Applift mobile user acquisition, activation, retention Fri, 03 Jul 2020 11:48:06 +0000 en-US hourly 1 Applift 32 32 Applift and Verve Group’s Global Growth Continues with a Six-Country Expansion Fri, 03 Jul 2020 11:48:06 +0000 The post Applift and Verve Group’s Global Growth Continues with a Six-Country Expansion appeared first on Applift.


Applift and Verve Group are proud to announce the launch of operations in a number of new countries – Australia, New Zealand, Colombia, Mexico, Poland and Turkey. The expansion, alongside a successful renewal of operations in South Korea, not only brings our expertise into new markets but creates a range of cutting-edge mobile growth opportunities for brands, agencies and publishers. 

person holding black and brown globe ball while standing on grass land golden hour photography

Applift was formed in 2012 as one the world’s first mobile-only performance marketing service providers. Since then, our continued pioneering of new trends and results-driven performance campaigns for brands and advertisers has helped to establish us as a leading international name. As a mobile-first, cross-channel marketing service provider, we look after the entire mobile strategy – from growth to retention.

We recently became part of Verve Group, along with Verve and PubNative. The partnership not only expands our international reach but brings invaluable new skills, tools and experience – from promoting an open mobile ecosystem to expanding location marketing tactics to new regions. Verve Group works with top Fortune 500 global digital brands, offering a full-stack ad platform to connect brands, advertisers and publishers to people in real time.

Alongside our mobile ad tech expertise and our ability to manage algorithms across different platforms, one of our key strengths has long been our global presence. We are already operating in 20+ countries, with offices from Argentina to Japan. For that reason, we are especially excited to announce that we will be taking our mobile growth expertise into the new markets of Australia, New Zealand, Colombia, Mexico, Poland, and Turkey.

The new territories each have differing levels of mobile ad market maturity and sophistication. While our strategies will be tailored to meet each nation’s specific market needs, we have learned that some clients’ wishes are universal. All brands and advertisers want engaged customers on mobile, transparent traffic, and alternative channels that offer great ROAS/ROI. Our transparency-focused Advertiser Portal will be especially effective in helping them achieve those goals.

Our New Team

We would also like to take this opportunity to extend a warm welcome to our new team members:

Get started

If you’re a brand or an agency looking to acquire customers on mobile in one of our new hubs, just submit the form below and we’ll be in touch with you! 

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Increasing App Ad ROAS by Optimizing Your App Store Listing Fri, 26 Jun 2020 09:21:08 +0000 The post Increasing App Ad ROAS by Optimizing Your App Store Listing appeared first on Applift.


Paid advertising is an effective way to boost brand awareness and app downloads. App ads come in all different shapes and sizes. You can run Apple Search Ads and Google AC or work through one of the may mobile ad networks. No matter where you decide to execute paid user acquisition campaigns, there’s always one thing that every ad has in common. When a person clicks on your app’s ad, they’ll, without fail, land on your app store listing page. And this is why you need to optimize your app store listing to increase ROAS. 

We’re going to walk through how you can design an app store listing page that drives more conversions. 

Conversion Rate Optimization 

The process of optimizing your app store listing for increased conversion is called Conversion Rate Optimization, CRO for short. It’s how you make your app look more appealing to your target audience, pushing them to download. 

Conversion Rate Optimization is a sub-process of App Store Optimization. So quickly, what is App Store Optimization or ASO? ASO is the process of increasing app visibility in the app stores. It involves many factors including, keywords, visuals, and ratings, and reviews. The goal of ASO is to increase your app store rank. Both App Store and Google have ranking algorithms that evaluate different aspects of your app store listing to then position your app in the search results. 

So back to Conversion Rate Optimization. CRO involves the following factors: 

  • App icon
  • App screenshots
  • App preview or promo video
  • Ratings and reviews 
  • App name or title 
  • Subtitle (App Store only)
  • Short Description (Google Play only)
  • Long Description


App store listing elements that affect mobile app ad conversion
App store listing elements that affect mobile app ad conversion. Source: Fortnite on App Store.

There are specific strategies you can use to ensure that every one of these factors works to your advantage, meaning driving more downloads. 

Let’s go through best practices for each of these. 

Optimize Your App Icon 

Your app icon serves as your app’s logo. It will be the graphic that people use to recognize your brand, making its design extremely important. 

Before you start designing, spend a reasonable amount of time thinking of what your app name is, what your app is about, and what colors would match well with it. Once you have these solidified, you can move onto the icon. 

The icon has to include all 3 of the factors listed above. It has to align with the brand name, mission, and color scheme. A best practice is to keep it clean and simple. People like icons that are easy to recognize but also not too complex. Avoid using images in your icon and opt for shapes instead. Stick with 2 or 3 colors max. Including more dilutes your brand recognition value. Lastly, when possible, avoid putting any text into the icon. App icons are small, making texts within them hard to read. 

Design Eye-Catching Screenshots

App screenshots have a significant influence on a person’s decision to download an app. People like to look at photos when they’re booking a hotel, buying a new dress, or choosing a restaurant. It’s no different with apps. Your screenshots serve as that vital preview for potential users. Here’s your chance to show off. 


Angry Birds uses appealing screenshots to draw new players in
Angry Birds uses appealing screenshots to draw new players in. Source: Angry Birds Dream Blast on App Store.

The first screenshot is the most important one. Highlight the main features and benefits of your app here. Use the remaining slots to outline a user’s journey through your app. Every screenshot should come together to create a cohesive story. 

Speaking of cohesiveness, don’t forget about branding here. Having a solid and consistent brand throughout your app store listing increases your authority as a company and helps create trust. 

Create a Dynamic Sneak Peek with Video

Video is big. That’s true everywhere, even the app stores. Videos help people make the download decision because it’s a more in-depth sneak peek of your app. With a video, you can actually show how features work, making it more dynamic than screenshots. 

So what kind of apps should use a preview or promo video? 

There’s no right or wrong answer here. Most gaming apps should utilize a video. That’s because gameplay is tough to depict using only screenshots. Aside from games, other apps may convert better without a video. The best way to know is to test it out yourself. Leave a video up on your store listing for a month and see how that affects your conversions.

Establish Social Proof Through App Ratings and Reviews

People like to know that other people had a good experience with an app before downloading it. Human nature, can you blame it? We all want a bit of social proof before investing. 

Okay, how does this affect your mobile ad strategy? If you’re spending a lot of money on advertising and pushing tons of clicks to your app store listing, you don’t want to lose the traffic because they saw that your app’s rating is a 4-star or below. Yes, the standards are high. People won’t even consider downloading an app if it has a 3-star or below rating.


Reply to every user review to show potential users you have a development team that cares.
Reply to every user review to show potential users you have a development team that cares. Source: Camera360 on App Store.

One of the best ways to ensure that your rating stays high and keeps improving is replying to your user reviews. App users like to see that developers listen to their feedback and fix any of the bugs they are experiencing. Users who leave a negative review will most of the time change it to a positive one after receiving a developer response. You can easily reply to reviews using the App Radar Ratings and Review Management tool. Take advantage of reply templates to respond more promptly and also in a consistent brand voice

In addition, user reviews can provide useful insights into how you can further improve your app. For example, users may suggest adding a new feature or a way to better an existing one.

Extend Your App Name or Title 

The App Name (iOS) or Title (Android) is obviously crucial to your growth. But it may not be in the ways that you think. Naturally, the name of your app is going to be important. Pick a name that is recognizable and easy to pronounce. Wait really? Yes, really! App names that are difficult to pronounce are challenging to remember. People are also not searching for misspelled words in the app stores. So if you want your app name to be, say, Journals. Don’t get too crazy and end up with Journalz instead. 


These apps extended their app names to include helpful and relevant keywords.
These apps extended their app names to include helpful and relevant keywords. Source: App Store.


App Store allows 30 characters for the App Name, and Google allows 50. Unless the name that you chose is super long, chances are you have a good amount of character count left in the field. Do not waste this precious space! Add keywords that people would use to search for and describe your app. Then people can know right away what your app does by just looking at the app name, and you’ll rank higher for these keywords. 

You can learn more about developing an effective app keyword strategy with App Radar’s App Store Optimization Academy

Put Keywords in Your Subtitle 

iOS apps listed in the App Store receive a subtitle field in their app store listing. There are 30 available characters in this field. Unsure of what to place here? Don’t worry; we’re about to go through it! 

First off, do not leave this field blank. Apple will index the keywords placed in the subtitle and rank your app for it. If you leave it blank, you give up the chance to rank for more keywords. 

Additionally, the subtitle shows up in the search results and store listing page, meaning people look at it when deciding if they want to download your app. Use keywords that would appeal to your target audience. You can make your ad strategy even more effective by carrying over words you’ve used in your advertising and placing them in the subtitle. This lets people know they’re downloading the right app. 

Write a Detailed Description 

Both the App Store and Google Play allow 4000 characters for the long description. The first 80 characters of the Google Play description becomes the short description, showing above the fold. 

Honestly, people will skim your description. They’ll rarely read it word for word. However, you can take advantage of this. Again, think about the keywords and the words you’ve utilized in your advertising. Repeat the keywords 3-5 times in the description. This way, it’s clear to potential users what your app is about.


The Sweat App updated their description to match their New Year’s campaigns.
The Sweat App updated their description to match their New Year’s campaigns. Source: Sweat App on App Radar.


Furthermore, if your app has them, describe your in-app purchases and subscription model in the description. This creates more trust between you and your potential user. People will be much more likely to download your app if you’re transparent about how everything works, including monetization. 


Think of your app store listing as a window display. How can you dress the mannequins and style the display so that people will want to walk into your store and purchase an item? Never forget about who your target audience is. Different audiences are attracted to different types of design, down to the typography. Don’t be afraid to A/B test to figure out the best variations of your icon and screenshots. You can also update your app store listing frequently to test which type of keywords work best for ad conversion. 

To reiterate it, your ad spend is going to waste if your store listing is not optimized for conversion. Losing potential users at this last step would be tragic. Make your paid mobile acquisition bullet-proof by having an optimized and appealing app store listing. 

To learn more about App Store Optimization and creating awesome store listings, check out App Radar’s App Store Optimization Academy

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How should app marketers go about increasing their customers’ LTV? Wed, 24 Jun 2020 09:15:57 +0000 The post How should app marketers go about increasing their customers’ LTV? appeared first on Applift.


When it comes to life-time value (LTV) there is much that marketers agree on. It is the cornerstone of marketing performance, and it should never be surpassed by cost-of-acquisition (CAC). Beyond those undeniable facts, there is still significant confusion and disagreement around its calculation and the best methods of enhancing it.

In this article, we will introduce the theory of lifetime value, tips for marketers, challenges concerning the combination of in-app advertising (IAA) and in-app purchase (IAP) monetization models, and how performance campaigns have the ability to supercharge LTV.

Calculating LTV

The importance of customer lifetime value, the expected revenue a user will generate from app install-date to abandonment-date, cannot be overstated. It reveals the power of customer loyalty, indicates overall app health, helps to forecast growth, and is an excellent comparative benchmark with which to compare your app to its competitors.

The degree to which app marketers understand LTV can make or break an app. Yet calculating LTV (or CLTV) is not straight-forward. There are multiple methods of calculation (including net, gross, and cohort measurements). Though at their core, these calculations are all equations measuring the relationship between virality, retention, and monetization. We believe that the most effective is Average Revenue Per User (ARPU) x (1 ÷ Churn Rate)

woman in black long sleeve shirt

Whichever calculation you opt for, ensure that you treat LTV as a marketing metric, not an accounting metric. Determining your app’s LTV accurately is a vital step to improving it. That requires a precise understanding of factors such as timeframe, customer segmentation, and cannibalization.

Challenges and Solutions

Acquiring reliable understandings of each of these contributing factors has its own challenges. Take user-churn timeframes as an example. It can be difficult to determine a reliable line-in-the-sand for when an app user has been churned. Apps are rarely contractual; many users finish with an app without even uninstalling it, others uninstall then reinstall it.

In recent years, the situation has been complicated further by the proliferation of in-app advertising as an additional monetization model. For some apps, in-app advertising revenue can be the sole source of revenue whereas for others it only supplements in-app purchases. In-app ads are rarely from a single source, and they can be measured using a variety of metrics (CPI, CPA, CPM, etc.).

Results from these metrics can fluctuate. And to make matters worse, closed ad networks often will not share comprehensive data. App marketers using mediation platforms often have difficulty accessing complete data sets, and so must rely on estimates.

graphs of performance analytics on a laptop screen

With only some of the data they need, app marketers are forced to fly partially blind in their UA and LTV strategies. Unified auctioning and RTB allow developers to make more accurate LTV predictions. Yet this is insufficient for business models involving both IAP and IAA because those ads are not interacted with in a vacuum.

To solve these problems, app marketers need to rely on in-app LTV prediction models as well as behaviour-based LTV models to factor in challenges such as cannibalization.

Using CPA Performance Campaigns to Boost LTV

As we can see, reliably boosting customers LTV is both complex and vital. App marketers need access to trustworthy data, a comprehensive overview of customer journeys, and an active solution that will allow them to both pinpoint and then boost the factors that will enhance their app’s LTV. A simple, trustworthy, and tested answer is available – using performance campaigns.

person using laptop

Lifetime Value is all about measuring users’ post-install steps. By analysing users’ historical data, marketers can find the tipping points in their journeys that distinguish high and low value customers. Launching comprehensive cost-per-action (CPA) campaigns provides app marketers with the ability to acquire users at these tipping points and a simplified metric for evaluating their efficacy. As long as the marketers ensure that cost-per-action does not surpass LTV, success is guaranteed.

Other Tips for Increasing Customer LTV

LTV is a combination of virality, monetization and retention. Enhancing LTV requires the improvement of at least one of those factors. Which of those factors you choose to focus on may well be dependent on your app and its current state of popularity.

  •       Tactical Push Notifications There are few greater turn-offs in the app market than overzealous push notifications. And yet they can play a pivotal role in retention and re-engagement when applied with careful consideration. Constantly optimize your usage of them to make sure you get that Goldilocks ‘just right’ balance.
  •       Deep Linking Using deep links is an especially useful way of increasing retention. If your app is achieving a high virality rate, yet you do not expect meaningful monetization until a later stage, using deep links is a great way to ensure user longevity.
  •       Reward Sharing – Great apps will facilitate organic sharing purely from their utility. However, it is always wise to give this an extra boost by encouraging and rewarding sharing through in-app rewards, discounts, and referral programs. 

iPhone X beside MacBook

  •       Social Integration – When it comes to virality, social integration is a necessity. Do not only reward users for sharing your app, make it easy for them to do so.
  •       Optimize Onboarding – Creating a smooth, simple onboarding process is an often-overlooked aspect of improving retention. Impress users from the start and you will be less likely to fall foul of early stage funnel churn.
  •       Be Accessible – Users may well have specific issues with your app that cause them to stop using it. Many of these problems are solvable and thus the churn preventable. Having great communication and troubleshooting procedures is a great way to protect your retention rate.
  •       Smart Monetization – There is a great deal that can be said about monetization. Constantly optimize both IAP and IAA to ensure that you maximize revenue without putting users off. 

If you’re an app marketer on the lookout for high-LTV users, contact us below to get started.

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Beyond the Walled Gardens: Creating a Fairer Ad Tech Ecosystem Thu, 18 Jun 2020 09:30:52 +0000 The post Beyond the Walled Gardens: Creating a Fairer Ad Tech Ecosystem appeared first on Applift.


The largest ad networks in existence are self-attributing – they perform attribution on their network independently without the need for third-party trackers. This lack of transparency has led them to be known among marketers as ‘Walled Gardens’ or ‘Blackbox Ecosystems’. 

Tree, Trained, Fan, Fruit, Apple, Ornamental, Wall

There are a great many reasons for marketers to believe that this system is not only unfair on smaller players but harmful to the overall ad tech ecosystem. We must push to heighten transparency and open up this closed system.

Problem 1: Overly Generous Attribution Windows

While many large networks do run Mobile Measurement Partnership (MMP) programs, closed super-networks Google and Facebook have an effective duopoly on data within their networks and have almost complete control over the flow of that data. Rather than marketers measuring app install data, the app install data is sent to the closed networks who perform the measurement themselves before sending those results to marketers. 

In this sense, these massive networks hold all the aces. They are able to self-attribute conversion success without meaningful regulation or industry oversight. The system is akin to marking one’s own homework without having to show the workings.

School, Book, Exercise, Maths, Working, Education

Take the example of Facebook whose default attribution window is 24 hours post-view and 28 days post-click. That allows the social media giant to credit itself for conversions that occur a day after a user may (or may not) have seen an ad and credit itself for conversions that occur a full month after an ad click.

While walled gardens are often thought of as all-seeing Big Brother figures, there is still a great deal of data that they do not have access to. In reality, those conversions could have come from an ad on another platform (or indeed via a non-digital ad or word of mouth). It is true that there is no official standard in place to determine the appropriate length of an attribution window, yet the vast majority of vendors use no more than a 7-day window. Trusting a self-attributing ecosystem creates a reliance on walled gardens to provide due credit, with no third parties in place to oversee it.

In short, these closed networks, because of their size, are able to credit themselves for organic installs and thereby present their campaigns as being more successful than they are. While they do provide ways for advertisers to shorten these windows, few take them up on it.

Long lookback windows are problematic, though they are also only emblematic of a larger issue.

Problem 2: Black Box

time lapse photography of bonfire

Typically, publishers share their impression and click data with their MMPs whose role it is to assign credit. With self-attributing networks (SANs), that system is reversed – MMPs send campaign outcome data to them to compare with their own ad-serving data. If they find exposure, based on their own self-arbitrating rulebook, they alert the MMP that they are making a claim.

If an MMP believes that it is due unreceived credit, it faces a significant problem – it cannot independently verify the self-attributing network’s claims, leading to disparity in reported numbers. 

When the largest publishers in the world self-attribute they set a precedent for smaller networks to adopt similar strategies. This fosters an opaque, chaotic, and ultimately self-serving environment with few restraints to prevent the exploitation of loopholes.

In spite of this, it is still possible to have a fairer system where the effectiveness of running performance-based campaigns can be measured, with credit sent where credit is due. Though this is unlikely to be realised without collective industry action.


A Healthier Ecosystem is Possible

Landscape, Change, Climate, Nature, Sky, Cycle

Facebook and Google undeniably remain great places to run campaigns, and MMPs do fantastic work. Nonetheless, there are a great many reasons for attribution partners and advertisers (the ones who hold the budget) to band together and pressure large, self-attributing networks to be more transparent on both supply and attribution.

MMPs have advanced technical means such as Device ID Matching and Mobile Device Fingerprinting to attribute which events came from which media vendors. They have the ability to provide an ideal ecosystem wherein every advertiser can create tailored attribution models that suit their needs. These models could be based on industry-agreed, performance-based pricing and standards for attribution windows and KPI thresholds. The MMPs could post the attributed event to the media vendor for optimization and billing.

If media vendors start a call for standards and accept third-party neutral attribution, then later MMPs could help advertisers to standardize a multi-touch attribution model based on individual advertiser needs. This system would benefit both advertisers and publishers by providing a holistic view of when exactly a conversion takes place.

While many conversations surrounding the creation of universal standards are dismissed as pie-in-the-sky, there is momentum growing around ideas such as universal IDs for attribution purposes. In addition, the incrementality model of attribution (as opposed to the last-touch model) is gaining favour and followers. With more support, it would form a significant first step in the battle for transparency and fairness. And at the very least, it would remove a few key bricks from the walled gardens.

As part of Verve Group, we strive to create an open mobile ecosystem with our brand-safe and transparent data-first ad platform. Contact us below to learn about Verve Group’s extensive tech stack, which includes an Open Source SDK, and solutions for brand and performance campaigns.

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App Advertisers Need Branding. Here’s Why. Fri, 12 Jun 2020 11:38:52 +0000 Key Takeaways: App advertisers focus too much on user acquisition campaigns which only represent the last stages of the customer journey. They therefore limit their growth potential by missing out on opportunities to reach users beginning their customer journey. The Continue Reading

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Key Takeaways:
  • App advertisers focus too much on user acquisition campaigns which only represent the last stages of the customer journey.
  • They therefore limit their growth potential by missing out on opportunities to reach users beginning their customer journey.
  • The best way of reaching these users is through branding.
  • The best channel to plan and manage campaigns across the entire customer journey is programmatic buying.  
  • Branding and performance campaigns are both synergistic and complementary to one another.
  • App advertisers need branding to ensure reliable customer journeys


person holding iPhone taking picture on Nike label

App advertisers usually guide their marketing investment using performance metrics, the most popular of which is the number of installs. By doing so, they limit the data that they base their decisions on. By taking a step backwards, app advertisers can gain a clearer picture of the entire customer journey then make more informed and effective choices.

Attaining strong results from performance marketing is great, but to achieve better growth and reach, app advertisers also need to address the upper funnel stages. One of the channels that allows advertisers to plan their digital marketing investment across the entire funnel is programmatic buying.

To keep things simple, in this article we will focus on app advertisers that only invest their marketing budgets in digital channels, especially in display.

Defining “Branding” and “Performance” 

Business, Establishing A Business, Startup, Target

Branding, in this context, refers to all marketing activities that focus on a broad target group. In programmatic/display advertising, branding campaigns are measured by the number of unique users reached, engagement, Cost per Customer Acquisition (CAC), and/or Lifetime Value (LTV). Which of these KPIs are selected is usually dependent on how experienced the advertisers are with these campaign types. 

The KPIs selected are dependent on the value that brands ultimately want to get from these campaigns. For example, if you’re looking to increase awareness for your brand, then brand campaigns can be evaluated based on reach. If acquiring valuable customers is the focus, then brand campaigns will be evaluated based on LTV. 

Performance campaigns, armed with a strong CTA, focus on a narrow audience with the aim of achieving faster conversions and driving short-term results in user acquisition or in-app conversions. These campaigns are evaluated by looking at CPI, CPA, CAC and LTV

For performance campaigns, CAC, and LTV, values will be lower than for branding campaigns.

The Funnel

Taking the example of a fashion ecommerce brand, here are some ways users can be influenced at each stage in the customer journey:

Applift's customer journey funnel: reach, inspire, convert, engage.

The target group becomes increasingly granular in the lower part of the funnel. Granular audiences are part of the bigger target group that an advertiser addresses in the Reach and Inspire stages.

These funnel stages are dynamic and users will move between them on their own. However, when focusing on performance at the expense of branding, the advertiser will not know if the users are “moving” towards their app.

Consider branding activities as a hook. They can attract potential customers to your brand, giving you control over the data for improved targeting. Without branding, there is a lack of control over data in the upper parts of the funnel. While your future customers might be aware of your brand, they may not consider it, resulting in a loss of a potential lead.  

Branding campaigns can also be used to identify and target similar user groups for cross-promotion on an advertiser’s related apps (e.g. casual games).

Branding + Performance

Branding campaigns target users who are at the beginning of their customer journey. User acquisition (UA) and retargeting campaigns aim towards users who are already in the lower part of the sales funnel, i.e the ‘Convert’ and ‘Engage’ stages. Thus, performance activities like UA and retargeting are not very likely to have a high reach for the relevant audience. 

If an app advertiser wants real growth, they need to target the users who are in upper stages of the funnel as well.  UA campaigns have really good results, but their performance can, in time, become stagnant without being complemented by upper funnel activities.

In this regard, branding helps advertisers to influence users to consider their app. Advertisers need to constantly reach new users, inspire them, and move them to the lower stages of the funnel with their brand and app in mind.

How Branding Moves Customers Along Their Mobile Journey

person in gray shirt holding white printer paper

There are several ways in which advertisers can address the entire customer journey; running programmatic campaigns is arguably the easiest. Beyond its ease, embarking on a programmatic ad buying campaign can help advertisers to: 

  • Increase their reach by targeting broader audiences that may have little awareness of their brand/app;
  • Refine their targeting strategies by using improved audience segmentation possibilities offered by DSPs;
  • Reach their audience with relevant creative messaging tailored to the stage of the customer journey users are at;
  • Invest the brand with positive associations (such as “quality” or “trustworthiness”) by focusing on premium inventory and using branding-focused creatives that do not require immediate action (which, in this humble programmatic campaign manager’s opinion, are more beautiful than the the creatives used for UA or retargeting); and 
  • Consolidate display media buying in one place, the DSP.


A customer’s decision to install your app entails more than the short timespan of the lookback window. It is a decision based on multiple touchpoints with your brand over a longer period of time.

Integrating branding in marketing activities does not mean advertisers must stop investing in performance campaigns. On the contrary, branding (which focuses on long-term benefits for your app) complements performance (which focuses on short-term results).

Branding activities fuel the middle part of the customer funnel with a continuous stream of potential customers who can be reached with action-driven messaging. Branding helps advertisers influence users to consider their app. They need to ‘Reach’ new users, ‘Inspire’ them, and move them to the lower stages of the journey, to ‘Convert’ and ‘Engage’ with their app in mind.

Moreover, the better your performance, the more creative you can get with your branding activities. These two strategies have a symbiotic relationship. Both are needed for the full-funnel strategy that will achieve meaningful brand growth.

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Is Location-Based Marketing Still a Lucrative Option for Mobile Marketers? Wed, 10 Jun 2020 09:03:09 +0000 The post Is Location-Based Marketing Still a Lucrative Option for Mobile Marketers? appeared first on Applift.


Advertisers will spend $35.5B on location-based marketing by the end of the year in the US alone, EMarketer predicts. By 2021 it will account for 45% of total ad spend. How can advertisers still leverage it during worldwide lockdowns?

Location-based marketing can deliver personalised creatives reflecting users' real-time location.

Location-based marketing (LBM) has been a hot topic in mobile marketing for years. In fact, this practice dates back to the “pre-smartphone era” when companies sent personalized letters based on the recipient’s postal code. With the global smartphone penetration rate projected to reach 44% in 2020 the targeting capabilities have altered, although the aim to deliver a personalized and valuable message to the customer has remained unchanged.

How to Benefit from Location-Based Targeting

Location data can identify consumers’ movement patterns over time.

Large retailers and hotels were its early adopters, but location-based marketing has lent itself to much broader use cases. The advantage lies in the combination of mobile technology and location data that can identify consumers’ movement patterns over time.

App marketers can personalize products or services to their customers based on their historic traffic patterns or deliver custom-made creatives reflecting users’ real-time whereabouts. According to Verve there a few different tactics to employ, for example:


  • Behavioral targeting – Targeting that is based on behavioral patterns of a user, e.g., yoga studio attendee receives an ad for a yoga app.
  • Radius and geo-targeting – The ad is shown to consumers who are near the given location, e.g., a brand’s app sends a push notification informing local customers about a new store opening.
  • Geofencing – Specific ads are shown to mobile users when in a defined proximity to a store or if they cross a digital boundary, e.g., a recipe app sends a dinner suggestion of a CGP branded product to their users while they visit the grocery store.

Location Data in the Age of Enhanced Privacy Concerns

Keeping personal data private should be at the forefront of targeting strategies

Consumers are now aware more than ever of potential privacy risks. Their concerns are reflected in government legislation (think GDPR and CCPA) and mobile OS developers alike. Android announced its users will be able to grant temporary “one-time” permission to location data by the end of 2020. iPhones already have this option in place. 

Privacy regulations’ aim to keep personal data private should be at the forefront of targeting strategies. In advertising, location data is used to segment users, to target them based on their location, and to determine attribution. One of the most promising solutions is moving data processing to the user’s device (as an integral part of the SDK). Users need to allow access to location data, and only then can that data, in anonymized form, be used for targeting purposes, making it user-friendly and GDPR compliant.

Respect for consumers’ privacy ultimately leads to high-quality data and improved customer engagement. 60% of U.S. mobile users are fine with sharing location data, 79% want to include a geotag when posting on social media, which reveals users are happy to share location data when they receive something valuable in return. A privacy-first mindset can help collect the right type of data and convert them into intelligence. 

As tech and privacy regulations constantly evolve, advertisers should pay close attention to developments in this field and confirm that the mobile advertising platform they use for location-based marketing tactics is privacy compliant and brand-safe.

What’s the Use of LMB During a Worldwide Lockdown?

Does the effect of the novel coronavirus make location-based marketing only valuable for contact-tracing apps? Not at all. While most of the world is effectively spending more time at home, location data allows advertisers to understand their customers’ historical behavior and see how it changes in different locations over time.

For instance, since gyms may be part of the later-phase reopening, a gym chain can inform regular gym-goers to download their fitness app for online classes while gyms are closed; shops and restaurants can let passers-by know they offer delivery and take-away, and so on. 

And it goes beyond branding. When location data is used in the right context, it increases app engagement and retention rates and helps businesses gain a competitive edge with personalized experiences for their customers. 

Location is the key to marketing’s main purpose: getting your message in front of the right people at the right time. Smartphone users who feel in control and perceive value in location sharing will continue to do so, making hyper-local ads a reality.

Did you know? We’re now part of Verve Group with access to location-contextual audiences. If you want to see how location-based marketing can scale your mobile growth, fill in the form below, and let’s schedule a chat!

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A Beginner’s Guide to Mobile Programmatic Advertising Mon, 18 May 2020 08:37:03 +0000 The post A Beginner’s Guide to Mobile Programmatic Advertising appeared first on Applift.


Following the popularity of our Beginner’s Guide to In-app Advertising and Adtech Acronyms, we have assembled the ABC’s of mobile programmatic advertising. It should be useful for those just starting out as well as for those with experience who are looking for a refresher on current trends, techniques, and options.

What is Mobile Programmatic Advertising?

Programmatic advertising is automated technology for media buying. Over the last eight years it moved from buzzword to standard practice for mobile and digital advertising. Previous to its ascendancy, advertisers would manually request proposals (RFPs), negotiate, then insert orders (IOs). Automating the process facilitated enhanced efficiency, speed, pricing, and accuracy – allowing advertisers to target their campaigns with much more proficiency.

Unlike traditional models, programmatic advertising utilizes data and insights to process ads nigh-on guaranteed to hit the right audience at the right time.

Mobile programmatic advertising uses Demand Side Platforms (DSPs) which utilize data sets to identify ideal users then auction-off ad inventory, one impression at a time. A DSP does not have ad inventory of its own. Instead, it acts like an air traffic controller, navigating a complex process based on previously collected data, campaign settings, and predictions for future behaviour.

On the other side of the equation are Supply Side Platforms (SSPs). While DSPs are used by advertisers to buy impressions, SSPs allow publishers to sell their impressions. By granting publishers direct access to app developers, SSPs allow publishers to maximise their fill rate and ad earnings. 

Both DSPs and SSPs connect to Ad Exchanges – digital, neutral marketplaces where the buying and selling takes place.

Together, these technologies allow for the purchasing of  impressions at campaign-specific prices based on available information about target audiences. By doing so, it reduces waste by breaking through the clutter of non-relevant ads.

The enhanced targeting potential is especially useful for advertising on mobile apps. Because apps are largely single-purpose, advertisers relying on traditional methods would have less information about the user. Solely advertising other games on a mobile game fails to capitalise on opportunities to target them based on other pertinent user data, such as geolocation data. Mobile programmatic advertising ties ads into larger networks that provide more holistic insights into that individual’s data profile, increasing the likelihood that the ad will strike home.

For evidence of mobile programmatic advertising’s popularity, we can look to the increased mobile in-app budgets. In major markets such as the US and China, they have regularly doubled year-on-year.

There are three primary methods of programmatic ad buying, each has its own advantages:

Open Marketplace / Open Auction

The Open Marketplace is an ecosystem for ad buying and selling that is effectively open for anyone to engage in real-time bidding (RTB). It is a common beginner’s mistake to assume that RTB is synonymous with programmatic ad buying, whereas RTB is actually a widely used technology. RTB networks, including the Open Marketplace are, however, the most popular ecosystem containing DSPs and SSPs.

The Open Marketplace is like an auction or stock exchange. It is a public, digital space wherein advertisers place bids on each impression and the winning bidder gets their ad published.

Private Marketplace (PMP)

Private marketplaces offer a greater degree of exclusivity, and therefore (usually) quality than open auction. Private marketplaces are invite-only digital auctions where select ad packages are put aside for high-caliber bidders to bid on. 

It has been common practice for premium ad inventory, higher quality in-app ad placement, that did not sell in private marketplaces to then be made available via the Open Marketplace. Though in the last couple of years, the rise of header bidding has begun to reshape this status quo. 

PMPs provide a closer working relationship between publishers and advertisers than open auctions. This gives publishers reassurance and transparency to track and control inventory and provides advertisers with control over where their ads are shown – increasing brand safety. They are a middle ground between open marketplaces and direct deals.

Programmatic Direct

Not all programmatic ad space is traded via auction. Brands with a strong focus on safety and reputation-control may choose to opt for Programmatic Direct. They can negotiate deals with sellers up-front on all impressions as a fixed CPM.

This process is the most similar to the traditional mobile advertising model. However, by removing the need for IOs, it still improves efficiency by eliminating manual intervention in the buying process.


Programmatic ad buying fills the vacuum left by traditional models between user and advertiser. It lets marketers manage campaigns across multiple devices and channels via a single dashboard while delivering ads across thousands of publishers. In a world where mobile is king, programmatic ad buying is a crucial component of the modern advertising strategy.

If you’re looking to explore mobile programmatic advertising more deeply, download our free whitepaper or get in touch with our sales team below to get started!

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Mobile Growth in Times Of Crisis Mon, 11 May 2020 12:36:35 +0000 The post Mobile Growth in Times Of Crisis appeared first on Applift.


This article first appeared on Gummicube’s blog.


Despite the challenges that arise during unprecedented crises, there are still ways to adapt and reasons to be optimistic. Here are some tips on how to be prepared.

The current coronavirus crisis has had a wide-reaching impact across the entire globe – medical, economic, social – and it’s difficult to predict the damaging effects it will have in the months and years to come. There is a pronounced split in how marketers expect this crisis to affect budgets, as some brands are closing down, while others are meeting or even surpassing profit expectations.

The pivot towards increased online activity means that the changing circumstances bring with them new opportunities, and it is important for brands to adapt quickly, sensitively, and sensibly if they are to continue to thrive in this difficult period. Here are three key aspects to consider.



Now that the majority of countries have implemented some form of lockdown protocol, it is unsurprising that people are spending more time on their mobile devices. Statistics from February show a 30% increase in China, which was already in the midst of lockdown proceedings, as well as rises in countries that were beginning to take similar preventative steps, such as Japan, Italy and France.

With this in mind, it is important to scale user acquisition campaigns in ways that are most conducive to the current state of the market. This can include adapting tone and message, i.e. being wary of tough economic conditions and offering positive and reassuring content. Consumers do not expect companies to stop advertising, but evidence of responsibility and good brand values are becoming increasingly important, as shown by the positive reactions to Ikea and Nike’s recent ads.

If cutbacks need to be made, it is important to refocus attention in ways that most visibly benefit your brand. For example, stepping up efforts to produce contextualised content and social media engagement are two things that demonstrate a commitment to users without the need for extensive behind-the-scenes work. This also helps to increase exposure and product reputability, as well as garnering ever-useful customer feedback.


The Importance of Continued Investment

The increased traffic on mobile apps demonstrates that consumers do not drastically change their app habits during a time of crisis. What is most important is following trends of user growth in order to be able to tailor campaigns according to the changes that do occur. User growth can be studied directly or through the examination of ad spending trends.

While gaming remains the dominant area of mobile app usage in this current crisis, there have been increases in sectors such as Education, Health & Lifestyle and Shopping. Spending on ads may be down overall, but that does not mean investment should be halted. Rather, it is important to focus spending on where there is growth, and avoid sectors that are showing decline (such as Travel and Weather).

Research from Kantar Media predicts that companies that severely reduce ad spending will find it much more difficult to rebound once the crisis is over, something that is supported by data from BrandZ that examined the recovery of companies after the 2008/09 financial crash. In this scenario, brands that continued to invest recovered nine times faster than those which didn’t.


Best Practices

It is important to have clear ad campaign goals at all times, but it is equally important to be versatile when it comes to changing environmental factors. This holds true for the current situation, but can be easily applied to any and all future obstacles. With this in mind, it is vital to stick to a holistic growth strategy.

One key strategy is app store optimization. Achieving a high ranking in app store search results is the best way to encourage user acquisition; 75% of organic downloads are from apps ranked in the top 5. Investing in paid campaigns on Apple Search Ads and Google UAC is an effective way to get your app in front of the right audiences at the right time. Through these campaigns, and with the right match between targeting and users’ search intent, your app can appear in the App Store or Play Store search results, thereby increasing rankings and user acquisition.

User acquisition is often seen as the key focus of app advertising. However, it is not something that should be considered in isolation. An oversaturated app market means that simply attracting users is not enough, it is important to begin the engagement process straight away in order to retain users and increase the likelihood of keeping them. This includes personalised in-app suggestions, rewards and retargeting, all of which combine to greatly optimise app retention. Creating a holistic, data-centric view of the consumer is vital when it comes to personalising engagement, as well as learning and improving.

Crises do not necessarily disrupt the activity of consumers in negative ways, but instead cause them to alter their habits in specific ways. The same should be true of brands’ advertising strategies. It is important not to overreact to changes, but to be flexible in adapting your current practices into the best possible campaigns for the given circumstance. Pivoting in times of crisis is a vital skill for any business and, as the current situation is demonstrating, being prepared can be the difference between success and failure.

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Applift’s Compendium of Adtech Abbreviation Fri, 24 Apr 2020 07:42:39 +0000 The post Applift’s Compendium of Adtech Abbreviation appeared first on Applift.


We know that there can be a lot of technical jargon in the world of adtech. Learning to distinguish between CPA, CPI and CPS could be vital to ensuring you implement the ideal advertising strategy. 

As a guide for beginners (as well as a helpful reminder for seasoned marketers), we have compiled all of the need-to-know terms, metrics, and stakeholder acronyms in an adtech glossary to position you in the best position moving forward.


Crucial Adtech Acronyms

API: (Application Programming Interface) – The functions and procedures by which a software system or component defines how other software can communicate with it. Without it, Slack could not notify you of upcoming meetings and Facebook’s share button would not exist outside of Facebook. Not to be mistaken with SDK.       

ASO: (App Store Optimization) – The process of increasing an app’s visibility and ranking within an app store in order to maximise downloads.          

CTA: (Call to Action) – The button users press in order to perform a desirable action such as an install, download, or purchase, e.g. “click here”, “subscribe”, “buy now”.

DMP: (Data Management Platform) – A platform where companies can identify audience segments, targeting, and ad campaigns.     

DSP: (Demand Side Platform) – A system that allows advertisers to programmatically manage multiple ad and data exchange accounts through a single interface.  

GAID: (Google Android Unique Identifier) Google/Android’s unique (but user-resettable) string identifier which allows ad networks and other apps to anonymously identify users. 

IAP: (In-App Purchases) – The purchases a user makes inside of an app’s interface, e.g. purchasing an uber ride, a Netflix subscription, or a new character in a mobile game.

IDFA: (Identifier for Advertisers) – Apple’s unique but user-resettable string identifier which allows ad networks and other apps to anonymously identify users.

KPI: (Key Performance Indicator / Performance Indicator) – A form of performance measurement used to evaluate the success of a campaign. Businesses select their own KPI/s depending on their ultimate campaign goals. As such, KPIs differ greatly from business to business, but for mobile advertising campaigns, some of the most popular include CPA, CPI, and CPV.  

RTB: (Real Time Bidding) – The way in which advertising inventory is bought and sold via a programmatic instantaneous auction on a per-impression basis. Not to be mistaken with programmatic advertising (learn the difference).

SDK: (Software Development Kit) – A package of software tools, programs, and code which developers can add to their app to aid in the measurement of analytics and advertising data.

SSP: (Supply Side Platform) – A technology platform which enables web publishers and digital out-of-home media owners to manage their advertising inventory and offer it to the advertisers.

TL: (Tracking Link) – A normal URL with tags (parameters) appended to the end, allowing for the tracking of visitors. It is used to measure the effectiveness of marketing campaigns, channels, and activities.

VTA: (View-through Attribution) The way in which advertisers attribute installs or actions to impression-based mobile advertising campaigns. Also known as ‘impression tracking’.


Adtech Metrics

ARPU: (Average Revenue per User / Average Revenue per Unit) – A metric used to measure the factors which contribute to overall revenue – helping companies analyze their growth patterns and compare performance with competitors.   [Total Revenue ÷ Number of Users]

ARPPU: (Average Revenue per Paying User) – The average amount of money generated from a paying customer.   [Monthly Recurring Revenue ÷ Active Paying Customers]

ARPDAU: (Average Revenue per Daily Active User) –  A measure of how much money every regular user generates daily. The revenue earned can be from ads, in-app purchases, subscriptions, or any other monetization model used by the app.   [Revenue earned in 24 hours ÷ Number of active users in the same time]

CPA: (Cost per Action / Cost per Acquisition) – An ad KPI and pricing model that accounts for the price an advertiser pays only after a specific action (such as registration or payment) has been performed in the installed app.   [Cost to the Advertiser ÷ Number of Actions, Campaign Conversions] (Learn more)

eCPA: (effective Cost per Action) – An ad KPI and pricing calculation that measures the cost it takes to get a new user to perform an action. The main difference between CPA and eCPA is the data used to calculate it: eCPA is a way of calculating CPA for campaigns that did not use CPA as the buying method. In other words, eCPA is a calculation that reveals what CPA would have been if actions had been bought instead of views, installs, etc.   [Total Ad Spend ÷ Total Number of Actions Taken]

CPC: (Cost per Click) – An ad KPI and pricing model that accounts for the price an advertiser pays for each click on an ad  [Cost to the Advertiser ÷ Number of Clicks]

CPI: (Cost per Install) – An ad KPI and pricing model that accounts for the price an advertiser pays only if an ad click results in an app install.   [Cost to the Advertiser ÷ Number of Installs (directly resulting from the ad campaign)]

eCPI: (effective Cost per Install) – An ad KPI and pricing model that measures the cost it takes to acquire a new install. Unlike CPI, eCPI factors in organic and viral installs.   [Total Ad Spend ÷ Total Number of Installs]

CPL: (Cost per Lead) – An ad KPI and pricing model that accounts for the price an advertiser pays for a relevant lead resulting from an ad campaign.   [Cost to the Advertiser ÷ Number of Campaign Leads]

CPM: (Cost per Mille) – An ad KPI and pricing model that accounts for the price an advertiser pays for one thousand views of an ad.   [Cost to the Advertiser ÷ Number of Campaign Impressions × 1000]

eCPM: (effective Cost per Mille) – An ad KPI and pricing calculation that measures the ad revenue generated per 1000 ad impressions. The main difference between CPM and eCPM is the data used to calculate it: eCPM is a way of calculating CPM for campaigns that did not use CPM as the buying method. In other words, eCPM is a calculation that reveals what CPM would have been if impressions had been bought instead of actions, installs, etc.   [Total Earnings from an Ad ÷ Total Impressions × 1000]

CPO: (Cost per Order / Cost per Purchase) – An ad KPI and pricing model that accounts for the price an advertiser pays for a successful order resulting from an ad campaign.   [Cost to the Advertiser ÷ Number of Campaign Orders]

CPS: (Cost per Subscription) – CPA specific for subscription services, where the action is defined as subscription of a user.   [Cost to the Advertiser ÷ Number of Campaign Subscriptions]

CPR: (Cost per Registration) – An ad KPI and pricing model that measures success based on the generation of new registrations.   [Cost to the Advertiser ÷ Number of Resulting Registrations]

CPV: (Cost per View / Cost per Visit) – Ad KPI and pricing model that accounts for the price an advertiser pays for interaction with the ad (e.g. click, play, expand). Particularly useful for campaigns utilising playable ads.   [Cost to the Advertiser ÷ Number of Campaign Views]

CR / CCR (Churn Rate / Customer Churn Rate) – The percentage of users whose business is lost (measured via inactivity or unsubscribes) during a given time period (i.e. the rate of attrition). The inverse of Retention Rate.   [Number of Lost Customers ÷ Total Number of Customers]

CR / CVR: (Conversion Rate) – The percentage of users who take a desired action after being exposed to an ad.   [Positive Conversions ÷ Clicks Received × 100]

CTIT: (Click to Install Time) – A type of distribution modelling used to analyze the ‘lag’ interval time-period between a click and its corresponding install. Useful for fraud detection.   [Installation Time – Ad Click Time]

CTR: (Click Through Rate) – The ratio of users who click on an advertised link to the users who view the page or app that has published the link.   [Total Ad Clicks ÷ Total Ad Impressions]

DAU: (Daily Active Users) – The number of users that interact with an app over the course of 24 hours.   [Sum Total of Unique Viewers on a Given Day]

FTD: (First Time Deposit Conversion) – An acquisition model that is commonly used in the online gambling industry in order to measure conversion rates.   [Total Number of Unique Visitors ÷ Number of First Time Deposits]

K: (K-Factor) – A calculation for measuring the growth rate and virality of websites and apps. It can be simplified as invitations multiplied by conversions.   [Number of Invites Sent per Customer × Percentage of Conversions per Invite]   

LTV / CLV: (Lifetime Value / Customer Lifetime Value) – The predicted net profit attributed to the entire future relationship with a single customer. There are multiple ways to calculate LTV, but simply put, it is customer value multiplied by average customer lifespan.   [ARPU x (1 ÷ Churn Rate)] (Learn more)

MAU: (Monthly Active Users) – The number of users that interact with an app over the course of a given month.   [Sum Total of Unique Viewers on a Given Month]

RR: (Retention Rate) – The percentage of users who continue using an app over a given time period. The inverse of Churn Rate / Rate of Attrition.   [See here for calculation models]

ROAS: (Return on Ad Spend) – A metric used to calculate the efficacy of an advertising campaign. It is the amount of revenue a company receives for every dollar spent on an advertising source.   [Revenue ÷ Cost]

ROI: (Return on Investment) – The ratio of net profit to cost of investment; in other words, the pay-off for ad spend in user acquisition profits.   [(Total Ad Revenue – Total Ad Campaign Cost) ÷ Total Ad Campaign Cost]



ADN: (Ad Network) – A brokerage platform that connects publishers with advertisers.          

AFN: (Affiliate Network) – An intermediary between publishers and merchant affiliate programs. Affiliate networks often manage tracking, reporting, and payment on behalf of affiliates. 

DSP: (Demand Side Platform) – A technology platform that advertisers use to automate the buying of ad space and the monitoring of campaigns.    

MB: (Media Buyer) – An individual or team responsible for the placements and price negotiation of advertisements.      

MMA: (Mobile Marketing Association) – An industry group that seeks to advance mobile marketing practices and technologies on a global level.   

MMP: (Mobile Measurement Partner / Attribution Partner) – A platform that provides deeper insights into mobile performance metrics through the collection, organization and standardization of app data.

MP: (Media Partner) A media outlet or publisher connected to apps with advertising inventory.

PMP: (Private Marketplace) – An invite-only real-time marketplace where high-calibur publishers can offer their inventories to a select collection of reputable advertisers.

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How App Store Optimization Can Help Apps Break Into New Territories Thu, 23 Apr 2020 07:28:20 +0000 App Store Optimization requires distinct strategies in each region an app is available in. With Apple bringing 20 new territories to the App Store, developers and marketers are presented with an opportunity to break into new markets with fresh users. Continue Reading

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App Store Optimization requires distinct strategies in each region an app is available in. With Apple bringing 20 new territories to the App Store, developers and marketers are presented with an opportunity to break into new markets with fresh users. If they want to succeed, they’ll need to adapt their app marketing and App Store Optimization to the new territories. This includes identifying the best keywords for their apps, localizing for the region and researching conversion trends.


Keyword Trends & Search Volume

Understanding keywords and their associated search volume are essential for optimizing an app. Developers should target keywords with high relevance to their apps as well as with high search volume in order to reach a large number of interested users.

It’s important to note that keyword trends will vary by territory, even if the territories use the same language. Users in different regions may describe a product, service or feature differently, which will be reflected in keyword volume. For instance, users in the US searching for a casino app may want to find “Slot Machines,” while users in the UK would search for “Fruit Machines” and users in Australia would look for “Pokies.” The intended app is the same, but the terminology is different. This means that the keyword search volume for “Fruit Machines” is significantly higher in the UK than in the US or Australia, so each localized version would use different keywords.

Even if the same keyword is used across different territories, they may not be searched as often. As the new territories launch, developers will want to pay close attention to the search volume for their core keywords in each region.

Knowing keyword trends and search volumes for each territory an app is available in will help developers build a more catered and optimized keyword strategy. This can also help developers identify which territories make the most sense to expand into. Using the right keywords for those territories will directly influence your rankings in the App Store and Play Store in these areas.


Localization, Not Translation

Localization is a requirement when expanding an app into a new territory. This is different from translation. While translation is the exact meaning of a word in different languages, localization goes a step further and takes into account any cultural influences or variations, then applying it towards its target audience.

Direct translations often don’t carry the same context, nor do they reflect the same search intentions of users from different regions in the App Store or Google Play Store. Understanding the local terminology will help developers determine which terms to incorporate into their marketing strategy. Localization means taking the keywords and other app page content and adjusting it for regional styles, terminology, tastes and more. Simply running keywords through a translation service will not provide the same contextual nuance.

By properly localizing an app, developers can make it appear more welcoming to potential users. This can help increase the overall conversion rate as more users find the app relevant to their needs.


Conversion Trends

Creative elements such as the icon and screenshots also play a critical role in how well an app listing converts users. While these should showcase the most important elements and value propositions for the app, which ones convert users best will vary by territory and audience.

For example, screenshots for apps in the US may convert well with moderately basic layouts that focus on one core image. For Asian territories, the same apps typically use complex, colorful screenshots that feature more crowded imagery. For instance, Idle Heroes in the US uses screenshots that highlight single characters at a time. The Japanese version, on the other hand, uses multiple characters per screenshot. Each creative set performs better in its territory than its counterpart would.

Gummicube Conversion Trends  App Store Optimization


These different user preferences can result in the same creatives performing significantly differently based on where they’re deployed, even if the text on each screenshot is fully localized.

Value propositions will also differ across territories. Users in certain regions may find more value in one feature than another, or terms used to describe them may have different connotations. This is part of localization, so developers should research their markets carefully. A/B testing can also be used to test variants of the screenshots and value propositions. This will help developers determine what users respond to best in each region, so they can focus on what works.



While apps may be used worldwide, the best marketing techniques are less universal. It’s important to adjust app marketing strategies to each region, which includes researching keywords, localizing metadata and designing creatives based on what users in the specific territory respond best to. Developers looking to launch in new territories should do their research and preparation for App Store Optimization in order to gain installs and succeed wherever they may go.

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