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Over the last decade, social media has emerged as a crucial driving force for lead generation, installs, and business.Social media apps generate billions of app installs annually, enabling marketers and app developers to grow their user base and engage with existing customers.
And apps provided by Facebook, Instagram, Snapchat, Twitter, and other social platforms offer versatility in the ways they help brands achieve goals across the funnel stages – from awareness to acquisition to engagement and beyond.Given the importance of social media in any brand’s marketing mix, it goes without saying that any user experience spanning the social media-to-app journey must be exceptional and that all pre- and post-install activities must be measurable.But, alas, things aren’t always so simple; mobile marketers, product managers, and app developers aiming to move prospects and customers from their social media properties to app experiences — especially those seeking to route (or deep link) into the app itself – run into obstacles.When Links Break, so Does AttributionWhy is this happening?
So in some cases, when users try to leave, they face a less-than-ideal user experience, typically in the form of broken journeys and friction points.This is what frequently happens when social media posts include deep links, especially when (Apple’s deep linking standard deployed on iOS 9+) are involved.
When users tap on these links, they often break; this leads to points of friction in a customer’s journey, in the form of error messages, dialog boxes, and users finding themselves in unexpected destinations.
In turn, this friction sets off a chain reaction of frustration, abandonment, lost opportunities, and lower conversion rates.This situation is obviously unacceptable for users.
This is where AppsFlyer’s new Landing Pages feature comes into play.With Landing Pages, app marketers have a simple way to ensure excellent user experiences by providing a smooth path for customers from social media apps into a brand’s app.The Landing Pages feature seamlessly transports users that tap on a deep link from social media posts and / or stories in Facebook, Instagram, Pinterest, Twitter, and WeChat directly to a landing page.This mobile web landing page can display a “preview” — for example, product discounts, holiday sales, etc.


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AppsFlyer, the global leader in mobile attribution, today published its ‘Global App Install Ad Spend’ three-year projection, which anticipates continued robust growth in spend from $57.8 billion last year to $118 billion in 2022.The upward trajectory will be fueled by the growing number of app installs, projected to increase from 204 billion in 2019 to 258 billion in 2022, with key markets including China, India, Indonesia, and numerous countries in Africa experiencing a surge in app users.
As a result, consumer spend in app stores alone reached $120 billion in 2019 maretch news.This projection is based on a predictive model, drawing on AppsFlyer’s own data which included over 30 billion non-organic installs, $48 billion in ad spend, and 72 thousand apps in a 2017-2019 sample.“The share of budgets directed to acquiring new app users will increase faster than the actual increase in mobile search or brand budgets, demonstrating the growing role performance app marketing plays in mobile marketing,” said Shani Rosenfelder, Head of Content and Mobile Insights, AppsFlyer.APAC and LATAM top the growth chartDue to the mega markets of China, India, Indonesia, and Japan, Asia-Pacific commands the largest share of app install ad spend, with over half of global budgets through 2022.
This region is expected to grow by 27% year-over-year through 2022.
China is in a league of its own, with 900 million mobile internet users expected by 2022.“Advances in market measurability have given us increased confidence to include China in the model for the first time despite the existing limitations in measurement,” Rosenfelder explained.
“With an additional 100 million users, a conservative estimate suggests China app install ad spend will reach $15 billion in 2019 and over $22 billion in 2022.”Similarly, app install ad spend across Latin America will remain robust, with Brazil leading the region at over 30% year-over-year growth through 2022 to reach almost $7 billion.North America keeps competitiveBy comparison, the North American base of connected mobile users will only grow 5% by 2022.
The high lifetime value of the average user, in addition to its size, still means a positive growth forecast of 25% year-over-year to reach $27 billion in app install spend in 2022 marketing analytics.“The success of apps has attracted millions of developers to the app stores, creating a hyper-competitive environment.

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