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The 2025 annual retention survey

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it's back, and it's bigger than ever before.

Adikteev’s 2025 Retention Report offers a comprehensive look at how app marketers are adapting to a fast-changing landscape.

As privacy rules continue to reshape data access, engagement channels expand, and budgets face greater scrutiny, retention has become the ultimate test of sustainable growth. This year’s report uncovers the strategies, trade-offs, and benchmarks that separate thriving teams from those struggling to keep users engaged. We surveyed over 200 app marketing experts to get an idea of what they’re seeing in their day-to-day.

 

Inside the Reportsurvey display-1

Pixel art-Check  How teams are driving higher ATT opt-in rates

Pixel art-Check Where CTV fits in today’s marketing channel mix

Pixel art-Check  The early churn signals that matter, and how marketers are acting on them

Pixel art-Check What percentage of budgets are going to retention vs. acquisition

Pixel art-Check How confident marketers feel in their cross-channel attribution methods

Get a clear view of the retention trends shaping the future of app growth heading into 2026. These insights reveal where privacy hurdles, CTV, and predictive churn meet real-world solutions.

We'll talk about: 

Pixel art-Check  Analyzing user behavior to identify potential triggers
Pixel art-Check  Developing dynamic rewards systems
Pixel art-Check  Customizing incentives based on user activity 
Pixel art-Check. Testing different gifting strategies to find what works best

 

What we’ll cover: 


Adikteev-ok  Key differences between mobile UA and retargeting ad creatives

Adikteev-ok  Similarities and differences in ad creative testing strategies for UA vs retargeting campaigns

Adikteev-ok  Best practices in segmenting, targeting and creative messaging to existing users to keep them engaged and spending in your app

Adikteev-ok  Evaluating the effectiveness of creative in the new privacy landscape

Featured speakers:

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Peggy Anne Salz
Content Marketing Strategist
Peggy Anne Salz is recognized as one of the leading experts shaping the mobile world. As a writer, analyst, consultant, in-demand online talent and founder of MobileGroove — a top 50 ranked destination providing strategic content marketing to the global mobile industry and mentoring and consulting to tech start-ups — Peggy produces webinars, podcasts, and video shows to educate marketers on the latest mobile and app trends, customer engagement and experience, and how brands and businesses can grow sustainably through values-driven marketing.
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Cameron Thom
Head of New Business Lines
Cameron is Adikteev’s Chief Revenue Officer for New Business Lines. He joined Adikteev 5 years ago as Director of Sales for SaaS Products. Before Adikteev, he had worked as an Account Executive for Liftoff. Based in San Francisco, he leads all revenue efforts for Adikteev’s suite of mobile marketing tools including Churn Prediction, Cross Promotion, and User Acquisition intelligence tools.
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Arnaud Capitaine
Lead Data Scientist
As the lead data scientist at Adikteev, Arnaud is responsible for developing and enhancing our churn model, improving our existing conversion rate model, and designing new approaches to real-time bidding (RTB) strategies. With a strong background in statistical analysis and machine learning techniques, he keeps the Adikteev machine running by delivering actionable recommendations and driving data science innovation.

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