Deep linking helps sports betting apps, especially newcomers, overcome challenges like cross-device fragmentation and attribution loss. By guiding users to specific in-app content or promotions, it enhances user experience and conversion rates. Tools like Adjust's TrueLink automate deep link creation, capture accurate attribution data, and enable seamless transitions via web-to-app scripts and smart banners.
This data-driven approach ensures efficient budget allocation and scalable growth, making deep linking a strategic asset for cost-effective user acquisition in a competitive market.
Valentine's Day presents a strategic opportunity for app marketers to boost installs and engagement across categories. Despite a 13% YoY decline in dating app installs, sessions remain resilient, with longer session lengths (13.21 min) and improved ad efficiency (IPM up to 6.24). Key surges: restaurant booking app installs +156% on Feb 14, recipe app sessions +60% on Feb 12, music app installs +35% on Feb 10, and messaging sessions +31% on Valentine's Day. Actionable strategies include personalized push notifications, gamification, brand collaborations, and micro-influencer campaigns.
Mobile measurement is evolving with AI-driven solutions like predictive analytics, incrementality analysis, and marketing mix modeling (MMM). These tools help marketers forecast user value, measure true campaign ROI, and holistically optimize budget allocation. Predictive analytics identifies high-value users early; incrementality isolates causal impact; MMM provides a 360-degree view of marketing performance. Adopting these methods enables data-driven decisions, improves campaign efficiency, and future-proofs strategies in a privacy-first era. The article key takeaway: next-gen measurement is accessible and essential for competitive advantage.
The article outlines five key mobile app market predictions for 2025, emphasizing AI/ML maturation, consumer-driven data control, the limitations of GenAI for measurement, growth of alternative app stores, and increased M&A activity. Ad ops decision-makers should prepare for scaled AI adoption, adopt multiple measurement frameworks to navigate privacy regulations, leverage ML models for privacy-compliant insights, explore emerging app distribution channels, and consider strategic acquisitions for market expansion.
This article debunks four mobile measurement myths, emphasizing that last-click attribution remains valuable when combined with multi-touch and next-gen methodologies like incrementality testing. It stresses that data quality trumps quantity, and integrating fragmented data sources yields better insights. View-through attribution is not inherently inflationary if paired with incrementality testing, and cross-channel optimization is achievable through deep linking. For ad ops, the key takeaway is to adopt a holistic measurement framework that balances signals from various attribution methods to accurately assess campaign performance and allocate budgets effectively.
Japan's finance app category is outperforming, with H1 2026 installs up 8% YoY and sessions up 40%—nearly 5x the install growth and well ahead of global figures (5% and 29%). Stock trading is the standout subvertical: installs +90% YoY and average session length climbing to 11.7 minutes, driven by NISA reforms and a retail investor resurgence. Retention is improving across the full 30-day curve (D1 17% to 19%, D30 7% to 8%). For ad ops teams, the takeaway is clear: prioritize measurement depth, re-engagement, and channel-level quality over top-of-funnel volume alone.
The 2024 holiday season revealed distinct mobile app usage trends: finance apps peaked early December for budgeting and late December for year-end payments; shopping apps spiked on Dec 1 (installs +42%) and mid-month for last-minute deals; restaurant apps hit highs on weekends (installs +122% on Dec 14); health & fitness surged post-Christmas (+46% on Jan 1); gaming sessions peaked on New Year’s Day (racing games +124%). Marketers should time campaigns to these windows: promote budgeting early, re-engage cart abandoners mid-month, target resolution-setters after Christmas, and offer holiday-themed gaming content.
Adjust's Halloween 2025 data across six weeks shows the holiday window opens well before October 31 and differs by category and market. Entertainment installs peaked the weekend before Halloween (up 42–44% vs. summer baseline), with OTT/streaming and video content installs up 120% on October 25 and 300% YoY. Photo and video sessions instead spiked on Halloween night itself (+6% global vs. the four prior Fridays; Canada +15%, Germany +13%, U.K. +11%, U.S. +9%, Mexico +7%). Single global send dates miss market-level peaks, so ad ops should time creative, push, and budget shifts per market—especially in Mexico, where activity runs through Día de los Muertos.
Streaming TV offers mobile marketers high engagement and detailed tracking, with non-skippable, full-screen ads that boost recall. Key insight: emotional alignment between ads and content reduces viewer drop-off by up to 60%. Viewer retention during ad breaks varies, but 26% of those who leave return within 30 minutes. Action steps: use contextual targeting, partner with emotion-based SSPs, track performance, and prioritize emotional storytelling.
Adjust's Device Usage dashboard in Datascape gives ad ops teams a prebuilt view of how active users are distributed acro...
Adjust has expanded store detection and verification across multiple app storefronts, making Store Type the primary dime...
Adjust's Halloween 2025 data across six weeks shows the holiday window opens well before October 31 and differs by categ...
Adjust introduced permission groups to give ad ops teams more flexible, scalable access management. Instead of relying o...
Japan's finance app category is outperforming, with H1 2026 installs up 8% YoY and sessions up 40%—nearly 5x the install...
Adjust’s Türkiye 2026 spotlight report positions Türkiye as a high-growth, mobile-first market for ad ops teams. Mobile ...