Free report · Marion Balinoff × 
The Undercounted Channel
Influencer users retain better and spend more, yet about 99% of UA budgets go elsewhere. AppsFlyer data and 15 growth leaders from NordVPN, Candivore, Babbel and more show how to move first on the channel everyone else is overlooking.
Your report is ready.
Download it below. One more thing: if your last-click dashboard says influencer “didn’t work,” that’s the conversation I have with clients every week.
Download the report Book a callWhat AppsFlyer’s data shows
+60%
ARPPU at D90
vs. the median of other paid sources
+23%
D90 retention
vs. the median of other paid sources
+27%
D90 sessions
vs. the median of other paid sources
Source: AppsFlyer, mobile gaming install cohorts, Q1 2025 to Q2 2026.
Inside the report
Stop measuring it like a last-click channel.
Why dashboards miss the organic uplift, up to 50–100% in one studio’s campaigns.
Audience fit beats content fit.
Why a good influencer on the wrong channel burns budget.
Negotiate hard, then stop treating them like vendors.
Deal structures that protect you when a video underperforms.
The channel is not TikTok anymore.
Where the room to grow actually is.
How to measure it.
A five-step checklist you can apply this week.
15 marketers, two questions.
Every guest’s “stop doing / start doing”, side by side.
Who’s in it
Growth and influencer leads from 15 companies across mobile games and consumer apps.
Marion Balinoff
Performance influencer marketing consultant
I’ve spent 12 years turning influencer marketing into a measurable acquisition channel for studios like Supercell, Wooga, Zynga and SuperPlay: $30M invested in influencer campaigns, 1B+ views, and several full in-game integrations with MrBeast along the way. I also host Influence Unpacked, powered by AppsFlyer, where the conversations behind this report took place.
Want a second opinion on your own programme? Let’s talk →