Gone are the days of app growth at any cost. Gone are the days of unlimited budgets. Gone are the days when simply getting more users was enough to succeed. That was all yesterday.<\/p>\n In our latest episode of\u00a0App Talks<\/a>,\u00a0David Murphy<\/a> sat \u2014 in the unparalleled comforts of virtual interview room \u2014 with Eoin Hallahan, Chief Revenue Officer at SplitMetrics<\/a>, to discuss the world after yesterday.<\/p>\n \u201cConditions today are more volatile and unpredictable than ever, with trends shifting all the time,\u201d began Eoin after David asked him to quickly sketch what it is like to be growing an app today.<\/p>\n Eoin continued. From changing privacy regulations and signal loss to channel and tool fragmentation as well as data silos, UA managers today face a veritable juggernaut of problems, a full course of obstacle they need to surmount to \u201ccorrectly and efficiently connect the dots across paid and organic and ultimately drive performance.<\/span>\u201d<\/p>\n Furthermore, while AI has blown open the industry and created many new opportunities, it has also created confusion and uncertainty, according to Eoin. As he put it, \u201cmany tools simply are not designed to facilitate mobile app growth, and they give you generic responses that can distract you from what\u2019s actually happening. Ultimately, they can be disconnected from real world marketing needs and workflows.<\/span>\u201d<\/p>\n Finally, UA teams often find themselves under a lot of pressure to deliver, to improve, to grow, with new requirements and expectations coming their way by the hour \u2014 a very sour cherry on a decidedly undelectable cake.<\/p>\n Solving app growth complexity with AI<\/strong><\/em><\/p>\n![\"\"](\"https:\/\/www.businessofapps.com\/wp-content\/uploads\/2025\/11\/SplitMetrics-Ads-1280x720-1.png\"\/)
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<\/a><\/p>\nThe state of play today<\/h2>\n