10 Key Takeaways From the State of Re-Engagement and Emerging Trends Webinar

The mobile marketing landscape has undergone significant shifts in the years following the introduction of Apple’s App Tracking Transparency (ATT) framework. The industry has largely recovered from the initial disruption, with re-engagement rates currently at approximately 39%, surpassing pre-ATT levels of 36%. While user acquisition conversion rates initially plummeted by 70%, the market has stabilized at roughly 70% of its previous performance, with specific sectors like gaming exceeding pre-ATT benchmarks by 22%.

Data indicates that user consent remains a critical hurdle, yet roughly 50% of users opt in when prompted, suggesting that transparent communication regarding data usage can improve participation. To navigate this environment, marketers are encouraged to adopt sophisticated strategies, such as enabling reattribution on user acquisition campaigns and utilizing mobile measurement partners to gain a holistic view of campaign performance across fragmented attribution signals.

Effective re-engagement strategies now rely on identifying the specific "magic number" of days after which a user is likely to churn, allowing for targeted interventions. Tactics such as prize draws, in-app events, and custom product pages are proving effective for maintaining user interest. Furthermore, balancing communication frequency through CRM tools is essential to prevent intrusive marketing. Finally, the industry is shifting toward incrementality testing—comparing exposed versus control groups—to prove the causal impact of re-engagement efforts. As the ecosystem prepares for future changes, such as the evolution of Google’s Privacy Sandbox and Apple’s AdAttributionKit, proactive preparation and the use of independent measurement frameworks are becoming increasingly vital for sustained growth.