Google’s share of app retargeting climbs 44% rivalling Facebook

Anne Freer | April 1, 2020

App Marketing

Retargeting has become a popular strategy among app developers and marketers to retain and reengage existing users.

And it seems Google has stepped up its efforts as its share of retargeting rose 44% during the second half of 2019, according to data released by AppsFlyer, the mobile attribution company.

In comparison, rival Facebook’s retargeting share only grew 5%.

“The data shows that Google’s choice to go all-in on machine learning, while focusing on video and creative to power its App Campaigns product has paid off,” said Shani Rosenfelder, Head of Mobile Insights, AppsFlyer.

“When looking at the Retargeting Index, their numbers are even more impressive considering that ACe was only rolled out to some clients in beta. It’ll be interesting to see how it evolves when the product becomes available to everyone.”

According to research by AppLift, app retargeting can increase click-through rates by 48% and retargeted users are more likely to spend in-app again.

It’s easy to see why retargeting is so popular as it provides a way for app developers to make sense of existing users rather than acquiring new ones which is considerably harder to do.

The data by AppsFlyer also revealed that the number of apps using retargeting jumped 20% last year and the number of apps spending 30% of their budgets on retargeting campaigns grew 18%.

Meanwhile, TikTok Ads doubled their share of the app install market to 120% and for the first time ranked in the AppsFlyer power rankings.

Additionally, ironSource, Unity Ads and AppLovin emerged at the top of the AppsFlyer chart controlling 35% of the gaming app install market, a 10% increase over the first half of 2019.

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