The main sites and networks of mobile application installations are, in the order , Facebook, Google, Apple (Search Ads), Snap and Twitter. This changes somewhat depending on the category of applications and geography, but it is the hierarchy in North America according to the latest AppsFlyer performance index (registration required).
Facebook # 1 as a whole, Snap most improved. Facebook remains the first network for all mobile application installations. It is also the leader in ROI, while Snap recorded the best ROI improvement in the non-gaming category. Google is a strong number two in most categories. Apple usually follows in third or fourth position, but not in all categories. Twitter, Snap (as mentioned) and others have a high rank according to category: games vs. non-games, etc.
The analysis is based on more than 20 billion installations in the second half of 2018. It also includes examined more than 11,000 applications on more than 350 media networks.
The fraud is strong, Facebook and Google share flat. One of the most important discoveries, AppsFlyer, said that fraud related to the installation of applications remained high. Indeed, the company reports that 30% of all installations are fraudulent. AppsFlyer added that the affiliate model for application marketing was decreasing because it was more vulnerable to fraud.
AppsFlyer added that although the perception is that the dominance of Facebook and Google and its share of the market for the installation of applications increase. , their combined market share is broad but flat. Especially in the game, a number of networks (AppLovin, IronSource, Unity Ads, Vungle, Tapjoy) are developing and showing power.
[19459002Whyshouldyoucare? The report is useful for application marketers to better understand the networks and platforms to use to market their applications. Facebook, Google and Apple Search Ads are a must. After that, marketers can be more selective.
The other important element in the report to know is fraud related to the installation of an application. According to estimates application developers spend on average 31% of their budgets for application marketing. Billions of dollars are wasted around the world because of widespread fraud. Choose your networks wisely.
About the Author
Greg Sterling is a collaborative editor at Search Engine Land. He writes a personal blog, Screenwerk on the links between digital media and consumer behavior in the real world. He is also vice president of strategy and ideas for the local research association. Follow him on on Twitter or find him at the address Google+ .