🔍 Google is now attributing conversions to the install day (not the ad interaction day)

This update should significantly reduce discrepancies with MMPs

🛡️ 🔍Google blocked 1.75M policy-violating apps from Play Store in 2025

Google prevented 1.75 million policy-violating apps from being published and banned more than 80,000 developer accounts in 2025 as part of its Android safety efforts. The company now runs over 10,000 automated checks per app and increasingly relies on AI models to detect malicious behavior before release

Also company blocked 160M fake reviews and identified 27M malware apps distributed outside Google Play

📢 Latest job opportunities offering remote/relocation work

🔍 Hyperskill is hiring Growth Marketing Generalist

🔍 AppFollow is looking for Growth Marketing Manager

🔍 Kayzen is searching for Customer Success Manager- Media Buying

🔍 5x10 is looking for User Acquisition Manager

🔍 Adapty is searching for Growth Marketing Manager

🔍 Pure is hiring Senior User Acquisition Manager

🔍 Vizor Games is looking for User Acquisition Manager

🔍 Ruby Labs is searching for Senior User Acquisition Manager

🆕 AppLovin plans its own social platform after TikTok bid setback

AppLovin is preparing to launch an in-house social network following its failed attempt to acquire TikTok’s international operations. Instead of the traditional “build users first, monetize later” model, AppLovin would leverage its existing advertising infrastructure to create a new social ecosystem

♾ Meta launches Graph API v25 & Marketing API v25

Meta is shifting its advertising measurement model by deprecating legacy reach and impression metrics across Facebook and Instagram APIs in favor of a unified “views” standard. New Media Views and Media Viewers metrics will become the primary performance indicators, aligning paid and organic reporting systems

The update also pushes advertisers toward Advantage+ automation and requires migration before older campaign formats are paused in 2026

For UA teams and analytics tools, this means rebuilding reporting pipelines and adapting optimization strategies around view-based performance data

➡️ Sensor Tower drops a new Digital Market Index

Sensor Tower’s latest report shows generative AI becoming the backbone of the app economy - the category passed 1.1B downloads in one quarter (+89% YoY) and generated $1.7B in IAP revenue (+212% YoY). Non-gaming apps drove most market growth, while game downloads fell over 10% year-over-year

The takeaway: installs matter less — monetization, subscriptions and AI-driven engagement now define mobile growth

➡️ Table of Contents:
• Mobile Market Overview
• Top Markets
• Top Categories
• Top Apps
• Top Mobile Games
• Digital Advertising Overview
• Retail Media Advertising Snapshot
• Web Usage Overview

➡️ Adjust releases Mobile App Trends report 2026

Adjust reports that global app installs rose 10% in 2025 and sessions increased 7%, showing the mobile market is still expanding even after ATT and privacy restrictions

This report explores:
• Contributions from Google Ads, Snap for Business, TikTok for Business, Sensor Tower, Roku, and Alison.ai
• The development of AI from a strategic tool to core infrastructure, and how it’s being operationalized in 2026
• The transformation of mobile-first approaches into multi-platform strategies
• Key performance insights and data benchmarks across the most important mobile metrics for the global markets, along with APAC, Europe, LATAM, MENA, and North America

📱 Etsy sells secondhand clothing marketplace app Depop to eBay for $1.2B

Resale apps keep consolidating. Depop generated about $1B in gross merchandise sales in 2025 and has ~7M active buyers, most under 34 - a valuable mobile-first audience

🍏 Apple introduces global age-verification feature to protect kids online

Apple is rolling out stricter age-verification controls in the App Store as new child-safety laws take effect in Australia, Brazil, Singapore and several U.S. states. Users will be blocked from downloading 18+ apps unless the platform confirms they are adults through Apple’s built-in verification process

Developers can now access age categories (child/teen/adult) via the updated Declared Age Range API without collecting personal data

🚀 Anthropic’s Claude hits №1 on Apple’s top free apps list after Pentagon rejection

Anthropic’s chatbot Claude jumped from outside the Top-100 in late January to №1 in the U.S. App Store, overtaking ChatGPT within days

The spike followed public attention around the company’s dispute with the Pentagon, which drove record daily signups, +60% free users and more than doubled paid subscribers

➡️ The case shows how media exposure and brand narrative can impact to app acquisition