News
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.”
News
IMF Sees 4% AI Growth Boost for Africa

Accelerating artificial intelligence (AI) adoption could increase Africa’s GDP by up to 4% over the next decade, according to the International Monetary Fund (IMF).

In a report released on Tuesday, titled Africa Can Grow Faster With AI—If It Moves Now, economists from the IMF’s Africa Department say current levels of AI adoption and utilisation are expected to contribute just 0.2% to the region’s GDP over the next 10 years.
However, the report says stronger adoption, supported by the right infrastructure and policies, could raise the economic impact to about 4% by extending AI beyond today’s digitally connected firms.
Martin Schindler and other IMF economists say: “AI adoption in sub-Saharan Africa currently lags well behind every other region. If richer economies race ahead while African firms and governments lag, the productivity gap between the region and the rest of the world will only widen.”
Early signs of AI adoption are emerging across Africa, with countries including Zimbabwe, Kenya, Egypt and Nigeria developing AI strategies.
Telecommunications operators, including Vodacom, Econet, Africell and MTN, are also integrating AI into their operations and networks.
Other examples include chatbots supporting teaching and learning in Nigeria and the South African Revenue Service’s use of data analytics for targeted tax audits.
However, the IMF says AI adoption must extend beyond these early use cases to deliver meaningful economic benefits.
“For the region, AI’s main promise is not about replacing office workers, but boosting productivity across the economy—helping informal firms manage inventory, enabling farmers to increase yields, and supporting mid-sized firms to transition to formality and export readiness,” the report reads.
The IMF is urging governments to prioritise investment in reliable electricity, affordable broadband, data infrastructure and digital skills to support wider AI adoption.
Many African countries, including Zimbabwe, Kenya, Ghana, Nigeria and Cameroon, continue to face electricity shortages, while broadband services remain costly and coverage is uneven.
The Fund believes stronger investment in power, connectivity, regional data infrastructure and digital skills would help unlock AI’s economic potential.
News
NPC Opens Nationwide Digital Birth, Death Registration Platform

National Population Commission (NPC) has commenced the nationwide digital registration of births and deaths under the Electronic Civil Registration and Vital Statistics (E-CRVS) system to strengthen legal identity management and improve demographic data.

Speaking at a press briefing in Lokoja on Tuesday, Mr Afolabi Yori, federal commissioner representing Kogi, said the initiative became operational nationwide on July 1, through the VitalReg platform.
Yori described the development as a landmark in Nigeria’s civil registration system, noting that it would modernise birth and death registration through a technology-driven platform that meets international standards.
He said the digital platform would improve service delivery, strengthen data integrity and ensure that every birth and death occurring in Nigeria was accurately documented and securely stored.
According to him, civil registration is more than an administrative process, as it provides reliable statistics that support public policy formulation, resource allocation and national development planning.
“Nigeria records an estimated five million births annually, yet millions of births and deaths remain unregistered.
“Birth registration coverage currently stands at about 57 per cent nationwide, while death registration remains below 20 per cent,” he said.
The commissioner said that the commission had established 4,011 functional registration centres across the country’s 774 local government areas and was working to expand the number to about 8,000.
He added that the commission was strengthening collaboration with stakeholders to improve the capacity of registration personnel and ensure prompt documentation of vital events through the VitalReg platform.
Yori said the platform would provide faster registration services, 24-hour online access, digital certificate issuance where applicable, and reduce paperwork, waiting time and unnecessary travel.
He disclosed that the platform was being operated under a Public-Private Partnership with Barnks-forte Technologies Ltd. as the commission’s technical partner to ensure system availability, cybersecurity and continuous technological improvement.
He called on parents, healthcare institutions, traditional and religious leaders, civil society organisations, development partners and the media to support the initiative by encouraging the prompt registration of births and deaths.
Earlier, Samuel Omonakpeme, director in Kogi, NPC State, described the commencement of the digital registration system as another milestone in efforts to strengthen Nigeria’s Civil Registration and Vital Statistics system.
Omonakpeme stated that the initiative aligns with the Federal Government’s digital transformation agenda and the Sustainable Development Goals, particularly Goal 16.9, which seeks to provide legal identity for all.
He appreciated the Federal Government, the leadership of the commission, UNICEF and other development partners for supporting the implementation of the initiative.
The state director also urged parents, guardians, health institutions, community leaders, religious organisations and the media to mobilise public support for the timely registration of all births and deaths.
The News Agency of Nigeria (NAN) reported that ICT personnel of the commission, led by Ehimoni Kolawole, conducted a live demonstration of the digital birth registration process using the VitalReg platform.
The demonstration showed that the registration process captures the biodata of both parents, while at least one parent must possess a valid National Identification Number (NIN) to complete the registration of a newborn.
News
YEDC Warns Customers, Says 20 Percent Electricity Bonus is Scam

Yola Electricity Distribution Company (YEDC) has alerted its customers to a fraudulent message circulating on social media, falsely claiming that electricity consumers can receive an additional 20 per cent bonus units when recharging their prepaid meters through unofficial channels.

In a statement issued by the company’s management on Monday, YEDC described the claim as false and urged customers to disregard the misleading information, stressing that it did not originate from the company.
According to the statement, YEDC does not offer bonus electricity units through individuals, agents, personal bank accounts, phone numbers, or social media contacts.
The company advised customers to purchase electricity tokens only through approved cashless payment platforms, including the YEDC Pay App, OPay, Interswitch, and other authorised vending channels, or to visit the nearest YEDC office for assistance.
YEDC also cautioned customers against sharing their meter details or personal information, or making payments to unauthorised persons claiming to represent the company.
The company further urged customers to rely exclusively on information disseminated through its official communication channels to avoid falling victim to fraud.
The management thanked customers for their continued cooperation and reaffirmed its commitment to serving them.
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