What’s Driving Growth & Measurement in Europe’s App Ecosystem?

Growing app businesses in Europe have become more complex than ever. As privacy regulations, platform changes and evolving consumer behaviour reshape the mobile ecosystem, marketers are rethinking how they measure performance and drive long-term growth.

Push Notifications Have Become a Retention Risk

Less is more when it comes to push notification strategy. Poorly timed notifications accelerate fatigue and increase opt-outs. Several major platforms have begun linking notifications more closely to user behaviour. Here’s what we can learn from them