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by danpalmer
1065 days ago
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To take this even further, the install isn't what matters either, it's the user buying an in-app purchase, or it's the user still being subscribed 1 year later, or it's the user buying high margin merchandise after 3 years as a loyal customer... Every part is a step in the funnel, and every step down the funnel is harder and slower to analyse. Ad marketplaces only have the data of the very first step most of the time. Doing this analysis is The Job. That's all of what marketing (particularly digital marketing/PPC) is, and being good at this and building the loop is the difference between buying clicks from people who aren't actually that interested, and buying clicks from people who will pay for a product. |
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