AppsFlyer report finds game marketers excel at finding paying users.
AppsFlyer report finds game marketers excel at finding paying users.
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Marketing-driven revenue from mobile apps has grown 80% since 2016

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Marketing-driven revenue from mobile apps has grown 80 percent since 2016, according to a new report from mobile attribution and marketing analytics firm AppsFlyer and Facebook.

The report cites an increasingly competitive market and dwindling rates of retention — the ability for an app to hang onto users — as having pushed app marketers to rely more on data to measure and optimize revenue.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.