📈Q1 2025 Brutally Honest UA report - Real Data inside!
What’s actually working, what’s BS, and what you can steal for your next campaign.
Hey there, Matej here! Welcome to the most brutally honest look at mobile game UA you’ll read this quarter. This report isn’t just another round-up of trends – it’s built on real campaign data, survey responses from hundreds of UA pros, and my experience running UA for some of the hottest games.
Why does this report matter? Because UA keeps getting more complex. We're all fighting harder for those installs between rising CPIs, creative fatigue, and privacy changes. But it’s not all doom and gloom. AI’s helping, UGC is killing it, and the best teams are winning by staying flexible.
I’m here to share what’s actually working, what’s BS, and what you can steal for your next campaign.
What can you expect:
UA channel mix distribution
Spend levels from peers
Creative performance and testing structures
AI & Automation in 2025
Optimisation strategies
Now, let’s break down these points in more detail, with the full context and insights from my 2025 UA Landscape Survey and industry data.