Summary
The article discusses the changing mobile app marketing landscape and the persistent core concerns of developers: acquiring new users, engaging existing customers, and monetization. In light of privacy changes and data sharing shifts, leveraging the latest tools and insights is more critical than ever. AppLovin and Adjust have jointly released the 'Mobile App Trends 2024' report, which offers detailed analysis of trends shaping the industry.
Key data points include:
- ATT opt-in rates are rising year over year.
- Fintech apps saw a 42% increase in installs and 118% increase in in-app revenue YoY.
- Globally, e-commerce apps have a median eCPI of $1.33 and iOS 0-month LTV of $10.35.
- Gaming app installs and sessions declined in the first three quarters of 2023 but rebounded in Q4.
- Despite fluctuations, gaming app in-app revenue grew by 6% in 2023.
The report emphasizes using AI-powered tools to navigate changes and build growth strategies. For marketers, actionable insights include focusing on rising ATT opt-in to improve targeting, capitalizing on high-growth verticals like fintech and e-commerce, and preparing for seasonal rebounds in gaming. The report serves as a guide to achieving high profitability and scalability in 2024 and beyond.
You Might Also Like
AdjustJapan’s finance app growth in 2026 | Adjust
Japan's finance app category is outperforming, with H1 2026 installs up 8% YoY and sessions up 40%—nearly 5x the install growth and well ahead of global figures (5% and 29%). Stock trading is the standout subvertical: installs +90% YoY and average session length climbing to 11.7 minutes, driven by NISA reforms and a retail investor resurgence. Retention is improving across the full 30-day curve (D1 17% to 19%, D30 7% to 8%). For ad ops teams, the takeaway is clear: prioritize measurement depth, re-engagement, and channel-level quality over top-of-funnel volume alone.
AdjustThe 4R framework for understanding deep linking | Adjust
Karthik Kannan distills deep linking into a practical 4R framework: Remember, Reach, Retrieve, Route. For ad ops teams, the key insight is that campaign context must survive the click-to-app journey. Adjust TrueLink captures link parameters on click; the user is then guided into the app via Universal Links, Android App Links, URI schemes, app stores, or web-to-app flows. On SDK init, the app session is matched and attributed to the click, then link data is passed to the app for routing. Decision-makers should ensure deep link paths, campaign parameters, attribution matching, and fallback journeys are tested to protect measurement and user experience.
AdjustHalloween app trends: Insights for your 2026 campaign | Adjust
Adjust's Halloween 2025 data across six weeks shows the holiday window opens well before October 31 and differs by category and market. Entertainment installs peaked the weekend before Halloween (up 42–44% vs. summer baseline), with OTT/streaming and video content installs up 120% on October 25 and 300% YoY. Photo and video sessions instead spiked on Halloween night itself (+6% global vs. the four prior Fridays; Canada +15%, Germany +13%, U.K. +11%, U.S. +9%, Mexico +7%). Single global send dates miss market-level peaks, so ad ops should time creative, push, and budget shifts per market—especially in Mexico, where activity runs through Día de los Muertos.
AdjustMeasure installs across more app stores | Adjust
Adjust has expanded store detection and verification across multiple app storefronts, making Store Type the primary dimension for identifying where an install originated rather than relying on platform or OS alone. For ad ops teams, this means campaign performance can now be analyzed at the store level across Huawei AppGallery, Xiaomi GetApps, Samsung Galaxy Store, Vivo Appstore, and Google Play variants, with independent verification of install origin. Newly detected stores are flagged in AppView with a direct route to configuration, and store-level data flows automatically into reporting, raw data, callbacks, and CSV exports, plus Conversion Rules via Store Rule conditions.
AdjustTürkiye app trends and benchmarks for 2026 | Adjust
Adjust’s Türkiye 2026 spotlight report positions Türkiye as a high-growth, mobile-first market for ad ops teams. Mobile penetration exceeds 93%, median age is 33.5, 2025 e-commerce volume reached $115B, and Turkish game studios generated $2.76B worldwide. The report benchmarks installs, sessions, session length, and retention for gaming, finance, and e-commerce against MENAT and global data, with insights from Hepsiburada, Rollic, Enpara Bank, and Migros One. H1 2026: gaming sessions +6% YoY; e-commerce sessions +4% YoY vs 0.3% globally; finance D1 retention 14%. Use these benchmarks to validate media performance, set retention goals, and prioritize measurement.
AdjustAdjust permission groups for flexible access | Adjust
Adjust introduced permission groups to give ad ops teams more flexible, scalable access management. Instead of relying on a single custom role, admins can create reusable groups and assign users to one or more. Groups define app access, product-area access, data access with metric/dimension filters (network, country, platform), and link access including read/edit/create and attribution setting restrictions. This supports agencies, regional managers, and developers with least-privilege access while preserving measurement configuration. For ad ops decision-makers, it means faster onboarding, better data governance, and fewer manual role adjustments as teams and partner networks grow.
SensorTower2024 State of Mobile: The App Market Bounced Back in 2023 and is Primed for a Record-Breaking 2024
Mobile market rebounded in 2023 with record $171B consumer spend. Apps drove growth at 11% YoY to $64B. Generative AI exploded 7x. Travel apps surged 13%. Mobile ad spend reached $362B.
AppLovinSparkLabs가 생성형 AI로 업무 생산성을 높인 방법
Generative AI boosts creative success rates by 118% and saves 1,600 hours by automating tasks. Key to adoption: embrace change, share knowledge, and focus on workflow improvements. SparkLabs increased AI usage 170% in 2023, proving AI's potential for high-impact ads and resource efficiency. Overcome plateaus with open communication, AI task forces, and continuous learning.
More from AppLovin
Why pursue TikTok? A vision for economic expansion
The blog highlights the strategic rationale for a TikTok merger, emphasizing the performance advertising gap where TikTo...
Examination of e-commerce data practices
The article examines how identifiers like those from Google and Facebook flow across e-commerce sites via standard integ...
Performance Advertising: How we drive value and handle data
AppLovin explains its AI-driven advertising platform, Axon 2, which has quadrupled ad spend to a ~$10B run rate. The eng...
A Note from Our CEO: Discussing Web Advertising Opportunity and Unpacking Pixels
AppLovin CEO Adam Foroughi refutes a short report questioning its e-commerce ad business and pixel practices. He highlig...
10 tips for user acquisition on a budget
User acquisition on a budget is achievable through a mix of organic and low-cost paid strategies. Key tactics include op...
How app technical health impacts LTV—and what to do about it
Performance issues like crashes and slow load times directly reduce user retention and LTV. With 60% of users uninstalli...