Growth isn’t platform-to-platform anymore. It’s everything to everything.

In this episode of MobileGroove, I spoke with Barak Witkowski, Chief Product Officer at AppsFlyer, about how growth teams are operating in a world where users move fluidly across apps, web, CTV, retail and alternative app stores, and why old mental models no longer hold up.

Barak shares what AppsFlyer is seeing across the market right now, including the 15 distinct growth flows teams are trying to measure, why launching 10 products in parallel was necessary to support that reality, and how AI is moving from insight to action.

We cover:

• Why growth is now everything to everything
• The 15 cross-platform flows teams still underestimate
• What it takes to launch 10 products at once and why it mattered
• Why AI works best when you onboard it like a new hire
• Where autonomous marketing is already delivering results, and where it is not ready yet
• What modern measurement looks like when you shift from devices to users
• Why data collaboration is becoming a growth lever rather than an experiment

This conversation builds on work originally developed in close collaboration with ConsultMyApp (CMA) and other industry partners, which is why Barak and I reconnect one year later. We trade hard truths and pressure test what actually scaled.

Download the Sustainable Growth Handbook

This work was developed in close collaboration with ConsultMyApp (CMA) and other industry partners.

If you are responsible for growth, measurement or product strategy and trying to make sense of AI, data and fragmentation without the hype, this episode offers a clear frame for what comes next.

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MobileGroove:

Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.

My videos cover:

• User acquisition (UA) best practices
• App retention and lifecycle marketing strategies
• Personalization and loyalty programs that drive ROI
• The latest in mobile advertising and data-driven growth
• Success stories from top marketers and mobile-first brands

Peggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.