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Global mobile app retargeting firm Adikteev has published the 2026 Retention Guide, analyzing global retention strategies. The report identifies retention as a primary growth engine rather than a secondary task following user acquisition.
The data highlights the value of payers, noting that users who make a purchase within 30 days of installation exhibit a 43.7% D30 retention rate. This is 5.5 times higher than the 7.9% rate observed in non-paying users. Consequently, the report suggests that retargeting former payers yields higher return on ad spend compared to acquiring new users.
Platform performance shows iOS users maintain an 8.5% retention rate at 30 days, surpassing the 5.9% seen on Android. Despite this, 52% of marketers allocate less than 10% of their retention budget to iOS, likely due to measurement concerns following Apple's ATT policy. Additionally, marketers increasingly prefer specialized retargeting partners over existing user acquisition partners to ensure objective data measurement.
Adikteev Korea Director Park Jun-sung emphasizes that retargeting is essential as acquisition costs rise. The guide also notes a shift toward interactive ad formats, with playable ad usage increasing to 24% and MRAID usage doubling to 22%. While AI is widely used for planning and copywriting, only 4% of marketers rely on it for full ad design.
