Facebook continues to be the undisputed leader when it comes to app marketing performance, according to the latest Performance Index by AppsFlyer, the mobile marketing analytics firm.
Based on the data from 8,200 apps, 14.5 billion installs and 295 media sources, the latest index highlights the performance of various media sources for the first half of 2018.
Facebook Ads ranked first followed by Google Ads for all categories of gaming and non-gaming apps. However, Google’s share of non-organic app installs was now 23% higher globally, driven by Latin America, India and Southeast Asian markets. According to the Index, Google’s rise can also be attributed to the search company’s increased focus on mobile this year.
“To better understand the regional shifts in the media landscape, we have introduced an index that is all about growth, which combines several growth factors that indicate a network’s success,” said Paul Wright, AppsFlyer’s managing director in Europe.
“We have also included an ‘Up and Coming’ ranking which will allow marketers to explore options outside the current industry leaders. In a market that is so fast paced, we felt that this was a vital tool for marketers and they will be able to draw on all of this insight to make an informed decision about their partners.”
At the same time, the report suggests that mobile app install fraud has grown compared to the previous index and this was particularly the case for non-gaming with a four times higher rate of fraud than gaming apps. Overall, fraud was still higher on gaming networks.
Shopping apps were more affected by app install fraud compared to other app types.
Of note, ironSource jumped from 12th to 6th spot in the latest Index due to significant improvements of quality of video ads.
Within non-gaming, Snapchat also jumped from 16th to 8th place in the power ranking. Its share within non-gaming app installs grew 75% and 36% within gaming.