Mobile Growth Basics: Probabilistic Matching

In the wake of App Tracking Transparency (ATT) and SKAdNetwork (SKAN), probabilistic matching has been getting a lot of attention. After the deprecation of IDFA, many mobile advertisers have been looking for new ways to attribute campaign success on iOS — and probabilistic matching has stepped up in the absence of user-level attribution. Let’s learn… Continue reading Mobile Growth Basics: Probabilistic Matching

Influencer Marketing for Mobile Apps with Marion Balinoff

Influencer marketing is no longer the province of niche social stars and emerging brands — it’s big business. By 2023, influencer marketing spending is projected to reach $4.6 billion in the U.S. This year, predictions put influencer spending at $4.14 billion — up from $3.69 billion in 2021. And increasingly, mobile growth marketers are seeing… Continue reading Influencer Marketing for Mobile Apps with Marion Balinoff

Mobile Growth Basics: App Store Optimization

App Store Optimization (ASO) is the foundation of any organic user acquisition strategy. Organic users are often seen as more valuable than users acquired through paid strategies. For instance, according to Statista, “Between January and September 2020, apps with organic installs presented a 24.1 percent retention rate after one day from the install, while paid… Continue reading Mobile Growth Basics: App Store Optimization

Mobile Growth Basics: Ad Fraud

Fraud has been a part of mobile app marketing since its inception, but Mobile Measurement Partners (MMPs) took note and started trying to prevent – or at least detect – fraud. Still, fraud rates increased in 2020 and, unfortunately, fraudsters are creative. Any time fraudsters find a way to thwart them, fraudsters just find a… Continue reading Mobile Growth Basics: Ad Fraud

What You Need to Know About Mobile Game Marketing in 2022

Gaming app marketers have had an exciting couple of years. From a massive uptick in installs driven by changes in pandemic-related behavior to the chaos caused by App Tracking Transparency, user acquisition has been a moving target… and it’s still changing. That’s why we gathered a panel of experts together to talk about the BIGgest… Continue reading What You Need to Know About Mobile Game Marketing in 2022

Mobile Growth Basics: What is an MMP?

Mobile measurement partners, also known as MMPs, are a key part of the mobile advertising ecosystem. These independent third-party platforms track, organize and visualize mobile app data to provide attribution data. The data provided by MMPs give marketers a holistic view of their campaign performance across all channels and partners allowing marketers to optimize their… Continue reading Mobile Growth Basics: What is an MMP?

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Contextual Advertising for Mobile App Growth in 2022

After Apple introduced iOS 14 in 2021 — bringing App Tracking Transparency (ATT) to the masses — mobile marketing spend shifted to Android. As iPhone users opted out of sharing their IDFA with apps, marketers looking to continue targeting on a user-level put all their eggs in the Android basket. Of course, ignoring Apple users… Continue reading Contextual Advertising for Mobile App Growth in 2022

3 Uses for MVP Apps

Building a minimum viable product (MVP) app is often an important part of the app development process. Whether you work at a startup looking to launch the next Airbnb or Instacart or are a small business looking for new ways to connect with your clients and customers, an MVP is often your first step on… Continue reading 3 Uses for MVP Apps

Promo Codes for User Acquisition in 2022

I’m an avid podcast listener, and yes, I’ve used their promo codes. Whether it’s for Rothy’s, Green Chef, or MeUndies, I have definitely used “promo Code MURDER.” (Can you tell I’m a true-crime listener?) In many ways, promo codes — which are essentially just a coupon — almost seem out of date, right? Yet, they… Continue reading Promo Codes for User Acquisition in 2022

Mobile Growth in 2022: From User Retention to Monetization

There are 5.22 unique mobile users in the world in 2021, according to Datareportal, and the average user spends 4 hours and 10 minutes using a mobile device every day. The opportunity for app businesses to capture this attention is vast, but competition for these users is fierce as more app enter the app marketplaces… Continue reading Mobile Growth in 2022: From User Retention to Monetization