How TikTok powers app growth with efficiency and engagement

In today's competitive app ecosystem, marketers are constantly searching for platforms that not only drive acquisition but also long-term retention. TikTok continues to stand out as a powerful growth partner, delivering superior performance across the app user journey—from discovery to install to retention.

From discovery to installs

According to the meta-analysis conducted in partnership with Adjust, TikTok drives 19% more assisted app installs compared to other major platforms.* This underscores its importance in influencing consumer choices.

• In the U.S., TikTok-assisted app installs are 15% higher than other platforms.

• In Canada, this figure is even more striking, with 24% higher assisted installs.

This makes TikTok not just a simple marketing channel, but a key player in how people discover and commit to new apps.

Delivering superior cost cfficiency

Across app verticals, TikTok consistently delivers some of the most cost-efficient installs in the market. When looking at cost per install (CPI), advertisers see substantial savings compared to other platforms:

• Education apps: 40% lower CPI

• Entertainment apps: 50% lower CPI

• Health & Fitness apps: 65% lower CPI

• Publication apps: 57% lower CPI

By lowering costs while maintaining scale, TikTok empowers brands to stretch their budgets further and invest in sustained user growth.

TikTok helps reactivate churned users

App marketers know that re-engaging churned users is as important as attracting new ones. TikTok excels here, driving a 54% higher re-attribution rate compared to other platforms.

The effect is even more pronounced in Canada, where TikTok delivers a 184% higher re-attribution rate.This means TikTok doesn't just bring users in—it helps keep them coming back.

Achieving stronger retention with lower uninstall rates

Retention is one of the clearest indicators of long-term app success, and TikTok-acquired users show stronger loyalty. Overall, apps see an 8% lower uninstall rate compared to other platforms, reinforcing TikTok’s ability to deliver high-quality users.

Entertainment, Photo & Video categories in particular see the greatest stickiness, highlighting how TikTok helps build durable user connections. In Canada, the uninstall rate drops even further, with a 13% lower uninstall rate than competitors.

Why this matters

TikTok's ability to combine discovery, cost-efficiency, re-engagement, and retention makes it one of the most effective platforms for app marketers today.

Whether you're looking to scale efficiently, build user loyalty, or maximize the effectiveness of your marketing investments, TikTok consistently delivers across every stage of the funnel.

*Source of all data found in this article: Adjust, Jan 2024 through Dec 2024, North America only