UA Digest #4: What’s new this month?

Discover our User Acquisition Digest, your monthly update on the latest trends and news in mobile marketing and user acquisition! 

Major Update on ASA Attribution

Until now, click-through attribution was the standard for Apple Search Ads (ASA) campaigns: a user clicked on an ad, installed the app, and the install was attributed to that ad.

Since summer 2024, Apple has introduced an additional layer with view-through attribution. This means that a user who sees an ad without clicking can still be attributed to the campaign if they later install the app organically. For now, no algorithm updates have been announced, but adjustments remain possible. It’s important to monitor this feature’s evolution and its impact on campaign attribution.

This change raises several questions: How will it impact performance measurement? Can we expect further updates?

Impact on UA Campaigns

• Two new columns in the ASA platform
  The dashboard now displays Installs (Total) and Installs (Tap-Through). Keeping an eye on both metrics is crucial to avoid overestimating results due to view-through attribution.
• MMPs and integration of the new attribution mode
  MMPs are expected to quickly introduce an option to manage this attribution model. To limit excessive organic attribution, it’s recommended to disable view-through attribution or reduce the attribution window to a minimum.
• API changes
  Previously, the API only returned click-through attribution. Now, if the claimtype filter isn’t specified, the API will provide both view and click attributions.

Key Takeaways

This update changes how installs are counted. To avoid data distortion, it’s essential to adjust performance analysis and fine-tune ASA investment strategies accordingly.

State of Mobile 2025: Key Trends to Watch

Sensor Tower has released its annual State of Mobile 2025 report, providing insights into the latest shifts in the mobile app market. Here are the key takeaways:

Slight Drop in Downloads, but Engagement on the Rise
App downloads reached 136 billion in 2024, marking a slight 1% decline YoY. However, time spent in apps and revenue continue to grow, signaling a shift toward more qualitative consumption.

In-App Purchases Keep Growing
In-app purchases hit $150 billion (+12.5% YoY), driven mainly by non-gaming apps (+25%). While mobile gaming saw a modest 4% increase, the drop in downloads highlights the need for better user experiences and optimized monetization strategies.

AI is Reshaping the Mobile Landscape
Apps integrating chatbots and generative AI tools recorded a 200% YoY growth. Beyond apps, AI is also transforming mobile marketing, creating new opportunities to boost campaign efficiency and streamline creative production.

Social Media Remains a Powerhouse
Users spent a record-breaking 3 trillion hours on Instagram, TikTok, and Facebook in 2024. These platforms remain critical for UA and audience engagement.

Key Takeaways for Mobile Marketers

• Leverage AI to automate processes and improve campaign performance.
• Adapt to shifting user behaviors, especially in non-gaming verticals, where revenue potential is surging.
• Maximize the impact of high-engagement platforms, particularly social media, to reach users where they are most active.

These trends offer just a glimpse into the market’s evolution. Check out the full report for deeper insights.

Meta Rolls Out New AI-Driven Optimizations for Advantage+ Campaigns

Meta has announced major updates to its Advantage+ campaigns, further integrating AI-powered optimizations to enhance targeting and ad management. Here’s what’s new:

Streamlined Campaign Setup
Advertisers no longer need to choose between manual management and an Advantage+ Shopping campaign. Now, all sales, app acquisition, and lead generation campaigns will automatically benefit from AI-driven optimizations. A Advantage+ “ON” label will indicate when these optimizations are active.

Advantage+ Shopping Gets a New Name
To reflect its expanded scope beyond e-commerce, Advantage+ Shopping campaigns have been renamed Advantage+ Sales, making them relevant for a wider range of advertisers.

Advantage+ Expands to Lead Generation Campaigns
The AI-powered optimizations now apply to lead generation campaigns, improving the identification of high-quality leads.

Introducing the “Opportunity Score”
A new Opportunity Score (ranging from 0 to 100) is now available in Ads Manager, assessing how optimized a campaign is. This score comes with real-time recommendations to improve performance.

These updates highlight Meta’s continued investment in automation and AI, giving advertisers powerful tools to optimize campaigns while simplifying management.

More détails here

App Marketing Outlook 2025: Industry Insights

AppsFlyer has released its annual App Marketing Outlook 2025 report, created in collaboration with Sensor Tower and Liftoff. Based on a survey of 530 app marketing professionals, this report serves as a benchmark for comparing strategies and challenges across the industry.

What the Report Reveals

• Benchmark your strategy: Compare your priorities, goals, and challenges with other industry players.
• Understand 2025 trends: From shifts in investment strategies to privacy policy updates, explore what’s shaping the future.
• Identify winning strategies: Learn how top marketers optimize campaigns and drive performance.

Key Takeaways

• Industry Insights: How budgets are allocated, what teams prioritize, and how they measure success.
• Dominant Trends: Changing user behaviors and how marketers are adapting.
• Major Challenges: Budget shifts, evolving KPIs, diversification of acquisition channels, and measuring ROI.

The full report is available on AppsFlyer’s website offering a deeper dive into these insights and trends.

Gaming: The Rise of the U.S., China, and India

A recent report highlights the growth of three major markets in the gaming industry: the United States, China, and India. These countries account for a significant share of the global gaming population and are shaping mobile gaming trends.

Key trends

• The U.S. is expected to surpass 200 million gamers by 2026, reinforcing its position as one of the most digitally active populations. Mobile gaming dominates, with over 90% of players using smartphones.
• China, after strict gaming regulations in 2021-2022, is back on track. With eased restrictions and a faster game approval process, the country is set to exceed 600 million gamers by 2025.
• India is the fastest-growing market, projected to reach 500 million gamers by 2028. The mobile-first approach, the rise of freemium games, and the expansion of digital infrastructure position India as a key player in the future of gaming.

A redistribution of powers?

The rise of the U.S., China, and India is reshaping the gaming industry. While Japan and South Korea remain key players, these three markets are now driving innovation and growth.

More info here