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 Why is AlgoLift building probabilistic attribution? Over the past couple of weeks, we’ve shared a proposed solution for probabilistic attribution on iOS14. It may surprise some observers of the mobile marketing ecosystem to learn that
Facebook Marketing Why user-level LTV models are essential for post-iOS 14 user acquisition It has only been a few weeks since Apple’s iOS14 announcement, but the performance marketing ecosystem is already adapting to its new privacy features. Deterministic campaign attribution, a cornerstone
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
Facebook Marketing AlgoLift Intelligent Budget: A Case Study Introduction Previously, in An Algorithmic Approach to User Acquisition Automation, we explored the mathematical foundation of programmatic campaign management on Facebook and Google. In some cases, automatic campaign management is
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
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
Facebookads GameMakers Coffee Talk: pLTV Our CRO, Paul Bowen was invited to join industry user acquisition veterans to talk about pLTV. They discussed: Why is pLTV (and pROAS) so important to mobile marketers and product
