Mobile attribution and data analytics company AppsFlyer released the ninth edition of its Performance Index, which analyzes mobile media sources. The company analyzed 23 billion application installations and 45 billion app opens across over 15,000 mobile apps from January through June 2019.
The report showed that, for the first time, Google ads overtook Facebook ads to become the No. 1 driver of app installations globally during the first half of 2019. However, Facebook remained in the No. 1 spot on AppsFlyer’s overall power ranking chart, with Google in second.
Facebook also sat atop the report’s three retargeting charts (gaming, non-gaming and shopping), with Google coming in second across all three.
AppsFlyer said, “Retargeting is becoming increasingly more important for mobile marketers, with a staggering 57% year-over-year increase in the number of apps running this activity.”
Elsewhere, the report highlighted the growth of TikTok during the first half of 2019, as it took the No. 1 spot on the report’s global growth chart. Pinterest and Twitter came in ninth and tenth on the global growth chart, respectively.
The report said, “Video creation app sensation TikTok is aggressively monetizing users via TikTok ads (known as Ocean Engine in China), making waves in the global install market. The Chinese giant’s share in the pie skyrocketed 10 times, growing across (the Asia-Pacific region), North America and Europe.”
Finally, the report found that Snapchat “generated 62% more installs” in the first half of 2019, when compared to the second half of 2018, while Pinterest saw “a 190% jump in the number of apps running ads on the platform in the first half of 2019.”
Visit AppsFlyer’s website to view the full report.