myTarget Ranked #1 in Europe for Game Apps (iOS and Android) in Terms of Retention

The newest AppsFlyer Performance Index ranks myTarget as #1 in Europe for game apps in terms of retention on both iOS and Android, higher than Google AdWords, Twitter, and Facebook. The rating is based on data collected from January to June 2016 covering 4 billion app downloads throughout the world.


Installs of gaming and non-gaming apps, both organic and non-organic, were measured. The rating spanned media sources running at least 10 apps per region.

Post-install retention was calculated to determine the percentage of unique users who were active on days 1, 7, and 30 out of the total number of unique users who first launched the app in the selected timeframe.

Then each media source was compared based on its performance relative to the organic retention of the same apps that ran with the network in question. Each comparison was calculated on a regional basis (APAC, North America, Europe, Latin America, and globally), and per days 1, 7, and 30 post install.

After that, each day was assigned a different weight in the formula as follows: day 1 was given a 20% weight, day 7 was given 30%, and day 30 got a 50% factor. A rank combining two factors was given to each media source: retention (quality) and total installs it generated (quantity).

Retention score of gaming apps in Europe (Android):

Android Global

Retention score of gaming apps in Europe (iOS):

iOS Global

The full version of the Performance Index is available here.