Googzilla Rising: This Is a Surprise?

April 21, 2021

It looks like Google is currently at the top of the digital marketing heap, but Facebook delivers the best quality to advertisers. Marketing attribution firm AppsFlyer regularly assembles data on the top media sources that partner with advertisers around the world. For this, its 12th edition, the firm analyzed 580 media sources, 29-billion installs, and over 16,000 apps in the second half of 2020.  IT-Online summarizes the results in, “Google Tops Media Performance Index.”

We learn:

“In this edition, Google extended its lead over Facebook at the top of the Retention Index’s Universal Power Ranking, which ranks media sources by their ability to drive loyal users at scale. Google’s share in the global non-organic app install pie also increased by 15%. This was driven by the search giant’s continued growth in Android, especially in emerging markets such as Africa. In contrast, Facebook’s share of the global non-organic app install pie dropped 10% in Index 12, mostly due to iOS losses (as part of an overall drop in iOS). However, when it comes to quality, the social network reigns supreme. It is ranked second in the average of quality metrics across all of the different indices. Facebook’s retention score, (which looks at the percentage of users who still use an app over a period of time after installing it), is 16% higher than Google’s, mostly the result of a growing divide in Android and among non-gaming apps. The social network continues to dominate the remarketing index, while Google has significantly grown its share of app remarketing conversions by 65% in the second half of 2020.”

So overall, Google and Facebook seem to be neck and neck. As for Apple, its performance at the end of last year was affected by its upcoming AppTrackingTransparency framework. The framework, which  regulates how mobile apps collect user data, will be enforced later this year. Between the increased attention to privacy and a pandemic-related rise in demand, the cost per install on iOS jumped by 30% (compared to Android’s increase of just 10%). Apple saw a 20% drop in non-organic installs on iOS compared to the first six months in 2020. Wasn’t there a game called Google? No, I am thinking of Monopoly.

Cynthia Murrell, April 21, 2021

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