What LLMs mean for attribution measurement

Hey there,

A year ago, you were optimizing for search. Now? Your top app users might be coming from a chatbot. AI is reshaping how people discover apps, but it’s also breaking the old rules of measurement. 

This month, we’re diving into what that shift means for marketers. You’ll learn how LLMs are influencing user journeys, why attribution is getting harder, and what you can do to keep visibility (and ROAS) intact.

So what happened this month?

Measuring the unmeasurable – How to attribute LLM-driven users

GenAI is driving high-intent traffic from LLMs like ChatGPT, but most of it’s going unattributed. Our new blog breaks down how to write for AI, measure what matters, and turn invisible traffic into measurable growth. Read the blog.

When ChatGPT becomes the OS – What it means for apps, measurement & commerce

OpenAI is building a new layer between users and your app. From Instant Checkout to embedded apps, here’s what it means for app discovery, user journeys, and how marketers need to adapt. Explore what’s changing.

New: Upgraded App Marketing Performance Benchmarks & Trends

The latest version of our benchmarks site is live. You’ll find up to 8 quarters of data to uncover market trends to back your budget plans or regional pitches, as well as media mix and channel-specific insights. Explore benchmarks.

Mobile Banking Growth Guide in 2025

Trust and measurement go hand in hand. This new guide shows how finance brands are building high-value user journeys, with tips on attribution, engagement, and privacy-safe mobile growth. Get the guide.

Expert takes 

Why the UAE leads in mobile-first commerce

Sue Azari chats with Lina Ghallegar, the “Queen of E-commerce” in the Middle East, about why the UAE is a mobile commerce powerhouse. From WhatsApp shopping to AI-powered personalization, it’s full of ideas for Q4. Watch now.

How to win in the AI & digital era – with Jeffrey Towson

Asia strategist Jeffrey Towson joins Ronen Mense to unpack what digital transformation really looks like - and how leading companies are pulling ahead. Lessons from Amazon, BYD, and more.

And last but not least - join us online for our 2025 Fall Release. Register here --> https://event.appsflyer.com/2025fallreleasevirtual