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AppsFlyer’s Latest Performance Index Shows Google Leads in Scale, While Facebook Dominates Quality
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.”
The Chartered Institute of Bankers (CIBN) and the Association of Corporate Communication and Marketing Professionals in Banks (ACAMB) have enjoined banks to further deepen and prioritize financial inclusion, women’s empowerment and sustained growth through strategic mandates and frameworks, aimed at closing the financial gap and empowering more small, and medium enterprise (MSME) owners.
Both organisations made this call during a courtesy visit to the newly invested 24th President and Chairman of Council of the Chartered Institute of Bankers of Nigeria (CIBN), Dr. Dele Alabi, Ph.D, FCIB, as part of plans to congratulate him on his investiture as well as seek a stronger alliance between both bodies.
The visit followed Alabi’s investiture where he unveiled his “IMPACT” Vision, themed “Consolidating Our Local Impact, Enhancing Our Global Relevance.”
The vision rests on six pillars: Inclusion across geographic, gender, and generational lines; Membership growth and quality; Professionalism and ethics; Accountability; Competencies and skills development; Technology, automation, and innovation. Other areas of shared interest, include women empowerment, financial inclusion and literacy, as well as MSME clinics, all of which are top on his agenda.
Alabi explained that under him, the institute will be prioritising financial inclusion and women empowerment, because of its realisation that women are often the primary financial managers and caregivers in families. Access to savings, micro-credit, and insurance acts as a safety net during crisis and allows them to significantly improve living conditions.
He added that CIBN would be happy to drive joint knowledge sharing and exchange sessions with CBN and ACAMB across various platforms. “Educating the public through public awareness programmes, with ACAMB as the rallying point, is central to what we do,” he noted.
ACAMB President, Jide Sipe, who led the delegation, spoke in unison with the CIBN president, as he noted that, closing the inbalances in financial access help economies grow faster, reduces inequality, and encourages greater civic participation by all.
Lagos State has become the first sub-national government in Nigeria to establish a comprehensive Greenhouse Gas Registry, a move aimed at strengthening climate governance, improving emissions accountability and accelerating the state’s transition to a low-carbon economy.
The Lagos State Greenhouse Gas Registry (LGHGR) was unveiled at the Central Business District, Alausa, Ikeja, at a ceremony attended by Prof. Akin Abayomi, commissioner for Health, members of the State Executive Council, representatives of the Federal Ministry of Environment, development partners, TPHG Technologies, the diplomatic and business communities, academics, civil society organisations and the media.
Describing the initiative as a landmark achievement in the state’s environmental sustainability drive, Dr. Babatunde Ajayi, general manager of the Lagos State Environmental Protection Agency (LASEPA), said the Registry marks a defining moment in Lagos’ climate action journey and reflects Governor Babajide Sanwo-Olu’s commitment to building a resilient, climate-smart and environmentally sustainable economy.
According to Ajayi, the digital platform will enable the state to accurately measure, monitor, report and verify greenhouse gas emissions across key sectors, providing credible data to guide environmental policies and climate interventions.
He said the Registry would strengthen evidence-based decision-making, improve transparency and accountability, support national and international climate reporting obligations, unlock carbon market opportunities and boost investor confidence in Lagos’ environmental initiatives.
Ajayi also commended TPHG Technologies for providing the technical expertise that made the pioneering project possible.
Delivering the keynote address, Prof. Abayomi described the Registry as a major milestone that positions Lagos at the forefront of climate governance and emissions accountability in both Nigeria and Africa.
He noted that climate change has evolved into a significant public health and governance challenge, stressing that access to reliable emissions data would enable the state to formulate evidence-based policies, attract climate financing, strengthen resilience and accelerate its transition to a low-carbon economy.
Providing insights into the technical framework of the project, Dr. Mofoluso Fagbeja, lead consultant and chief executive officer, TPHG Technologies, explained that the Registry was developed from the greenhouse gas inventory jointly undertaken by LASEPA and TPHG Technologies in 2022, using 2019 as the baseline year for emissions assessment.
He said the platform is designed to close critical emissions data gaps, particularly within the industrial sector, while supporting effective climate policy implementation, emissions management and sustainable development.
Fagbeja also disclosed that the greenhouse gas inventory estimated that poor air quality contributes to about 35,000 premature deaths annually in Lagos, underscoring the urgent need for stronger emissions control measures and cleaner environmental practices.
In a goodwill message, Balarabe Abbas Lawal, minister of Environment, represented by Mrs. Adenaike Olunimpe Oludunni, federal controller of Environment in Lagos, commended Lagos State for pioneering the initiative, describing it as a significant contribution to Nigeria’s climate commitments.
He said the Registry aligns with the country’s Nationally Determined Contributions (NDCs) under the Paris Agreement and supports the Federal Government’s Energy Transition Plan, while reaffirming the ministry’s commitment to deeper collaboration with Lagos State on climate governance and environmental sustainability.
A recently released Henley Passport Index 2026, showed that Nigerian citizens can travel to at least 20 destinations outside the African continent where entry is allowed either visa-free, with a visa on arrival (VOA) at no extra cost, or via an e-visa.
This expanded access opens doors for Nigerian travellers to experience countries in the Caribbean, Asia, and beyond with greater ease.
Below is a comprehensive guide to countries outside Africa which Nigerian passport holders can visit without a traditional visa.
Visa-Free Countries outside Africa for Nigerian Passport Holders:
Barbados
Cambodia – Visa on arrival
Comoros Islands – Visa on arrival
Cook Islands
Dominica
Fiji
Haiti
Iran – Visa on arrival
Kiribati
Lebanon
Maldives – Visa on arrival
Micronesia
Montserrat
Niue – Visa on arrival
Palau Islands – Visa on arrival
Samoa – Visa on arrival
St. Kitts and Nevis
Timor-Leste – Visa on arrival
Tuvalu
Vanuatuul
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