Adjust has announced the beta launch of Growth Copilot, an AI-powered tool integrated into its platform. It enables app marketers to ask questions in plain language and receive instant, actionable insights and data visualizations, eliminating the need for manual dashboard navigation or SQL queries. The tool helps teams make faster decisions, reduce reliance on data science teams, automate reporting, and improve cross-team collaboration.
It is part of Adjust's Analyze product pillar and is now available in open beta.
AI personalization is now essential for mobile marketing, with 71% of consumers expecting tailored experiences. This article outlines how AI enhances audience intelligence, creative personalization via DCO and GenAI, engagement timing, and measurement. Marketers should start small with focused A/B tests, prioritize user value, and collaborate across UA, CRM, and product. Key challenges include privacy, overpersonalization, and model bias. Adjust's Growth Copilot offers AI-driven analytics to streamline decision-making.
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
Apple's WWDC25 announced significant AdAttributionKit updates, including support for multiple overlapping re-engagement conversions with conversion tags, customizable attribution windows per ad network, configurable cooldown periods to avoid misattribution, and new geography data (country codes) in postbacks for high-volume campaigns. Testing capabilities are enhanced via developer mode. These changes give advertisers more control over attribution rules and insights, improving campaign optimization and measurement accuracy across iOS 26 and beyond.
Mobile marketing automation is critical for scaling ROAS by enabling real-time, data-driven campaign optimization. Key strategies include setting automation rules for bid/budget adjustments based on performance thresholds, implementing anomaly detection to prevent wasted spend, and using smart alerts for timely budget reallocation. A case study from Melsoft Games shows that automation allowed testing hundreds more creatives without extra time or cost. For ad ops leaders, the takeaway is that automation reduces manual bottlenecks, improves reaction speed, and directly boosts ROAS when integrated with attribution and analytics tools.
ATT opt-in rates continue to rise gradually, reaching 35% globally in Q2 2025, up from 34.5% in 2024. Education apps saw the biggest improvement, from 7% to 14%. Gaming remains top-performing, with sports (50%), hyper casual (43%), and action (40%) leading. Country-wise, Brazil (50%), UAE (49%), and Turkey (42%) are highest. Investing in prompt UX is a strategic lever to increase addressable iOS audiences.
User testing reveals the gap between designer intent and user experience, uncovering silent churn causes like unclear onboarding or passive ad chains. Analytics show what happens; user testing explains why. Small tests (5-8 participants) can identify friction points, and improving retention by 10% can significantly boost revenue without changing monetization. For ad ops, this means better user engagement reduces wasted ad spend and increases lifetime value.
Adjust now supports Meta's Advanced Mobile Measurement (AMM), enabling advertisers to access non-aggregated last-touch attribution data for precise performance analysis. Starting July 21, 2025, Meta's Engaged Views will be treated with the same priority as clicks in Adjust's attribution waterfall, aligning Meta with other self-attributing networks. These updates improve transparency and reporting granularity, allowing ad ops teams to better measure campaign effectiveness. Opt-in is required for AMM.
Data collaboration platforms (DCPs) help mobile marketers unify first-party data for secure, privacy-compliant collaboration. They enable audience targeting, campaign optimization, and operational efficiency without exposing raw user data. Unlike data clean rooms, DCPs emphasize activation and integration with downstream systems. For ad ops decision-makers, DCPs offer a scalable way to navigate post-ID privacy regulations while maximizing data value.
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