Paul Bowen - AlgoLift

How AlgoLift creates the optimal Conversion Value definition for SKAdnetwork

Much has been written about Apple’s SKAdnetwork and its component parts, but the Conversion Value is probably the most complex piece that the industry is trying to get to grips with. Ensuring your app is using the optimal Conversion Value definition is key

AlgoLift iOS14.5 campaign measurement - preparing for ATT rollout

Dear Clients, As we move closer to the release of iOS14.5 and the likely implementation of Apple’s ATT framework we wanted to share our approach to solving some of the largest problems that you as app marketers will face over the coming

Probabilistic Attribution Does Not Equal Fingerprinting — Here’s How

Winter is coming.Wait, scratch that. Spring is coming. In early spring, Apple’s identifier for advertisers (IDFA) for iOS will hit the endangered species list after the public release of iOS 14.5, leaving mobile marketers without a way to deterministically attribute through

Why only using SKAdnetwork for campaign optimization is insufficient

As clarity starts to form around how MMPs and ad networks plan to work with SKAdNetwork, we’d like to spend some time discussing in more detail how we can use Apple’s SKAdNetwork for performance marketing and why it’s critical to consider

Attribution

What is probabilistic attribution? (and every other iOS 14 question you were afraid to ask)

With the goal of educating ourselves and industry stakeholders on the implications of iOS14 and the privacy announcements, we started a living FAQ. This will be updated as more questions

Attribution

The optimal usage of ConversionValue in SKAdnetwork

As we continue to develop our probabilistic attribution solution for iOS14, we want to share our thoughts on the optimal use of SKAdnetwork's ConversionValue.

Automation

A framework for automation of user acquisition on Unity, Applovin, Ironsource & Vungle

We’ve previously discussed in this post why an app-based company might want to automate user acquisition on Unity, Applovin, Ironsource, and Vungle. The main challenge with these networks is

Automation

3 reasons to automate your Unity, Applovin, Ironsource, and Vungle user acquisition

Mobile app user acquisition is being automated. Facebook and Google have invested heavily in ML-based tools that remove control from user acquisition managers and entrust the data science to figure

Automation

How a user acquisition team can save 500 hours a month with automation

The inevitable automation of the mobile app marketing space is an existential threat for a company in the app economy to understand and embrace. With Facebook and Google taking on

Facebook Advertising

Facebook View-Through Attribution changes

Facebook recently announced it was making changes to its reporting APIs that ultimately will restrict access to raw user-level view-through data after April 22. From this date, Facebook view-through attributed

For (and against) partnering for your LTV model

Over the past 10 years of mobile app development, app companies have built marketing tools to support their core businesses. This includes launching ad networks, building ad tracking solutions, creating