Mobile user acquisition campaigns perform best when consolidated, allowing algorithms sufficient budget and time to exit the learning phase rather than relying on frequent manual adjustments.
Global scaling is most efficient when grouping countries into tiers based on 90-day lifetime value and return on ad spend, often isolating the United States from other high-performing regions.
Apple Search Ads typically represent only 5% to 15% of total non-gaming app spend when branded campaigns are excluded, contradicting claims that they are a primary driver of acquisition.
Long-term performers like Hero Wars demonstrate that misleading or 'fake' creative remains a historically effective tactic for driving user acquisition despite industry criticism.
The transition to iOS 14 and complex conversion schemas continue to create operational friction between internal teams and external consultants during the integration of marketing platforms.
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