Q4 wrapped with a bang — and the data tells the story. Advertisers went all-in on retention and remarketing, while CPIs spiked across iOS and Android. But even in the industry’s most expensive quarter, smart strategy drove big wins.

What drives growth when costs peak? Singular’s Q4 2025 Quarterly Trends Report reveals how mobile marketers rebalanced UA and retention to survive, and thrive, in a high-cost environment. Learn how brands across APAC, EU, and North America shifted spend, adapted to rising CPIs, and found efficiency in new channels.

In the report, you'll discover:

• Global ad spend up +24% QoQ across both iOS and Android
• iOS CPIs soared +44% while installs dropped
• Retention spend delivered 3x higher ROI
• Retail: most expensive vertical globally
• Utilities: +110% installs, fastest-growing category
• TikTok, Apple Ads, and Moloco surged in ad share
• Gaming rebounded: Simulation and Match genres dominated
• Exclusive insights from Moloco, Affle, Tinuiti, and Mobupps