Google extends share of non-organic app installs by 15%

Anne Freer | March 25, 2021

App Business

Google extended its lead over Facebook for the Retention Index Universal Power Ranking by global attribution leader AppsFlyer.

The latest index reveals that Google’s share in the non-organic app install pie rose by 15% driven by its growth of Android in developing markets like India.

The share in Android remained unchanged in North America and Europe.

Facebook’s share dropped 10% in the index because of iOS losses. But when it comes to quality, the social network reigns supreme. It ranked second in the average quality metrics.

Facebook’s overall retention score was 16% higher than Google’s.

The social network also dominates when it comes to remarketing despite Google’s impressive growth in the area.

Although the Apple ATT framework isn’t coming in until spring, the Performance Index shows that the share of non-organic installs on iOS declined 20% during the second half of 2020.

The decline impacted the rankings of 17 of the top 20 media sources on iOS.

“The increase in end users enabling Limited Ad Tracking (LAT) is likely due to the growing attention around user privacy in general and Apple’s privacy changes in particular,” said Shani Rosenfelder, Head of Content and Mobile Insights, AppsFlyer. “Networks that rely on iOS were impacted across the board, as were the advertisers using them.” 

At the same time, the share of organic installs in iOS was unchanged. Meanwhile, Android’s NOI share showed the opposite trend, increasing 6% over the same period.

A 30% jump in the cost per install on iOS was behind the drop as Android costs rose by just 10%. Mobile app marketers generated fewer installs for the same budget.

In iOS strongholds like North America and Western Europe, CPI hit $3 and $2.3 in the second half of 2020, leading to a 25% drop in the number of apps with over 1 million iOS-attributed non-organic installs.

“Given the significant changes within the advertising industry over the last year, including calls for more stringent consumer data privacy regulations and Apple’s AppTrackingTransparency framework announcement, it is not surprising to see the Performance Index data reflect a similar story,” said Gal Ekstein, General Manager EMEA & LATAM at AppsFlyer. “To successfully navigate these changes, it’s imperative that brands work with the right measurement partner, so that they can continue offering an exceptional user experience, while also complying with end user privacy requirements.”

Unity Ads hit the top spot in the power rankings for Hyper Casual, Arcade, Puzzle and Word games. It scored the second position in the retention index’s global gaming power ranking, overtaking Facebook. 

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