App user acquisition built for in-app revenue, not vanity installs.

Roughly $20,000/month in paid spend for meaningful programme work. Below that, SKAdNetwork data sparsity makes cohort optimisation noisy, and the fixed costs of MMP subscriptions and creative production eat too much of the ROI. Smaller apps benefit more from ASO investment and organic-first growth strategies until paid spend can scale.

AppsFlyer is the broadest in network integrations and the default for most non-gaming app UA programmes. Adjust has historically been stronger in gaming and pricing-flexible at scale. Branch is strongest for deferred deep linking and web-to-app attribution flows. Selection depends on category, spend volume, and integration requirements. We're agnostic across all three.

Yes — Apple Search Ads benefits from iOS 14.5 changes because it's first-party Apple data and isn't subject to ATT opt-in requirements. ASA Brand Defence has near-universal positive ROI for any app spending meaningful budget. ASA Advanced category targeting often delivers the strongest paid channel for non-gaming apps post-iOS 14.

Cohort-level revenue tracking via the MMP, combined with SKAdNetwork postback aggregation, geo-holdout testing for true incrementality, and longer measurement windows (D30-D90) to allow LTV signal to surface. We don't pretend deterministic ROAS exists when it doesn't — we use the measurement tools appropriate to the privacy environment.

Category-dependent. TikTok app campaigns deliver strong CPI for gaming, social, dating, and content-first apps. Snap is narrower in category fit. Both require category-appropriate creative (UGC, vertical video, sound-on) that doesn't translate from Meta or Google playbooks. We test category fit before scaling investment.

ASO is foundational — paid installs convert at 2-3× higher rate on optimised store listings than unoptimised ones. ASO improvements compound across both paid and organic. For most app programmes, the first 60 days of engagement focus heavily on ASO before scaling paid investment. Running paid against an unoptimised listing wastes budget that better store assets would convert.

Yes — Privacy Manifests now require SDKs to declare what data they collect, including MMP and ad network SDKs. Required Reason APIs need declared use cases. Most major MMPs have updated compliance documentation, but apps must verify their SDK stack is compliant. We track Privacy Manifest requirements as part of every engagement to prevent App Store Review rejections.