Liftoff(Vungle)Performance Index 17: Liftoff Takes Home Dozens of Top 10 Accolades
Summary
AppsFlyer released its 17th Performance Index, the largest edition to date analyzing 92 media sources responsible for 13.5 billion non-organic installs across 35,000 apps from January to June 2024. The index honors Liftoff with dozens of top 10 rankings across multiple categories. Key rankings include Power and Volume indices for Global Gaming-Casino and Global Non-Gaming-Finance on Android, along with iOS SSOT and Android Remarketing indices, providing comprehensive performance benchmarks for mobile in-app advertising partners.
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MintegralMintegral Third in Android Power & Volume Ranking, A New Record in AppsFlyer's Performance Index
Mintegral ranks 3rd globally in Android Power and Volume in AppsFlyer's Index 17. Excels in gaming (2nd in Volume on Android/iOS) and non-gaming (top 10 in most verticals). First appearance in remarketing index with #7 Volume in APAC non-gaming Android. Customer testimonials highlight 20% ROI lift for Chapters, 20% revenue rise for Pocket FM, and 1.5x ROAS for AdOne games. New Day 7 Target ROAS model launched.
AppsFlyerThe marketer’s guide to first-party data
First-party data, collected directly from users with consent, is crucial for marketers due to privacy regulations limiting third-party data. It enables accurate personalization, compliance, and cost savings. Key steps include ethical collection, maintaining clean data, and using it internally for product/marketing optimization and externally via commerce media networks.
MintegralMaking the Most of Non-Gaming Marketing Opportunities
Non-gaming apps can reduce CAC by advertising on gaming platforms, reaching 3.3 billion monthly players. Creative formats like playable and rewarded video ads boost conversions. Key challenges include identifying high-value users and allocating sufficient budget for algorithm optimization. Successful examples include Buddy AI and food delivery apps.
MintegralScaling Non-Gaming Apps: How to Master User Acquisition
Non-gaming apps are driving ad spend growth, with a 23% YoY increase. Key strategies include using interactive ads like playables, targeting gaming app inventory for lower CAC, and exploring alternative app stores (e.g., Amazon, Samsung) for cost savings. Top markets vary by category: US for AI and mini-series, India for finance, Latin America for shopping.
AppsFlyerWhere European Finance Apps Win or Lose Users
European finance app installs hit 960M in 2025 but grew only 0.4%. BNPL apps grew 40% while crypto fell 35%, signaling a shift to utility. Neobanks win acquisition; traditional banks win retention (1.5-2x Day 30 rates). Web-to-app drives 41.8% of conversions but most brands can't measure the handoff. Nearly 1 in 2 investment app installs in Western Europe is fraudulent, distorting CPI and ROAS. Winning brands prioritize engagement, fraud detection, and cross-platform measurement.
AppsFlyerMarketing attribution: what it is and how to measure it
Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias distort budget decisions. Single-touch models (first/last-click) are simple but miss the full journey; multi-touch models (position-based, data-driven) are more accurate but require robust data. Mobile attribution is particularly challenging due to ATT, SKAdNetwork, and cross-platform gaps, necessitating a mobile measurement partner (MMP) for independent, deduplicated measurement. Clean attribution data is essential for AI-driven optimization—bad signals lead to bad decisions. Starting with position-based attribution and incrementality testing provides a practical foundation.
AppsFlyerCross-platform measurement: the complete guide for 2026
Cross-platform measurement resolves the common problem of fragmented, device-level reporting that inflates ROAS and misallocates budgets. By unifying customer identity across web, mobile, CTV, and other surfaces, marketers gain a single view of LTV and attribution. AppsFlyer provides this via CUID stitching and Product Line grouping, enabling real-time, deduplicated insights without manual BI work. Key benefits include accurate cross-platform ROAS, elimination of duplicate attribution, and reliable data for AI-driven optimization.
AppsFlyerThe marketer’s guide to buying an MMP
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