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Industries
Mobile Apps
User acquisition and measurement systems for apps that need efficient installs tied to downstream value — not vanity CPI alone.
Overview
Category context
Mobile growth collapses when install volume is treated as the decision KPI. We connect creative, media buying, and measurement to retention, activation, and revenue events so scale decisions reflect true user value.
Challenges
Where paid growth usually breaks
- CPI optimisation that ignores activation, retention, and payback
- Creative fatigue across store and in-feed formats
- MMP, platform, and finance numbers that tell three different stories
- SKAN / privacy constraints that weaken event granularity
- Organic and paid bleed that inflates channel credit
Channels
Channel considerations
- Paid social for creative testing and scalable UA where ROAS models hold
- Programmatic and network buying with brand-safety and fraud controls
- Native and content units for category education before install
- Creative production for end-card, UGC, and store-compliant variants
- Media buying with clear payback windows and geo/budget governance
Audiences
Audience considerations
- Prioritise cohorts by predicted LTV or activation quality, not cheapest CPI
- Segment by geo, OS, and creative concept without over-splitting tests
- Suppress existing users and reinstall noise where platform tools allow
- Align store listing and ad creative so the post-install experience matches the promise
Landing
Landing requirements
- Store listing and web-to-app paths that mirror ad claims
- Deep links and deferred deep links for campaign continuity
- Clear permission and value exchange messaging post-install
- Web landing support for campaigns that do not go straight to store
Tracking
Tracking requirements
- MMP events for install, activation, and revenue reconciled to finance
- Fraud and invalid traffic monitoring with weekly operator review
- Cohort retention and payback views as scale gates
- Incrementality or geo tests before large UA expansions where feasible
Compliance
Compliance considerations
- Store and platform policies for claims, ratings, and restricted categories
- Privacy frameworks affecting identifiers, ATT prompts, and remarketing
- Accurate in-app purchase and subscription disclosures where advertised
KPIs
Decision metrics
- CPI gated by activation and D7 / D30 retention
- Cost per activated or paying user
- Payback period and contribution by cohort
- Creative concept win rates and refresh cadence
Services
Related capabilities
- Paid SocialAudience architecture, creative velocity, and bid strategies built for efficient scale.
- Programmatic AdvertisingProgrammatic planning and buying with brand-safety controls and measurable outcomes.
- Creative ProductionHypothesis-led creative production that finds winning angles faster.
- Media BuyingCross-channel media buying with budget governance and efficiency floors.
- Analytics & AttributionMeasurement stacks that explain what actually drove revenue.
- Landing Page SystemsPage systems that convert paid traffic without reinventing the funnel every week.
Next step