PAD team Insights
Mobile app marketing insights
Practical guides from PAD team on user acquisition, paid channels, creative testing, attribution, and scaling mobile apps.
Mobile app user acquisition: a practical guide
How to prepare measurement, choose channels, and launch mobile app user acquisition without chasing cheap installs.
Unit economicsMobile app marketing budget: how to calculate and allocate it
How to connect an app marketing budget to CPA, LTV, and data volume, then split spending between testing, scaling, and creative production.
Paid channelsMobile app marketing channels: a comparison without a universal winner
A comparison of Apple Ads, Google App campaigns, Meta Ads, and TikTok Ads by user intent, creative needs, data, and product fit.
Creative strategyCreative testing for mobile app ads: a system instead of a lottery
How to form hypotheses, compare mobile app ad creative, and make decisions across the funnel instead of relying on CTR alone.
FunnelsWeb-to-app funnels for subscription apps: when the model pays off
How a web-to-app funnel works, when it helps a subscription app, and which metrics to validate before scaling.
MeasurementiOS ad attribution after ATT: what you can actually measure
How to measure iOS advertising with ATT, AdAttributionKit, ad platform reporting, and reliable in-product events.
Health appsHealth app marketing: trust, evidence, and advertising limits
How to market a health app without unsafe promises, using evidence, responsible data practices, policy checks, and credible creative.
AI appsHow to market an AI app when “AI-powered” is no longer enough
How to position an AI app around a clear job, demonstrate the outcome in ads, and retain users after the initial novelty fades.
ManagementHow to choose a mobile app marketing agency
Questions to ask an app marketing agency and how to evaluate its case studies, fees, reporting, ownership, and first-month plan.
ScalingHow to scale a subscription app into new countries
How to choose a market, localize the offer, and validate subscription economics before scaling an app internationally.