What is the AppsFlyer Performance Index?
The AppsFlyer Performance Index is a comprehensive industry benchmark report designed to evaluate and rank mobile media sources based on their performance and effectiveness in-app marketing campaigns. Published biannually, the index provides critical insights into how different advertising networks perform across key metrics such as user retention, conversion rates, Return on Ad Spend (ROAS), and fraud prevention. It is an invaluable resource for mobile marketers aiming to make data-driven decisions in choosing effective networks for user acquisition and app monetization.
Why is the AppsFlyer Performance Index Important?
The AppsFlyer Performance Index is important because it provides a data-backed view of the mobile advertising landscape. By evaluating performance across verticals (such as gaming, e-commerce, travel, and finance) and geographies, the index enables marketers to assess the value of each platform relative to their specific objectives.
This comparative data empowers app marketers to allocate their budgets more effectively, optimize campaigns for their desired audiences, and maximize return on investment. Furthermore, since the report includes insights into fraud levels, it helps marketers steer clear of networks with high fraud risks, ensuring safer investments.
Key Metrics in the AppsFlyer Performance Index
The AppsFlyer Performance Index assesses networks on multiple metrics:
- Retention Rate: Measures the percentage of users who continue to engage with an app after installation, indicating long-term value.
- In-App Engagement: Tracks user actions within the app, such as purchases or time spent, to evaluate campaign effectiveness beyond just installs.
- ROAS (Return on Ad Spend): Assesses the revenue generated per dollar spent on ads, a vital metric for profitability.
- Fraud Protection: Analyzes the extent of fraud detected on each network, helpingÂ
marketers avoid sources that may inflate metrics with low-quality traffic.
How Mobile Marketers Use the AppsFlyer Performance Index
The AppsFlyer Performance Index offers granular insights that support mobile marketers in optimizing campaigns and achieving higher-quality user acquisition. For instance, marketers can segment the data by platform (iOS vs. Android), region, or app category to pinpoint the top-performing channels for their specific audience. By understanding each network’s strengths and weaknesses, they can tailor campaigns to align with their target demographics and app goals.
The report also allows marketers to benchmark their performance against industry standards, assess the effectiveness of different networks, and refine their advertising strategies accordingly. With its robust, data-centric approach, the AppsFlyer Performance Index remains a trusted guide in the dynamic landscape of mobile advertising, helping marketers navigate, strategize, and execute campaigns precisely.
AVOW has achieved a significant milestone by securing a top 3 position in the Global Finance category of the 16th AppsFlyer Performance Index. This accomplishment reinforces AVOW’s status as a leader in the finance app technology sector. The company now stands in an elite group, ranking just behind Google Ads and Meta and ahead of Google Marketing Platform and TikTok for Business.