Question 1

What is the source of data that’s used for the benchmarks?

Accepted Answer

The benchmarks are based on certain data processed by AppsFlyer through its platform after it has been fully anonymized and aggregated. To ensure statistical validity, we follow strict volume thresholds and methodologies.

Question 2

How often is the data updated and when?

Accepted Answer

The data is updated on a monthly basis, usually by the 7th of each month to cover install data not from the previous month, but from the one before. For example, by June 7th, the complete data from April is added to the site (for more info on the reason behind this, please refer to the answer to the next question).

Question 3

Why do I only see install data time frames that are at least a month behind?

Accepted Answer

For app marketers, it’s all about post-install data. Therefore, we are showing cohorted data that provides insights into post-install behavior that covers at least 30 days. For example, data updated in the first week of May covers the full month of March. In this case, we can only show week 4 retention, but if you choose an earlier month in the drop-down menu, data for up to week 12 will be displayed — assuming of course it does not appear because it wasn’t statistically significant.

Question 4

What do the figures in red and green that appear alongside the metrics represent?

Accepted Answer

The percentage change compared to the previous month. Red indicates a drop, green an increase.

Question 5

Why am I not seeing data for all potential filter options?

Accepted Answer

Our benchmarking methodology follows strict statistical thresholds including, among other things, a minimum number of apps with a minimum number of installs, and the exclusion of statistical outliers. If the drop-down menu does not include a country, platform, or date that you seek, it means that the data for that specific combination was not statistically valid.

Question 6

Why do I see data for certain metrics in some cases, but in others I don’t?

Accepted Answer

Our benchmarking methodology follows strict statistical thresholds including, among other things, a minimum number of apps with a minimum number of installs, and the exclusion of statistical outliers. If the metric in question does not meet those thresholds for the requested data combination, it is not shown.

Question 7

When will you add the missing filter options and metrics?

Accepted Answer

Every month the data is run and the tool is updated. To the extent there is enough data to surpass the strict thresholds, then previously missing metrics may be available.

Question 8

What is the difference between average and best?

Accepted Answer

The average represents the average among all apps included in the sample, excluding statistical outliers. The best is the 90th percentile or top 10% of performers.

Question 9

Which app categorization/classification do you use?

Accepted Answer

We use the categories as defined by the apps themselves on the App Store and Google Play, with two exceptions: 1) Finance: To dive deeper into the general and highly fragmented Finance app store categorization, we grouped apps into the following sub-categories: Digital Banks: Banks with little or no physical presence. Traditional Banks: Banks with a physical branch and an established pre-digital presence. Financial Services: mobile payments, money transfers, budget management, credit reports, credit scores, credit cards and other financial tools Loans: Apps specializing in money lending. Investments: trade, cryptocurrency, stock market and other investment tools 2) Shopping: We separated between eCommerce, which covers most of the shopping category and includes general retail, fashion, and electronics, and all the other types of apps in this vertical — primarily groceries and marketplace.

Question 10

What is the difference between ‘iOS’ and ‘iOS - SKAN & ATT’?

Accepted Answer

Since Apple introduced its App Tracking Transparency (ATT) framework, and following the wide adoption of SKAdnetwork (SKAN) — the company’s aggregated deterministic attribution solution — an MMP can no longer accurately count the total number of non-organic and organic installs when the data is at a country level. This happens because both AppsFlyer as the MMP and SKAN measure non-organic and organic installs, but the data cannot be deduped on a country level because Apple does not, at present, provide any country data from SKAN (only campaign data which can be deduped via solutions like AppsFlyer’s SSOT). As a result, and unlike Android, the data displayed in iOS only covers overall installs, which is unrelated to the SKAN issue. A divide between organic and non-organic installs is not currently supported at this level of granularity. Similarly, CPI is also based on non-organic installs and cannot be shown at this level. Filter options in the iOS - SKAN & ATT drop-down menu only cover ‘Global’ for the same reason - Apple does not provide country level data from SKAN.

Question 11

Why is data in ‘iOS - SKAN & ATT’ only global?

Accepted Answer

Filter options in the iOS - SKAN & ATT drop-down menu only cover ‘Global’ because Apple does not provide country level data from SKAN.

업종별 벤치마크: 자주 묻는 질문들

벤치마크에 사용되는 데이터의 출처는 어디인가요?

데이터는 얼마나 자주, 언제 업데이트되나요?

인스톨 데이터가 한 달 이상 이전의 기간으로 표시되는 이유는 무엇인가요?

지표의 숫자 옆에 나타나는 빨간색과 초록색 수치는 무슨 뜻인가요?

필터 옵션에 따른 데이터를 다 보지 못하는 이유가 무엇인가요?

어떤 경우에는 특정 지표에 대한 데이터가 표시되지만 다른 경우에는 표시되지 않는 이유는 무엇인가요?

현재 볼 수 없는 필터 옵션과 지표는 언제 추가되나요?

평균과 최고는 어떻게 다른가요?

앱의 카테고리는 어떤 기준으로 분류하나요?

'iOS'와 'iOS - SKAN ATT'의 차이점은 무엇인가요?

'iOS - SKAN & ATT'의 데이터가 글로벌 데이터로만 보이는 이유는 무엇인가요?