Services / App growth
Grow the app, not just the install count.
App growth campaigns start with installs and optimize toward the in-app events that predict retention and revenue.
From install to retained user.
- Measure: MMP integrated, installs and key in-app events mapped and tested.
- Acquire: CPI across a small set of sources to learn which ones retain users.
- Qualify: Compare sources on day-1 and day-7 retention and early events.
- Deepen: Move proven sources to CPA on the event that predicts value.
- Expand: Add GEOs and sources one at a time, localized.
App metrics
The numbers that predict value.
- CPICost per install
spend ÷ installsThe entry price for a user. Only meaningful next to retention.
- D1 · D7Retention
active users on day N ÷ installsWhether installs become users. The fastest quality signal per source.
- Event rateEarly value events
users reaching event ÷ installsRegistration, first transaction, first lesson — the events that predict revenue.
- ROAS D7Early return
D7 revenue ÷ spendEarly monetization per source, tracked by install cohort.
What makes app campaigns work.
- 01
Store pages that convert
Localized screenshots and copy do most of the converting.
- 02
Short onboarding
Every step between install and value costs users you paid for.
- 03
Honest creatives
Ads that show the real product attract users who stay.
- 04
Quality rules
Incentivized traffic only where explicitly allowed; click-to-install times monitored.
- 05
One source of truth
The MMP attributes; both sides optimize on the same events.
- 06
Cohort thinking
Judge sources by what their users do next week, not today.
Frequently asked questions
Do I need a mobile measurement partner?
For app campaigns, yes — an MMP attributes installs and in-app events independently and sends postbacks to the network.
Android, iOS or both?
It depends on your market. Platform splits differ a lot by country, which changes reach and cost. Campaigns are planned per GEO.
Can we pay for in-app events instead of installs?
Yes, on CPA. It works best once you know which early event predicts value and it happens within days of the install.
Next steps