Skip to content

Actionable insights, practical tips, and our latest thinking on marketing matters.

Subscribe here!

A high-contrast graphic highlighting the number one reason app user acquisition campaigns fail, emphasizing the critical role of systematic ad creative testing.

User acquisition

Why App User Acquisition Fails Without Creative Testing

A bold featured image analyzing the differences between specialized app marketing agencies and generalist agencies, explaining the critical choice app founders must make.

App marketing

App Marketing Agency Vs General Digital Agency: What Founders Should Know

Table of Contents

The Short Answer for Founders
What a Full-Service App Marketing Agency Actually Owns
Where Digital Marketing Falls Short for an App
App Marketing Across the Whole Customer Journey
...

A graphic with text that reads

App marketing

How Paid Media for Apps Changes After Product-Market Fit

Table of Contents

The Quick Answer
What Changes Once Product-market Fit is Real
How a Growth Agency Rebuilds the Paid Model
What App Marketing Looks Like After Fit
When to Increase Spend Without...

App marketing

What Good CPI Looks Like Across App Categories

Table of Content

Why Category Context Matters
What is CPI in an App Growth Model
CPI by App Category and Install Cost Differences
How Your Competitors Influence CPI and ROAS
User Acquisition...

App marketing

How to Choose App Ad Hooks That Attract Buyers

How to Choose App Ad Hooks That Attract Buyers

Table of Contents

a laptop and flower on a wooden table beside a newspaper

Marketing

How to Power Your Google Search Retargeting with an Isolated Campaign Strategy

For Display advertisers, retargeting campaigns are standard practice. But at the same time, most marketers aren’t getting the most out of Search retargeting. Many are simply letting Google manage...

by Oren Greenberg

App marketing

How to Vet Influencers Before Hiring Them for an App Campaign

Table of Content

Why Vetting Matters Before You Spend
What Good Influencer Vetting Looks Like
Checking Audience Quality and Followers
Reviewing Sponsored Content and Past Media
Vetting Influencers...

Step-by-step framework for structuring a high-converting UGC creator brief tailored for mobile app marketing campaigns

App marketing

How to Structure a High-Converting UGC Brief for App Campaigns

Table of Contents

Why Most UGC Campaigns Fail Before Filming Begins
The Role of Creators in Performance Growth
What Good UGC Briefs Actually Do
Setting Strategic Direction Before You Write
...

App development

What Good CPI, CAC and ROAS Look Like Before You Scale

Table of content

Quick Summary: The Decision Rule Before You Scale
Why Benchmarks Mislead (and How to Use Them Safely)
CPI Benchmarks: What “Good” Looks Like by Stage
ROAS Benchmarks: What “Good”...

App store optimization

How to Audit Your App Ad Creative Before Scaling Spend

Table of contents

Quick Summary for Busy Teams
What This Audit is (and What It Isn’t)
Where Performance Usually Breaks Before Scale
The Creative Audit Workflow We Use With Clients
What to...

App Influencer Shortlisting: What to Do Before Contacting Creators

Influencer marketing

How to Build an App Influencer Shortlist Before Outreach

Table of content

Quick Summary (What You’ll Build)
The Buyer Mindset: What You’re Really Selecting for
How to Build a Scoring Sheet You Can Run Every Month
Where to Source Candidates Without Wasting...

Budget breakdown for mobile app growth showing spend across build, experience, acquisition tests, and retention with what each area funds and what to track.

App marketing

Guide to App Growth Budgeting for Your Mobile App

Table of content

The Quick Framing (So You Don’t Overspend Early)
Start With a Clear Plan and Your Mobile App Goal
What Your App Cost Really Includes
Development Cost and the Build Reality
Where App...

Growth strategy

How Much Should App Brands Pay for UGC Creators in 2026?

Table of contents

Quick Answer: What You Should Budget
The Pricing Drivers That Actually Move The Number
UGC Creator Rates In The Real World (With Ranges)
Hourly Rates Vs Per-Asset Pricing: What...

Choosing a creative growth partner: key criteria to pick the right fit.

Influencer marketing

Choosing a Creative Growth Partner: How to Choose and Find the Right Fit

Table of contents

Quick Take for Busy Founders
How to Choose Without Overbuying
Where to Find Proof Fast
Protect the Brand While Testing
Branding That Actually Ships
How Agencies Sell the Dream
What...

Influencer contract checklist for apps featured image

Influencer marketing

Influencer Contract Checklist for Apps: Buyer’s Guide for App Teams

Table of content

Quick Summary for Busy Teams
Why App Teams Get Burned
Influencer Contract: What “Good” Looks Like
The Terms That Protect Delivery
What Must Be Provided Before Launch
A Quick Read...

1 2 3 4 5