This October, AppsFlyer released its latest Performance Index, ranking Fluent as the #14 fastest-growing media source in North America, and among the top 20 media sources in the Retention and In-App Purchase categories.
As an objective ranking of top mobile traffic sources, AppsFlyer’s Performance Index XI is its most comprehensive index to date, covering 27 billion installs and 58 billion app opens across 14,000 apps. To account for the importance of monetization metrics in today’s freemium-driven ecosystem, AppsFlyer has also introduced new indices that highlight monetization-driven rankings.
The latest Performance Index analyzes data from H1 2020 and ranks the top 495 media partners across the following categories: Growth, Retention, Remarketing, In-App Purchases (IAP), and In-App Advertising (IAA). Below we explore the categories where Fluent ranked in the top 20, and why these factors are important to consider when choosing a media partner.
The Growth Index
The Growth Index focuses on the fastest-growing, up-and-coming media sources per region. The top 10 players from each region are excluded from this index to shine a spotlight on the rising stars in the space and encourage a more diversified mobile media landscape.
How it’s Measured
AppsFlyer compares the performance of the top 150 media sources in H2 2019 vs. H1 2020, taking the following factors into consideration: install growth, number of apps growth, and growth in share of the app install pie — on a global or regional level.
Where Fluent Stacks Up
#14 in North America
What it Means
While Facebook and Google are certainly strong pillars of any advertising strategy, it’s important to look to alternative channels to bolster scale and drive incremental lift for your user acquisition campaign. Leveraging proprietary mobile web inventory, Fluent helps app marketers diversify their UA strategy beyond the duopoly, accessing new audiences outside their core demographic profile. As a trusted media source, Fluent provides app marketers with targeted campaign opportunities powered by first-party consumer insights and real-time performance data.
The Retention Index
Formerly known as the Performance Index in previous editions, the Retention Index ranks media sources by their ability to drive users with the best retention rates.
How it’s Measured
- Volume Ranking: based on the total number of non-fraudulent installs attributed to a given media source, and the number of apps running on the platform
- Power Ranking: based on the number of non-fraudulent installs, the number of apps running with each media source, and the weighted retention score
Where Fluent Stacks Up
Gaming – Casual Group – Android & iOS (North America)
- Power Ranking #24
- Volume Ranking #12
Non-Gaming – Life & Culture – Android & iOS (North America)
- Power Ranking #21
- Volume Ranking #20
What it Means
Fraudulent installs rarely result in high-value users, thus leading to wasted ad spend and low retention rates. Media partners that focus on a clean attribution signal are best positioned to deliver quality traffic and drive long term value. As a leader in fraud prevention, Fluent uses third-party data validation solutions and proprietary technology to verify consumer information and create actionable profiles. From there, Fluent’s proprietary technology and algorithms authenticate human behavior and user engagement to ensure that ads are only served to qualified audiences.
Learn how Fluent drove high LTV users for Ibotta while reducing CPAs by 51% >>
The IAP Index
Introduced as a new addition to the AppsFlyer Performance Index this year, the IAP Index ranks media sources on their ability to deliver users with the highest likelihood to complete an in-app purchase.
How it’s measured
- Volume Ranking: based on the total number of non-fraudulent installs attributed to a given media source, and the number of apps running on the platform
- Power Ranking: based on the number of non-fraudulent installs, the number of apps running with each media source, and the IAP score (calculated by dividing the non-organic share of paying users by the organic share of paying users)
Where Fluent Stacks Up
Gaming – Casual Group – Android & iOS (North America)
- Power Ranking #21
- Volume Ranking #12
What it Means
In a freemium-dominated space, IAPs continue to gain dominance as a key performance metric. In-app purchases enable publishers to create long-term-revenue opportunities supported by their most valuable users. While events like app installs and trial sign-ups are strong leading indicators of success, publishers need in-app purchase rates to more accurately measure lifetime value. Fully integrated with all major MMPs, Fluent tracks full-funnel events beyond the initial install to optimize towards marketers’ highest-performing audience segments.
Enhance Your Mobile UA Strategy with Fluent
We are honored to be featured alongside such great company in AppsFlyer’s latest Performance Index. This recognition is reflective of Fluent’s efforts to combat ad fraud and become an industry leader in strategic mobile user acquisition solutions. If you want to learn more about how Fluent can help you drive growth for your mobile app, connect with us here!
