AdjustOut now! The mobile app growth report: 2025 edition | Adjust
Summary
Adjust has released the 2025 Mobile App Growth Report, a global UA leaderboard ranking regions, countries, and verticals by growth potential using the evolved Adjust Growth Score. This score now includes installs, cost efficiency, sessions per user per day, and retention, normalized for fair comparison. Key findings: APAC leads regions with a score of 45; India tops countries with 49; gaming dominates verticals at 45.8, with hyper casual leading; publications rank second at 30.8.
The report helps UA managers navigate rising costs and fragmented user journeys.
Analyst Note
The evolution of Adjust's Growth Score, now factoring in session depth and retention, reflects a structural shift in how UA success is measured. This is not a minor tweak but a response to the post-IDFA environment where installs alone no longer correlate with long-term value. For UA and monetization teams, the key implication is that benchmark comparisons will now penalize high-volume but low-engagement campaigns.
Markets like APAC and India score high in this new framework, suggesting that cost efficiency and user quality can coexist there. Meanwhile, Gaming's dominance, especially hyper-casual, underscores that even traditionally lean-back verticals are being graded on engagement. The practical impact for ad ops: re-baseline UA metrics and align creative strategies to drive session frequency and retention, not just installs.
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