AppsFlyerDriving ROI through a storm: 2023 app trends & C-level predictions
The mobile marketing industry is navigating post-COVID economic slowdowns, with tightened budgets demanding greater ROI accountability.
Key trends include a shift from growth to profitability, requiring efficiency in user acquisition and retention.
Privacy changes like Apple's ATT and Google's cookie deprecation necessitate new measurement approaches, such as SKAN 4.0 and modeled solutions.
Gaming remains resilient despite IAP revenue drops, while non-gaming apps see growth.
Strategies emphasize channel diversification, CTV and influencer marketing, AI-driven personalization, and exceptional customer experience.
Adaptability, cross-org alignment, and leveraging data from single sources of truth are critical for success in 2023.
You Might Also Like
AppsFlyerWinning every stage of the shopper journey with data – your ultimate guide to eCommerce app growth
App measurement differs from web analytics due to fragmented data. MMPs like AppsFlyer bridge gaps, unifying marketing spend, installs, and in-app behavior for ROI clarity.
AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
Banks face attribution gaps as paid, owned, and cross-device channels are measured separately. Omnichannel attribution unifies them, revealing email, SMS, and re-engagement often outperform paid ads. It enables data-driven budget allocation and compliance.
AdjustMobile app market in 2026: predictions from Adjust | Adjust
Mobile marketing in 2026 emphasizes multi-platform measurement, decision-ready AI insights, and linking as a growth lever. Privacy-safe personalization and predictive analytics become key. European games and APAC markets diverge, while Japan requires integrated cross-channel views. CPI declines as engagement metrics rise.
TikTokThe AI Uprising in Advertising: TikTok is Leading the Charge | TikTok For Business Blog
TikTok's full-funnel automation integrates creative, media, and measurement into one loop, solving fragmentation and boosting performance. Tools like Smart+ and GMV Max help brands scale efficiently with AI.
AdjustMobile app trends over the 2025 festive season | Adjust
The 2025 holiday season saw entertainment installs peak post-Christmas, video streaming up 54% on New Year's Eve. Shopping installs surged Dec 26-28. Finance sessions peaked early December. Food delivery remained strong. Gaming installs and sessions peaked on New Year's Day. Travel installs rose post-Christmas.
AppsFlyerWinning Ramadan 2026: A Data-Backed Playbook for Gulf Decision Makers
Ramadan boosts mobile engagement and ROI. Acquiring users pre-Ramadan yields higher LTV. Remarketing outperforms acquisition, especially during Iftar and Suhoor. Post-Eid, focus on retention via loyalty mechanics. Use Ramadan as a stress test for AI-driven strategies.
AppsFlyerHow Gaming, Finance, and E-Commerce Marketers Use Claude and AppsFlyer MCP
AppsFlyer MCP connects Claude to live attribution data, eliminating CSV exports. Gaming, finance, and e-commerce teams use it to automate reporting, catch budget anomalies, and answer performance questions in real time, transforming workflows in under 60 seconds.
AdjustAd spend measurement with SpendWorks | Adjust
SpendWorks unifies ad spend from multiple sources, automates data collection, and aligns spend with performance. It supports various collection methods, including API integrations, scheduling, and web-to-mobile tracking, enabling smarter budget decisions and improved ROAS.
More from AppsFlyer
The Signal Economy Goes Live: Takeaways from MAU Vegas 2026
MAU 2026 shifted focus from building to attention as the bottleneck. Key themes: mobile-grade measurement extends to web...
OneLink API 2.0: The new deep linking infrastructure built for growth and scale
In 2025, multi-channel growth demands programmatic deep linking. OneLink API 2.0 automates link creation with QR generat...
Mobile Measurement Set the Standard. Web Is Finally Catching Up.
Web measurement now uses mobile-grade attribution, signals, and unified performance insights. This evolution integrates ...
Strong open rates, weak app revenue: your email campaign isn’t broken. Your links are.
High email CTR but low app conversion indicates a broken link handoff, not campaign flaws. ESP tracking redirects strip ...
Mobile Measurement Set the Standard. Web Is Finally Catching Up.
Mobile performance marketing built a signal infrastructure with independent attribution and postbacks, making it the mos...
What eCommerce brands get wrong about retail media measurement
Retail media networks report ROAS differently, causing a 63% fluctuation. Brands need independent measurement to reconci...