Mapendo | Blog

User Acquisition Campaigns For Mobile Apps: Strategies, KPIs and Optimization

App developers have replaced brand marketing activities with OTT (over-the-top) advertising campaigns, especially user acquisition campaigns. But why are they gaining so much popularity? Find out in this article!

Giulia Bergamaschi

June 14, 2024

The Ultimate Guide To New Trending KPIs: How ROAS and CPA Have Been Replacing CPI In Mobile User Acquisition Campaigns

Over the past year, app developers have started prioritizing other key performance indicators (KPIs) with respect to the ones that were trending before. Click here if you want to find out why CPI has lost its appeal and how to leverage ROAS and CPA to improve your campaign and keep track of its performance!

Giulia Bergamaschi

June 7, 2024

eCPI: Key Differences Between Gaming And Non-Gaming Apps

eCPI is a marketing metric standing for ‘effective cost per install’. It significantly differs between gaming and non-gaming apps due to several factors influencing user acquisition strategies and market dynamics. Find out the main differences by clicking here!

Giulia Bergamaschi

June 6, 2024

Adieu CPI, Welcome ROAS

Cost per Install has been the basic pricing model for App campaigns in the last years. But there is something new that we are using together with some of our best clients. We are talking about ROAS, a marketing metric that adapts very well to the world of mobile user acquisition.

Lorenzo Viscanti

June 3, 2024

In-App Ads: How To Optimize Your User Acquisition Campaign

As mobile app usage keeps increasing, in-app advertising has become a crucial strategy for companies looking to reach and engage their target audiences effectively.‍ Find out more in this article!

Giulia Bergamaschi

May 30, 2024

How To Optimize Your CPI Campaign Towards In-App Events

App developers' purpose is to obtain high-quality users who can increase their ROAS and make their campaign successful. That’s why your CPI campaign requires optimization towards in-app events, which will encourage users to carry out actions inside the app.

Giulia Bergamaschi

May 27, 2024