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TikTok
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Documents
Report
Target. Connect. Engage: Driving Profitable App Growth with Revenue-Boosting Strategies
The primary purpose of the analysis is to demonstrate how a strategic partnership between a mobile measurement partner (MMP) and TikTok’s advertising ecosystem can unlock profitable growth for app marketers. By integrating real‑time attribution, privacy‑preserving measurement, and value‑based optimization, brands can accurately credit campaigns, reduce fraud, and maximize return on ad spend (ROAS) across the entire customer journey. Key findings show that cross‑platform visibility is essential for identifying high‑value users and optimizing acquisition budgets, especially amid tightening privacy regulations on iOS and Android. AppsFlyer’s comprehensive measurement suite, combined with TikTok’s SKAdNetwork tools and self‑reporting network, delivers precise audience targeting and cost‑effective user acquisition. Case studies from Burger King, Casas Bahia, and Carrefour illustrate tangible results: a 7× ROI for coupon activations, a 44 % lift in conversion rates with a 55 % ROI gain, and a 29 % increase in in‑app revenue with triple the return compared to other channels. The document outlines best practices for app install and retargeting campaigns, recommending the use of App Event Optimization (AEO) and Value‑Based Optimization (VBO) to focus spend on high‑value actions. Automated Smart Performance Campaigns and real‑time ROAS measurement via AppsFlyer integrations further enhance efficiency and lifetime value. Geographically, the insights apply globally across major mobile markets, with a focus on the U.S., Europe, and emerging regions where TikTok’s user base is rapidly expanding. The time frame covers current privacy‑driven advertising environments and anticipates ongoing downturns, positioning the partnership as a resilient growth strategy for 2024‑2026.
AppsFlyerJan 2025
Whitepaper
The 2021 Global Mobile Gamers Whitepaper
Mobile gaming has emerged as the primary driver of the global games market, generating $93.2 billion in 2021 and accounting for over half of total industry revenue. This segment is projected to reach $116.1 billion by 2024, fueled by expansion in emerging markets and the integration of social metaverse experiences. Within this landscape, short-video platforms have become essential hubs for player engagement, with nearly half of mobile gamers across thirteen key global markets utilizing these platforms to discover and share content. Users on these platforms represent a high-value demographic that outperforms the average gamer in nearly every engagement metric. These players install 50% more games, spend 36% more time playing weekly, and engage with a significantly broader variety of genres. Their behavior is characterized by a high propensity for spending, particularly on progression-based purchases and in-game add-ons. This audience acts as a community of evangelists, twice as likely as non-users to discover new titles through social video content and subscription services, making them a critical target for strategy and MOBA developers. Geographic analysis reveals distinct regional preferences in art styles and mechanics. While realistic aesthetics maintain global dominance, Asian markets show a unique affinity for anime and "cute" art styles, alongside a higher tolerance for randomized reward systems like gacha. Conversely, Western markets in the United States and United Kingdom lean toward puzzle and casual titles with cartoonish aesthetics. Despite these regional differences, fantasy remains the most popular setting worldwide. Across all territories, the consistent introduction of new content and technical stability are the most effective levers for re-engaging lapsed players and maintaining long-term retention.
TikTokJan 2021