If you use our attribution to track installs by media source, you might notice that there are two types of installs described there: Reported Installs and Tracked Installs. What’s the difference? Why are there differences between Reported Installs and Tracked Installs? Are the networks trying to scam you by overcharging for installs? No, probably not. In very few...
Lifetime value is tricky. The simplest — and also the most reliable — LTV calculations tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. But usually, you’ll want to know the future, and that means building a more complex model. “Complex” can mean a lot...
Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). From compiling the creatives to interpreting analytics into actionable insights, you’ve got to get it all right to succeed. We put together a list of seven tips, from the start of a...
I talk to mobile app developers every day. After each conversation, it still amazes me how most of them don’t know what LTV means, and for those that do, they might be fuzzy on the math. This post is intended to get developers up to speed, if not to expert level (a tall order!). What...
High-level KPIs like ARPU and retention are great for getting a big-picture view of your mobile app’s health, but while they might suffice for an executive summary, developers tasked with moving the needle every day know the value of digging deeper. We put together a list of some valuable and overlooked KPIs that are driving...
In my last post I talked about the importance of time to profitability (TTP). In this post I use two discrete scenarios that illustrate how TTP affects total user growth in your app over a period of time. Let’s say that you have a starting budget of $1,000 with the average CPI for acquiring a user set...
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