Apple Ads, Meta, TikTok, and other paid user acquisition channels, plus the measurement stack behind them: CPI, SKAdNetwork, AdAttributionKit, ATT, MMPs, and deep links.
13 guides
Structure Apple Ads (formerly Apple Search Ads) for control and scale: brand, category, competitor, and discovery campaigns, match types, and negatives.
How to bid and budget in Apple Ads: setting cost-per-tap bids from target CPA, adjusting by keyword performance, impression share, and scaling profitably.
Run Meta app install campaigns on Facebook and Instagram: objectives, Advantage+ app campaigns, optimization events, iOS measurement, creative, and scaling.
Run TikTok app install campaigns: App Promotion objective, Smart+ automation, optimization goals, Spark Ads, creative refresh, and iOS attribution.
Build a creative strategy for app install ads: concepts vs variations, hooks, formats, testing frameworks, fatigue, and aligning ads with store pages.
What cost per install means, how to calculate CPI and effective CPI, what drives it by platform and country, and how to lower it without losing user quality.
How SKAdNetwork and AdAttributionKit work: postbacks, conversion values, windows, privacy thresholds, schema design, and how to make decisions with iOS data.
How the App Tracking Transparency prompt works, when you need it, Apple's rules for pre-prompts, how to improve opt-in rates, and how to measure without it.
What mobile measurement partners do, how AppsFlyer, Adjust, Branch, Singular, and Kochava differ by strength, and a framework to choose the right MMP.
How deep links work on iOS and Android: Universal Links, App Links, deferred deep links, Firebase Dynamic Links replacements, use cases, and testing.
Learn how to balance paid and organic user acquisition by growth stage, how paid spend accelerates organic ranking signals, and how to avoid over-reliance on paid channels.
Learn Google App Campaigns best practices for higher ROAS, including creative asset requirements, tCPA and tROAS bidding, audience signals, and aligning paid UA with ASO.
Understand how Apple Search Ads and organic ASO interact, including how paid impressions feed organic ranking signals, budget allocation, and keyword overlap strategy.