Adjust Partner Benchmarks report shows the app economy is growing around the world, with different growth factors by region


Interactive Partner Benchmark Report Includes Network, Market, and Vertical Performance Insights for Data-Driven Mobile Marketers

SAN FRANCISCO, September 29, 2021 / PRNewswire / – Mobile Marketing Analytics Platform Adjust today announced the results of an interactive global conference Partner Baseline Report this shows that the app economy is growing around the world, although the drivers of growth vary by geography. The global study analyzed more than 270 ad networks with 6 billion paid installs from more than 5,000 apps, in nearly 250 countries and 12 industry verticals.

Adjust is a global app marketing analytics platform committed to ensuring the highest standards of privacy and performance. Adjust’s solutions include attribution and measurement, fraud prevention, cybersecurity, and automation tools. The company’s mission is to make mobile marketing simpler, smarter and more secure for the more than 50,000 applications that work with Adjust. (PRNewsfoto / Adjust)

To maximize digital ad spend, UA managers need best practices and common channels specific to their region and industry.

“Globally, we have seen rapid growth in the app ecosystem, with mobile poised to compensate 75% of total digital ad spend this year. To make this as effective as possible, AU officials need best practices and common channels specific to their region and sector, ”said Andrey Kazakov, COO of Adjust. “Adjust’s Partner Benchmarks provides a global behind-the-scenes view of the mobile advertising industry: which networks are the most common, how to create the perfect channel mix, and where to find the next high-quality user group, based on that. that other businesses in a particular region and sector find most effective. “

The main findings of Adjust’s report on partner benchmarks include:

  • The global app economy is growing faster than ever, but the drivers of growth vary by region. For example, the growth of APAC is still being driven by mobile games, while Turkey is largely motivated by no-play verticals, such as health and fitness, and education. Facebook, Google, AppLovin and Unity all dominate verticals in Turkey. In APAC, Facebook and Google Ads lead the charts for ad spend in most verticals and markets, but regional networks are gaining ground.

  • Gaming remains the largest user acquisition-focused category, led by APAC. Gaming accounts for 50% of UA’s total ad spend across all industries, according to global data from Adjust. APAC companies spend the most on UA ​​gaming – up to 64% – followed by North America (57%) and EMEA (39%). AppLovin and IronSource outperform in this vertical sector, with Facebook, Google Ads, TikTok, Unity and Mintegral retaining a significant share.

  • South East Asia (SEA) is leading strong growth in the m-commerce vertical. Adjustment data shows e-commerce installs in SEA grew by 18% in the first half of 2021, with digital retail’s share currently being exceeding China and India. While Google and Facebook are still the most dominant marketing channels, networks such as TikTok, Affle, Naver, InMobi, and Appier are gaining ground and could be great choices for ad buying strategies.

  • Food delivery apps continue to thrive after huge growth due to a pandemic. Adjust’s data indicates that food and beverage growth has been a steadily upward trend, even in markets that are no longer stuck. Global installs in 2020 grew 19% year-on-year and are up 20% so far in 2021. Session growth is even more impressive, already up 34% in 2021 from 71% in 2020. Google Ads, Facebook and Apple Search Ads are the main networks driving growth – although Snap and TikTok entered the top five, followed by AppLovin, Headway and Digital Turbine.

  • Social media has a new growth engine: the short video. As the overall time spent on short video continues to increase rapidly, the power of the format, which has become a big player in social commerce, is also increasing. Unsurprisingly, Google Ads, TikTok, Snap, Apple Search Ads, and Facebook dominate the rankings across all verticals and on iOS and Android in the social media industry.

View detailed results in the partner benchmark report here.

Adjust’s Partner Referrals report is based on data from the first half of 2021, showing the company’s analytics across 272 networks with more than 6 billion paid installs and 160 billion app opens from of 5,460 applications – a comprehensive overview of all Adjust customers.

Adjust’s clients operate in 246 countries, with a strong presence in North America, EMEA and APAC. Key findings highlight industry-wide trends, making comparisons with industry reports as well as Adjust’s 2021 Mobile Apps Trends report.

About the fit
Adjust is the mobile marketing analytics platform trusted by growth-driven marketers around the world, with solutions to measure and optimize campaigns and protect user data. Adjust powers thousands of applications with built-in intelligence and automation, backed by responsive global customer support.

In 2021, Adjust was acquired by AppLovin (Nasdaq: APP), a leading marketing platform providing developers with a powerful and integrated set of solutions to develop their mobile applications. Learn more about Adjust at

Contact information
Joshua Grandy
Director, Global Communications



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