Apple Search Ads lead retention and volume rankings

Anne Freer | October 21, 2021

App Business

The impact Apple’s ATT has made on the mobile app industry has been substantial. Among mobile device owners who consented to ads, Apple Search Ads (ASA) ranked top for retention and volume, according to the latest Performance Index from app and mobile marketing measurement platform, AppsFlyer.

iOS marketers have been using ASA more heavily following ATT. ASA reached 60% of its traffic from the previous index in H2 2020 in just seven weeks.

That’s because it is the only media source in iOS that works independently of SKAdNetwork and deterministically attributes users.

In Western Europe, however, retention was led by ironSource and Unity Ads took the lead in volume rankings.

“The impact of ATT on the mobile app industry has been substantial, and AppsFlyer’s goal was to provide advertisers with the most accurate scorecard based on the media sources that can, ultimately, drive the most value in this new era of privacy,” said Shani Rosenfelder, Head of Content & Mobile Insights, AppsFlyer.

“While it’s clear that we are still in a transition phase, and that media sources have to adapt to a completely different measurement framework that requires significant changes to their existing technologies, we wanted to provide marketers with a direction with which partners to work with in this new reality.”

Google continues to drive the largest number of installs in app marketing, increasing its lead over Facebook on Android devices.

The only category it didn’t rank in globally was racing games. In gaming, it grew its share in global app installs by 5% compared to the last 12 months.

Google is also closing the gap to Facebook when it comes to remarking after increasing its share of app remarketing conversions by 33%.

Meanwhile TikTok For Business has adapted the best to SKAdNetwork six months after Apple’s ATT enforcement, capturing first in the power ranking with good quality at scale.

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