The Biggest Growth Lessons from Appsforum 2025

Appsforum 2025 showed that consumer apps are now playing by the same rules as games: growth is no longer about campaigns, it’s about systems. From lifecycle marketing loops to experimentation factories, from AI workflows to TikTok virality engines, the smartest operators are turning scale into sustainable profit.

Glovo’s Devangana Khokhar explained how data became the engine of growth — not by building more dashboards, but by embedding experimentation and measurement into company culture. When every team is empowered to test, learn, and iterate, growth becomes a habit, not a project.

App Growth Expert, Lucas Moscon took this further with a masterclass on analytics. He showed how dashboards in 2025 must unify MMP, network, and in-app data into a single source of truth, while staying modular enough to evolve with privacy changes. Vanity metrics are out; LTV, retention, and incrementality are in.

Lucas outlines how to design dashboards that evolve with privacy rules and attribution shifts. Download the report here for the full breakdown.

On monetization, Trainline’s Head of Programmatic, Stéphane Gillet demonstrated the power of context. With 18M+ MAUs in a logged-in, high-intent environment, Trainline’s native ad placements blend seamlessly into journeys — delivering brand-safe inventory and case studies from Eurostar to Audible that prove ROI.

Stéphane’s session shows how transit apps turn journeys into premium monetization moments. Download the report here for the full breakdown.

UA was also in the spotlight. Codeway’s Cemre Korkmaz showed how the right channel mix means more than being everywhere at once — it’s about mapping campaigns to goals, auditing data quality, and layering search and social in ways that balance efficiency with scale.

And Flo’s VP of Data & Analytics, Dmitry Zolotukhin revealed how to turn experimentation into an industrial-scale engine. By scaling to 1,500 tests a year, Flo proved that growth breakthroughs come not from big bets, but from hundreds of small experiments compounding over time.

Dmitry details how Flo built an “experimentation factory” that delivers 1,500 tests a year. Download the report here for the full breakdown.

The full report includes all the case studies, frameworks, and tactics from the experts redefining app growth.