Liftoff and AppsFlyer survey finds 54% of app marketing professionals are chasing more aggressive KPI targets, but are meeting the challenge with new advertising channels, network partners, and larger budgets.

Liftoff, the leading provider of marketing, monetization, and creative solutions for the mobile industry, and AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, have published their 2025 App Marketer Survey.

The report—which includes data from Sensor Tower, the leading source of mobile app, digital advertising, retail media, and audience insights—analyzes the responses of over 700 mobile marketing professionals from across multiple regions and app verticals, working with monthly ad budgets ranging from $50,000 to over $1,000,000.

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Liftoff and AppsFlyer’s 2025 App Marketer Survey provides a holistic look into how app marketing professionals react to industry changes and technological innovations affecting the mobile ecosystem. It also provides insights into ad spend budgets, performance trends across various app categories, and how mobile marketers allocate resources to achieve their goals in the year ahead.

Key findings include:

• Non-gaming apps are experiencing strong growth in downloads and revenue: Downloads of apps from non-gaming app categories increased by 12% in 2024, while consumer spending grew by $13.7 billion over 2023 to $69.2 billion. Entertainment apps saw the biggest revenue increase, at $4.4 billion year over year. Comparatively, the performance of gaming apps remained relatively flat, with a slight 1% decline in revenue generated by in-app purchases.
• Mobile marketers are navigating demanding KPIs, but still hitting performance targets: Over half of mobile app marketers (54%) report more aggressive KPI targets compared to 12 months ago, with those based in North America and Latin America more likely to set aggressive targets (61%). Around 90% of respondents stated they were close to or reaching these challenging goals. In terms of KPIs, 50% cited return on ad spend (ROAS) as their top priority.
• To achieve their goals, mobile marketers are looking to new partners and channels: Around 56% of marketers stated they had established new partnerships over the past 12 months, an increase of over 14% compared to last year. This seems to be a direct response to more demanding KPIs, with 74% stating they sought out new partners to improve ROAS/ROI. In the same vein, many marketers are also looking to alternative channels, with over half of respondents investing in both organic social and influencer marketing.
• Despite the challenges that await, marketers are optimistic about the year ahead: Most mobile marketers feel the industry is heading in the right direction, with 80% of respondents expecting 2025 to be an improvement, or at least the same, as 2024. One explanation for this positivity is a boost to resources. Nearly half of all respondents said they’re working with a larger budget in 2025, with 15% reporting a significant increase.
• Apple’s AdAttributionKit responds to ongoing interest in re-engagement: Immediately after ATT, re-engagement campaigns on iOS seemed to face an uncertain future—but Apple’s AdAttributionKit looks like it may be changing all that. While only 31% reported currently running re-engagement campaigns on iOS, 48% of respondents said they would like to start. Overall, 67% of respondents cited at least some familiarity with AAK.
• Three years on from launch, marketer’s struggles with SKAN continue: Despite several years having passed since its launch, marketers remain divided on whether SKAN’s impact on performance: 32% felt SKAN had no impact on UA at all, 30% thought it had actually negatively impacted results, while only 24% stated they had seen a noticeable positive uplift. What mobile marketers were much more certain about was generative AI, with 54% of respondents citing its benefits to creative production and optimization.

Joey Fulcher, SVP, Global Demand Sales at Liftoff, said: “According to marketer responses, KPIs are becoming more aggressive year-over-year, and across the board, UA performance is keeping up despite a competitive environment. 90% of those surveyed say that they are close to or reaching their KPIs. This speaks to the speed and depth of innovation in ad tech.

As ML models evolve, they can accommodate more customized requirements. The latest ML models can more effectively target audiences that are likely to engage with the unique features of different apps. This leads to more conversions and improves retention. As ad budgets grow in 2025 and marketers evaluate where to allocate their spend, they should look for partners with a customized approach and robust technology offerings capable of delivering top performance.”

Shani Rosenfelder, Director of Insights at AppsFlyer, said: “App marketers are approaching 2025 with a sense of measured optimism. With 80% expecting stable or improved performance, the focus is on refining strategies that balance growth with efficiency. As budgets expand, marketers continue reassessing how they allocate resources, exploring a mix of acquisition and retention efforts to drive long-term value. AI and advanced data-driven insights are becoming more central to campaign decision-making, helping teams navigate an increasingly complex landscape.

At the same time, challenges persist. More than half of marketers report working with more aggressive KPIs, reflecting the pressure to maintain profitability while scaling. Moving forward, success will depend on thoughtful investments in cutting-edge measurement and optimization, creative effectiveness, and cross-team collaboration to ensure marketing efforts remain both impactful and sustainable. The State of App Marketing Survey provides valuable insights into these trends, helping marketers benchmark their strategies and navigate an increasingly complex landscape.”

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For more information about Liftoff and to download the full report, visit info.liftoff.io.