Reports and guides

Explore our collection of data-baked industry insights, global and regional trends, and deep dives into the subjects that matter most in our mobile ecosystem.

The_State_of_App_Marketing_Africa

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The State of App Marketing in Sub-Saharan Africa – Edition 2025

Explore 2025 mobile app trends across SSA with insights into ad spend, fraud, and top verticals.

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The State of eCommerce App Marketing – 2025 Edition
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State of app marketing in Asia – 2025 Edition
Guide

Unlock the value of web-to-app
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The state of app marketing in the Philippines – 2025 Edition
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The State of App Marketing in Brazil 2025

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The State of Creative Optimization - 2025 Edition

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Unlocking the Power of Retail Media with Wolt Ads & AppsFlyer

Guide

Solving retail media measurement – your ultimate guide to earning advertiser trust

Influencer guide Featured Image

Guide

Winning big with influencers - A comprehensive guide for app marketers

State of App Marketing in Spanish LATAM featured image

Report

The State of App Marketing in Spanish LATAM – Edition 2025

IPL Report 2025

Report

Decoding Indian Cricket Fans: Consumer Insights & Seasonal Marketing Strategies for 2025

Liftoff-AppsFlyer App Marketer Survey Featured Image

Report

Navigate the Priorities and Challenges Shaping App Marketing in 2025

The State of App Marketing Germany Featured Image

Report

The State of App Marketing in Germany - 2024 Edition

Uninstall report featured image

Report

App uninstall report – 2025 edition

Boosting your user acquisition strategy with preload campaigns featured image

Guide

Boosting your user acquisition strategy with preload campaigns

Ramadan 2025

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Ramadan in SEA & Pakistan: App Marketing Insights from 2024

Top 5 app marketing data trends of 2024 and predictions for 2025 - Featured Image

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Top 5 app marketing data trends of 2024 and predictions for 2025

Forrester TEI -Featured Image

Report

Unlock the full ROI potential of your marketing efforts

The State of App Marketing Africa - Featured Image

Report

[Report] The State of App Marketing in Sub-Saharan Africa – 2024 Edition

Marketers guide to buying an MMP - featured image

Guide

The marketer’s guide to buying an MMP

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The State of App Marketing in Asia — 2024 Edition

The State of App Monetization - 2024 Edition

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The State of App Monetization - 2024 Edition

India Festive Report 2024

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India Festive Report - 2024 Edition

The State Data Collaboration - OG image

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The state of data collaboration in commerce and retail media

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The AppsFlyer Performance Index: Media Source Edition #17

The marketer’s guide to first-party data - Featured image

Guide

The marketer’s guide to first-party data

Boost your app growth with SKAdNetwork Featured Image

Guide

Boost your app growth with SKAdNetwork

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The State of Gaming App Marketing - 2024 Edition

Guide

It's time to come clean - the complete data clean rooms guide

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The state of eCommerce app marketing

Forst & sullivan 2024 - Featured image

Report

Frost & Sullivan’s Competitive Strategy Leadership Award

The state of ad creative in app marketing 20245 edition - Featured image

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The state of ad creatives in app marketing: 2024 edition

The Indian Cricket season report: 2024 Edition featured image

Report

The Indian Cricket season report: 2024 Edition

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The AppsFlyer Performance Index: 2024 Country Edition

AppsFlyer & Adobe: Power personalized mobile experiences

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AppsFlyer & Adobe: Power personalized mobile experiences

How to deliver a winning creative strategy - OG image

Guide

How to deliver a winning creative strategy

Report

App marketers speak 2024

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AppsFlyer & the MMA: Embracing Privacy as a Competitive Advantage

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The AppsFlyer Performance Index: Edition 16

2.0 Marketing attribution featured image

Guide

The definitive guide to marketing attribution: giving credit where credit’s due

Subscription report 2023 - OG

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The state of app marketing for subscription apps - 2023 edition

shopping app marketing trends - OG

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The state of eCommerce app marketing - 2023 edition

joint playbook: AppsFlyer & TikTok Best Practices - OG

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Target. Connect. Engage: Driving profitable app growth with revenue-boosting strategies

Subscription based apps

Guide

Subscription-based apps: How to set yourself for success

PC & console guide - featured

Guide

How PC and console platforms open up new revenue streams for game developers

State of App Re-engagement in APAC | 2023 edition - OG

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State of App Re-engagement in APAC: 2023 Edition

State of Fraud 2023 - og

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The state of mobile app fraud - 2023 edition

APAC CTV trends report: Featured

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APAC connected TV trends, 2023: Advertiser and viewer perceptions

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The AppsFlyer Performance Index: Country Edition

Deep linking guide

Guide

Deep linking 101: The why, what, and how

ChatGPT and app marketing guide - featured

Guide

How to use ChatGPT to market your app [50+ prompts]

CTV Trends 2022-23

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Connected TV Trends, 2022-23: Advertiser and viewer perceptions

2023 mobile marketing trends & C-level predictions

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Driving ROI through a storm: 2023 app trends & C-level predictions

ASO guide - featured

Guide

How to ASO like a PRO: The App Store Optimization guide

IN Festive one-pager 2022-OG

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The great Indian festive season cheat sheet 2022

App marketing guide - featured

Guide

The mobile app marketing guide: Cracking the code to app success

CTV advertising guide - featured

Guide

Welcome to the jungle - your ultimate guide for CTV Advertising

Report

The AppsFlyer Performance Index: Edition 15

Mobile advertising guide - featured

Guide

Mobile advertising - everything you need to know (and forget) in 2023 and beyond

Data clean rooms guide - featured

Guide

It's time to come clean - the complete data clean rooms guide

Cohort analysis - featured

Guide

All together now - Cohort analysis explained

CTV domination: The complete guide to connected TV - featured

Guide

Get ready for the age of CTV domination: The complete guide to Connected TV

Mobile measurement & marketing analytics for subscription apps guide - featured

Guide

Mobile measurement & marketing analytics for subscription apps - The complete guide

Frost and Sullivan leadership award - featured image

Report

Frost & Sullivan Competitive Strategy Leadership Award

ROI Guide - Featured image

Guide

Finding your true north: Measuring your app marketing’s true ROI

App conversion guide

Guide

Show me the money! Your definitive guide to app conversions

State of eCommerce Turkey - Featured image

Report

The state of eCommerce app marketing in Turkey

Полное руководство по мобильным измерениям и маркетинговой аналитике для игровых приложений - главное изображение

Guide

Mobile measurement & marketing analytics for gaming apps - The complete guide

The true cost of MMP data outages

Report

The true cost of MMP data outages

State of Finance SEA - Featured image

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State of finance app marketing in Southeast Asia & Pakistan - 2022 edition

Mobile commerce guide: Featured image

Guide

The ever dynamic world of mCommerce - everything you need to know

ATT one year on - featured

Report

ATT - 1 year on: Exploring the impact of Apple’s privacy changes

The true cost of data inaccuracies - featured

Guide

You don’t know what you don’t know - The true cost of data inaccuracies

App monetization guide 2022 - featured

Guide

App monetization guide: How to generate revenue from apps in 2022

Report

State of IPL App Marketing 2023

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The AppsFlyer Performance Index: Edition 14

Deep linking guide

Guide

Deep linking 101: The why, what, and how of today’s most trending customer experience technology

Mobile first report - Retail OG

Report

The mobile-first enterprise report: Retail

Mobile first enterprise report - health and fitness OG

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The mobile-first enterprise report: How Health & Fitness brands are being transformed by mobile devices

Мобильный отчет - финансы и страхование

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The mobile-first enterprise report: How financial brands are transformed by mobile

Infographic

2022 mobile marketing trends

Re-engagement guide OG

Guide

Re-engagement in the era of privacy - the definitive guide

Guide

Re-engagement in the era of privacy - the definitive guide

state of mobile ad fraud 2021 - OG

Report

The state of mobile ad fraud 2021

App marketing trends in Central & Eastern Europe - OG

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Google and AppsFlyer: Mobile app marketing trends in Central and Eastern Europe (and how to succeed in it!)

State of App Marketing ANZ-OG

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The state of app marketing Australia & New Zealand 2023

mobile first enterprise report - OG

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The mobile-first enterprise report: How brands are being transformed by mobile devices

State of mobile app strategies in the ME - OG

Report

State of mobile app strategies in the Middle East

In-app реклама

Guide

In-app advertising done right - the complete guide

Programmatic advertising - featured

Guide

Media buying on autopilot: the ultimate guide to programmatic advertising

app engagement - OG

Guide

App engagement and user retention: The definitive guide

The consumer mobile landscape in the Nordics - featured

Report

The consumer mobile landscape in the Nordics

ROX Guide

Guide

Get ready to ROX: How to nail Return on Experience & create CX-fueled market leadership

Inside SKAN - OG

Guide

Inside SKAN: Data & learnings from Apple’s SKAdNetwork

iOS 14 for gaming - og

Guide

A whole new ballgame: Gaming app marketing in iOS 14+ and SKAN

state of finance app marketing africa - og

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The state of finance app marketing in Africa - 2021 edition

african mobile apps landscape - og

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The African mobile apps landscape (and how to succeed in it)

impact of iOS 14 - OG

Report

The impact of iOS 14 & ATT on the mobile app economy

vta insights southeast asia

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Video is on the rise: View-through attribution insights for Southeast Asia

Apple's ios 14 apps clips guide

Guide

Apple's iOS 14 App Clips: A definitive guide for developers by AppsFlyer

finance app marketing global

Report

The state of finance app marketing – 2021 edition

idc attribution compliance privacy

Report

The state of measurement, privacy, and compliance

ipl historic year mobile

Report

IPL 2021 – A historic year for mobile

ios 14 app monetization strategies

Guide

App monetization strategies for iOS 14: The complete guide

mma marketer

Report

Personal data, privacy and smartphones: The marketer/consumer disconnect

mma consumer

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Personal data, privacy and smartphones: The cautious consumer

Predictive modeling best practices

Guide

Predictive modeling for app marketers: The complete guide

Mobile ad fraud guide

Guide

The marketer’s field guide to mobile ad fraud

Deep linking marketers guide

Guide

Deep linking for mobile marketers, a guide

Deep linking developers guide

Guide

Everything a developer needs to know about deep linking

User acquisition guide

Guide

Getting started with user acquisition for apps: The complete guide

mobile gaming genre affinity

Report

The mobile gaming genre affinity matrix - 2022 edition

latam app marketing - OG

Report

The state of app marketing in Latin America – 2021 edition

uk western europe app marketing - OG

Report

The state of app marketing 2018: UK and Western Europe

VN Tet campaign OG

Report

Vietnam Tet mobile marketing insights - 2021 edition: leaping into the 2022 season

Finance app marketing guide OG

Guide

Mobile attribution & marketing analytics for Finance app marketers - the complete guide

gaming apps mobile attribution analytics - OG

Guide

Game on! Mobile attribution and marketing analytics for Gaming

ott for marketers - OG

Guide

The complete guide to OTT and connected TV marketing

people based attribution - OG

Guide

Connecting the dots with people-based attribution

Shopping guide 2022 OG

Guide

Mobile measurement & marketing analytics for Shopping apps - The complete guide

travel apps mobile attribution analytics - OG

Guide

The definitive guide to mobile attribution analytics for Travel apps

incrementality for remarketing - OG

Guide

The beginner's guide to incrementality for remarketing

apac finance app marketing - OG

Report

The state of finance app marketing in APAC - 2020 edition

apac mobile ad fraud - OG

Report

The state of mobile ad fraud in APAC - 2020 edition

app remarketing trends - OG

Report

The state of app remarketing - 2020 edition

finance app marketing us - OG

Report

The state of finance app marketing: 2020 global and US trends

AF TikTok in-app event report OG

Report

In-app event measurement & performance - a joint AppsFlyer-TikTok For Business report

india app marketing - OG

Report

The 2019 state of app marketing in India

india marketing during downturn - OG

Report

Marketing during a downturn - an India POV

indonesia app marketing - OG

Report

Indonesia app marketing report 2020: A more digital and mobile country

app marketing dach - OG

Report

The state of app marketing – DACH Q1, 2017

app marketing practices holiday season - OG

Report

App marketing best practices for the 2016 holiday season

casualpuzzle gaming data insights - OG

Report

Casual/Puzzle gaming data benchmarks

coronavirus marketing updates - OG

Report

Coronavirus (COVID-19) marketing updates

southeast asia growth index - OG

Report

AppsFlyer Growth Index: Indonesia, Thailand, Vietnam, and Singapore

in app spending state - OG

Report

The state of in-app spending: Global and regional benchmarks

ltv app marketing cornerstone - OG

Report

Lifetime value: The cornerstone of app marketing

mobile fraud threat - OG

Report

Mobile fraud: Marketers’ massive hidden threat

app marketing true roi - OG

Guide

Finding your true north: Measuring your app marketing's true ROI

chinese app market - OG

Guide

The China APPortunity – 2020 edition

entertainment apps mobile attribution analytics - OG

Guide

Mobile attribution and marketing analytics for Entertainment and Media apps

food drink apps mobile attribution OG

Guide

Mobile attribution and marketing analytics for Food & Drink apps

idfa ios 14 mma

Report

Learn how leading mobile marketers prepare for iOS 14

mama tech virtual recordings

Report

MAMA Tech Virtual 2020

health apps mobile attribution analytics

Guide

Mobile attribution and marketing analytics for Health & Fitness apps

mobile attribution privacy age

Guide

Getting started with mobile attribution in the age of privacy: The complete guide

CTV-to-mobile report 2023 - OG

Report

CTV-to-mobile trends report - 2023 edition

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