MintegralHow Non-Gaming Marketers Are Rewriting The Rules Of User Acquisition
The mobile advertising landscape is undergoing a significant shift as non-gaming marketers—spanning e-commerce, fintech, and subscription services—rewrite user acquisition rules. Historically dominated by gaming, mobile ad platforms are now seeing a surge in non-gaming advertisers: a recent study shows every major category ran more campaigns in 2025 than in 2024. This is partly driven by price hikes from walled gardens; a finance app reported that open internet campaigns cost about 50% of walled garden spending.
E-commerce alone represents a market far exceeding mobile gaming. Non-gaming advertisers initially followed gaming's playbook (CPI/CPA) but are now moving to outcome-based models like Target ROAS and Target CPE, which grew 50.2% and 57.2%, respectively. Key data points: advertiser counts are up 24-44% across categories; finance apps pay 4.6x the average CPI on iOS; the same shopping app costs 6.2x baseline in Southeast Asia vs.
1.4x in Latin America. Machine learning now enables effective user prediction, freeing advertisers from contextual constraints. However, this demands immediate performance signals—waiting 30-90 days for LTV is outdated.
Ad platforms must shift from CPI optimization to direct revenue attribution, improve dashboards for real-time CPA insights, and adopt product-first creative that builds trust. The actionable takeaway: focus on quality over quantity, find the right audiences through value-based targeting, and scale with intention. Gaming set the measurement standard; non-gaming must now evolve similarly.
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The article explores the strategic use of CPI and ROAS campaigns on Mintegral, emphasizing that CPI is ideal for new apps to gather initial user data, while ROAS suits mature apps focused on high-value users. Running both in parallel can confuse algorithms and reduce efficiency. A key insight is the 'bidding challenge': bid high enough for impact but not overspend. Mintegral's Hybrid ROAS optimizes for both IAA and IAP, using oCPI bidding. Decision-makers should prioritize one model based on app stage and use tools like sub-source management to refine performance.
AppsFlyerInstagram deep links: how to create, use, and measure them
Instagram deep links suffer from the platform's walled garden, breaking standard links and preventing attribution. AppsFlyer OneLink technology bridges this gap via smart landing pages, enabling proper routing and attribution for bio, Stories, and DM placements. This turns Instagram from a black box into a measurable growth channel, crucial for scaling influencer programs and optimizing spend.
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.
MintegralBalancing Short-Term ROAS with Long-Term Retention in UA Campaigns
Short-term ROAS and long-term retention often conflict because early conversions don't guarantee long-term value. To balance both, extend the optimization window to 7-14 days, use mid-funnel signals to bridge gaps, and align optimization with monetization model (IAP vs. IAA). Shift focus from early signals to retention as campaigns stabilize, and define clear payback windows upfront to avoid misleading optimization.
MintegralWhat's Driving Global Growth for Digital Health Apps in 2026?
Digital health app growth shifts from acquisition to engagement, with AI health companions, femtech, and senior-friendly tools as key frontiers. Statista forecasts moderate 1.75% CAGR for fitness/wellness apps through 2030. Developers should prioritize hybrid monetization (IAA+IAP), smart UA with automated bidding, and interactive creative testing to maximize LTV and global scalability.
Mintegral2025 Trends: AI’s Rise, Privacy’s Reign, and the Next Wave of Advertising
In 2025, AI agents will automate ad production and UA, reducing personnel needs. Privacy concerns persist despite Google's cookie reversal, driving contextual targeting and new identifiers. Advertisers will explore CTV and in-app inventory via cost-per-outcome deals. M&A activity ramps up, with deal volume up 118% YoY. AI-generated creative becomes crucial as targeting narrows, enabling scalable, varied ad creatives.
MintegralHow to Uplift Target CPE Campaigns
Target CPE campaigns optimize for in-app purchase costs using machine learning. Key success factors include consolidating regions into single campaigns with consistent pricing, enabling full-channel data for 50% more paying users, and choosing D0 vs D7 based on payback period. Early performance fluctuates during learning, but stable cost and volume indicate healthy campaigns.
MintegralWhy Target ROAS Campaigns Can Struggle to Scale
Target ROAS campaigns often fail to scale due to unrealistic targets, budget cuts during learning, short data windows, or frequent structural changes. To scale, focus on three pillars: sufficient budget for exploration, flexible ROAS targets during early learning, and adequate data windows to capture long-term value. Avoid micromanaging; instead, provide stable signals and exploration capacity for the algorithm.
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