← IndustriesInstall economics,
MOBILE APPS · VERTICAL PLAYBOOK
Install economics,
measured post-ATT.
SKAN-era measurement, MMP-tracked events, retention-first LTV modeling. We run app UA as a loop, not a funnel - paired with App Legendary for store discovery. Web and app under one team.
NORTH STAR
CPI × D30 retention → payback under 90 days.
Channel mix.
Directional - tuned per account
Google App Campaigns (UAC)
35%
Meta (Advantage+ App)
30%
TikTok Ads for Business
20%
Apple Search Ads / ASO
15%
The playbook.
Four workstreams
STRUCTURE
Event-optimized UAC + Advantage+ App campaigns, SKAN conversion schema aligned across networks.
CREATIVE
Playable + interactive-end-card volume, UGC creator hooks, aspect-native cuts per network.
SIGNAL
MMP integration (AppsFlyer / Adjust), SKAN 4.0 conversion values engineered to in-app value events.
SCALE
Cohort-based bidding on payback windows, tROAS by geo tier, ASO continuity for organic uplift.
Measurement
MMP-attributed installs + probabilistic modeling for SKAN gaps; cohort LTV vs blended CPI as the payback ratio.
Benchmarks we operate against.
Directional · 2025–26
Median blended CPI (US)
$3.40
D30 retention target
22–30%
Playable CTR uplift
+58%
ASO share of installs
~65%
The world we're running in
Device
Screens
Retention
In-context
Instrumentation stack
AppsFlyerAdjustAmplitudeRevenueCatBranchSplitMetrics
APP GROWTH MODEL
Payback pulled from 140 → 68 days
Re-engineered SKAN conversion values against in-app revenue events, cut low-LTV geos, and paired UA with App Legendary's store CRO to lift blended install quality.
NAMED CASE FILES PUBLISH WITH CLIENT CONSENT
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