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RESEARCH, ANALYSIS & TRENDS

the IAP power ranking for gaming. rienced the strongest fluctuations in both the iOS and
Android rankings.
Google ranked third among non-gaming apps in the
SKAN Index, while the search giant also took third Because media companies that previously focused
place in both the IAP and Engagement Power for non- heavily on the analysis of data at the user level had to
gaming apps. The latter is mainly due to a second completely rewrite their algorithms in the face of the
place in the Life & Culture category. new reality of aggregated data protection. Some net-
works reacted faster while others are still struggling,
Snap also made progress in the SKAN Index, ranking and this fact leads to significant instability on the media
fourth in the IAP power and volume rankings for non- side.
gaming apps.
The AppsFlyer Performance Index analyzed a total of
Fluctuations in mobile media rankings, particu- 610 media sources, 25 billion installations and over
larly in the gaming industry, reflect instability 18,000 apps from July to December 2021. This resulted
in the ecosystem in the SKAN index with 240 million post backs from
over 1,800 apps and 32 media sources.
Apple's ATT Framework has impacted mobile media
companies as much as it has impacted mobile market- Ben Jeger, Managing Director Central Europe at
ers. Comparing the Performance Index rankings before AppsFlyer, said: "The scope and methodology of the
and after iOS 14.5, AppsFlyer found that 29 media Performance Index has significantly expanded thanks
sources moved up or down by at least two places; 20 to the growing adoption of Apple's SKADNetwork and
other media sources fluctuated by at least three places. AppsFlyer's new Conversion Studio. It will be interest-
This includes all top 10 media sources, both SRN (self- ing to see whether advertisers are shifting some budg-
reporting networks like Meta and Google) and non- ets back to iOS, or whether a limited, aggregated data
SRN. reality will continue to drive budget allocations – at least
until advertisers are more confident about boosting per-
Although the fluctuations are more significant for iOS, formance with existing SKAN signals." ◊
ATT enforcement has also had a significant impact on
Android for mobile media companies. Comparing H2 By MediaBUZZ
2020 to H2 2021, 25% of total budgets shifted from
iOS to Android. In addition, the gaming industry expe-

July 2022: Search Marketing 11