elinking-111 Ads Mobile UA
Analyze app acquisition from install through paid value. Do not judge app campaigns on CPI alone unless installs are the actual business goal.
Workflow
- Identify app model: subscription, IAP, e-commerce, lead gen, ad-supported, marketplace.
- Map the event ladder:
- Install, open, signup, activation, trial start, purchase/subscription, renewal, retention, refund.
- Confirm measurement:
- MMP, SKAN/AdAttributionKit, Google Play Install Referrer, deep links, deferred deep links, event values, privacy thresholds.
- Review channels:
- Google App Campaigns, Meta app campaigns, TikTok app campaigns, Apple Ads, influencer/Spark Ads, web-to-app.
- Evaluate economics:
- CPI, CPA/CPP, trial-to-paid, purchase value, D1/D7/D30 retention, ROAS, payback, LTV:CAC.
- Review creative and store conversion:
- Video hooks, screenshots, app store listing, CPP/custom product pages, review rating, localization.
- Recommend budget, event optimization, creative tests, and measurement fixes.
Decision Rules
- If post-install events are sparse, use a staged optimization plan instead of jumping to purchase optimization.
- If iOS data is SKAN-limited, separate modeled direction from observed platform data.
- If installs are cheap but paid events are weak, diagnose onboarding, paywall, app store mismatch, and event quality before scaling.
- For subscription apps, distinguish trial start, first payment, renewal, and refund.
Output
Return:
- Mobile UA Health: Green / Yellow / Red.
- Measurement confidence.
- Channel-by-channel findings.
- Event optimization recommendation.
- Creative and store listing tests.
- Budget action: scale, hold, reduce, or retest.