Türkiye’s app ecosystem has been evolving quickly, moving beyond install-driven growth toward models built on retention, monetization, and long-term user value. A recent update to the country’s incentive landscape may further accelerate that shift.
Airbridge has officially been included in Türkiye’s government incentive program for service exporters, making its measurement platform eligible for reimbursement support. For app businesses in categories such as utilities, entertainment, subscription-based services or health and fitness, where understanding user quality matters more than raw acquisition volume, this could change how teams approach growth investment.
Rather than simply lowering costs, the inclusion points to a broader trend: measurement infrastructure is becoming a strategic layer of global expansion.
To better understand what this means in practice, we spoke with Tunahan Oduncu, Airbridge’s Global Account Executive for Türkiye about the implications for today’s app businesses.
“Growth is no longer just about installs. It’s about what happens after.”
Türkiye already has a fast-growing app market. Why is this update significant now?
The Turkish app market is maturing. A few years ago, the focus was often on acquisition volume. Today, it is no longer just about driving installs at scale and hoping that volume turns into revenue. Teams are becoming much more focused on what happens after acquisition, whether users stay, subscribe, convert, and keep generating value over time.
That is why this matters now. On one side, companies are under pressure to grow globally. On the other, acquisition costs are not getting any cheaper, and measurement has become more complicated because of privacy changes. So when there is a way to reduce the cost of core growth infrastructure, it naturally becomes very relevant.
“It gives companies more room to think about long-term capability, not just short-term cost.”
Understanding the incentive: more than a cost-saving mechanism
In practical terms, eligible Turkish app companies can now receive government reimbursement up to 50% when purchasing Airbridge, which can significantly reduce the effective cost of using our tools.
Beyond that, I think this support also changes the way app companies evaluate tools like MMPs.
In many cases, companies make these decisions under a lot of budget pressure. That usually means the first question is, “What can we afford right now?” rather than “What will help us scale better over the next few years?”
With the incentive, the conversation becomes less constrained by upfront cost. It gives companies more room to ask better questions:
- Can we measure retention properly?
- Can we connect acquisition to subscription revenue?
- Can we see which channels are bringing in high-value users, not just low-cost traffic?
That is a much healthier way to evaluate a measurement partner.
Why do categories like utilities, entertainment, subscriptions, health and fitness, and AI stand to benefit especially strongly?
These categories usually do not win or lose based on installs alone. A utility app needs repeated usage. An entertainment app needs consistent engagement. Subscription apps depend on conversion and renewal. Health and fitness apps often live on retention.
So in all of these cases, the real question is not how many users you acquired. It is what those users went on to do. Did they stay? Did they pay? Did they come back?
That is where better measurement becomes extremely important.
“It is not just about having a tool. It is about having the visibility to make better decisions.”
What makes measurement especially difficult for these kinds of apps today, and where does Airbridge fit into that picture?
The biggest challenge is fragmentation.
User journeys are no longer linear, especially for app categories like utilities or subscriptions. Someone might discover a product through an ad on one channel, visit the website first, install the app later, and only convert after several touchpoints across different devices.
When that journey is disconnected, it becomes much harder to see what is actually driving retention, conversion, and long-term revenue.
That is where Airbridge becomes relevant. It helps bring together user touchpoints across web and app environments, across Android, iOS, SKAN, and other channels, so teams can understand performance in a more connected way and make growth decisions based on the full picture.
We have already seen this play out with many Turkish companies using Airbridge like Rooster Games, Byte, Konuşarak Öğren…
Looking ahead
As Türkiye’s app ecosystem continues to evolve, the ability to measure and optimize for long-term value will likely become even more important.
Teams interested in learning more about Airbridge’s measurement and attribution capabilities can visit the official website here to explore how the platform supports global app growth.
About Airbridge
Airbridge is a mobile measurement partner (MMP) that helps app developers, marketers, and publishers turn fragmented data across web and app environments into clearer, more actionable insights.
As an official measurement partner of Google, Meta, and TikTok, Airbridge provides attribution, analytics, and deep linking capabilities that enable marketers better understand the full user journey and make more confident growth decisions.
Trusted by more than 1,000 apps globally, Airbridge tracks over 180 million devices each month and supports 330+ ad network integrations. With a 99.99% uptime SLA, the platform is built to help teams measure, optimize, and scale with confidence.
