Facebook leads when it comes to retention, remarketing, and in-app purchases.
But the data shows that the social network also charges more. Game developers are facing considerably higher costs in North America, Latin America, and Europe, while Google charges more in APAC regions.
When it comes to non-gaming categories, Google is more expensive with the exception of North America where Facebook has higher rates.
When broken down by platform, Google wins thanks to the domination of Android, but Facebook controls much of iOS.
The Retention Index by AppsFlyer
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Facebook and Google continue to dominate mobile advertising according to the last Performance Index published today by global attribution leader AppsFlyer.