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
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
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)
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
Ltv Pitfalls of Modeling LTV and How to Overcome Them Lifetime value (LTV) forecasting is essential for mobile app developers trying to understand the total value of their user base in quantitative terms. Once calculated, predictive LTV has a plethora
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
