Resources
Expert guides and strategies for mobile app growth. From ASO to paid UA, learn what works from practitioners who've scaled apps to millions of users.
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How to A/B Test Your App Store Metadata
Systematic A/B testing can improve conversion by 10-25%. Learn the testing framework for screenshots, icons, and metadata that drives measurable results.
Adjust vs AppsFlyer vs Branch: Which MMP is Right for You? (2025)
Compare the top mobile measurement partners in 2025. Honest breakdown of Adjust, AppsFlyer, and Branch pricing, features, and strengths.
How to Create Ads That Don't Look Like Ads (2025)
Why native-looking app ads outperform traditional advertising. Strategies for creating mobile ads that feel like organic content.
How to Use AI Tools to Generate App Ad Concepts (2025)
The practical framework for using AI to generate mobile ad concepts at scale. Tools, prompts, and workflows that actually work.
How to Write AI-Optimized App Descriptions
Master the art of writing app descriptions that work for both human readers and AI systems. Practical frameworks for clarity, comprehensiveness, and semantic precision.
How to Write a High-Converting App Description
App descriptions can lift conversion by 10-15% when done right. Learn the platform-specific strategies that turn readers into installers.
How to Choose a High-Converting App Icon
App icon optimization can boost conversion rates by 22-32%. Learn the design principles, color psychology, and testing strategies that drive installs.
App Preview Videos: Do You Need One?
App preview videos boost conversion by 20-40%, but 45% of users drop off before completion. Here's when videos help, when they hurt, and how to decide.
What Makes an App Store Page Convert?
Learn the specific elements that drive app store conversion rates from 25% to 60%+. Data-driven insights on screenshots, videos, icons, and metadata.
Apple Search Ads Basic vs Advanced (2025 Comparison)
Understand the key differences between Apple Search Ads Basic and Advanced. Learn which platform fits your app marketing goals, budget, and team resources.
How to Optimize Apple Search Ads Budgets for Maximum Efficiency
Learn proven budget optimization strategies for Apple Search Ads in 2025. Allocate budgets across campaigns, manage daily caps, and maximize ROI.
Apple Search Ads for Early-Stage Apps (2025 Guide)
Should you run Apple Search Ads for a new app? Learn when ASA makes sense for early-stage apps, how to start with limited budgets, and what to prioritize.
Broad Match vs Exact Match vs Search Match in Apple Search Ads
Understand the differences between Apple Search Ads match types. Learn when to use broad match, exact match, and Search Match for optimal campaign performance.
How to Use Negative Keywords in Apple Search Ads (2025 Guide)
Master negative keywords in Apple Search Ads to reduce wasted spend and improve CPA. Learn when to add negative keywords, match types, and optimization strategies.
Should You Run Apple Search Ads Before Facebook or TikTok Ads?
Learn the optimal paid acquisition channel sequence for mobile apps in 2025. When to start with ASA, Facebook, or TikTok based on your app, budget, and goals.
How ASO Impacts GPT Visibility
Learn how traditional app store optimization affects your visibility in AI-powered search and recommendations. The surprising connection between ASO and LLM discovery.
How to Run a Full ASO Testing Cycle (2025 Framework)
A systematic approach to ASO testing that drives measurable improvements. Learn the complete testing cycle from hypothesis to implementation.
Best Ad Formats for Mobile Apps in 2025
Rewarded video, playable ads, and native in-feed dominate app install performance in 2025. Platform-specific benchmarks and format recommendations.
Best Deep Linking Tools for Mobile Apps (2025)
Branch, AppsFlyer, Adjust, and Firebase alternatives compared. Find the right deep linking platform for attribution, routing, and user experience.
Blended vs Platform ROAS: What to Optimize For
Learn the difference between blended ROAS and platform-reported ROAS, which one to optimize for, and how to use both for better budget allocation decisions.
Should You Use Broad Targeting for Mobile Apps? (2025)
Learn when broad targeting works for app install campaigns and when it doesn't. Data-driven analysis of broad vs narrow targeting with current benchmarks.
App Store Browse Traffic vs Search Traffic
Search drives 65% of app discoveries, but browse traffic converts 20-30% better. Learn how each traffic source works and how to optimize for both.
How to Calculate Payback Period for Mobile Apps
Learn how to calculate CAC payback period, what benchmarks to target, and strategies to reduce time-to-payback for sustainable growth.
CBO vs ABO for App Install Campaigns (2025 Guide)
Learn when to use CBO vs ABO for Facebook app campaigns. Campaign Budget Optimization vs Ad Set Budget Optimization compared with practical recommendations.
How to Choose Keywords for Apple Search Ads (2025 Guide)
Learn how to select high-performing keywords for Apple Search Ads. Discover keyword research strategies, selection criteria, and optimization tactics that reduce CPA.
How to Choose Countries for ASO Expansion (2025 Guide)
Strategic framework for selecting international markets for app store optimization. Use data to prioritize countries with the highest ROI potential.
How to Choose Keywords for Your App
Keyword selection determines 60-70% of your organic visibility. Learn the research framework that balances relevance, difficulty, and traffic potential.
How to Choose the Right Screenshots for Your App
Screenshots drive 20-35% conversion improvements. Learn the selection framework that determines which features, flows, and moments to showcase.
How to Build a Cohort Analysis Dashboard
Learn how to build a cohort analysis dashboard to track retention, LTV, and payback period by acquisition cohort for better UA decisions.
What is a Conversion Value in SKAdNetwork?
Conversion values encode user behavior into a single number (0-63) for iOS attribution. Learn how to set them up and what to track.
CPA Benchmarks by App Type: What's a Good CPA in 2025?
Complete guide to CPA (Cost Per Action) benchmarks by app type in 2025. Find out what a good acquisition cost is for gaming, eCommerce, subscription, and B2B apps.
CPI Benchmarks by Category: What's a Good CPI in 2025?
Complete guide to CPI benchmarks by app category in 2025. Find out what a good cost per install is for gaming, finance, shopping, and entertainment apps.
Creative Brief Templates for App Ads (2025)
Production-ready creative brief templates for mobile app advertising. Frameworks for briefing UGC creators, agencies, and internal teams.
How Many Creatives to Test Per Week (2025 Guide)
The right creative testing volume for your budget. Data on how creative volume impacts cost per install and win rates across different spend levels.
Creative Testing Matrix for Mobile Apps (2025)
The systematic framework for testing creative variables. How to structure tests across hooks, formats, angles, and audiences for maximum learning velocity.
Deferred Deep Linking Explained (For New Users)
Deferred deep links remember where users wanted to go during installation, then route them there after first open. Here's how they work.
How to Define Success Metrics: From CPI to ROAS to Payback
Different growth stages require different metrics. Learn when to optimize for CPI, when to focus on ROAS, and when payback period matters most.
How to Detect Creative Fatigue Early (2025 Guide)
The metrics and signals that predict creative fatigue before it tanks your CPI. Early detection framework for mobile app advertising.
What is Deterministic Tracking? (The Gold Standard)
Deterministic tracking uses exact device IDs for 100% accurate attribution. Learn how it works, when it's available, and why it's better than probabilistic methods.
How to Diagnose ASO Conversion Drop-Offs (2025 Guide)
Learn to identify and fix the exact points where users abandon your app store page. Data-driven framework for improving conversion rates.
Do You Actually Need an MMP? (2025 Reality Check)
Mobile measurement partners cost thousands per month. Here's how to determine if an MMP is worth it for your app—or if you can skip it entirely.
How to Use Facebook Dynamic Creative for Apps (2025)
Learn how to set up and optimize Facebook Dynamic Creative for app install campaigns. Setup guide, asset recommendations, and performance considerations.
Emotional vs Rational Benefits in Mobile Ads (2025)
When to lead with emotion vs logic in app advertising. Performance data on how emotional and rational appeals impact conversion rates.
Entity Recognition and How It Affects App Discovery
Learn how entity recognition shapes AI-powered app discovery, why knowledge graph presence matters, and how to build recognition as a distinct entity.
How to Evaluate AI-Generated Storyboards (2025)
The framework for assessing AI storyboard quality before production. What to look for, what to fix, and when AI storyboards are production-ready.
Best Facebook Ad Formats for Apps (2025 Guide)
Learn which Facebook ad formats work best for app install campaigns. Video ads, carousel ads, playable ads, and image ads compared with performance data.
How Much Budget You Need to Start Facebook Ads (2025)
Learn minimum budget requirements for Facebook app install campaigns. Budget planning by goal, testing vs scaling budgets, and realistic expectations.
Facebook Learning Phase for Apps: How to Exit Faster (2025)
Learn how the Facebook learning phase works and how to exit it faster. Understanding optimization, avoiding resets, and improving campaign performance.
Best Targeting Options for Facebook App Installs (2025)
Learn which Facebook targeting options work best for app install campaigns. Broad vs interest vs lookalike targeting strategies with current benchmarks.
Why Facebook and TikTok Report Different Install Numbers
Facebook and TikTok use different attribution methodologies, timing, and lookback windows. Here's why their install counts never match.
How to Fix Rising Facebook CPIs for Apps (2025 Guide)
Learn how to diagnose and fix increasing Facebook CPIs for app campaigns. Troubleshooting framework, creative fatigue solutions, and optimization tactics.
Mobile App Fraud Prevention: Complete Guide (2025)
Protect your app from click injection, SDK spoofing, and fake installs. Learn how mobile ad fraud works and how to stop it with MMP fraud prevention tools.
What Makes a Good App Install Ad in 2025
Learn what separates high-performing app install ads from the rest. Data-driven insights on creative elements that drive 4x higher CTR and 50% lower CPI.
How GPT is Changing App Discovery
ChatGPT is transforming how users find apps. Learn how conversational AI is replacing keyword search and what it means for app visibility in 2025.
How GPT Rankings Work for Apps
Understand how ChatGPT and other LLMs rank and recommend mobile apps. Learn what factors influence visibility in AI-powered recommendations.
How to Hit Your Facebook CPI Goals (2025 Guide)
Learn how to consistently hit your Facebook CPI targets for app campaigns. Optimization strategies, troubleshooting high CPIs, and systematic improvement framework.
How Deep Linking Works in Mobile Apps
Deep links send users to specific pages within your app, not just the home screen. Learn how they work and why they matter for user acquisition.
How to Improve Your Semantic Visibility
Practical strategies to increase your app's visibility in AI-powered search. Learn how to optimize for LLMs, improve semantic rankings, and track AI discovery metrics.
How to Run Incrementality Tests for Mobile Apps
Learn how to run incrementality tests to measure true ad impact, including holdout group testing, geo-based testing, and lift measurement methodologies.
Why Your Install Numbers Don't Match (And That's Normal)
Attribution discrepancies between platforms are expected. Learn why Facebook, your MMP, and the App Store show different install counts.
How to Integrate an MMP SDK (Step-by-Step Guide)
Complete guide to integrating mobile measurement partner SDKs. Avoid common mistakes and get attribution working correctly the first time.
How to Iterate on Winning Creatives (2025 Guide)
The systematic approach to iterating on high-performing app ads. Framework for extending creative lifespan while maintaining performance.
JSON-LD and llms.txt for Apps: The Emerging Standard
Learn how to implement JSON-LD structured data and llms.txt files to help AI systems accurately understand and recommend your mobile app.
How to Evaluate Keyword Difficulty in 2025
Keyword difficulty determines whether you'll rank on page 1 or page 10. Learn the evaluation framework that identifies winnable keywords.
Keywords vs Semantic Clusters: What's the Difference?
Understand how semantic clustering differs from traditional keyword targeting and why topic modeling matters for AI-powered app discovery.
How to Use LLMs to Generate UGC Scripts (2025)
The practical guide to using AI language models for UGC script generation. Prompts, workflows, and quality control for authentic-sounding creator scripts.
How LLMs Understand Apps
Learn how large language models interpret and categorize mobile applications using embeddings, metadata parsing, and semantic analysis.
How to Localize Your App Store Listing (2025 Guide)
App localization drives 128% more downloads on average. Learn how to localize effectively for maximum ROI in international markets.
How to Optimize for Long-Tail Keywords
Long-tail keywords drive 40-60% of app store traffic with 3-5x better conversion than head terms. Learn the targeting strategy that new apps use to win.
How to Build Lookalike Audiences for Apps (2025 Guide)
Learn how to create high-performing lookalike audiences for Facebook app install campaigns. Seed audience selection, sizing strategy, and optimization tips.
Marginal ROAS Explained Simply
Learn what marginal ROAS is, why it matters more than blended ROAS for scaling decisions, and how to calculate and optimize it.
How to Measure TTR and CVR in Apple Search Ads (2025 Guide)
Learn how to accurately measure Tap-Through Rate (TTR) and Conversion Rate (CVR) in Apple Search Ads. Understand benchmarks, identify issues, and optimize performance.
Why Metadata Matters for AI Discovery
Learn how metadata influences AI-powered app discovery, from text descriptions to structured data, and why clarity beats keyword optimization.
How to Run Metadata Updates That Actually Improve Rankings
Strategic metadata update cycles can boost rankings by 15-30%. Learn the optimal update frequency, testing methodology, and what to change (and when).
Metadata vs Visual Localization: How to Prioritize (2025)
Should you localize text or visuals first? Strategic framework for maximizing ROI when localizing app store listings.
How Much Does an MMP Cost? (2025 Pricing Guide)
Real-world MMP pricing for Adjust, AppsFlyer, Branch, and alternatives. See what you'll actually pay based on your app's scale and needs.
How to Export and Use MMP Data for Analysis (2025)
Extract raw attribution data from your MMP for custom analysis, LTV modeling, and BI integrations. Complete guide to data exports, APIs, and warehouse connections.
Why Your MMP Shows Fewer Installs Than Ad Networks
MMPs consistently report fewer installs than ad networks due to deduplication, fraud filtering, and attribution logic. Here's what's happening.
How to Build Effective MMP Reporting Dashboards (2025)
Create mobile attribution dashboards that actually drive decisions. Learn which metrics to track, how to structure reports, and dashboard templates for growth teams.
How to Create Native-Looking TikTok Ads (2025)
Learn how to make TikTok ads that don't look like ads. Native-style content drives 22% better performance than polished brand videos.
How to Optimize Your App Store Page (2025 Guide)
Learn how to optimize your app store page to boost conversion rates by 20-35%. Simple, data-driven ASO strategies for iOS and Android apps.
How to Optimize Your Website for AI Discovery
Learn how to structure your app website for maximum visibility in AI-powered search engines like ChatGPT, Perplexity, and Gemini.
How to Allocate Budget Across UA Channels (2025 Guide)
Data-driven framework for distributing user acquisition budget across channels. Learn optimal allocation strategies, channel minimums, and when to rebalance.
Cash Flow Management for UA Spending (2025 Guide)
Master cash flow timing for user acquisition. Learn how to manage payment cycles, forecast cash needs, and finance growth without running out of runway.
How to Forecast UA Spend (2025 Framework)
Build accurate user acquisition forecasts with this step-by-step framework. Model traffic, conversions, and budget needs with real benchmarks and examples.
How Much You Should Spend on App Marketing (2025)
Data-driven guide to app marketing budgets. Learn what top apps spend, how to calculate your budget, and benchmark your spending against industry standards.
How to Model 30/60/90-Day Payback Periods for Apps
Master payback period modeling with this practical framework. Calculate 30, 60, and 90-day payback with real formulas, benchmarks, and optimization strategies.
How to Plan a 12-Month Growth Roadmap for Your App
Build a strategic 12-month app growth roadmap that balances acquisition, retention, and monetization. Framework with quarterly milestones and real examples.
Scenario Planning for UA Budgets (2025 Framework)
Build resilient UA budget scenarios to prepare for market volatility. Learn how to model best-case, base-case, and worst-case budget scenarios with real examples.
UA Budget Calculator for Mobile Apps (2025)
Calculate your user acquisition budget with real benchmarks. Step-by-step calculator for app marketers with CPI data, channel allocations, and ROI projections.
How to Know if Your App is Ready for Paid UA (2025 Guide)
Before spending on paid user acquisition, validate these 7 readiness signals. Learn when your app is truly ready to scale with paid UA campaigns.
What You Need Before Spending $1 on User Acquisition
The essential infrastructure, metrics, and systems required before launching paid UA campaigns. Avoid burning budget on unprepared campaigns.
Should You Expand to a New UA Channel?
The framework for deciding when to add a new user acquisition channel. Learn the signals that indicate readiness and how to expand without diluting performance.
Facebook vs TikTok vs Apple Search Ads: Which Should You Run First?
Compare Facebook Ads, TikTok Ads, and Apple Search Ads for mobile UA. Learn which channel to start with based on your app category, audience, and budget.
When to Fix Your Product vs. When to Run UA
The framework for deciding whether to invest in product improvements or user acquisition. Learn when each makes sense and how to avoid wasting budget.
Should You Hire a UA Agency or Build In-House? (2025 Guide)
Learn when to hire a user acquisition agency vs building an in-house team. Cost analysis, trade-offs, and decision framework for mobile app growth.
When to Test Smaller UA Networks (2025 Guide)
Learn when it makes sense to test smaller user acquisition networks beyond Facebook, TikTok, and Google. Strategic guide to channel diversification.
How to Pass SKAN Events to Facebook (2025 Guide)
Learn how to configure SKAdNetwork events for Facebook app campaigns. Complete setup guide for SKAN 4.0 integration, conversion values, and iOS attribution.
Performance Creative Frameworks That Work (2025)
The proven creative frameworks for mobile app advertising. Data-backed approaches that consistently produce above-average creative performance.
What is Probabilistic Attribution?
Probabilistic attribution estimates matches using statistical modeling when device IDs aren't available. Learn how it works and when it's used in 2025.
Referral Traffic: What It Is and Why It Matters
Referral traffic often converts 2-3x better than organic search. Learn how to track, optimize for, and scale traffic from external sources.
What is a Good ROAS Target for Mobile Apps in 2025?
Learn what ROAS targets to aim for based on your app type, monetization model, and growth stage. Includes Day 3, Day 7, and Day 30 benchmarks.
How to Scale Apple Search Ads Without Wasting Money
Learn proven strategies to scale Apple Search Ads efficiently in 2025. Expand budgets, test new keywords, and grow installs without inflating CPA.
How to Scale Facebook Campaigns Without Spiking CPI (2025)
Learn how to scale Facebook app install campaigns efficiently. Budget increase strategies, audience expansion, and maintaining CPI while growing spend.
How to Scale TikTok Ads Without Losing Efficiency (2025)
Learn how to scale TikTok app campaigns from $50/day to $500/day+ while maintaining CPIs. Proven strategies for vertical and horizontal scaling.
How to Scale Without Blowing Up CPA
Learn proven strategies to scale user acquisition spend while maintaining CPA efficiency, including creative rotation, targeting expansion, and bid management.
How Many Screenshots Should You Add?
The data on screenshot count is clear: 6-10 screenshots outperform 3-5, but only when the additional screenshots add genuine value. Here's the framework.
How to Design Screenshots That Boost Conversion Rate
Screenshot design drives 20-35% conversion improvements. Learn the visual hierarchy, text overlay strategies, and design principles that turn browsers into installers.
What Order Should Your Screenshots Be In?
Screenshot order can change conversion by 15-25%. Learn the sequencing framework that guides users from curiosity to install.
How Your Screenshots Affect LLM Interpretation
Learn how multimodal AI systems analyze app screenshots and what that means for visual optimization. Make your screenshots work for both humans and LLMs.
Semantic Content Planning for Apps
Build a content strategy that maximizes AI discovery by mapping semantic clusters, documenting use cases, and creating comprehensive topic coverage.
How Semantic Search Works for Mobile Apps
Understand how semantic search differs from keyword search and why it matters for app discovery in AI-powered platforms like ChatGPT and Perplexity.
How to Set Apple Search Ads Bids (2025 Guide)
Learn how to set optimal Apple Search Ads bids based on keyword intent, competition, and LTV. Practical bidding strategies with 2025 benchmarks and CPT data.
How to Set Up Apple Search Ads Advanced (2025 Walkthrough)
Complete step-by-step guide to setting up Apple Search Ads Advanced campaigns. Learn campaign structure, keyword selection, bidding, and optimization for maximum ROI.
How to Set Up In-App Event Schemas (Best Practices)
Design robust event schemas for mobile attribution. Learn naming conventions, parameter standards, and implementation patterns that scale.
How to Set Up Facebook App Install Campaigns (2025 Guide)
Learn how to set up Facebook app install campaigns the right way. Step-by-step setup guide with current best practices, optimization settings, and CPI benchmarks.
How to Set Up the Right Events for Facebook Optimization (2025)
Learn which Facebook events to track for app install campaigns and how to set them up correctly. Event selection, implementation guide, and optimization strategy.
How to Set Up TikTok App Install Ads (2025 Guide)
Step-by-step guide to setting up TikTok app install campaigns. Learn campaign structure, optimization goals, and targeting for efficient CPIs.
How SKAN 4.0 Works (Simple Explanation for 2025)
SKAN 4.0 introduces multiple postbacks, web-to-app attribution, and coarse conversion values. Here's what changed and what it means for iOS campaigns.
How to Source Creators for App Ads
Practical guide to finding and vetting UGC creators for app install campaigns. Where to look, what to pay, and how to evaluate quality before committing.
Spark Ads vs Non-Spark Ads: Which to Use in 2025
Spark Ads achieve 134% higher completion rates and 43% higher conversion rates. Learn when to use Spark Ads vs standard in-feed ads for app campaigns.
Static vs Video for Mobile App Ads
Video ads generate 20-47% higher conversion rates, but static creative tests faster and costs less. Data-driven guide to choosing the right format.
How to Steal Competitor Keywords Legally
Competitor keyword analysis reveals gaps, opportunities, and proven traffic sources. Learn the systematic approach to ethical competitive intelligence.
How to Storyboard a High-Performing App Preview Video
Effective storyboarding can mean the difference between 20% and 47% conversion lift. Learn the scene-by-scene framework that drives installs.
Best Storytelling Frameworks for App Ads (2025)
The proven storytelling frameworks that turn app ads into conversion engines. Data-backed approaches for mobile user acquisition creative.
How to Structure Your App Landing Page for LLMs
Learn the optimal landing page structure for AI-powered discovery. Detailed guidance on layout, content hierarchy, and semantic signals that LLMs parse.
How to Structure Apple Search Ads Campaigns for Efficiency (2025)
Learn the optimal Apple Search Ads campaign structure. Discover how to organize campaigns, ad groups, and keywords for maximum performance and scalability.
How to Structure Your Facebook Ad Account for Apps (2025)
Learn how to structure your Facebook ad account for app install campaigns. Campaign architecture, ad set organization, and scaling framework for efficient growth.
How to Structure a TikTok Ad Account (2025 Guide)
Learn the optimal TikTok ad account structure for app campaigns. Avoid common pitfalls that waste budget and limit scalability.
How to Test Facebook Ad Creatives for Apps (2025)
Learn how to run systematic creative tests for Facebook app campaigns. Testing framework, sample sizes, iteration strategy, and performance analysis.
How to Test TikTok Creatives Efficiently (2025)
Most advertisers test creatives wrong and waste budget. Learn the modular testing framework that isolates variables and delivers clear performance signals.
How Much TikTok Ads Cost in 2025 (Complete Breakdown)
TikTok CPMs average $4.20-$9.00, CPCs run $0.17-$1.00, and CPIs average $2.88. Complete breakdown of TikTok ad costs and budgets for app campaigns.
TikTok Creative Best Practices for Apps (2025)
Complete creative playbook for TikTok app ads. Learn production, formatting, hooks, and testing strategies that drive efficient CPIs.
Best Hooks for TikTok App Ads (2025 Guide)
63% of high-performing TikTok ads hook viewers in the first 3 seconds. Learn proven hook formats that stop the scroll and drive installs.
TikTok Learning Phase Explained (2025 Guide)
The learning phase typically lasts 50 conversions or 7 days. Learn what happens during learning, how to exit faster, and why you shouldn't optimize during it.
Best TikTok Optimization Goals for App Installs (2025)
Choose the right TikTok optimization event for your app campaign. Learn when to optimize for installs vs. in-app events for better ROI.
Best TikTok Targeting Options for Apps (2025)
Broad targeting delivers 15% lower CPAs and 20% higher conversion rates on TikTok. Learn which targeting options actually work for app campaigns.
Best Video Lengths for TikTok App Ads (2025)
TikTok supports videos up to 60 seconds, but the optimal length is 9-15 seconds. Learn what video duration drives the best CPIs and completion rates.
Top 10 Hooks for App Ads That Actually Work
High-performing hooks boost engagement by 30% and watch time by 40%. Data-backed examples for TikTok, Instagram, and Meta ads in 2025.
How to Track In-App Events Correctly (Complete Guide)
In-app event tracking powers attribution, optimization, and analytics. Learn what to track, how to implement it, and common mistakes to avoid.
How to Track Your Keyword Rankings
Consistent keyword tracking reveals optimization impact, competitive threats, and growth opportunities. Learn the tracking framework that informs strategy.
How to Troubleshoot MMP Discrepancies (2025 Guide)
Fix attribution mismatches between your MMP and ad platforms. Learn why install numbers differ and how to reconcile data across systems.
How to Troubleshoot TikTok CPIs (2025 Guide)
When TikTok CPIs spike or plateau, here's how to diagnose and fix the problem. Systematic troubleshooting framework for app install campaigns.
Should You Use UGC for Your App Ads?
UGC ads drive 4x higher CTR and 50% lower CPC than branded content. Learn when UGC makes sense for app install campaigns and when it doesn't.
How to Write a UGC Script That Doesn't Feel Scripted (2025)
The framework for writing UGC scripts that feel authentic while driving app installs. Real examples and performance data from top-converting creator ads.
UGC for TikTok App Ads: What Works and What Doesn't (2025)
User-generated content drives 3x higher CTR on TikTok. Learn which UGC formats work for app ads and how to source creators efficiently.
Unit Economics for Mobile Apps Explained
Learn how to calculate and optimize unit economics for mobile apps, including LTV, CAC, payback period, and the metrics that determine sustainable growth.
How to Use MMP Cohorts to Improve LTV (2025 Guide)
Learn how to segment users by acquisition source, analyze cohort behavior, and optimize campaigns for lifetime value using mobile measurement partner data.
How to Run a Weekly Creative Testing Cycle (2025)
The systematic approach to testing app ad creative every week. Process, metrics, and volume requirements for maintaining performance at scale.
What is CPI? (Cost Per Install Explained)
Learn what CPI means in mobile user acquisition, how it's calculated, and 2025 benchmarks by app category for iOS and Android.
What is LTV? (Lifetime Value Explained)
Learn what LTV means for mobile apps, how to calculate it accurately, and why the LTV:CAC ratio determines whether your growth is sustainable.
What is a Postback in Mobile Attribution?
Postbacks are server-to-server notifications that confirm conversions happened. Learn how they work in SKAN, MMPs, and traditional attribution.
What is ROAS? (Return on Ad Spend Explained)
Learn what ROAS means in mobile user acquisition, how to calculate it, and why it's replacing CPI as the primary UA metric in 2025.
What is SKAdNetwork? (Simple Explanation for 2025)
SKAdNetwork is Apple's privacy-first attribution framework for iOS apps. Learn how SKAN measures installs without tracking individual users.
What to Track Before You Run User Acquisition
Running UA without tracking is expensive guesswork. Set up these events, metrics, and dashboards before spending a dollar on paid acquisition.
When to Pause, Fix, or Shut Off UA Campaigns
Learn when to pause underperforming campaigns, when to fix and iterate, and when to shut down user acquisition permanently based on ROAS, retention, and unit economics.
How to Know When to Scale User Acquisition
Learn the signals that indicate it's time to scale UA spend, including ROAS thresholds, retention benchmarks, and unit economics checks.