Singular
Singular is a marketing analytics and attribution platform company. It publishes articles and data reports on mobile game user acquisition, ad networks, SKAdNetwork adoption, and top game rankings.
Documents
Announcing Benchmarks: How Does Your Marketing Performance Stack Up to the Competition
The introduction of Benchmarks for Gaming provides mobile user acquisition teams with a standardized framework to evaluate their marketing performance against broader industry trends.
- User acquisition teams struggle to evaluate their performance against industry standards due to a lack of accessible comparative data.
- Benchmarking ad spend allows teams to identify if they are overpaying or underpaying relative to industry averages and current market trends.
- Analyzing competitor ad spend by geographic region helps marketers determine where to allocate budgets for maximum impact.
8 Reasons Cloud Gaming Is a Game-Changer for Mobile App Marketers
Cloud gaming represents a significant shift for mobile app marketers by removing traditional barriers to entry, such as lengthy app store downloads and hardware limitations.
- Cloud gaming platforms like Now.gg allow developers to bypass traditional app store friction by enabling users to play games instantly via a link without requiring a download or installation.
- Approximately 60% of mobile devices are classified as low or mid-range, lacking the compute power or storage necessary to run performance-intensive games, a barrier that cloud gaming removes by offloading processing to servers.
- Cloud gaming enables a 'no attention tax' model where users can transition from ad to gameplay instantly, eliminating the multi-step process of visiting an app store and waiting for a download.
14 Ways Mobile Games User Acquisition Is Changing in the Era of SKAdNetwork
The mobile gaming industry is currently undergoing a fundamental transformation as it transitions away from the traditional, IDFA-reliant performance marketing model that previously sustained a hundred-billion-dollar ecosystem.
- The transition to SKAdNetwork necessitates a shift from granular, IDFA-based tracking to a model reliant on limited, aggregated data, requiring marketers to rely more heavily on data science and modeling to optimize campaigns.
- App Store Optimization (ASO) has increased in importance, serving not only to attract relevant users but also to actively discourage low-value users who contribute to high churn rates.
- Post-install onboarding and early engagement (D1 metrics) have become critical focal points for user acquisition, as SKAdNetwork provides only a limited window of data for evaluating user value.
Reports about Singular
6 documents by other writers name Singular in the title or summary.
🧙 Solo Dev Journey #2: Am I Making ANY Money?
This analysis examines the financial mechanics of mobile game user acquisition (UA) through the lens of a solo developer managing the title One Mage Army.
- Profitability in mobile UA is driven by the relationship between CPI and LTV over a defined payback window rather than immediate day-zero returns.
- The developer achieved a 103% return on ad spend (ROAS) over a 30-day period by scaling daily UA expenditure from $200 to $2,500.
- Aggressive paid UA scaling creates a compounding effect by boosting organic install volume alongside paid acquisition.
Session: Scale Your App! Applifter's OS Turns Insights Into Installs - Goncalo Martins, AppLifters.
AppLifters provides a comprehensive operating system designed to streamline mobile user acquisition (UA) by integrating data analytics, creative production, and network management into a single platform.
- AppLifters provides a centralized OS that integrates data analytics, creative production, and network bidding to address fragmentation in mobile user acquisition.
- The platform features a predictive LTV model that forecasts user value up to day 180, allowing teams to make informed bidding decisions as early as day one.
- An AI-driven alert system monitors real-time metrics like eCPM and ARPO, enabling user acquisition teams to address campaign performance issues on the same day they occur.
Festive Season 2025: App Marketing Trends and Strategies for India
India’s festive season—from Onam in August through Diwali and Christmas in December—drives more than 30% of the country’s annual digital advertising spend, making it a pivotal period for app marketers.
- India's festive season (August–December) accounts for over 30% of annual digital ad spend, driving a 36% increase in installs and a 69% surge in re-engagements during the peak window.
- Mobile gaming remains a primary growth driver, recording 3.2 billion downloads and $151 million in-app purchase revenue in 2024.
- Ad spend efficiency improved during the festive period, with a 53% increase in mobile ad investment accompanied by a 12% reduction in cost-per-install (CPI).
How to Set Up Meta AdROAS Campaigns: Step-by-Step Guide for UA Teams
Meta’s AdROAS (Ad Return on Ad Spend) campaigns represent a significant shift in user acquisition for ad-monetized mobile applications, allowing marketers to optimize directly for ad revenue value rather than relying on proxy events like retention or engagement.
- Meta AdROAS optimization allows mobile apps to bid directly on ad revenue value, replacing previous workarounds that required passing ad revenue as fake purchase events.
- The feature is currently available exclusively for Android campaigns as of Q4 2024, with iOS support expected in the future.
- To unlock AdROAS, an app must record at least 15 attributed ad impression events with distinct values from Facebook-acquired users within a 28-day window.
Week in Mobile Games E38 - Xbox and Adjust mishandle their PR and Supercell's culture revolution
Microsoft’s strategic pivot toward a proprietary mobile store has encountered significant friction, exacerbated by a U.S. court decision to pause Google Play remedies and a widely criticized communication strategy.
- Supercell is abandoning its traditional small-team structure in favor of a dual-model approach that integrates larger live-game teams and formal management to combat creative stagnation.
- Microsoft’s attempt to launch a proprietary mobile store is facing significant setbacks due to a U.S. court decision pausing Google Play remedies and a poorly received communication strategy that alienated key partners.
- Mobile measurement firm Adjust is undergoing internal instability following abrupt leadership changes and workforce reductions, allowing competitors like Singular to capture market share and talent.
Deep & actionable SKAN 4.0 breakdown with Eran from Singular. What to expect from SKAN 4.0? (#55)
Apple’s SKAN 4.0 framework represents a pivotal shift in mobile attribution, moving beyond the restrictive 24-hour measurement windows of its predecessor to provide a more comprehensive view of long-term user behavior.
- SKAN 4.0 introduces three distinct conversion windows at 2, 7, and 35 days, enabling the measurement of long-term metrics like D35 return on ad spend.
- The framework expands source identifiers from 100 to 10,000, theoretically allowing for significantly deeper analysis of ad-set, creative, and placement performance.
- Access to high-fidelity data is gated by crowd anonymity tiers, meaning only high-volume advertisers will consistently receive the most granular reporting.