AppsFlyerDriving ROI through a storm: 2023 app trends & C-level predictions
The article addresses how mobile marketers must adapt to a 'perfect storm' of economic downturn, privacy regulations (ATT, cookie deprecation), and post-pandemic normalization. Core arguments center on moving from growth-at-all-costs to profitability and retention. Experts emphasize: (1) Efficiency and cross-org alignment (Asif Rahman, AccuWeather); (2) Gaming remains resilient but hypercasual faces headwinds (Jeremy Bondy, Liftoff); (3) Privacy shifts require cohort-based marketing and SKAN 4.0 adoption; (4) Channel diversification (web-to-app, CTV, influencers) is critical; (5) CX and loyalty programs boost LTV (Raviteja Dodda, MoEngage).
Key data: $80B UA spend in 2022 (-5% YoY), 10% install growth, iOS installs up 16% despite ATT, non-gaming IAP revenue +20% vs gaming -16%. Actionable takeaways: create a single source of truth (SSOT), optimize ATT prompts (26% consent rate), invest in predictive LTV modeling, test CTV (20.6% click growth in 3 months), and leverage owned media (45% increase in iOS push).
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AppsFlyerWinning every stage of the shopper journey with data – your ultimate guide to eCommerce app growth
App measurement is fundamentally different from web analytics due to data fragmentation across ad networks, devices, and apps. A Mobile Measurement Partner (MMP) like AppsFlyer bridges these gaps, enabling unified attribution, fraud protection, and LTV measurement. For eCommerce, granular event tracking, deep linking, and privacy-safe data collaboration are critical. Leaders should focus on metrics like IR, CPI, LTV, and ROAS, and adopt AI-driven optimization to overcome challenges like ad fraud and privacy changes. The future is Connected Commerce—integrating apps, web, retail media, and AI.
AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
Banks lack unified attribution for owned channels (email, SMS, push), web, QR codes, and re-engagement, causing budget misallocation. Omnichannel attribution connects all touchpoints to deposits and loans, revealing that owned channels can be 2-3X more cost-efficient than paid ads. Cross-device journeys (e.g., mobile ad to desktop conversion) remain invisible in single-device attribution. Banking-grade compliance (SOC 2, ISO 27001) is maintained. Ad ops decision-makers can optimize budget allocation by comparing true cost per deposit/loan across channels.
AdjustMobile app market in 2026: predictions from Adjust | Adjust
Adjust's 2026 predictions emphasize multi-platform measurement, AI-driven decision-ready insights, and linking optimization for growth. Key themes include aggregating signals for privacy-safe personalization, predictive analytics for long-term success, and evaluating paid and organic performance together. Regional highlights: Europe's gaming growth via monetization, China's AI-native entertainment, APAC's market divergence, Japan's demand for integrated measurement. Actionable takeaway: invest in unified analytics that connect mobile, web, and offline touchpoints to optimize user journeys and ROI.
TikTokThe AI Uprising in Advertising: TikTok is Leading the Charge | TikTok For Business Blog
TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.
AdjustMobile app trends over the 2025 festive season | Adjust
The 2025 festive season drove significant mobile app activity across categories. Entertainment installs peaked post-Christmas, with video streaming up 54% on New Year's Eve. E-commerce saw highest installs on Dec 26-28, while sessions peaked earlier during deal discovery periods. Finance apps had highest sessions in early December, dipping during holidays. Food delivery maintained steady growth throughout. Gaming installs rose after Christmas, peaking at +18% on New Year's Day. Travel apps peaked Dec 26-28. Key takeaway: marketers should time campaigns to each category's unique engagement windows to maximize ROI.
AppsFlyerWinning Ramadan 2026: A Data-Backed Playbook for Gulf Decision Makers
Ramadan drives high mobile engagement in the Gulf, but success hinges on pre-Ramadan acquisition for higher LTV and remarketing during the month. eCommerce peaks early; finance responds to mature market triggers; travel converts at Eid. Post-Ramadan, focus on retention over acquisition to stabilize. AI tools are operational but measurement lags. Key takeaway: plan early, leverage remarketing, and phase strategies by period.
AdjustAd spend measurement with SpendWorks | Adjust
Adjust's SpendWorks unifies ad spend tracking across networks, enabling marketers to collect, validate, and analyze cost data with performance metrics. It supports multiple collection methods including API integrations, scheduling, web-to-mobile spend, and data imports. Key features include 40+ network integrations, automated scheduling with multiple daily pulls, and granular mapping for cross-channel campaigns. This solution reduces manual effort, improves data accuracy, and supports smarter budget allocation for better ROAS.
AppsFlyerHow Gaming, Finance, and E-Commerce Marketers Use Claude and AppsFlyer MCP
AppsFlyer MCP connects Claude directly to live attribution data, replacing manual reporting and CSV exports. Gaming teams catch budget anomalies overnight, finance teams compress multi-hour analysis into minutes, and e-commerce teams close the gap between measurement and spend decisions. Setup takes under 60 seconds, enabling real-time queries on channels, cohorts, and ROAS. The key insight is that AI-powered analysis requires live data connections, not stale exports.
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