Slides presented by AppsFlyer on AllThingsASA Online Conference, hosted by SearchAdsHQ

1. Apple Search Ads
Performance Review
Q1 2018
Ben Roodman
Director of Partner Development
North America

2. THE ATTRIBUTION
AUTHORITY
100%
Independent &
Unbiased
$12B
Ad Spend
Measured
3,500+
Integrated
Partners
0
Financial interest
in ad networks
Marketers and
Developers
75K+
1T+
Mobile Actions
Measured Per Month
Backed by

3. The App Store: #1 App Discovery Channel

4. But… App Discovery Is Largely Broken
There are
2.5 Million Apps

5. The iOS Organic Decline (US)
Year-Over-Year Change in Share of iOS App Installs (US)

6. To Help Fix
Discovery Apple
Introduced
Apple Search Ads

7. One company already made an empire of search intent
Apple is Leveraging
The Power of Search Intent

8. How Does Apple Fare?

10. Gaming

11. Non-Gaming

12. Here’s some brand new data from Q1

13. About the Study
Duration: Q1 2018
Country: US
ASA installs: 10 million
Apps running with ASA: 230
(minimum of 2,000 monthly non-organic installs)
Total apps: 1,400
(minimum of 2,000 monthly non-organic installs)
Networks included: 50 top media sources
(by volume of attributed installs)
Total revenue measured: $90 million
(minimum of $500 monthly non-organic revenue)

14. ASA Increase in Share of Non-Organic Pie
Q1 2018 vs. Q1 2017
84%Overall
141%
Gaming
68%
Non-Gaming

15. 90-Day ARPU: Gaming

16. 90 Day ARPU: Non-Gaming

17. Retention Top 10 Gaming
Weighted retention score (Day 7 25% Day 30 75%))

18. Retention Day 30 Top 10 Non-Gaming
Weighted retention score (Day 7 25% Day 30 75%))

19. 30 Day Uninstall Rate: Non-Gaming US Top 8

20. 30 Days Uninstall Rate- Gaming US Top 10

21. eCPI March 18: Gaming

22. eCPI March 18: Non-Gaming

23. Key Takeaways
● Significant Growth
● Non-Gaming performance is better than
Gaming
● Good quality comes with a price

24. Thanks!
ben@appsflyer.com