppsFlyer confirmed in the report:
[Gaming] Apple’s new ad platform shows strong potential, with the 3rd best retention score in iOS North America, leading it to the #6 position in the Power Ranking. As a new platform, there is still room for gaming app install volume growth, as they ranked #16 . . .
[Non-gaming] The tech giant had the best retention in iOS North America, while proving their ability to scale with the third highest number of installs of non-gaming apps. With the strongest debut index performance we have seen to date, Apple came in #3 in the Power Ranking in question.
As indicated, Google performed well on both Android and iOS platforms, coming in at number two for install volume. Twitter also did well on iOS and Android, in the number five position overall. But the 140-character site had a higher retention score than Facebook and Google AdWords.
There’s a great deal more data and discussion available in the interactive version of the report (reg. required).
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Author: Greg Sterling
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