In November 2025, Apptrove participated in Business of Apps Berlin 2025, one of the most impactful events for app marketers, founders, and growth leaders across the global mobile ecosystem. Held on 27th November 2025 in Berlin, the event brought together industry experts to discuss how apps can scale sustainably in an increasingly complex and privacy-first digital world.
Partnering alongside the App Promotion Summit, Business of Apps Berlin created a space for meaningful discussions focused on real challenges faced by app businesses today — from rising acquisition costs to accurate measurement and long-term user retention.
Why Business of Apps Berlin Was Important
The app industry has been changing rapidly. With higher competition, stricter privacy regulations, and evolving user expectations, brands are being forced to rethink how they approach growth. Business of Apps Berlin addressed these challenges head-on by bringing together leaders who shared practical insights rather than surface-level advice.
The event attracted marketers, product leaders, founders, and revenue teams who are actively working on improving acquisition quality, retention, and monetization. Instead of focusing only on installs, conversations revolved around building meaningful user relationships and creating long-term value.
Mukul Kaushik Representing Apptrove
Mukul Kaushik, Chief Revenue Officer at Apptrove, represented the company at Business of Apps Berlin 2025. Throughout the event, Mukul connected with industry peers, participated in discussions, and exchanged perspectives on how app businesses can grow more effectively in today’s ecosystem.
With extensive experience in performance marketing and revenue strategy, Mukul shared insights on moving beyond vanity metrics and focusing on what truly matters — quality users, measurable outcomes, and scalable growth.
Key themes discussed during conversations included:
- The growing importance of accurate attribution in a privacy-first environment
- How seamless user journeys and deep linking improve engagement and retention
- Why measuring post-install behavior is critical for understanding real performance
- The need for unified measurement across web and app touchpoints
Shifting the Focus: From Installs to Outcomes
One of the strongest takeaways from Business of Apps Berlin was the clear shift in mindset across the industry. App growth is no longer about driving maximum installs at the lowest cost. Instead, brands are focusing on retention, engagement, and lifetime value.
Marketers discussed how fragmented data and disconnected tools often make it difficult to understand the full user journey. Without clear visibility, optimizing campaigns becomes guesswork. This is where connected measurement and smarter attribution were highlighted as key enablers for growth.
Apptrove’s conversations at the event reflected this shift — emphasizing the importance of tracking the entire user journey and turning data into actionable insights.
Insights Shared Across the Event
Business of Apps Berlin 2025 featured insightful sessions and networking discussions centered on:
- App marketing strategies in a privacy-driven world
- Smarter user acquisition and channel optimization
- Retention and engagement best practices
- Attribution, analytics, and measurement challenges
- Sustainable growth models for modern app businesses
These discussions reinforced the idea that growth is no longer linear. Brands must continuously test, learn, and adapt while keeping the user experience at the center of every decision.
Beyond Sessions: Building Meaningful Connections
Beyond the stage sessions, the event stood out for the quality of conversations happening off-stage. Industry leaders openly shared challenges, lessons learned, and evolving strategies. These honest exchanges helped build trust and opened the door for long-term collaborations.
For Apptrove, Business of Apps Berlin was an opportunity to listen closely to what marketers are struggling with today — from attribution gaps to retention drop-offs — and understand how technology can better support their goals.
Looking Back
Business of Apps Berlin 2025 reinforced an important truth: the future of app growth belongs to brands that prioritize clarity, connected data, and seamless user experiences. As the industry continues to mature, collaboration and shared learning will play a key role in navigating change.
Apptrove was proud to be part of this conversation and looks forward to continuing these discussions with partners and industry leaders across future events.
The learnings and connections from Berlin will continue to shape how Apptrove supports app businesses in building smarter, more measurable growth strategies.
What is Business of Apps Berlin?
Business of Apps Berlin is a global event that brings together app marketers, founders, product leaders, and growth professionals to discuss trends, challenges, and strategies in the mobile app ecosystem. The event focuses on user acquisition, retention, attribution, monetization, and sustainable app growth.
Why is Business of Apps important for app marketers?
Business of Apps is important because it addresses real challenges app marketers face today, including rising acquisition costs, privacy-first measurement, and user retention. The event helps marketers learn how to move beyond installs and focus on long-term user value.
What topics were discussed at Business of Apps Berlin 2025?
Key topics at Business of Apps Berlin 2025 included:
-App growth strategies in a privacy-first world
-Attribution and measurement challenges
-User retention and engagement
-Post-install optimization
-Sustainable revenue and growth models
