The 2025 State of Mobile App Growth Survey Is Here
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The mobile marketing industry has never moved faster or felt more complex. In 2025, user acquisition teams are facing rising CPAs, reduced signal clarity, and a rapidly shifting creative landscape shaped by AIs.
At Bidease, we wanted to understand how mobile marketers are navigating these changes in real time. So we asked them.
We surveyed over 400 U.S.-based mobile marketers across app categories to find out where growth teams are focusing, what tactics are being phased out, and how privacy, performance, and AI are shaping the next chapter of mobile app marketing.
Today, we’re proud to share the results in our latest report: The 2025 State of Mobile App Growth Survey.
Inside the Report: What We Found
This year’s findings reveal a strategic reset in how marketers approach creative, measurement, and retention. Key takeaways include:
- AI is powering creative at scale: 66.5% of marketers now use AI tools to generate and optimize ad creatives. Nearly 75% refresh creatives at least bi-weekly, and many are building in-house, AI-augmented teams to accelerate production and testing.
- Video is the dominant performance format: 77.25% of marketers say video is their best-performing ad type. Short-form video on platforms like YouTube, TikTok, and Instagram is leading investment—and defining what effective creative looks like in 2025.
- Retention is no longer an afterthought: 43.3% of marketers now allocate over a quarter of their budget to retention and re-engagement. Lifecycle marketing is officially central to growth, not just a supporting strategy.
- Measurement strategies are evolving: With signal loss continuing, marketers are leaning into multi-touch attribution (50%), media mix modeling (45%), and incrementality testing (41.75%)—while usage of last-click continues to decline.
- Teams are going leaner and faster: 83.5% of marketers are managing campaigns in-house or with limited agency involvement. Control, speed, and adaptability are now essential to keeping up with platform shifts and testing cycles.
What This Means for Mobile Growth Teams
The data paints a clear picture: growth marketers are moving quickly to stay competitive. AI is no longer a fringe tool. Retention is no longer a nice-to-have. And measurement, targeting, and creative are all evolving together in response to privacy and platform constraints.
If you're leading a UA team or setting growth strategy in 2025, this report offers a practical snapshot of where your peers are focusing and where the market is heading.
Ready to see the full results? Download The 2025 State of Mobile App Growth Survey to access the full data set, supporting charts, and key insights for teams navigating mobile growth today.
Customer retention is the key
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What are the most relevant factors to consider?
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Don’t overspend on growth marketing without good retention rates
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What’s the ideal customer retention rate?
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Next steps to increase your customer retention
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