App Metrics

Spending money on UA is just like any other capital allocation decision in their business for founders, CFOs or UA managers. Having a framework using a monthly return metric for ROI on ad spend across multiple channels/games enables decision makers to more easily compare competing opportunities side by side and make better informed choices.

User acquisition (UA) costs are down, available inventory is up, and the competition for new users is fierce. That’s the state of affairs in today’s app market. Consequently, every app marketer is looking for the secret formula that makes their app stand out from the crowd, especially as research suggests paid UA is on the rise thanks to a confluence of events that conspired to drive down organic installs.