AppsFlyer2 common web-to-app use cases for People-Based Attribution
Summary
Despite mobile growth, web is essential for brand discovery and cost-effective advertising. Native apps drive higher conversion and loyalty. Marketers can bridge web and app via people-based attribution, as shown in eCommerce and banking use cases.
For eCommerce, driving users from web to app increases purchases and retention. Banking apps benefit from seamless onboarding and personalization. A full-stack solution unifies measurement, enhancing user experience and ROI across platforms.
You Might Also Like
SensorTowerIndia Mobile App Market in Q2 2026: IAP Hit a New High of $345 Million (Up 35%); Story TV Emerged as India’s No.1 Short Drama App, While Meesho Led Shopping App Downloads
India's mobile app market hit record revenue of $345M in Q2 2026, with non-gaming up 50% YoY. For ad ops, key opportunities lie in short drama apps (Story TV tripled ad spend), AI subscriptions, and ad-supported games like arrow puzzles, which generate over 11% of global ad revenue from India. Gaming revenue grew 10% YoY, outperforming global decline. Hypercasual game ad revenue rose 180% QoQ. India is transitioning from an acquisition market to a monetization powerhouse, offering scalable ad inventory across entertainment, local commerce, and casual gaming.
MolocoInside Moloco's CARA: the AI that compounds
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctions, and non-stationary supply. Moloco's CARA compound architecture tackles this with six integrated technical domains—Campaign Automation, Supply, Ad Recommendations, Bidding, Creative, and Signals—running on a unified ML infrastructure. Key insights for ad ops: the system continuously learns from every interaction, uses knowledge distillation to serve real-time predictions under 10ms latency, and validates improvements through rigorous live experiments. In 2025, 65 validated model updates reduced CPA by 17% and improved ROAS by 27%. The key takeaway: compound AI architectures that connect prediction, bidding, creative, and data can unlock measurable performance gains beyond walled gardens.
AdjustMobile app trends: H1 2026 benchmarks | Adjust
Global app installs rose 13% YoY and sessions 5% in H1 2026, signaling sustained growth despite market saturation concerns. Casual gaming saw a 55% surge in sessions, while e-commerce install day engagement improved across all regions, with North America reaching 1.34 and LATAM 1.4. Finance apps saw installs up 5% but sessions up 29%, underscoring the importance of retention. Ad ops teams should prioritize casual gaming, optimize install day experiences, and prepare for a strong H2 holiday peak, leveraging accurate measurement to allocate budgets effectively.
AppsFlyerHow an eCommerce Loyalty Platform Cut Time-to-Purchase by 66%
A leading eCommerce loyalty platform integrated AppsFlyer's deep linking and audience segmentation with Braze's engagement platform to unify personalization, measurement, and lifecycle orchestration. This solved fragmented data and manual campaign production, driving a 66% faster time to first purchase, 500% uplift in push revenue, and 50–80% revenue lifts in email/content cards. The key insight for ad ops: accurate deep linking and behavioral data are foundational—when they work as one system, personalization scales and ROI improves.
SensorTowerConsumer Spending In Mobile Apps Grew 17% in 2019 to Exceed $83 Billion Globally
In 2019, users spent $83.5 billion globally on apps and mobile games, up 17% from 2018. App Store revenue hit $54.2 billion, while Google Play reached $29.3 billion. Games accounted for 74% of spending. First-time installs totaled 114.9 billion, with Google Play leading growth.
AdjustHow mobile app marketers should approach CTV | Adjust
CTV has become performance-ready for app marketers. Recent acquisitions (Fox/Roku, Walmart/Vibe) signal a shift to self-serve, measurable channels. Marketers can reuse existing UA creative instead of producing TV ads. QR codes drive direct response, but halo effects often matter more. Start with small, additive test budgets and measure assists/incrementality to understand true impact. CTV offers a way to find incremental users and diversify beyond paid social.
SensorTowerQ2 2026 Digital Market Index: Monetization Depth Outpaces Download Growth
Q2 2026 saw US digital ad spend hit $49B (+15% YoY), fueled by a Shopping category rebound (+13% YoY) after tariff uncertainty. Major retail advertisers like The Home Depot and Dick's Sporting Goods leveraged the FIFA World Cup, boosting spend 66% and 93% QoQ. Meanwhile, ChatGPT emerged as a key ad channel, with shopping advertisers taking 31% of its impressions. Global growth shifted from the US (-3%) to China and Europe. For ad ops, prioritize event-driven retail campaigns and test conversational ad units on GenAI platforms.
MolocoDiscovery is shifting fast: New insights on AI, apps, and the fight for attention
AI is reshaping discovery, with web traffic declining sharply in information-heavy industries (news -26%, education -22%, health/fitness -16%) while transactional categories like travel hold up. App usage remains resilient, growing across most sectors (retail +6.1%, gaming +9.4%), and paid installs are rising in every industry, reflecting a shift to owned channels. For ad ops, the takeaway is clear: prioritize app-based acquisition, leverage first-party data, and adapt to AI-driven search behavior. Building strong customer relationships directly, rather than relying on SEO-driven web visits, is critical in an era where chatbots can answer queries instantly.
More from AppsFlyer
Cross-channel marketing analytics: how it works in 2026
Cross-channel marketing analytics isn't about putting Meta, Google, and TikTok numbers side by side—they often double-co...
How an eCommerce Loyalty Platform Cut Time-to-Purchase by 66%
A leading eCommerce loyalty platform integrated AppsFlyer's deep linking and audience segmentation with Braze's engageme...
Five marketing lessons from football’s biggest tournament
Mobile engagement during the football tournament was fragmented, not continuous, with spikes lasting ~3 minutes around g...
Marketing attribution: what it is and how to measure it
Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias disto...
The Optimal Tech Stack for the AI Era
Ad ops decision-makers face four structural problems in marketing stacks: platform fragmentation, channel silos, funnel ...
6 reasons why mobile apps set the gold standard for omni-channel measurement
Mobile app measurement has solved the single-channel problems that plague other digital channels—independent attribution...