Question 1

How is each metric defined?

Accepted Answer

The full list covering 17 metrics and their definitions can be found here.

Question 2

What is the source of data that's used in the platform?

Accepted Answer

The only source of data used for this site comes from AppsFlyer, the industry leader in marketing measurement with a global app market share that exceeds 60%. This is done via integrations with leading media partners, as well as our proprietary SDK implemented in our clients' apps. To ensure statistical validity, we follow strict volume thresholds and methodologies. All data is fully anonymous and aggregated.

Question 3

How often is the data updated and when?

Accepted Answer

We update the data on a quarterly basis, usually by the 7th of January/April/July/October. A cohort of two months is applied for post-install metrics like retention rate and share of paying users, which cover data as far as 30 days after the install.

Question 4

What's the difference between 'average per app' in the Performance Benchmarks section and the methodology used in other sections?

Accepted Answer

The Performance Benchmarks section uses an average per app approach. Each app that meets statistical thresholds is equally weighted, regardless of size. You can filter by app size, defined as: Large: Top 20% by installs Medium: 50th–80th percentile Small: 20th–50th percentile If a specific app size cohort doesn't meet the threshold, data will include all size categories that do. In contrast, other sections use aggregated data. That means apps with more data points have a proportionally larger influence on the results. This applies to normalized trends (e.g., in Section 1), percentage splits (Sections 3 and 5), and percentage change (Section 4).

Question 5

How are media types grouped?

Accepted Answer

Media types classification are based on the type of paid marketing activity: User acquisition (UA) spend / paid installs metrics Social & Search: Google Ads, Meta Ads, TikTok For Business, Apple Ads, Snapchat, and 6 others Ad Networks: AppLovin, Mintegral International Limited, Unity Ads, ironSource, and 8 others DSPs: Moloco, Liftoff, DV360, and 3 others OEM & Preload: Xiaomi, vivo, Digital Turbine, Transsion, Oppo, and 6 others Rewarded: adjoe, AdAction, Tapjoy, Mistplay, and 3 others Remarketing ad spend / paid remarketing conversions Social & Search: Google Ads, Meta Ads, TikTok For Business, Google Marketing Platform (DV360 & CM360), Snapchat, and 5 others Ad Networks: Mintegral International Limited, Criteo, SHAREit, and 3 others DSPs: RTB House, Liftoff, Remerge, RevX (powered by Affle), Moloco, DV360, InMobi DSP, Adikteev, and 6 others

Question 6

How are statistical outliers removed?

Accepted Answer

In the Performance Benchmarks section, the top and bottom 10% of values for the selected metric are excluded. For example, if Day 7 Retention is selected, the 10% of apps with the highest and lowest Day 7 retention values are removed before calculating the average. In sections using aggregated data (see question above), our anomaly detection combines three rules. Two flag irregularities within a single time slice (e.g., a quarter): values that make up 20% or more of the total, or are 10x larger than the second-highest, signaling dominance or extreme outliers. The third rule uses Median Absolute Deviation (MAD) to detect values that deviate from typical patterns — either across quarters (spotting shifts over time) or within a quarter (spotting group-level outliers).

Question 7

Why does data appear in some cases, but does not in others?

Accepted Answer

Our methodology applies strict statistical thresholds, including a minimum number of apps, a minimum number of companies, a minimum number of installs, and the exclusion of outliers. Data is displayed only when it meets our thresholds. As a result: Some options in dropdowns may not appear Certain metrics may be hidden if they don't meet the minimum requirement of sufficient data for at least 4 consecutive quarters, starting from the most recent. Entire sections may be excluded if fewer than two metrics are available Every quarter we run the data to update the tool. As AppsFlyer constantly adds more and more apps to its client base, the potential of surpassing the thresholds increases.

Question 8

When is data shown on a sub-region level?

Accepted Answer

If thresholds aren't met for a specific country, we follow this logic: when data is sufficient at the sub-region level (but not country level), the country will appear in the dropdown, but the results shown will reflect the sub-region, clearly labeled as such. If thresholds aren't met even at the sub-region level, the country will not appear in the dropdown at all. Sub-regions are grouped based on the following countries: North America: United States, Canada Latin America: Brazil, Mexico, Argentina, Colombia, Chile, Peru Western Europe: United Kingdom, Germany, France, Italy, Netherlands, Spain, Switzerland, Sweden, Belgium, Ireland, Austria, Denmark, Norway, Israel, Portugal, Greece, Finland Eastern Europe: Turkey, Poland, Romania, Czech Republic, Ukraine, Kazakhstan, Hungary, Uzbekistan, Azerbaijan Middle East: Saudi Arabia, United Arab Emirates, Egypt, Iraq, Qatar Africa: South Africa, Nigeria, Kenya, Morocco, Algeria, Ghana Indian Subcontinent: India, Pakistan, Bangladesh, Nepal Southeast Asia: Indonesia, Philippines, Thailand, Vietnam, Malaysia, Singapore Japan & Korea: Japan, South Korea Australia & New Zealand: Australia, New Zealand

Question 9

Which app categorization/classification do you use?

Accepted Answer

We use the taxonomy of Sensor Tower for both gaming and non-gaming based on its Game IQ and App IQ solutions.

Question 10

Where can I request new metrics to be added to the platform?

Accepted Answer

We'd love to hear your feedback in this form.

업종별 벤치마크: 자주 묻는 질문

각 지표는 어떻게 정의됩니까?

플랫폼에서 사용되는 데이터의 출처는 무엇입니까?

데이터는 얼마나 자주, 언제 업데이트되나요?

성과 벤치마크 섹션의 '앱당 평균'과 다른 섹션에서 사용되는 방법론의 차이는 무엇인가요?

미디어 유형은 어떻게 그룹화되나요?

통계적 이상치는 어떻게 제거됩니까?

왜 어떤 경우에는 데이터가 나타나고 어떤 경우에는 나타나지 않습니까?

하위 지역 수준에서 데이터가 언제 표시됩니까?

앱의 카테고리는 어떤 기준으로 분류하나요?

벤치마크에 새 지표를 추가하고 싶다면, 어디에서 요청할 수 있나요?