In the fast-paced mobile marketing world, app developers and marketers have a continuous
goal of maximizing their Return on Investment (ROI). This pursuit is prompted by the stark
reality: approximately 75% of iOS apps fail to yield substantial returns. To delve deeper into this
topic, our recent webinar, “Mastering ROI for iOS Apps: Advanced UA Strategies and Hybrid
Measurement,” brought together forward-thinking industry experts to share the insights on
leveraging cutting-edge tech stack, navigating UA trends and challenges, exploring growth
opportunities, and harnessing the power of hybrid measurement and data-driven optimization.
Privacy frameworks, multiple attribution models and approaches to collecting, aggregating, and updating data – all of these might cause discrepancies between various platforms. To ensure a reliable foundation for data-driven decision-making, leading app developers and publishers adopt the single source of truth approach with a BI solution as a centerpiece of the user intelligence system. BI solutions like Tableau, Microsoft Power BI, Looker, ClickHouse allow companies to set up attribution models, organize, store, and update data the way their businesses demand it. As many top mobile ad tech solutions, SplitMetrics Acquire, an Apple Search Ads automation platform, supports a No-Code BI Integration.
However, when sparing resources for developing an IT infrastructure like this is not possible, an MMP solution can fulfill the role of a centralized data repository containing the most accurate and up-to-date data.
During our webinar Niels Beenen covered the part about hybrid measurement and highlighted that the focus should no longer be on selecting a single measurement methodology. Instead, it revolves around understanding the optimal timing, context, and integration of multiple measurement methodologies. In simple words, it means that to make data-driven decisions you won’t be backed by a single source of truth, but a few. And watch the webinar recording to dive into the hybrid measurement topic and have all the cards under your sleeve.
When it comes to driving users to your app, there are different approaches to consider, each with its own benefits and considerations. The decision depends on your app’s specific goals, target audience, and marketing strategy. Some businesses may find success with a direct approach to the App Store app product page, others might prefer the web-to-app approach to provide more information and customization.
You should remember that using web-to-app means adding an extra step between the user and your app. It may result in decreasing a conversion rate from impression to action like subscription. Whereas, by directing users to the App Store app product page, you can reduce friction in the conversion process.
However, with the release of iOS 14.5, mobile marketer are trying to find a way to advertise their apps and track campaign effectiveness in real-time, and that’s why web-to-app is worth considering. Both methods can work well, and A/B testing can help determine which approach yields better results for your particular app and campaign objectives. Read this article to find more tips and best practices from seasoned industry experts.
Now you can find a lot of AI tools on the market, and you can choose the best one to meet your needs. Here, I’d provide the list of the most popular and worth-the-hype ones across several categories:
The best advice here is to start testing various AI tools to understand what they lack, as it’ll allow you to find the best one suitable for your needs quicker.
After IDFA depreciation, lots of mobile marketers shifted their advertising budgets to Apple Search Ads. As a result, according to Singular’s ROI Index, this ad channel is now the second-biggest ad partner by spend on iOS for Singular customers.
The Privacy Sandbox initiative by Google aims to address privacy concerns in the digital advertising ecosystem and create new privacy-first solutions. Like IDFA deprecation, Privacy Sandbox will introduce changes to user tracking and targeting on Android devices. This may also result in shifts in advertising spending as advertisers adapt to new targeting methods. Check this Singular’s article to learn more about what’s happening and how you can prepare yourself for the future privacy-centric landscape.
Due to the limited tracking and result analysis capabilities when launching paid campaigns on iOS, mobile user acquisition is like traditional old-school marketing. Now, when running ads across various channels, advertisers can evaluate their overall performance, which often leads to decreased campaign efficiency and the diminishing effectiveness of each individual channel. Consequently, reducing the number of channels in the campaign pool becomes necessary for ease of analysis and optimization, making budgeting a more challenging task. As a result, it is evident that ATT has a huge impact on Revenue and ROI in the mobile advertising landscape.
