On June 3, AppLovin officially launched its revamped Self‑Serve Ads Manager. The overhaul brings major improvements over the previous version, yet still leaves room for growth and refinement.
1. Reporting: More Depth, Less Customization Still
The Reporting tab now offers significantly richer metrics:
- CTR by ad unit: including video, endcard, and DPA click-through rates
- Enhanced filtering options: for granular ROAS breakdowns, such as with vs. without DPAs
- Attribution flexibility: ranging from 0‑day up to 28‑day click windows
However, custom metrics remain unavailable—you can’t yet calculate AOV or conversion rates natively. And the platform’s event‑based tracking model (not session‑based like Shopify) can cause mismatches in metrics like ATC.
2. Campaigns: Familiar Interface, But Data Disconnected
Campaign management retains the existing layout, but lacks several insights available in Reporting—most notably, CTR by ad unit isn’t visible here. This means media buyers must toggle back and forth between Reporting and Campaign tabs, disrupting workflow efficiency.
3. Media: Bulk Upload Shines, Analytics Lag
The Media tab now supports bulk creative uploads and rapid launch of creative sets—a welcome enhancement. It also provides basic stats (spend, impressions, upload time). Yet, key performance indicators like CTR or conversion rate are still missing.
4. Events: Better Monitoring, Privacy Questions Arise
AppLovin now offers improved visibility into event quantities and funnel health. Still, Apple’s announced Safari enhancements (stepping up fingerprinting mitigation) could interfere with AppLovin’s pixel-based tracking, potentially impacting attribution accuracy.
5. Catalogs: Strong DPA Foundations
The Catalogs tab allows product syncing via Axon pixels and supports creation of product sets for DPA campaigns. This functionality aligns well with eCommerce advertisers’ needs.
Context: AppLovin’s Broader Performance and Strategy
Financial Growth & Market Moves
- In Q1 2025, AppLovin reported $1.48 billion in revenue (up 40% YoY) and $1.67 EPS, beating Wall Street expectations, with advertising revenue alone growing 71% YoY (linkedin.com, mobiledevmemo.com, ca.investing.com).
- The company also announced the sale of its mobile gaming division to Tripledot Studios for $400 million in cash, retaining a 20% stake—part of a strategic shift toward a pure ad tech focus (investopedia.com).
- Strong Q1 earnings drove the stock up 13–17% in after-hours trading, while forward guidance of ~$1.2 billion in Q2 ad revenue supports confidence (barrons.com).
AI-First Strategy: AXON’s Role
AppLovin consistently highlights the Axon 2.0 AI engine as central to its growth. According to recent analysis, it delivers:
- 75% YoY growth in ad tech revenue
- Improved ad targeting efficiency by 40% YoY
- Higher margins—EBITDA reached 81% in Q1 (ainvest.com, forbes.com).
Expansion Plans & Privacy Scrutiny
- CEO Adam Foroughi has filed an unexpected bid for TikTok’s non-U.S. assets, aiming to integrate AppLovin’s tech into a massive video platform (businessinsider.com).
- The company is surveying privacy and ad data practices, notably under scrutiny from short sellers like Muddy Waters. AppLovin has contested the claims and retained legal counsel (barrons.com).
Final Assessment: A Strong Foundation with Work Still Ahead
AppLovin’s new Self‑Serve Ads Manager is a meaningful improvement, offering a more usable UI, sharper metrics, and better creative management. Still, marketers will need to fill in the gaps left by missing custom metrics, siloed insights across tabs, and the unknowns introduced by new privacy protections.
As AppLovin continues to evolve its ad stack and stake out a bigger role in global advertising, brands must not only adapt to these tools, but also anticipate where performance media is heading.
That’s where we come in.
At Avenue Z, we work with leading consumer brands to unlock performance from the platforms that matter—whether it’s navigating new dashboards like AppLovin’s, scaling winning creative through AI-enhanced strategies, or building full-funnel insights that tie directly to business outcomes.
Need help turning ad tech into actual performance? Let’s talk about how Avenue Z can help you drive results across AppLovin, TikTok, Meta, and beyond.
