The largest retention of the first day is among users whose source was the advertising solutions Vungle and AdColony,” AppsFlyer said in its research.
In this study, AppsFlyer, based on information obtained from more than 50 million downloads purchased, found out the retention of users on the grids from which developers purchased them. The company did not publish the exact data, but compared them with each other.
Research results
Top 25 iOS Grids
On iOS, the average retention rate is highest for those users who were purchased using Vungle and AppLovin.
Top 25 Android Grids
On the Android platform, the best retention of the first day turned out to be for games whose users switched from AdColony ads. Moreover, the network is also leading in projects with retention of the seventh and thirtieth days. Although, for example, Facebook also has a very high retention of the seventh day.
Top 16 grids running on both platforms
When comparing the grids that are present on both Android and iOS, you can see that, in general, the retention value jumps very much within the platforms from grid to grid.
Important: the three graphs above should not be compared with each other, since the result of the grid with the highest retention was taken for the maximum in each of them.
On average, the retention of iOS projects is significantly higher than that of Android projects (who would doubt it). The best retention results on Android are shown only by partner and motivated grids, but this is such an exception, otherwise iOS projects on dry retention win over “androids”.
If we talk about the types of grids, then the leader are those that specialize in video advertising. They give the best users (with the highest retention rate). This applies to both iOS and Android.
For example, on Android, the retention of users who came from video advertising is, on average, 67% more than those who switched from affiliate networks. At the same time, the retention of the thirtieth day of users from partner sites is 280% more than those who “came as” motivated traffic.
But if we talk about the effectiveness of advertising networks, where efficiency means a parameter that takes into account both user retention and the number of downloads, then the picture, in general, comes out like this:
iOS
Android
In general, it seems to us that AppsFlyer has done a very important job, which, in principle, it is quite possible to rely on when choosing an advertising network. Although, of course, it is a pity that we have not received specific indicators of user retention on grids. If you have any data – feel free to share, we will be glad to hear.
A source: http://www.appsflyer.com