Insights
How mobile growth actually works.
Clear, practical explanations of the concepts behind mobile advertising, user acquisition and performance measurement.
Mobile AdvertisingApp MarketingUser AcquisitionPerformance MarketingProgrammaticMeasurementCreative Optimization
Mobile AdvertisingWhat Is Mobile Advertising?A practical definition of mobile advertising, the environments it runs in, and how it differs from general digital advertising.6 min readPerformance MarketingWhat Is Mobile Performance Marketing?How performance marketing applies to mobile, and why the defined conversion event should come before the media plan.5 min readMeasurementCPI vs CPA: What's the Difference?Two of the most used mobile advertising metrics, what each one actually tells you, and when to optimize against which.4 min readMeasurementWhat Is Mobile Attribution?How installs and in-app events are connected back to media, and what to agree before a campaign launches.5 min readUser AcquisitionHow Does Mobile App User Acquisition Work?From audience definition to scaled spend: the working sequence behind an app user acquisition programme.7 min readApp MarketingWhat Is App Retargeting?Why re-engaging known users is often the most efficient growth available, and how to run it without over-serving.5 min readUser AcquisitionHow to Reduce Mobile App Acquisition CostsPractical levers for lowering cost per action without quietly buying lower-quality users.6 min readApp MarketingHow to Scale App Install CampaignsA structured approach to increasing install volume while protecting user quality.6 min readProgrammaticWhat Is Programmatic Mobile Advertising?How automated buying works on mobile inventory, and what still requires human decisions.5 min readMeasurementHow to Measure Mobile Advertising PerformanceA metric framework that connects delivery, cost and business outcome without drowning in dashboards.6 min read
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