Measuring the full scope of the digital economy in all its complexity has been Sensor Tower’s core mission since the beginning. In 2025, we made crucial progress to that end. From web traffic to console gaming to retail media, our arsenal of market intelligence has grown even stronger and more robust over the past twelve months. We’re creating valuable new reports and visualizations, closing critical gaps in coverage, and adding tools to make your platform experience more intuitive, more specialized, and more insightful. 

Without further ado, here’s a look back at Sensor Tower’s biggest accomplishments in 2025, and a sneak peek at what to look forward to in ‘26.

Product Launch: Web Insights

Web Insights provides the data you need to finally connect the dots between web and mobile users. With 56 countries covered, clients unlock access to traffic patterns across the globe and gain a fuller understanding of how and where their audience is engaging. The True Audience metric deduplicates your user base to measure how many unique visitors are driving traffic to your brand across devices, allowing for smarter media budget allocation and reporting. 

Paths allow you to see the most common journeys users take on your site. And Traffic Channel report gives you unparalleled insight into where your (and your competitors’) users come from across search, social, referral, direct, and LLMs. See how much of your site traffic is driven by AI referrals, and how often your content is being cited by Gen AI platforms. With search engines in decline, and LLMs surging in importance, this is the intel that can set you apart in a saturated market. 

Gaming Acquisitions: VGI and Playliner

We made two major additions to our gaming suite this year, with Video Game Insights unlocking the PC/Console gaming world, and Playliner  diving into all things Live Ops and Deconstructions. Together, these two products expand our gaming intelligence by leaps and bounds. VGI provides top-of-the-line market data, competitive intelligence, and player insights for games across Steam, Xbox, and Playstation, while  Playliner gives brands unprecedented insight into how updates and events shape performance for top mobile games. Look out for our monthly reports (like this one on chance-based mechanics) to see the data in action.

Better Together: Core Data Enhancements and Additions 

The integration of data.ai metrics into the Sensor Tower platform has brought forth a stronger and more unified experience. Over the past year, we’ve introduced: stronger SDK insights, a revamped App Overlap report, new Market Size and Install Base & Penetration reports, Metro Usage to understand engagement at the city level, and more granular, higher-quality Retention metrics. We’ve also expanded the App IQ and Game IQ taxonomies to more comprehensively and accurately classify each brand in our system. 

We’ve additionally enhanced capabilities within App Advertising Insights, overhauling how you analyze ads with the new Impression Share report, a redesigned Creative Gallery, and clear DSP v. SSP views so you can see where impressions are bought, delivered, and why they move. Ultimately these combined improvements were all about depth and quality — and adding color to areas of the market that our clients can use to inform their strategies day-to-day. 

Pathmatics Gets a Makeover (Feat. Retail Media Insights)

We’re excited to announce that all users have migrated to Pathmatics’ new UI,offering users a smoother, faster experience. But the changes are far more than surface-level. We’ve expanded our coverage to include 66 new channel and geo bundles, allowing clients more access than ever to exclusive advertising data across the globe. 

Another highlight is the introduction of Retail Media Insights to the Pathmatics interface. Clients now have full visibility into this large and growing segment of the digital advertising landscape. With deeper insight into how top brands activate retail media campaigns, you’ll be able to better inform your quarterly planning, competitive analysis, and RMN partnerships. See co-branded campaigns, retail vs. non-retail trends, onsite vs. offsite placements, creative messaging, landing pages, and more.

Sensor Tower Integrates with Salesforce 

Salesforce users, rejoice! All major performance metrics within App Performance Insights and Pathmatics can now be fully integrated with the platform, creating a frictionless experience for clients trying to close deals faster, and pitch smarter. Installation takes minutes, and data updates regularly. Sales teams can use this integration to build more strategic pipelines, while marketers will be able to more effectively target their campaigns. You’re going to love it.  

Sense AI Navigation 

Last but certainly not least, in 2025 we introduced our Sense AI navigation. The new natural language search tool is designed to help you find reports and insights faster, saving you time and clicks. Simply type queries like “top puzzle games in Japan” or “AI apps by downloads last quarter” in the search bar and jump straight to relevant reports. In 2026 we’re working smarter, not harder. 

What’s Coming Up

📺 Linear TV: Linear TV will launch as a new channel in Pathmatics, giving you visibility into ad activity across 120+ TV networks. Track spend, impressions, and more, and tie performance back to more than 6,000 television programs.

🌍Expansions across SEA and LATAM:  As Pathmatics continues to expand across the globe, this year we’ll be launching in key markets such as Argentina, Colombia, Ireland — just to name a few — as well as adding new channels such as Kakao in South Korea. 

👂Podcast Advertising in the US: We’ll be adding audio advertising to Pathmatics in the US, giving clients crucial visibility into podcast ads as part of the broader media mix.

📲 Fully Rebuilt ASO Experience: On the mobile app side, we’re reworking App Store Optimization from the ground up by launching a faster, smarter report with AI-powered keyword ideas, custom keyword lists, multi-language support, and clearer performance tracking.

💰 App Ad Monetization:  We’re designing a brand-new way to understand how apps make money from ads. Track ad impressions and ad revenue with flexible views like revenue per minute, per user, or per session.

🖥️ Web Store Revenue: Look out for  a new Mobile App Insights report tracking the industry shift toward web-based in-app purchases. Get full visibility into how much IAP revenue is moving off the app stores and onto web stores.

🧑‍💻Deeper AI Insights: As AI continues its path to world domination, we’ll be here to track the evolving tech every step of the way. Among other things, see which AI platforms your users rely on, what they use them for, how often AI mentions your brand, which pages it cites, and whether AI visibility turns into real traffic.

📈 Spike Analysis for Sense AI:  Sense AI will soon be able to explain why spikes in performance metrics happened. Curious why downloads, revenue, or active users rose during a specific time period? Sense AI can tell you if it’s related to developer actions like a new feature, or externalities such as a movie release or seasonal event. 

Stay tuned for more updates as we continue to roll out exciting new features and reports. Interested in taking the platform for a spin? Click below to schedule a demo.