About Adjust's Global Benchmarks
Curious about the competition? So were we. That's why we gathered data from thousands of apps and billions of installs to create this overview of the mobile marketing landscape.
Behind the Benchmarks
Who we are
Adjust is the industry leader in mobile measurement and fraud prevention. The globally operating company provides high-quality analytics, measurement and fraud prevention solutions for mobile app marketers worldwide, enabling them to make smarter, faster marketing decisions.
Adjust is a marketing partner with all major platforms, including Facebook, Google, Snap, Twitter, Line, and WeChat. In total, more than 25,000 apps have implemented Adjust's solutions to improve their performance.
Founded in 2012, today Adjust has global offices in Berlin, New York, San Francisco, Sao Paulo, Paris, London, Moscow, Istanbul, Seoul, Shanghai, Beijing, Tokyo, Mumbai and Singapore.
A look behind the data
We analyzed data taken between January 1 and September 30, 2018, with a slightly different sample size for each vertical (the maximum sample size for a single category was over 7,000 apps!). To ensure a clean data set, we calculated an average retention rate and sessions per user on a per-app basis for every combination of vertical, region, user type and platform (an average of all 31 cohort days’ values). We calculated a permitted range of values using the interquartile range in every case and removed outliers outside of the permitted range for apps of each specific vertical.
After removing the oddballs, we chose to only present data for selected combinations of the available categories if the sample of apps fit three conditions. First, the sample must be greater than 30 apps for at least 75% of days after install for the given metrics. Next, the app cohort size must be at least 2,500 users or more.
For any avoidance of doubt, all data we analyzed was anonymized during this process.