How should an app team choose its first paid acquisition channel?

Start with the audience you need to reach, the action you want users to take and the creative your team can produce. Choose a channel you can measure, define the downstream event that matters and agree a test budget and review point before launch. Compare results using the same event and reporting window.

What should be ready before app acquisition campaigns launch?

Check that the store listing and any landing page work, the conversion events are defined and attribution access is available. Confirm consent and privacy requirements, approve the creative and record a reporting baseline. Use each platform guide to check asset dimensions, formats and delivery requirements before uploading.

Which metrics should we track beyond cost per install?

Cost per install shows the price of acquiring an installation. It does not show whether that user becomes valuable. Track the next event that matters for your app, such as a trial, subscription, purchase or retained use, and report its cost and conversion rate. State the time window when comparing revenue or return on ad spend.

Why do ad platform and attribution reports show different results?

Reports can use different attribution models, conversion windows and event definitions. Reporting delays, modeled conversions and privacy restrictions can also affect totals. Compare the same event and date range, document the measurement settings and use those assumptions consistently. A discrepancy by itself does not establish which report is correct.

How long should a creative test run before we make a decision?

Set the decision rule before launch. Review whether each creative received enough delivery and relevant conversion evidence to assess the chosen goal. A fixed number of days is not enough on its own. Keep major audience, bidding and creative changes separate where possible so the result is easier to interpret.