March 20, 2019

AppsFlyer, the global leader in mobile attribution and marketing analytics, released today its latest Performance Index, providing marketers with the most comprehensive report to date on the evolving mobile advertising industry. Covering activity in the second half of 2018, the report draws on 370 media networks to examine 20 billion app installs, 11,500 apps, and 39 billion app opens.

While Facebook and Google continue to dominate the rankings overall,  other power players are emerging — particularly in the vibrant gaming market. In categories like shopping and ecommerce, Apple Search Ads and Snap still trail Facebook and Google in the rankings but saw continued growth. Additionally, relatively high fraud rates worldwide continued to impact the rankings and chip away at marketers’ budgets, prompting marketers to re-evaluate certain tactics like affiliate marketing.

The study surveyed media sources in the following regions: North America, Latin America, Asia, Europe, and, for the first time, rankings for Africa and the Middle East were included, demonstrating the region’s growth. Categories surveyed included Shopping, Utilities; Lifestyle & Culture; and Gaming, segmented into Casual, Midcore & Strategy, and Social Casino apps.