Adjust Articles

Adjust introduces 'Agentic Growth Management' at MAU Vegas 2026, a goal-driven AI system that automates the campaign optimization loop. Instead of manual intervention, it sets a business objective (e.g., increase ROAS), analyzes performance, generates actionable recommendations (e.g., budget reallocation, creative refresh), and executes with marketer oversight. The system tracks impact and iterates, allowing teams to shift from execution to supervision. This approach aims to reduce operational burden while accelerating progress toward revenue targets, with automation scaling as AI confidence grows.

WWDC26 focused on AI, with minimal changes to iOS attribution. Apple introduced Foundation Models, Core AI, and App Intents updates, but no significant AdAttributionKit or SKAN updates. For ad ops, this means continuity in measurement strategies. Key AI announcements include Siri AI, Xcode 27 agentic coding, and cross-developer subscription bundles. The lack of attribution changes provides stability for teams optimizing existing iOS measurement approaches.

Analysis of 2022 World Cup mobile data reveals that the tournament's largest engagement window occurs early, with sports entertainment installs spiking 189% and sports news 204% on November 22. Engagement revolves around national team matches, with significant spikes from non-participating markets like China (+1,294% sports entertainment installs). For 2026, brands must adapt in real-time to shifting attention across matches and regions. Adjust's AI-powered attribution and analytics provide the visibility needed to capitalize on these global events.

Adjust's presence at MAU 2026 in Las Vegas highlighted its Agentic Growth Management, leveraging AI for automated campaign optimization. Key sessions covered agentic AI for budget, bid, and creative adjustments. The event underscored the industry's shift toward automation in mobile marketing to handle complex growth loops. Adjust's booth and side events facilitated discussions on measurement, fraud prevention, and ROI. The week concluded with a call to explore Adjust's solutions for future growth.

Vietnam's app market is growing rapidly with high downloads and engagement. The new Adjust report reveals gaming sessions up 15% YoY, finance installs up 21%, and entertainment session lengths reaching 24.46 minutes. Businesses need reliable measurement to stand out.

Adjust MCP server connects Adjust data to external AI tools, allowing teams to query performance data within existing workflows without manual transfers.

TrueLink simplifies deep linking and cross-platform measurement with a unified system. It supports iOS Universal Links, Android App Links, URI schemes, QR codes, and web-to-app routing. Features include branded domains for trust, customizable links, bulk creation via API, dynamic routing, and automatic UTM translation for consistent web/app attribution. This enables scalable campaign management, better user experiences, and reliable analytics across channels.

Adjust partners with Superwall, becoming the first MMP to integrate. S2S integration forwards subscription lifecycle events for full-funnel attribution across App Store, Google Play, and Stripe.

Mobile UX is a commercial imperative: 90% of users abandon apps due to poor performance. For ad ops, UX directly impacts LTV and conversion—from onboarding to ad placement. Key metrics: retention, time-to-value, task completion. Actionable: simplify navigation, optimize load times, and align consent prompts (e.g., ATT) with context. UX improvements cascade across acquisition, retention, and revenue.

Conversion Rules now extend fraud control beyond attribution, enabling precise post-install validation of events, sessions, and ad revenue. New features include Flow Checks for event timing and parameter requirements, Source Checks for server-to-server events with IP allowlisting, suspicious ad revenue filtering, and Parameter Rules for SDK payload validation. These updates help marketers reduce noise, prevent invalid activity, and improve reporting accuracy for better optimization and spend decisions.

LATAM app market shows strong growth: installs up 13% and sessions up 20% YoY in 2025. E-commerce sees 17% install growth and 30% more sessions. Finance app session length increases to 6.03 minutes. Marketers should use latest data to benchmark and focus on high-growth verticals.

Link aesthetics are a critical yet overlooked factor in campaign performance. Generic, long, or unbranded URLs erode user trust and hurt click-through and conversion rates. Marketers can optimize links by using branded domains, short contextual links, social previews, localized landing pages, and deep-linked app experiences. Small improvements in link presentation build confidence and drive better results across channels like SMS, email, and social. Adjust TrueLink provides tools to implement these enhancements at scale.

International app expansion requires data-driven market prioritization, validation through soft launches, and deep localization beyond translation. Key metrics include retention, LTV, CPI, CPA, and ROI. Adjust's attribution and analytics tools help optimize UA campaigns and scale confidently. With 2.2M apps per store, standing out demands rigorous planning and continuous measurement.

During Songkran 2025 in Thailand, overall app installs rose 8% and sessions 12% YoY. Food & drink apps surged up to 141% in installs and 160% in sessions during the festival. E-commerce saw a post-festival spike (+49% installs). Entertainment apps had longer sessions (+30%), while social and messaging apps also grew significantly. Key actionable insights: align campaigns to pre/during/post phases, optimize for intermittent usage, segment tourists vs. locals, and capture long-term value post-festival.

Adjust's PC & Console solution enables cross-device measurement for gaming, addressing fragmentation across platforms like Steam, console, and mobile. It supports three setup paths: S2S for in-game events, Web SDK for web journeys, and external device ID matching for deterministic linking. Key features include Steam measurement via S2S or Steamworks SDK, SpendWorks for ad spend consolidation, and Datascape for unified reporting. With cross-device journeys becoming common, this solution helps marketers attribute campaigns, measure ROAS, and analyze player value across PC, console, mobile, and CTV, addressing the 61% rise in paid-to-organic ratio in gaming.

Mobile gaming shifts focus from growth to retention in 2026 due to rising acquisition costs. The report provides data on installs, sessions, retention, and costs across subgenres, regions, and countries to help optimize UA strategies.

Adjust Audiences enables ad ops teams to build real-time user segments for personalized campaigns. Key audience types include geographic, acquisition-based, lifecycle, inactivity, revenue, event-based, and combined segments. Sharing dynamic audiences with partners ensures up-to-date targeting, reducing wasted spend and improving ROI. Actionable insights: suppress low-intent users, retarget high-value segments, and automate workflows via partner integrations.

Adjust's InSight incrementality testing uses machine learning to isolate the causal impact of budget changes, with 95% confidence intervals. Analysis of U.S. tests shows that on iOS, statistically significant lift occurred in ~33% of cases for top platforms, while on Android, ~25% of budget increases led to organic cannibalization. InSight helps ad ops teams separate signal from noise, enabling confident scaling or reallocation decisions. The tool integrates with Adjust's suite, complementing attribution for a complete measurement strategy.

The report highlights key mobile app trends for 2026, including rising ATT opt-in rates, increased finance and e-commerce app sessions, and diversification of acquisition channels.

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.