Advertising Technology Blog

Mobile attribution links ad engagements to installs, helping marketers measure campaign performance. Tools like Adjust use SDKs and methods like deterministic or probabilistic attribution to credit conversions within attribution windows.

Ramadan boosts mobile app usage, with installs up 11% in METAP and gaming apps seeing a 24% increase during Ramadan 2025. The report provides benchmarks for installs, sessions, and session lengths by vertical and country.

Super apps integrate multiple services into one platform, with Asia-Pacific leading adoption. The market was valued at $114.2B in 2025. For marketers, these closed ecosystems shift measurement toward lifecycle performance and require independent tools like Adjust for coherent data.

Pulse updates add grouped campaign automation rules, Microsoft Teams alert integration, and scheduled AI reporting via Growth Copilot. Teams can now define multiple conditions per rule, receive alerts in Teams, and automate recurring Copilot reports.

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.

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.

Conversion Rules let app marketers set custom validation rules for installs and events, filtering traffic before attribution. It enables store, version, region, and device checks, improving fraud prevention and budget efficiency.

Adjust's custom dashboards let mobile marketing teams build personalized analytics views with custom metrics and filters. Flexible and free for clients, they boost efficiency by consolidating data analysis in one place.

Adjust Growth Copilot simplifies UA managers' workflows by unifying data, auto-flagging creative fatigue, automating cohorts, and providing forecasts. It turns reactive tasks into proactive insights, saving time and improving decision-making.

Adjust Growth Copilot uses AI to help app marketers quickly assess campaign performance, detect anomalies, optimize channels, and discover top creatives. It turns natural language questions into instant insights, saving hours of manual data work and enabling faster, smarter decisions.

Seamless linking and UX are hidden growth drivers for mobile apps. Deep linking boosts conversions 20-30%. Multi-channel, cross-platform journeys require orchestrated linking to reduce friction and increase retention and LTV.

Finance app sessions rose 16% YoY in H1 2025. LATAM led with 59% install growth. Banking apps had highest D1 retention (20.6%). CPI dropped to $1.13, IPM increased to 2.76. Report covers AI, automation, and scalable UA strategies.

Adjust provides exclusive industry insights for mobile marketers. Their data-driven approach analyzes key metrics to understand market trends and consumer behavior. The actionable insights help marketers stay ahead in a competitive market.

Shopping app installs rose 16% YoY in 2024 but fell 14% in H1 2025, while sessions grew 2%. LATAM and APAC show strong growth. Deep linking and AI personalization are key for engagement.

iOS 14.5 introduced privacy changes that transformed mobile marketing, shifting focus to SKAdNetwork, conversion values, and predictive analytics. Adjust helps marketers adapt to each iOS update, from 14.5 to iOS 18.

Adjust expands Meta integration for AEM view-through attribution on iOS app campaigns, launching Oct 27. It shows installs from clicks and impressions, needing only enabled impression device matching. No impact on SKAN.

TikTok and Adjust now offer near real-time iOS conversion reporting in Ads Manager. It uses MMP and SAN signals for faster performance data, enabling quicker campaign optimization. This complements SKAN, not replacing it, for better decision-making.

Dynamic deep linking generates link parameters in real time, ensuring users reach exact in-app content. It automates link creation, protects attribution, and improves CTR with branded short links, solving scalability issues for mobile campaigns.

The 2025 Mobile App Growth Report reveals APAC as the top region (score 45) and India as the top country (score 49). Gaming leads verticals with a score of 45.8. The Adjusted Growth Score now includes sessions and retention for comprehensive UA benchmarking.

Q4 is crucial for shopping apps, with installs up 104% YoY. Prepare early with creative tests, diversify channels, and use deep linking for seamless conversions. Retention via onboarding and win-back campaigns maximizes long-term value.