UA Digest #11 : 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! 

AppsFlyer unveils eight new products for its “Modern Marketing Cloud”

AppsFlyer has released its Fall 2025 update, introducing eight new products within its Modern Marketing Cloud, a major evolution placing AI at the heart of marketing measurement and automation.

Highlights include:

• Agentic AI Suite: intelligent agents designed to analyze data and act autonomously.
• Cross-Platform Journeys & LTV: unified performance measurement across mobile, web, console, and CTV.
• Creative Management: a central hub to manage, evaluate, and distribute ad creatives.
• My Dashboards & AI Assistant: customizable dashboards powered by AI for instant insights.
• Incrementality for UA: automated tests to measure the true incremental impact of campaigns.
• Enhanced Attribution Model: an improved model that detects click fraud in real time.
• Signal Hub: audience activation and enrichment based on real-world purchase signals.
• Enterprise-Grade Security Package: strengthened standards for access control and compliance.

With this release, AppsFlyer brings together measurement, AI, creative tools, and security into one ecosystem, a complete marketing platform designed for faster, smarter, and more reliable decision-making.

Learn more here

Meta refines its advertising tools to focus on higher-value users

Meta has rolled out an update to its app advertising tools designed to prioritize high-value users over pure install volume. This move builds on its ongoing shift toward Value-Based Optimization, already central to Advantage+ campaigns.

According to Meta, advertisers using this approach see an average ROAS increase of 29%. To improve signal accuracy, Meta is also collaborating with MMP partners (AppsFlyer, Adjust, and Singular), to align re-attribution and exclusion windows across platforms.

The goal is clear: reduce wasted spend and focus budgets on users with stronger revenue potential.
This update reinforces Meta’s push toward a quality-driven acquisition strategy, where first-party data and precise measurement shape long-term performance.

Read more here

Adjust × AppLovin release the “Mobile App Trends 2025” report

The new Mobile App Trends 2025 report, published by Adjust in partnership with AppLovin, is now available.

Designed as a strategic guide for mobile marketers, it brings together the latest benchmarks, analyses, and insights to drive growth in a fast-evolving environment.

The report covers:

• The impact of AI, emerging technologies, and privacy on app performance and growth.
• The key benchmarks for installs, sessions, retention, revenue, and ATT opt-in rates.
• Vertical trends:
  • E-commerce & shopping: steady growth, the rise of social commerce, and increasing use of AI for personalization and retargeting.
  • Gaming: rising installs, longer sessions, and the growth of ultra-casual and IP-based games.
  • Finance: acceleration of fintech app adoption and the emergence of super-wallets.
• Regional comparisons across APAC, Europe, LATAM, MENA, and North America to identify the best growth opportunities.

A report built to help advertisers make faster, data-driven decisions while staying agile amid new challenges in measurement and privacy.

Download the full report

X, Meta and TikTok fine-tune their holiday marketing advice

As the end-of-year advertising peak approaches, X (formerly Twitter), Meta, and TikTok have each released new marketing guides to help advertisers maximize results on mobile.

• X: short formats and simplicity

X highlights the power of mobile video, which accounts for 80% of platform consumption. Best practices: keep text between 50–100 characters, use a single clear call-to-action, and limit hashtags, mentions, or emojis.

Another key tip: launch campaigns early to give the algorithm enough time to optimize.

• Meta: AI and planning

Meta emphasizes Advantage+ solutions, automating creative production and ad placement.
 It recommends running multiple creative tests, implementing multi-touch tracking through the Conversions API, and extending campaigns beyond Black Friday, when CPMs typically drop.

• TikTok: creativity and influence

TikTok introduces a Holiday Hub packed with e-commerce insights and trends.
The focus: native, short-form videos (<21s) inspired by trending content, and stronger use of creators to boost recall and purchase intent.

Key takeaway for UA campaigns

All three platforms share the same mindset: simplicity, automation, and native creativity. the priority is to plan early, test fast, and connect data to capitalize on higher volumes while maintaining profitability.

More info here

Sensor Tower: cross-platform reshapes gaming growth

The latest Sensor Tower report confirms the dominance of mobile in gaming, with 52 billion downloads and $82 billion in annual in-app revenue on the App Store and Google Play.
In Q3 2025, in-app purchases exceeded $20 billion, proving that mobile remains the main growth engine of the global gaming market.

But the real shift lies in the rise of cross-platform gaming. Mobile is no longer an isolated channel. It’s becoming the entry point to a broader ecosystem, where PC and console extend both experience and monetization.

Sensor Tower highlights four main approaches: companion apps, lite versions, adapted experiences, and cross-play ecosystems.

For advertisers, this evolution points to a clear trend: UA performance now depends on the ability to connect environments and turn a mobile-first approach into the driver of a sustainable multi-platform ecosystem.

More info here