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💎 AdServices is pretty granular
The payload when a user is coming from one of your ASA campaigns is pretty granular: you can get keyword-level data and you can get retention as well as other post-install metrics.
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💎 Recommended campaign structure
Thomas still likes to have ad groups (regardless of how they group keywords - meaning, LTV, etc.) “duplicated” so that he ends up with 3 ad groups targeting New Users LAT Off, Returning Users LAT off and All Users. It’s a more complex structure (and there is some audience overlap), but the
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💎 ASA attribution doesn't depend on IDFA
Apple Search Ads’ AdServices attribution doesn’t depend on the IDFA but more importantly doesn’t depend on the ATT consent status, which means ASA needs to be handled slightly differently than other UA channels.
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⛏️ 💎 Mining Best-in-class Mobile Growth Insights @ GrowthGems.co / Product Growth & Mobile Marketing @ Babbel Love learning and getting better at it. Stay savvy!
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Rules For Great Metrics
- Use retention as a way to assess your market-product fit, as it tells you how valuable the customers find your product after they stop using it.
- Understand the steps your customers have to take to get to your product, and if you can eliminate extra steps.
- Focus on key data...
6. Ubersuggest: Keyword Tracking Tool
- Ubersuggest, developed by Neil Patel, is a free keyword finder tool that helps you identify keywords and also the search intent behind them by showing the top ranking SERPs.
- From short to long-tail phrases, you can f...
The tyranny of metrics
One criticism of metrics is the obsession with numbers leaves no space for qualitative assessment.
Numbers present a deceptive quality of objectivity. We tend to think of data as representing objective truth, but it does not always deserve the authority we give it.
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