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2026
RETENTION GUIDE

 

This guide compares what 120+ mobile marketers say they do with our first-party retention data, so you can see where intent and reality line up.

It is free, it runs to 30 pages, and nobody will call you about it.

46%

Teams putting 10-25% of budget into retention rose from 28% to 46%.

71%

App retargeting is now used by 71% of teams, up from 57%.

8.5%

iOS holds 8.5% of users at Day 30 while Android holds 5.9%.

15%

15% of teams still never run an incrementality test.

Contributors

Eight practitioners from across the industry contributed to this edition.

Gil Viener-2
Matej
Lidor-2
ROy
Rosanna
Seth
guy
Rao
What is inside 

 

01 The retention curve
 02 The state of retention in 2026
 03 iOS vs privacy
 04 Measurement and the trust gap
 05 Creative for retargeting

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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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