applovin.com website review

17 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.1 s.

A phone's processor spends 5.6 s on main-thread work while loading, 3.3 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

106 files are served with short cache lifetimes, so returning visitors download them again (10.3 MB).

29 images could be 1.8 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

8 third-party services load with your homepage (Google Tag Manager, Facebook and Hubspot and others), adding 3.0 MB and 1.4 s of main-thread time.

About 961 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 300 ms faster on a phone.

Your mobile performance score is 67. Pages that score under 90 lose visitors before the first paint.

Google Tag Manager costs a phone 800 ms of main-thread work and 933 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

20 long tasks block the main thread while loading, the longest for 372 ms. During a long task the page ignores taps.

axon.ai costs a phone 23 ms of main-thread work and 1.4 MB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Polyfills for old browsers add 70 KiB JavaScript that modern phones do not need.

About 57 KiB of CSS is downloaded but never applied on this page.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Real Chrome users on phones do not pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

Real visitors wait 4.0 s for the largest content to appear (75th percentile). Good is under 2.5 s.

Visually, the page fills in at 25.3 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 59.1 s. Good is under 3.8 s.

Scripts block taps and scrolling for 969 ms in total while the page loads. Good is under 200 ms.

Real visitors wait 431 ms for the page to respond to a tap (75th percentile). Good is under 200 ms.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 183 ms to 443 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Real visitors see the first content after 2.6 s (75th percentile). Good is under 1.8 s.

Real visitors wait 1.8 s for your server to start answering (75th percentile). Good is under 800 ms.

The first text or image appears after 1.8 s on a phone. Good is under 1.8 s.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 3.1 s to 3.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 19.2 MB in 181 requests on a phone: media 8.2 MB (2), fonts 6.1 MB (15) and scripts 2.6 MB (58). Under 2 MB keeps phones on slow connections fast.

12 images are downloaded at several times the size a phone draws them, for example img-home-outro-quote-plateful.webp at 1,290 px wide, shown at 226 px. Resized copies would save about 935 KiB.

22 images further down the page (1.5 MB) download before anyone scrolls to them. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 5.45 g of CO₂e: 654.2 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 text element doesn't have enough contrast against the background to read easily, especially outdoors on a phone.

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

1 visible link has no text or label, so screen readers cannot say where it goes.

There is no <h1>, so neither visitors nor Google get a clear main headline.

Structured data found (BreadcrumbList, ImageObject, Organization and SoftwareApplication) but with 2 problems, for example “SoftwareApplication: no offers (price) block”.

The homepage links to 40 pages on applovin.com and 28 external pages.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

/en/monetization, /consumer-brands, /en/gaming-apps, /en/consumer-brands, /en/agencies and /en/book-a-call and 9 others declare the homepage as their canonical URL, which tells Google they are copies of the homepage and keeps them out of search results. A site-wide template setting usually causes this.

/en, /en/brand and /en/partner all use the title “AppLovin | Advertising solutions built for growth”, and 1 other title repeat too. Search engines can't tell which page to show for a search, so each competes with the others.

/consumer-brands and /en/consumer-brands use the same meta description. A description written for each page earns more clicks.

/consumer-brands, /en/gaming-apps, /en/consumer-brands, /en/agencies, /en/ad-experience and /en/game-inventory and 4 others have no <h1> headline, so visitors and search engines get no clear main topic.

/en/book-a-call has under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 15 pages linked from your homepage and read each the way a search engine does.

1 image failed to load on a phone, for example https://bat.bing.com/action/0?ti=187280530&Ver=2&mid=5d3fe23c-ab98-4db6-934b-318701adab75&bo=1&sid=11445a20d73711f1a56c8f57e503f288&vid=11448740d73711f1be397facaf3d904b&vids=1&msclkid=N&pi=918639831&l.

2 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

Large scripts ship without source maps.

http://applovin.com does not redirect to https, so some visitors land on the insecure version.

1 link go through two or more redirects, for example https://apps.shopify.com/axon?st_source=autocomplete&surface_detail=autocomplete_apps.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

applovin.com has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

applovin.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage has only about 227 words of visible text; thin pages give Google and first-time buyers little to go on.

There is no form on the homepage, so every lead has to click through to another page first.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, HubSpot and LinkedIn Insight and 4 mores (measured from a US location before any click). A consent tool (OneTrust) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 28 cookies (measured from a US location before any click).

Loading the homepage contacts 42 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.