In-App: Global Mobile Marketing Blog

In-App: Global Mobile Marketing Blog

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Updated: May 10, 2026 at 8:08 AM

In-App: Global Mobile Marketing Blog

A channel about the world of mobile marketing. I collect interesting materials, news and analitycs. For all questions, contact @dedemidov

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

🆕 Key ASO Updates from Google Play: https://google.play/the-latest/2026-q1/

⭐ Search within reviews
Users can search for keywords on the “All Reviews” page, making it easier to find specific feedback

📱 Short-form video on Google Play
Users can now discover apps through short videos and watch them in full-screen while browsing. This helps them understand how an app works before downloading it

🔍 Trending searches and media suggestions
Trending searches are now shown in 13 markets. In some regions, users also see popular TV shows and movie suggestions

🏠 Updated Apps Home with contextual featuring
The top section of the Apps Home page now highlights relevant apps during major cultural events, making discovery more personalized

📊 “Value of Play” insights
A new dashboard shows how Google Play contributes to revenue, including recovered subscriptions and pricing experiments

📈 Gemini-powered chart descriptions
AI-generated summaries help explain data in sections like Reach & Devices, Store Performance, and Revenue

🤖 Enhanced Ask Play Q&A with Gemini
The Q&A feature is now more advanced thanks to Gemini integration. It provides more accurate and detailed answers about apps for English-speaking users outside the EEA

💰 Expanded transaction reporting
New reporting options help developers track where revenue comes from across different sales channels and features

🛒 Buyflow conversion reporting
Developers can now see cart conversion rates, device performance, and receive data-driven suggestions

💪 Better discovery for health & fitness apps
Apps connected to Health Connect now have a special label and can be found using a dedicated search filter

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

🤳Apptica: How https://apptica.com/blog/how-influencer-marketing-is-reshaping-mobile-game-user-acquisition/ Is Reshaping Mobile Game User Acquisition

Key Things:

Influencer marketing has graduated from awareness play to performance channel
In 2025, global gaming UA spend hit https://www.appsflyer.com/resources/reports/gaming-app-marketing/?ref=apptica.com https://www.appsflyer.com/resources/reports/gaming-app-marketing/?ref=apptica.com and creator-led campaigns are increasingly competing for the same budget line as Meta and Google, taking their share

Attribution is the bottleneck
The second-screen problem, in-app browsers swallowing deep links, and delayed installs mean that click-based attribution consistently undervalues influencer campaigns by an estimated 2–4×

Organic lift is the hidden ROI
A properly instrumented multichannel attribution setup, like combining MMP data, organic install baselines, and time-series analysis, routinely reveals that 40–60% of influencer-driven installs never touch a tracked link

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

♾ Meta is preparing entering CTV ⚡️

Meta is quietly https://digiday.com/future-of-tv/meta-eyes-ctv-expansion-to-fuel-its-next-wave-of-ad-growth/ expansion into CTV (connected TV) aiming to bring its performance ads to the biggest screen in the house

The main idea: extend Meta’s targeting and optimization engine beyond mobile and social into streaming TV environments

If this happens, it could turn CTV from a mostly branding channel into something much closer to performance marketing 📺

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

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🍏 Apple introduced a new subscription model: users can now pay monthly — but with a 12-month commitment

In simple https://developer.apple.com/news/?id=agq42lxe it’s a hybrid between monthly and yearly plans: users don’t need to pay upfront for a yearly subscription, but they’re still locked into the full term.

Cancel early - and you still pay until the end of the period 💳

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

🎨 OpenAI opened cost-per-click ads inside ChatGPT

ChatGPT ads are https://www.searchenginejournal.com/chatgpt-ads-now-offer-cpc-bidding-between-3-and-5-report/572652/ from “pay per impression” (CPM) to “pay per click” (CPC) with early pricing around $3–$5 per click

⚠️ No confirmation from OpenAI publicly yet

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

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"AI" is the most-used keyword in 6 App Store categories

According to the latest https://www.mobileaction.co/report/2026-aso-report/ “AI” is now the #1 keyword in multiple App Store categories - including Productivity, Photo & Video, Utilities, and even Entertainment

• Productivity: AI is #1 keyword, above “notes,” “tasks,” and “daily”

• Photo & Video: #1 also, above “photo,” “video,” and “camera”

• Health & Fitness: #2, just below “health” itself

• Education: #2, just below “learning”

• Graphics & Design: #1, above “design” and “create”

• Lifestyle: #1, above “time,” “daily,” and “life”

• Utilities: #1, above “device,”“phone,” and “manage”

• Entertainment: #1, above “TV,” “content,” and “subscription”

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

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📈 Tinuiti Q1 2026 Digital Ads Benchmark Report

The Tinuiti Digital Ads Benchmark Report is based on anonymized performance data from advertising programs under Tinuiti management, with annual digital ad spend under management totaling over $4 billion

Table of Content:
🔴 Overall Trends (Spending Growth Mostly Higher Across Platforms as Pricing Growth Remains Muted)
🔴 Paid Social (Facebook, Instagram, TikTok, Snapchat, and Pinterest benchmarks)
🔴 Paid Search (Google and Microsoft benchmarks)
🔴 Commerce Media (Amazon and Walmart)
🔴 Video and Display (YouTube, Prime Video, Netflix, GDN, and More)

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

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♾ Meta added One-Click Conversions API Setup for Advertisers ✨

Meta is finally https://www.facebook.com/business/news/pixel-conversionsapi-updates one of the biggest barriers in performance marketing - complex CAPI setup

With the new update, advertiser now can enable Conversions API directly in Events Manager with a single click

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In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

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#advices from 📱

Today I am sharing with you some https://www.linkedin.com/posts/karen-charykov_first-mistakes-keep-working-ive-been-activity-7447622831049355264-5r_u?utm_source=share&utm_medium=member_desktop&rcm=ACoAABOvCk8BhJQttfLkpYTNnhar7CO5aOyIsbM by https://www.linkedin.com/in/karen-charykov/ (Founder of https://apps.apple.com/app/memacy/id6760121647)

🍏 First mistakes. Keep working.

I’ve been running Apple Search Ads experiments across a few iterations, and something became very obvious: what you write in the App Store matters as much as how much you spend.

Small budgets don’t mean you can ignore analytics. It’s actually the opposite.

When you don’t have scale, every signal matters more - not less. You start seeing patterns you’d normally miss, especially around conversion and positioning.

Titles. Subtitles. Categories.

They directly impact how traffic converts - and how relevant your app looks to the algorithm.

Looking back, I made a few classic mistakes. I started changing the app name and categories too early, without enough structured observation. Instead of learning, I was introducing noise.

Now I'm correcting that - slowing down changes, measuring properly, and treating metadata as part of the product, not just marketing.

ps
One more important nuance: the second peak on this chart came with roughly 2x less budget than the first one.

Which means performance didn’t just come from spend - it came from better alignment.

That’s the part many people underestimate.

Less budget doesn’t mean less opportunity. It just forces you to actually understand what’s working.

In-App: Global Mobile Marketing Blog

May 15, 2026, 10:13 AM

⚠️ Adjust has https://help.adjust.com/en/article/redownloads an important update that affects the logic of install attribution 🔄

Now, user actions that qualify as redownloads are shown as new installs (!) in attribution data, raw data export, and reports

A redownload install is attributed when the following conditions are met:

1️⃣ The Adjust SDK tracks a session after the app was removed from the device (this session will be marked as a redownload)
2️⃣ The redownload exclusion window has expired: by default 90 days (can be set up to 24 months). The countdown starts from the original install or the previous redownload install.
3️⃣ The redownload inactivity window has expired: by default 14 days (can be set up to 30 days). The countdown starts from the last session.

➡️ As a result:
• Redownload installs follow the same attribution rules and settings as regular installs
• Redownload installs generate the same callbacks and metrics as regular installs
• Redownload installs restart cohorts (cohort start), historical counters, and device performance data, while the ADID remains the same
• New raw data placeholders and aggregated metrics are now available to identify redownload installs and their source
• This release does not change device data retention or reattribution logic, except for the redownload case described above

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

🫰 Mobvista announces 2025 Full-Year Results: Revenue Surpasses $2 Billion (35.7% year-over-year increase)

Mintegral https://www.businesswire.com/news/home/20260311164261/en/Mobvista-1860.HK-Announces-2025-Full-Year-Results-Revenue-Surpasses-$2-Billion-Driven-by-AI-Innovation the primary catalyst for growth with $1.96 billion in revenue, up 35.9%. This performance was anchored by its AI-powered smart bidding infrastructure, which contributed over 80% of Mintegral's total revenue. To support global developers, Mintegral expanded its smart bidding tools with Hybrid ROAS and IAP ROAS models 📈

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

➡️ Adapty has published https://adapty.io/state-of-in-app-subscriptions/?utm_source=other-campaigns&utm_medium=referral&utm_campaign=34028292-GTM-SOIS26&utm_content=inappmarketing on the app market with key benchmarks and trends

Inside, there is a large amount of information on LTV, pricing, conversions, and market insights across different segments and regions, based on 16,000 apps with a total subscription revenue of $3B 📱

The report is interactive: you can view data for a specific app category in a particular country and, for example, find out the median subscription prices for utility apps in Germany

Bonus: if you have an account in Adapty or RevenueCat, you can upload your app’s data in just a couple of clicks and compare it with market benchmarks directly on the report’s charts 🔗

➡️ Access the report https://adapty.io/state-of-in-app-subscriptions/?utm_source=other-campaigns&utm_medium=referral&utm_campaign=34028292-GTM-SOIS26&utm_content=inappmarketing

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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♾ 🆕 Meta transformed interests targeting

The new "describe your audience" feature let's to type something like: "Man with kids 18-35 in Germany who go to the gym and follow fitness creators" and the algorithm figures out the rest

No more manually layering 15 interests or tags. Targeting is no longer your competitive edge - creative is

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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🛒A tip for campaigns in AppLovin/Unity/ironSource for e-commerce apps - don’t use static end cards❌

That’s usually the fastest way to burn your budget, because gaming traffic lives in its own world

🥱 People are typically just collecting coins or smashing blocks, and then they see an ad that ends with boring static images. But ads need to feel native for gamers - and that usually means being interactive

✅ Use different approaches to engage gaming audiences. For example, create HTML5 end cards with animated button to add a discounted product to the cart, or use formats like “What will you choose for dinner today?”

Just sit down with your creative team and think about how to gamify your e-commerce ad content 🧑‍💻👩‍💻

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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🍏 🆕 Apple Ads https://ads.apple.com/app-store/help/reporting/0091-explore-and-visualize-insights Insights report with Daily Search Term Impressions Share

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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🎵 TikTok https://retailworldmagazine.com.au/tiktok-spotlights-new-growth-opportunities-for-australian-brands/ new ad tools to boost retail & e-commerce

Prime Time is a tool that allows advertisers to deliver up to three sequential video ads from the same brand to a single user within a focused 15-minute window

Logo Takeover enables brands to co-own the app launch moment, displaying the brand's creative co-branded with a TikTok logo for three seconds before transitioning into a TopView execution

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

🔍 Google: What to expect in digital advertising and commerce in 2026

In a new https://business.google.com/en-all/think/ai-excellence/digital-advertising-trends-2026/ post, Google outlined how AI will reshape digital advertising and commerce in 2026 across Search, YouTube and shopping experiences 🖱

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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➡️ Applovin: 71% of mobile gamers buy something the same day they see an ad

AppLovin https://axon.ai/en/blog/mobile-gaming-consumer a new Kantar study showing that mobile gaming has evolved into a mainstream advertising channel that drives real purchase behavior. The research found that 70% of affluent gamers have purchased a product after seeing an in-game ad, and nearly 40% bought something within three months of exposure

Mobile gaming is also a daily habit: about 70% of players play every day, making it one of the most consistent high-attention environments for brands 👾

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In-App: Global Mobile Marketing Blog

Apr 1, 2026, 11:07 AM

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📱 Google starts calling out Android apps that drain your battery before download

Google has started adding battery drain warnings directly on Play Store listings for Android apps that show excessive background activity. The notice alerts users that an app “may use more battery than expected,” based on metrics tracking how often it wakes a device while running in the background.

The system relies on a new “Excessive Partial Wake Lock” threshold, flagging apps that keep devices active for long periods even when the screen is off ⚠️

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In-App: Global Mobile Marketing Blog

Mar 30, 2026, 05:31 PM

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🍏 🇨🇳Apple https://developer.apple.com/news/?id=dadukodv China App Store commission fees from 30% to 25% for standard Apple In-App Purchase and paid app transactions

For transactions under the App Store Small Business Program and Mini Apps Partner Program, and for auto-renewals of in-app purchase subscriptions after the first year, the rate drops from 15% to 12% 📉

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In-App: Global Mobile Marketing Blog

Mar 30, 2026, 05:31 PM

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❌ X tests new ad format that includes product mention links

X is https://www.socialmediatoday.com/news/x-formerly-twitter-tests-product-ads-linked-to-mentions-in-posts/814139/ with a new ad format where product promotions appear directly under posts that mention a brand or product. In the first spotted example, a post referencing Starlink automatically displayed a “Get Starlink” CTA linking to the company’s website

The platform says it’s trying to build “an ad product that isn’t an ad,” blending promotions into organic conversations 🆕

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In-App: Global Mobile Marketing Blog

Mar 27, 2026, 04:43 AM

🎥 Video

📢 Latest job opportunities offering remote/relocation work

🔍 Nexters is searching for https://www.nexters.com/en/about/alljobs/?vacancy=ua-manager-1761911295

🔍 Severex is searching for https://ingamejob.com/en/job/lead-ua-head-ua

🔍 YAZIO is hiring https://www.yazio.com/en/open-positions?ashby_jid=7978d6c9-c043-40a1-98f9-f6b563e73f98

🔍 TripleTen is searching for https://www.comeet.com/jobs/tripleten/98.008/user-acquisition-manager-remote/2F.668-AE.302

🔍 Tether is looking for https://careers.tether.io/o/growth-performance-marketing-manager-100-remote-6

🔍 Mavelli is searching for https://www.linkedin.com/posts/vasco-rouw-4088457_were-hiring-a-user-acquisition-manager-share-7437881960565379073-yUhr/?utm_source=share&utm_medium=member_desktop&rcm=ACoAABOvCk8BhJQttfLkpYTNnhar7CO5aOyIsbM

🔍 Yazen is hiring https://jobs.yazen.com/jobs/7330354-paid-media-user-acquisition-manager

🔍 Hypercell Games is looking for https://ingamejob.com/en/job/middle-user-acquisition-manager-25

🔍 12Go is looking for https://www.linkedin.com/jobs/search/?currentJobId=4384312018&f_C=5154857&geoId=92000000&origin=COMPANY_PAGE_JOBS_CLUSTER_EXPANSION&originToLandingJobPostings=4381183841,4384312018,4384309075,4339274432,4384194797,4336867048,4336847149,4384304168,4384195482&trk=d_flagship3_company

🔍 Formula Care is looking for https://jobs.ashbyhq.com/formula/b79b69b3-40bf-4edd-8c84-0c18685aea7b

In-App: Global Mobile Marketing Blog

Mar 27, 2026, 04:43 AM

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📱 Google Play has introduced Play Shorts

Store is https://support.google.com/googleplay/thread/409815059/see-apps-in-action-discover-your-next-favorite-with-the-launch-of-play-shorts?hl=enautomatic end screens that lets users discover apps through short vertical videos inside Google Play, instead of scrolling through screenshots or reading descriptions 👀

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In-App: Global Mobile Marketing Blog

Mar 27, 2026, 04:43 AM

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➡️ Meta Creative Strategy 2026 by https://www.linkedin.com/feed/update/urn:li:activity:7436417945590784000/ from https://misfitmarketing.co/meta-creative-guide

The content is included:
🔴$115K AI UGC tools test & hybrid approach
🔴How many ads to create per $ of ad spend
🔴7 offer structures that change losing ads into winners
🔴12 hook types I've tested across hundreds of accounts
🔴8 copy frameworks for primary text, headlines, and scripts
🔴12 format types beyond standard UGC
🔴How to split production by format and funnel stage
🔴Video structure by length (under 15s, 15-30s, 60s+)
🔴Volume benchmarks by spend tier ($50K, $150K, $300K, $1M/month)
🔴When to kill vs scale
🔴Specs, placements, and 9:16 safe zones
🔴Statics vs videos
🔴Fatigue detection signals
🔴Andromeda 3-3-3 testing framework
🔴21 creative angles to test
🔴Tier-based action plans (bootstrapped to $100M+ brand)

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In-App: Global Mobile Marketing Blog

Mar 27, 2026, 04:43 AM

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