Performance Marketing Blog

Web-to-app advertising is a paid acquisition method where Meta sends the ad click to a mobile web page first, where the user can see an

Google App Campaigns are Google’s fully automated campaign type for promoting mobile apps, running a single campaign that serves ads across Google Search, Google Play,

Marketing mix modeling for mobile apps is a statistical method that measures how each marketing channel, plus non-media factors like seasonality and price, drives installs,

App marketing metrics are the quantitative signals mobile marketers use to judge whether ad spend is producing real, profitable growth. The problem is that most

Creative win rate is the share of ad variants that become genuine scale performers, the ones a platform algorithm trusts with real budget and that

Creative fatigue is the predictable decline in advertising performance that happens when a target audience has seen the same ad too many times, causing click-through

Retention-first user acquisition is a paid media strategy that judges every campaign, channel, audience, and creative by the share of installed users still active and

Agentic AI marketing is the use of autonomous AI agents that can plan, decide, and execute campaign actions across the performance marketing stack with limited

CTV advertising for apps is the practice of running video ads inside streaming TV apps (Roku, Fire TV, Apple TV, smart TVs, and OTT services

Incrementality testing is a measurement method that isolates the installs, registrations, or purchases that paid advertising actually caused, by comparing a group exposed to ads