App Marketing Why LTV is essential for UA, and D7 ROAS should be retired In mobile UA, a common practice is to buy against ROAS (return on ad spend) targets based on revenue measured in the first 7 days after a user installs the
Facebook Advertising Probabilistic attribution for iOS 14 — a deeper dive We previously discussed a promising solution to the reduced efficacy of deterministic attribution inherent in iOS14. In that piece, we outlined our conclusion that deterministic attribution will be significantly impacted
Facebook Advertising Announcing AlgoLift Intelligent Budget We’re delighted to announce the launch of AlgoLift Intelligent Budget, a cross-channel, media mix model budgeting tool available to AlgoLift Intelligence and Algolift Intelligent Automation clients today. As app-based
App Marketing How to think about including Organic Lift into your ROAS In mobile marketing, advertisers typically judge the performance of their campaigns using return on ad spend (ROAS) measured from users attributed to the campaign through a mobile measurement partner (MMP)
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
Facebook Advertising An Algorithmic Approach to User Acquisition Automation Executive Summary: AlgoLift automates user acquisition on Facebook, Google and Apple Search by leveraging user-level d365 predicted LTV and portfolio theory to buy ROAS maximizing installs. Using algorithmic market models
