Quick Takeaways
- The Gold Standard: The AppsFlyer Performance Index is the industry’s most rigorous report card, evaluating media sources on volume, fraud rates, and retention.
- Scale Meets Quality: Appnext ranked #3 in Life & Culture (Volume) and #5 in Personal Investing (Power), in the India/APAC region, proving we deliver both mass reach and high-value users.
- Strategic Shift: Marketers in 2025 are prioritizing “Power Rankings” (retention) over simple install volume to drive long-term profitability.
As we approach the end of the year, the mobile marketing industry turns its attention to one decisive report: the AppsFlyer Performance Index, Edition 2025.
In a crowded ecosystem of ad networks, data is the only currency that matters. This is the definitive, data-backed view of the mobile advertising landscape. For Appnext, the results solidify what our partners already know: we are a true powerhouse in the Indian market, delivering a rare combination of massive scale and high-quality users.
But beyond our own rankings, this index signals a shift in how app growth is measured. It’s no longer just about who can drive the most installs; it’s about who can drive the right installs.
Decoding the Index: Why It Matters
Before looking at the numbers, it is crucial to understand how success is measured in 2025. The AppsFlyer Index separates the contenders from the pretenders using two distinct lenses:
1. Volume Ranking (The Reach Game)
This metric measures pure scale. It looks at the total number of verified installs and the number of active apps running on the platform. If you need to acquire users fast and dominate market share, this is your North Star.
2. Power Ranking (The Quality Game)
This is where the industry is heading. The Power Ranking combines scale with a weighted retention score. It reduces credit for fraud and boosts credit for platforms that keep users active for the long term, (tracking retention up to 12 weeks).
Pure Scale: Appnext’s Volume Rankings
When your goal is real growth—launching a new service, entering a tier-2 market, or dominating a category—volume is king. Our performance in the 2025 rankings demonstrates our extensive reach across the Indian mobile ecosystem.
Appnext secured top-tier positions in the Android Index – Volume Ranking:
- #3 in Non-Gaming: Life and Culture
- #4 in Non-Gaming: Finance and Personal Investing
- #10 in Gaming: Hypercasual
What does this mean for you ?
If you are a Finance or Lifestyle app in India, Appnext provides one of the largest on-device and in-app inventories available, allowing you to scale growth without hitting a saturation ceiling.
Quality & Longevity: Appnext’s Power Rankings
Volume gets you noticed; quality keeps you profitable. The 2025 Index places a heavy emphasis on “Power”—identifying sources that deliver users who actually convert and stick around.
We are incredibly proud that our focus on high-intent, context-driven AI-powered recommendations has translated into top Power Rankings:
- #5 in Non-Gaming: Personal Investing
- #9 in Non-Gaming: Finance, Life and Culture
- #9 in Gaming: Hypercasual
What does this mean for you ?
A high Power Ranking indicates users who complete an intended action you require, not just install the app. High retention scores (8+ weeks) correlate directly with higher Lifetime Value (LTV). Power rankings penalize fraud heavily. Ranking high here means your budget is safe from click-flooding and bots.
The Strategic Takeaway for 2026
The data from the AppsFlyer Index validates a core truth: Context Matters. The reason Appnext ranks highly in both Volume and Power is ability to present at the right moment of intent, enabled by ‘Appnext Timeline’ – our patented AI-powered technology that recognizes user intention and delivers personalized recommendations based on predicting the type of apps the user is most likely to engage with next, in real-time and in the language of choice. By recommending apps directly on the device during high-intent moments like setting up a phone, checking the news, or ordering food, we bypass the noise of traditional display ads.
FAQs on AppsFlyer Performance Index & Appnext Rankings
1. What is the difference between Volume Ranking and Power Ranking?
- Volume Ranking measures the total quantity of clean, non-fraudulent installs a platform generates. It indicates pure reach and scale.
- Power Ranking is a quality-adjusted score. It combines volume with a “Weighted Retention Score” (tracking users up to 12 weeks) and penalizes platforms with high fraud rates. It indicates the quality and longevity of the users acquired.
2. Which verticals did Appnext perform best in for the 2025 Index?
- Appnext excelled in Finance and Personal Investing (ranking #4 in Volume and #5 in Power).
- We also showed dominance in Life & Culture (#3 in Volume) and Hypercasual Gaming (#9 in Power). This makes us a top choice for fintech, lifestyle, and casual gaming apps in India.
3. How does the Index measure fraud?
- The Index uses strict thresholds for Install Fraud (bots, device farms) and Poaching Fraud (click flooding, install hijacking).
- Any media source that exceeds the regional fraud threshold is automatically excluded from the rankings. Appnext’s high rankings certify our inventory as clean and trustworthy.
4. Why is a high retention score important for advertisers?
- Retention is the best proxy for Lifetime Value (LTV).
- If a platform drives millions of installs but users churn in 3 days, the ROI is negative.
- A high retention score (measured through Week 12) indicates that the users acquired are genuine, interested, and loyal.
5. How can I leverage Appnext’s high ranking for my 2026 strategy?
- Diversify Spend: Allocate budget to OEM/On-Device channels where Appnext dominates.
- Focus on Quality: Benefit from our “Power Ranking” strength in Finance and Lifestyle to drive post-install events (registrations, investments) rather than just installs.
- Scale Confidently: You can scale without worrying about reach and language.
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