App retargeting is the practice of serving paid ads to people who already have your app installed, with the goal of bringing dormant users back,
Playable ads are interactive ad units that let people try a simplified app or game experience before installing. A short interaction ends with an invitation
Meta Advantage+ App Campaigns (ASC) are Meta’s fully automated app-acquisition campaign type, where machine learning controls audience selection, placement, budget allocation, and creative rotation across
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 can occur when repeated exposure to an ad reduces audience response. Rising frequency together with falling click-through or conversion rates can be a
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
