Adikteev Publishes 2026 Retention Guide on Mobile Marketers' Strategies
The report, based on a survey of more than 120 marketers and Adikteev's ad data, finds 46% now give 10-25% of their budget to retention.
Adikteev has published a report titled "2026 Retention Guide" analyzing how mobile marketers approach app retention, the company announced on October 19, 2026. The report combines a survey of more than 120 marketers with Adikteev's own advertising data, according to game.donga.com.
The share of companies allocating 10-25% of their marketing budget to retention rose to 46% from 28% the previous year. In addition, 45% of respondents said they plan to increase retention budgets next year.
Adikteev's data shows a wide gap between paying and non-paying users: those who made a purchase within 30 days of install had a D30 retention rate of 43.7%, compared with 7.9% for non-payers. On day 30 after launch, iOS retention stood at 8.5% versus 5.9% on Android. Still, 52% of marketers allocate less than 10% of their budget to iOS retention.
Retargeting partners and ad formats
On partnerships, 30.4% of marketers said they prefer a dedicated retargeting partner, while 23.2% reuse their existing user acquisition partner. Use of playable ads for app retargeting rose from 17% to 24%, and interactive formats such as MRAID rose from 11% to 22%.
AI is widely used in supporting areas: 96% of marketers apply it to tasks such as planning and copywriting, but only 4% fully delegate creative design to AI. The English version of the report is available for download from Adikteev's official website.
Adikteev was founded in 2012 and is headquartered in Paris, France, where it runs app retargeting and CTV-based user acquisition businesses.
Quick answers
What is Adikteev's 2026 Retention Guide based on?
It is based on a survey of more than 120 marketers, compared with Adikteev's own advertising data.
Where can I download the report?
The English version can be downloaded from Adikteev's official website.
What retention gap does the report show between payers and non-payers?
Users who purchased within 30 days of install had a D30 retention rate of 43.7%, versus 7.9% for non-payers.