In-App: Global Mobile Marketing Blog

📉 CPI benchmarks across different categories and geos for Q2 2026 by Singular ♾

🤩 Netflix is rolling out Pause Ads as the CTV format 📢

Pause Ads are available across partner DSPs in the UK and wider EMEA region

Netflix is also expanding demographic targeting capabilities to reach consumers based on household composition and income

📱 AppGala Conference Barcelona 2026 is coming! 🚀 

📍 Barcelona · October 22, 2026

🎤 15+ speakers from Rovio, Uber, Flo, Microsoft, Picsart and more
💡 AI, user acquisition, product growth and LTV topics
🤝 Rooftop networking with app founders, product and growth teams
🍽 Catered lunch, evening bites & open bar included

If you work with mobile apps and want to discuss growth, acquisition channels and scaling with people who understand the challenges you face — this event is for you. 

🎟 Programme & tickets

🏷 Get 15% off with code INAPP15 👈

#advices from 📱

📊 Today I am sharing with you some thoughts about multi-touch attribution by Curtis Howland from Misfit Marketing

Did the customer come from Google or Meta?

Better way to check:

- Pull your post purchase survey responses
- Look at answer: "Where did you first hear about us?"
- Match each answer to the UTM on that same order.
- Create a heatmap grid of where they found you vs UTM codes

What you'll see:

- Post purchase tends to report awareness channels (TikTok, Meta etc)
- UTM tends to report demand capture channels (SEO, Google etc)
- Using this you’ll spend less on Google, maybe more on Meta, and more on TikTok.

How you use this data:

→ Use it to know which channels are driving awareness that converts
→ Push into those channels to grow the brand
→ Extrapolate the survey across all new customers and calculate cost per new customer per channel.

Caveats:
→ Make sure you have 30%+ response rate before you analyze
→ Aim for 100+ responses minimum per channel row.

And while you're in there, add some more post purchase questions in:

"Why did you buy today?" = creative strategy
"Anything you almost didn't buy over?" = objection handling
"Any issues with the site?" = CRO roadmap
"Anything you wish we sold?" = product development

⚙️ AppsFlyer has launched a new feature “Advanced Matching Data Sharing” 🆕

It now allows users to send hashed user data (such as email and phone number) to advertising networks allowing partners to attribute events to ad engagements without a device ID

If you want to use this feature you need to:

1️⃣ Update the AppsFlyer SDK.
2️⃣ Collect user data (email, phone number, etc.) and send it to the AppsFlyer SDK
3️⃣ Turn on Advanced Matching Data Sharing in the platform integration under Partners

All identifiers must be hashed with SHA-256 before reaching AppsFlyer, either on-device via the SDK or server-side via the S2S API

♾ Meta is rolling out AI-guided campaign setup 🧠

Instead of manually going through every campaign setting, advertisers can simply describe what they want and Meta’s AI can help build the campaign setup

🆕 Moloco has introduced a new global brand identity and logo 👀

Moloco describes the circles as “lenses that show how its AI systems look at different sources of information before making an advertising decision”

🆕 Moloco Ads launched a new tool for interactive ads 👈

Advertisers can now use their existing videos and images to automatically create HTML-based interactive ads

There are two new templates:

🟣Video Loop — users can swipe through several videos

🟣Video and Swipe — a video is followed by an interactive experience where users can swipe and engage with the ad

👨‍💻📱More Apps, Same Attention: The AI App Boom 2026 Report by a16z 👈

AI makes it much easier to create apps, so the number of apps is growing very fast in 2026. But people’s time, money, and attention are not growing at the same speed.

Some interesting insights from the data:

📈📉AI creates many more apps, but demand is not growing
The number of new apps on iOS, Android, and Chrome has grown 2–4 times. But the number of downloads and ratings has stayed almost the same

💵 More apps do not mean a bigger app economy
According to Sensor Tower data, total app revenue in the US grew only about 2% over the last year and a half. At the same time, the total time people spend in apps grew about 7%.
This means that a big increase in the number of apps did not create a big increase in the app market

🧠 AI apps are an important exception
AI apps are popular, but apps made with AI are often not popular. Productivity is one of the fastest-growing app categories

👨‍💻👨‍💼Paid consumer AI is still at an early stage
AI is very popular, but only about 3% of consumers were paying for AI products according to the data in the article

🦄AI may be creating a new type of unicorn
New billion-dollar startups are becoming younger. The median age of new unicorns is now just over 4 years. This is about 37% lower than in 2023.

🔄Older tech startups focus more on profit
Before, companies focused strongly on fast growth. Now they focus more on efficiency and profitability. Median growth fell from around 40–70% to 15–30%, while profit margins improve

🚀 Google Ads: New Data and Measurement Updates 🔍

Google has announced new tools for data and ad measurement. Here are the main updates 👇

🟣 Data Manager is getting bigger

Google Data Manager now has deeper integrations with Google Analytics and Display & Video 360

Advertisers can connect CRM, offline, app, and other first-party data and use it to measure and improve campaigns

According to Google, advertisers using offline and app data through Data Manager saw an average 26% increase in incremental ROAS.

🟣 Enhanced Conversions in GA and DV360

Google is expanding Enhanced Conversions to Google Analytics and Display & Video 360

This technology helps advertisers measure conversions that can be missed because of cookie and browser limits

Google says Enhanced Conversions can help measure 11% more Search conversions compared with standard conversion imports

🟣New metric: Data Strength Uplift

Google Ads will show how many extra conversions were measured because of better first-party data setup

This makes it easier to understand the real value of better tracking

According to Google, advertisers using Google Tag Gateway saw around 14% more measured conversions on average

🟣 New Data Manager API

Google is also developing one API for first-party data

New diagnostics will help advertisers find data problems before they have a strong impact on campaign performance.

🟣 Updates to Meridian

Google is improving Meridian, its Marketing Mix Modeling (MMM) tool

Advertisers can now use brand signals, such as branded Google searches, to better understand the long-term impact of YouTube, TV, and other upper-funnel channels

Meridian GeoX is also now available globally. It helps advertisers run geo experiments and measure the incremental impact of advertising

📣 AppsFlyer added attribution to organic AI-driven traffic 👈

AppsFlyer now attributes both: organic search attribution, expanded to cover AEO (Answer Engine Optimization), covers the earned side across 8 AI engines and 13 search engines

The supported AI platforms include ChatGPT, Claude, Perplexity, Manus, Microsoft Copilot, Gemini, Grok and DeepSeek

It supports both re-engagement for customers who already have your app, and install attribution for those who don’t (via OneLink and Smart Script)

🎨 OpenAI added view-through attribution to ChatGPT Ads ⚡️

It released quietly in the developer documentation only

🍏 Starting with iOS 27.2 developers can use a new version of the ATT permission prompt in the EU 🇪🇺

The alternative version of the App Tracking Transparency system prompt has modified formatting and language and provides you the option to use a text button labeled “Additional Information