Attribution setup
SDK, event mapping and attribution configured before spend starts.
App campaigns default to optimising for installs, which is the cheapest possible outcome to buy and the least useful. You end up paying for accidental taps and incentivised installs from users who open the app once and never return.
We set up attribution and in-app events properly, then optimise to the event that indicates real value: registration, first purchase, subscription, day-seven retention. Creative is produced as a portfolio and refreshed on a schedule, because app creative fatigues faster than any other format.
An install is the cheapest possible outcome to buy
Optimise to installs and the platforms will find you the people most likely to tap install, including accidental taps and incentivised users who open the app once. The cost per install looks excellent and the cohort is worthless.
Optimise to an in-app event that indicates real value (registration completed, first purchase, subscription started, day-seven return) and the cost per install rises while the business result improves. That trade is almost always worth making.
Attribution before spend
App attribution needs an SDK, mapped events, correct deep link handling and a decision about attribution windows and view-through credit. Setting this up after a campaign has started means the first month's data is unusable and the algorithm has learned from noise.
We configure and test the measurement first, then launch. It delays the start by days and saves weeks.
Creative volume is the constraint
App creative fatigues faster than almost any other format, and the platforms consume it accordingly. A campaign running the same three videos for two months is a campaign with rising costs and falling reach.
We plan a creative portfolio and a refresh cadence from the start (video, playable where applicable, and static) and retire assets on performance rather than on sentiment.
The store listing is the landing page
Every rupee of app advertising lands on a store listing you did not design as part of the campaign. Icon, first two screenshots, the short description and the rating are what convert a tap into an install.
Basic ASO work (listing copy, keyword fields, screenshot sequence) routinely improves paid efficiency more than any in-platform optimisation, because it improves the conversion step everyone forgets to look at.