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Vertical · Mobile Apps

Install-to-retention campaigns that scale

App campaigns need tight install-to-event tracking and creative that performs across placements. We optimize for retained users, not just installs.

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Mobile Apps
The problem

What breaks at scale.

Install fraud and low-quality users

Optimizing purely for installs can attract users who never engage.

SKAdNetwork / ATT limitations

iOS privacy measures reduce visibility into post-install events.

Creative fatigue at scale

High-volume campaigns burn through creative faster than other verticals.

Store listing mismatch

Ad creative that doesn't match the app store listing hurts conversion.

The fix

How we solve it.

Event-based optimization

Campaigns optimize toward in-app purchase or retention events, not raw installs.

MMP integration

Mobile measurement partner setup to maximize tracking accuracy within platform limits.

High-volume creative pipeline

Continuous creative production to prevent fatigue in scaled campaigns.

Store listing alignment

Ad messaging kept consistent with app store screenshots and descriptions.

Requirements
  • App live on relevant app store(s)
  • MMP or SDK integration for event tracking
  • App store listing consistent with ad claims
KPIs we watch
  • Cost per install
  • Cost per trial/purchase
  • D7/D30 retention
  • Return on ad spend
Typical CPM
$7–$22

Approximate range; varies by geo, season and creative.

Funnel
01

App install ad

02

App store listing

03

Onboarding

04

In-app purchase / retention event

Country playbooks

Mobile Apps by country.

United StatesUSUnited KingdomUKCanadaCAAustraliaAUGermanyDEFranceFRSpainESItalyITNetherlandsNLSwedenSENorwayNODenmarkDKFinlandFIIrelandIESwitzerlandCHAustriaATBelgiumBEPolandPLPortugalPTBrazilBR
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FAQ

Questions, answered

Do you optimize for installs or events?
We optimize toward downstream events like purchases or retention wherever tracking allows.
How do you handle iOS tracking limits?
We work within SKAdNetwork and Meta's aggregated event measurement framework.
Can you run both iOS and Android?
Yes, campaigns can be structured separately for each platform's tracking capabilities.
How often do you refresh creative?
High-volume app campaigns typically need weekly or biweekly creative refreshes.
By application only

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