The Mobile App Growth Trap: Installs vs Real Value

Is your app growth real or is it just a vanity metric? As user journeys stretch across devices and platforms, businesses are struggling to track what actually drives value. Mathew Raju, Senior Customer Success Manager at Adjust, joins us to break down why installs no longer tell the full story, and what it takes to build a single source of truth in a fragmented, AI-driven landscape.We discuss:The “Growth Illusion”: Why rising installs and engagement numbers can still hide weak business outcomes.The Measurement Gap: How fragmented data across platforms is quietly distorting marketing decisions.The Cross-Device Blind Spot: Why last-click attribution no longer reflects how users actually convert.AI’s Hidden Risk: How poor data foundations can lead to faster, but worse, decision-making.The Metrics That Matter: Why leading players are shifting focus to LTV, retention, and ROAS over installs.See omnystudio.com/listener for privacy information.