Revisiting the Fundamentals of App Marketing Post IDFA - Deepstash

You need to fuel your cohorts so you can work on improving retention. You want a minimum of new users every day so you can know if the latest release you ship is better than the previous one. If you don’t have a strong organic foundation, then paid UA is probably required.

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Be careful about the biases that your early adopters can bring (if you have a strong organic baseline) because their behavior is not necessarily representative of the mainstream audience. This can make running paid UA healthy: to prove your hypotheses and optimize the product towards the mainstream audience.

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Customizing too much the combination of events you’re optimizing for on Facebook can also prevent its algorithm from optimizing correctly, because the comparison with the data that it has from all the other apps becomes less relevant.

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