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AppsFlyer’s Latest Performance Index Shows Google Leads in Scale, While Facebook Dominates Quality

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AppsFlyer, the global attribution leader, today released the 12th edition of its Performance Index, ranking the top media sources marketers should partner with.

AppsFlyer analyzed 580 media sources, 29 billion installs, and over 16,000 apps globally over the second half of 2020.

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.

20% drop in iOS installs among vast majority of media sources

While Apple’s impending AppTrackingTransparency framework, which will impact how mobile apps gather data about users, won’t be enforced until early spring, AppsFlyer’s Performance Index shows it is already causing shifts.

The share of non-organic installs (NOI) on iOS dropped 20% in the second half of 2020 (compared to the first half of the year). The decline was widespread, impacting the rankings of 17 of the top 20 media sources on iOS.

At the same time, the share of organic installs in iOS remained unchanged, as did the number of apps running campaigns on the platform. For comparison, Android’s NOI share showed the opposite trend, increasing by 6% over the same period.

A 30% jump in the cost per install (CPI) on iOS in H2 2020 was a key factor behind the significant drop (Android cost increased by only 10%). As a result, mobile app marketers generated fewer installs for the same budget.

The rise in media cost for iOS users was driven by two main elements: an increase in demand due to accelerated digital transformation caused by Covid-19, and a decrease in supply due to a 40% rise in the share of users who enabled Limited Ad Tracking (LAT).

Commenting on the trends and their impact on African marketers, Daniel Junowicz, Managing Director, LATAM & Africa, AppsFlyer said: “Given Android’s dominance in the African market, marketers in the region have been less impacted by Apple’s upcoming privacy changes and the findings revealed in this Performance Index.

“However, Apple’s changes are part of a growing shift that’s putting consumer privacy front and centre, and African marketers will need to be best prepared to adapt to this landscape as it evolves.

“Brands in Africa should choose the right measurement partner to guide them through these changes, and ensure they’re consistently prepared to offer their users an impeccable user experience, while maintaining the highest levels of user privacy”

“The increase in end users enabling Limited Ad Tracking (LAT) is likely due to the growing attention around user privacy in general and Apple’s privacy changes in particular,” said Shani Rosenfelder, Head of Content and Mobile Insights, AppsFlyer. “Networks that rely on iOS were impacted across the board, as were the advertisers using them.”


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NRS Chairman Outlines Ways Nigeria can Move from Potential to Economic Prosperity

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Zacch Adedeji, chairman of the Nigeria Revenue Service (NRS) has called for a paradigm shift in dependence on raw material exports to one that embrace ideas, innovation and the production of complex products as a pathway to sustainable economic growth and national prosperity.

Adedeji made the submission while delivering the maiden distinguished personality lecture of the Faculty of Administration, Obafemi Awolowo University (OAU), Ile-Ife, Osun State, on Thursday.

A statement by his Special Adviser on Media, Dare Adekanmbi, said Adedeji, in the lecture entitled, ‘From Potential to Prosperity: Export-led Economy’, stressed the need to rethink growth through the lens of complexity by not just producing more of the same stuff.

He lamented that Nigeria possesses a high-tech oil sector and low-productivity informal sector as well as lacking “the vibrant, labour-absorbing industrial base that serves as a bridge to higher complexity.”

The NRS boss stated that Nigeria witnessed stagnation in its exportation drive for three decades between 1998 to 2023, and only added six new products in its export basket list between 2008 and 2023.

“Because of our current position, the Harvard Atlas concluded that we are positioned to take advantage of very few opportunities to diversify using what we already know.”

Adedeji urged Nigeria to learn from the world by comparative study of success and failure like Vietnam, Bangladesh, Indonesia, South Africa and Brazil.

“We are not just looking at numbers in a vacuum; we are looking at the strategic choices made by nations like Vietnam, Indonesia, Bangladesh, Brazil, and South Africa over the same twenty-five-year period. While there are many ways to under perform, the path to success is remarkably consistent: it is defined by a clear strategy to build economic complexity.

“When we put these stories together, the divergence is clear. Vietnam used global trade to build a resilient, complex economy, while the others remained dependent on natural resources or a single low-tech niche.

“There are three big lessons here for us in Nigeria as we think about our roadmap. First, avoiding the resource curse is necessary, but it is not enough. You need a proactive strategy to build productive capabilities.

“Vietnam’s success came from integrating itself into Global Value Chains (GVCs). They positioned themselves as the assembly hub for the world’s electronics, importing high-tech parts and exporting finished products.

“This allowed them to “borrow” technology and management skills from abroad to build their own know-how.

“Nigeria, on the other hand, remains a supplier of raw materials to these chains, not an active participant within them. We must realise that productive capabilities are not permanent. The examples of South Africa and Brazil show us that you can actually lose your industrial edge if you are not careful. Over-reliance on the easy path of resource extraction creates economic and political incentives that crowd out the difficult, long-term work of building an industrial base.”

He added that for Nigeria, which is at an even earlier stage of development and even less diversified than these nations, the warning is stark.

“Relying solely on our natural endowments isn’t just a path to stagnation; it’s a path to regression. The global economy increasingly rewards knowledge and complexity, not just what you can dig out of the ground. If we want to move from potential to prosperity, we must stop being just a source of raw materials and start being a source of ideas, innovation, and complex products.

He added that President Bola Tinubu has already begun the difficult work of rebuilding the economy to ensure collective knowledge to innovate, produce and build a resilient economy.

“The journey from potential to prosperity is not a short one, but with the right map and the right resolve, it is a journey we can finally complete,’ he added.

 


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CIoD, NIPSS Partner to Deepen Governance, Leadership Standards

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The Chartered Institute of Directors Nigeria (CIoD Nigeria) and the National Institute for Policy and Strategic Studies (NIPSS) have signed a memorandum of understanding (MoU) on capacity building, governance advocacy and leadership development across the public and private sectors.

The move, the institutes said, is aimed at deepening ethical leadership, policy coherence and corporate governance excellence in Nigeria.

Both institutions are expected to leverage their combined expertise, resources, and national influence to strengthen the quality of leadership and governance practices that underpin sustainable national development.

The MoU was signed by the Director-General of NIPSS, Kuru, Prof. Ayo Omotayo, and the Director-General/Chief Executive Officer of CIoD Nigeria, Dr Taiwo Nolas-Alausa.

Under the MoU, the parties will jointly design and deliver training programmes, seminars, workshops, and conferences focused on corporate governance, ethical leadership, and strategic decision-making.

A major highlight of the collaboration is the customisation and delivery of CIoD Nigeria’s Company Direction Course 1 (CDC 1) for top-level technocrats, policy initiators, and executors undergoing short courses at NIPSS—providing a structured pathway into professional membership of CIoD Nigeria and the development of chartered directors.

The collaboration also provides a framework for knowledge exchange, with CIoD Nigeria sharing policy insights, research findings, and sectoral recommendations to enrich NIPSS’ policy research and national development discourse, while NIPSS mobilises its institutional goodwill and networks to promote governance education across Nigeria’s public and private sectors.

Speaking on the significance of the MoU, both institutions reaffirmed their shared belief that strong institutions, ethical leadership, and sound governance practices are critical to solving Nigeria’s complex development challenges and positioning the country for long-term growth.

The partnership, which takes effect upon execution, reflects a shared commitment to nurturing leaders of competence, character, and conscience—leaders equipped not only to manage organisations, but to shape policies and institutions that serve the national interest.

 


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Leadway Assurance Commences Use of Fintech in Insurance Product Distribution

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Leadway Assurance has entered into strategic partnership with Paga, the fintech company behind the Doroki merchant platform for the distribution of insurance products.

In the partnership, Paga will use its technology to deliver comprehensive insurance solutions designed specifically for Doroki merchants. The collaboration aims to help merchants safeguard their businesses against everyday risks and recover quickly from unforeseen events. Speaking on the partnership, the General Manager, Doroki Merchants, Arike Okwunowo, said the development meant that its merchants could focus on growing their businesses with peace of mind due to insurance protection.

“At Doroki, we see our merchants as partners in driving economic activity across Nigeria’s retail landscape. This partnership with Leadway, an insurer with decades of experience and a strong reputation for reliability, means our merchants can focus on growing their businesses with the peace of mind that they’re protected,”

Also commenting on the development, Head of Digital Business, Leadway, Diana Mulili reiterated Leadway’s commitment to expanding access to financial security for every Nigerian, saying, “At Leadway, we believe insurance should integrate seamlessly into the everyday realities of people and businesses.

“By partnering with Doroki, we are embedding practical, easy-to-understand insurance solutions into a platform—helping them protect their income, assets, and livelihoods while continuing to grow with confidence.”

 


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