AppsFlyerBreak up with Firebase before it breaks you: Practical migration guide
Firebase Dynamic Links (FDL) deprecation requires migration before August 25, 2025. This presents challenges for ad ops teams reliant on deep linking for campaigns, referrals, and measurement. Key insights include: First, understand your app's update cycle and current FDL usage—identify which user flows (onboarding, referral, paid campaigns) rely on deep links, how links are generated (manual, API, in-app), and how performance is measured (attribution, engagement).
Define requirements for cross-platform support, deferred deep linking, branded domains, campaign measurement, and volume estimates. Choose among three alternatives: niche deep-linking providers (e.g., Branch), DIY solutions (full control but high maintenance), or mobile measurement partners (e.g., AppsFlyer) that combine attribution and deep linking. Migration steps: configure new deep linking (Universal Links, App Links, SDK integration), map FDL use cases to new system, translate link parameters (handle 1:1 mapping, unsupported features, granularity differences), implement redirects from old FDL domains (if possible, using custom domains or proxy servers), update app code with new SDK and maintain backward compatibility.
Execute phased migration starting with low-risk, low-traffic links, then test extensively across platforms, OS versions, install types (fresh, update, re-engagement), and link channels (web, email, SMS, QR codes). This migration is an opportunity to clean up underperforming flows and optimize user engagement. Actionable takeaway: Proactive planning, phased execution, and thorough testing ensure a smooth transition and can improve app performance and user retention.
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AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
AppsFlyerOneLink API 2.0: The new deep linking infrastructure built for growth and scale
OneLink API 2.0 turns deep link creation into scalable infrastructure, addressing the surge in owned-media conversions (67% growth) and web-to-app journeys (250%+). It adds programmatic QR generation, custom TTL controls, and an upgraded developer experience. For ad ops decision-makers, this means automating personalized links across channels, improving conversion rates, and enabling measurable offline-to-app acquisition—without manual overhead or separate vendors.
AppsFlyerWinning big with influencers: A comprehensive guide for app marketers
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
AdjustHow are LLMs transforming mobile user acquisition? | Adjust
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
AppsFlyerStrong open rates, weak app revenue: your email campaign isn’t broken. Your links are.
Email, SMS, and push are high-intent channels, but a structural gap between click and in-app action causes massive drop-off. CTRs of 30-40% often yield only 1-3% in-app conversion. The root cause is ESP link wrapping, which breaks deep link context and attribution. Fixing the handoff through proper deep linking can double purchase rates and unlock channel performance. Brands must treat the link as a continuation layer, not a redirect, and ensure context survives the transition.
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Apple's WWDC25 announced significant AdAttributionKit updates, including support for multiple overlapping re-engagement conversions with conversion tags, customizable attribution windows per ad network, configurable cooldown periods to avoid misattribution, and new geography data (country codes) in postbacks for high-volume campaigns. Testing capabilities are enhanced via developer mode. These changes give advertisers more control over attribution rules and insights, improving campaign optimization and measurement accuracy across iOS 26 and beyond.
AdjustHow AI is transforming personalization in mobile marketing | Adjust
AI personalization is now essential for mobile marketing, with 71% of consumers expecting tailored experiences. This article outlines how AI enhances audience intelligence, creative personalization via DCO and GenAI, engagement timing, and measurement. Marketers should start small with focused A/B tests, prioritize user value, and collaborate across UA, CRM, and product. Key challenges include privacy, overpersonalization, and model bias. Adjust's Growth Copilot offers AI-driven analytics to streamline decision-making.
AdjustMarketing mix modeling (MMM) for mobile marketers | Adjust
Marketing mix modeling (MMM) is re-emerging as a privacy-compliant complement to attribution, helping mobile marketers evaluate the impact of media spend, pricing, ASO, and promotions on installs and revenue. Unlike traditional media mix modeling, MMM includes non-media levers. Combined with incrementality testing and predictive analytics, MMM provides a high-level view of performance without relying on user-level data, making it essential for modern measurement stacks.
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