It’s back, and it’s bigger than ever before. Adikteev’s 2025 Retention Report is a comprehensive look at how app marketers are adapting to a fast-changing landscape.
We asked over 200 app marketers to share their insights on user retention in 2025, and they delivered. 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 reveals the strategies, trade-offs, and benchmarks that distinguish teams who are thriving from those struggling to keep users engaged.What's inside:
What percentage of budgets are really going to retention vs. acquisition
Where CTV fits in your marketing channel mix
The most successful channels for user retention
How marketers are managing iOS measurement
Cross-team collaboration on KPIs, incrementality challenges, and more
Download the 2025 Adikteev Retention Report to get all the strategies for user retention in 2025, plus insights from 10 industry experts.