Boost App Installs and Cut CPIs - Here’s How in 2025

Hey there,

Let’s be real, what worked in 2024 won’t cut it in 2025.

Ad costs are skyrocketing, competition is fiercer than ever, and privacy updates are making measurement harder.

App marketing isn’t getting easier, it’s getting smarter.

Here’s what’s actually working in 2025:

• Turning first-party data into a competitive edge
• Diversifying user acquisition channels 
• Micro-influencers driving 3.5x more engagement at lower costs
• Owned media powered by deep linking to boost conversions 

This month, we’re breaking down the strategies top brands are using to drive app growth in 2025 - in our latest video to help you stay ahead.

Happy watching!

So what happened this month?

7 App Marketing Strategies You Need to Try in 2025

The game is changing—ad costs are up, competition is fierce, and new channels are emerging. Top brands are winning with AI-powered ASO, deep linking, and smarter UA strategies. Ready to level up? Watch the breakdown.

Cracking ATT Opt-Ins: How to maximize consent & accuracy

ATT opt-ins are higher than you think—but only if you measure them right. With the right approach, you can unlock better attribution, smarter targeting, and more effective campaigns. Learn how you can refine your ATT strategy to drive more consented data and improve measurement accuracy. See here.

The force of AI in ad fraud: Fighting innovation with innovation

Fraudsters are using AI to create fake clicks, deepfake ads, and drain ad budgets at an unprecedented scale. But AI isn’t just the problem—it’s the solution. Discover how AI-driven fraud detection is helping brands fight back in real time, preventing billions in losses, and staying ahead of evolving threats. Find out here.

2025 Mobile gaming loyalty index

Building on the industry's biggest conversations at this year's Game Developers Conference, our collaborative report with Mistplay analyzes what drives loyalty across mobile gaming genres, with insights from 4,500+ gamers. 

Discover actionable benchmarks and strategies to improve retention, boost monetization, and strengthen loyalty in today's competitive landscape. Download now.

MAMA San Francisco 2025, watch on demand

Catch up on the bold ideas and actionable insights from AppsFlyer’s flagship North America event, where industry leaders explored AI, privacy, and breakthrough marketing strategies. Explore here.

Podcast spotlight

 2 Cents - Beyond Mobile Growth

Join Saikala Sultanova as she kicks off her new series 2 Cents with Ignacio Monereo, Partner at Boost Capital, who reveals the 4 secrets to crafting a pitch that investors can’t ignore. Listen now.

Thank you for reading this month's edition of the Flyer - see you next month!