Promoting your app
The app is your product, not someone else's offer
Training
Free
You promote your own app: installs and in-app events are counted in your MMP and the store. This is not arbitrage on someone else's CPI offer. The goal is user LTV above acquisition cost. Start with one geo, one key event (sign-up, trial, purchase) and a shopfront that does not lie about features.
ASO: the App Store and Google Play shopfront
Training
Free
ASO is search and conversion inside the store. Title and subtitle hold 2–3 relevant queries without spam. Screenshots show the main flow in three seconds. Preview video is real UI, not stock. Localize separately for top geos. Refresh the shopfront after A/B on screenshots, not once a year.
Reviews and rating
Training
Free
Below 4.2 in a niche often cuts organic reach and trust in paid ads. Ask for a rating in-app after a success, not on the first screen. Reply to negatives in support and log the bug. Paid five-star farms and fake reviews risk a store ban.
Apple Search Ads
Training
Free
Apple Search Ads show the app on App Store queries. Start: Search Match off, 10–20 exact keywords from ASO, small daily cap. Watch TTR and install cost. The shopfront creative must match the ad promise.
Google App campaigns (UAC)
Training
Free
Universal App Campaigns in Google Ads run installs and in-app events on your creatives and copy. One campaign — one goal (install or event). Raise budget when CPA hits target three days in a row. 15–30s video: first 3 seconds — problem, then the solution in the app.
Meta and TikTok for installs
Training
Free
Meta App Promotion and TikTok App Promotion go to the store or a deferred deep link. UGC and screen recordings are often cheaper than a studio ad. Post-install events go to the MMP, otherwise optimization is blind. On iOS, plan for ATT — part of attribution moves to modeled conversions.
MMP and the event ladder
Training
Free
Adjust, AppsFlyer or similar link click, install and events. Ladder: install → sign-up → trial → purchase. Optimize ad networks for the event that already reaches at least 30–50 times a week. Do not rename events backwards on old traffic.
Influencers and seeding
Training
Free
Give the influencer a brief: 15–30s, one in-app flow, ad label, link in bio or spark ads. Pay: flat fee per video + bonus per install on the tag if agreed. Video and likeness rights go in the contract before filming.
In-app partner program
Training
Free
Creatives: three hypotheses
Training
Free
Test three different opening frames on one optimization event. Scale the winner; do not fix losers with budget. Screen recording + captions often beat polished video in utility niches. Localize voice and on-screen text for the geo, not translation only.
Web-to-app and onboarding
Training
Free
The landing explains value; the button goes to the store or a smart banner. After install — short onboarding to the key event. If 60% drop on step 2, do not double ads — fix the screen. Deep link opens the right section, not only home.
First-month budget
Training
Free
Typical test split: 40% ASA/UAC, 30% Meta/TikTok, 20% influencers, 10% partners — or one channel if the budget is small. Fix the daily cap before launch. Stop if event CPA > 30% of 7-day LTV. Do not mix brand search and installs in one report without labels.
Report: CPI, CPA, D7
Training
Free
Weekly: CPI per channel, target event CPA, D1/D7 retention, trial→pay share. Compare channels in one currency and one attribution window. Scale decisions use D7 revenue or a proxy event, not installs alone.
Store and ad compliance
Training
Free
Forbidden promises, medical claims and third-party trademarks fail App Store, Google and Meta review. Privacy policy and age rating match the product. Moderation disputes are fixed by shopfront and creative edits, not new promises.
Scale after the first bundle
Training
Free
Open a second geo when the first gives stable CPA and clear onboarding. A new channel is a separate test on the same event. Localize the winning creative, do not reshoot from zero in every country. Add partners and influencers after paid channels already count.
iOS and creatives
Retention and price
Operations
Scale