AppLovin’s Post

Is AppLovin the next big acquisition channel for DTC brands? While Meta still leads the pack with 63% of ad spend across Northbeam's customer base, AppLovin is making waves, capturing 5.71% of total budgets. Our first-take analysis dives into how AppLovin is performing for top eCom brands: 🦾 Strong ROAS: AppLovin is delivering 45% higher ROAS than Meta, though lower spend levels suggest efficiency may balance out as adoption grows. 🆕 New Customer Impact: 85% of purchases on AppLovin are from first-time customers. 🌐 Rapid Adoption: 75% of Northbeam’s top DTC brands are already testing AppLovin, with over $10M tracked in the last two months alone. 🤔 Key Considerations: Metrics like New Visit Rate point to narrower audience targeting, and increasing adoption could lead to future platform saturation. As AppLovin rolls out its self-serve platform in 2025, it’s clear this channel has potential to shake up acquisition strategies + channel mix. Read our full write-up below 🔽