App Marketing

The introduction of Apple’s ATT turned the mobile industry upside down. Ever since then, mobile marketers have been fearing that Google will make a similar move. And BAM, that’s exactly what happened. In February 2022, Google announced its own major privacy update — Privacy Sandbox for Android. It is based…

A postback is the exchange of information between servers to report a user’s action on a website, network, or app. What is a postback? In mobile app marketing, a postback contains data that is sent from attribution providers to media sources. There are two types of postbacks: Install postback: Informs the winning media source…

Average revenue per user (or unit) aka ARPU, is a measurement that helps all types of companies understand how much money, on average, they are generating from a single customer over a set period of time. What is ARPU? Most often referred to as ARPU, this metric is actually just a ratio calculated…

User acquisition is the method of driving new users to a mobile app through marketing activity. What is user acquisition? User acquisition, or UA for short, is the process through which new users or customers are acquired for a mobile app business through marketing-driven activity. There are several main types of UA activity, which…

The digital landscape is becoming increasingly complex. More devices, more channels, more touchpoints. As users bounce back and forth, how can app marketers continue to offer a great experience to gain loyal customers? For many users the journey starts with searching the web to solve a pain point or find…

Mobile app marketing ROAS (Return on Ad Spend) and CAC (Customer Acquisition Cost) are two of the most critical metrics to watch when running app install campaigns, with each being a great performance metric in its own right. …

CPA refers to a type of pricing model where marketers pay ad networks or media sources for certain conversions (such as a purchase or registration) that happen inside of an app after engagement with an ad. What is CPA in mobile marketing? CPA, or cost per action, is a pure performance pricing model in which marketers…

How do you know, for real, the money you are spending on marketing is money well spent? How do you know if your ads are actually impacting consumer behavior? The truth is only a certain type of measurement can answer this question with absolute clarity. It’s called incrementality testing. Incrementality…

The number of touchpoints between prospect and brand before conversion or sale can vary from anything between 5–50. With so many touchpoints, mapping journeys of consumers who constantly bounce between channels and devices, online and offline, is more complicated than ever. The difficulty understanding this complex path to conversion makes…