Hawley Shpiro, a respected figure in the mobile app industry, brings a wealth of experience and a deep passion for the dynamic role of apps in integrated media strategies after a decade with Skai and Unity. With her extensive industry knowledge and strategic approach to sales, Hawley is well-equipped to contribute to MobileAction’s ongoing growth and success.

Let’s hear from Hawley herself why she joined Team MobileAction:

Could you tell us about yourself a bit?

I am an American Israeli, born and raised in California. I moved to Tel Aviv in 2009, where I began my career in app marketing, drawn by Israel’s prominence as a startup nation and a tech hub. I’ve always loved this industry for its dynamism and the opportunity to work with some of the brightest minds across leading app marketing brands and agencies. Having been in sales for 15 years, I have a deep passion for my work, the clients I serve, the companies I’ve represented, and the teams I’ve been part of. Over the last decade, I worked with two notable Apple Search Ads CMPs — Skai for nine years and Luna from Unity for one year. I was involved in the Adquant acquisition by Kenshoo (now Skai) in 2014, leading global sales and later taking on various regional roles within Skai. In 2018, I relocated back to the U.S. to build the apps revenue business for Skai in the Americas, where I lead Sales and established a strong partnership with Apple Search Ads team when the CMP program launched. My roles have spanned across sales and leadership, including AMER and EMEA sales strategist and building Skai’s apps business unit in the Americas from scratch. I wouldn’t change my job for anything. I have a true passion for software sales and the app ecosystem.

Why did you choose to join MobileAction?

MobileAction has been a familiar face for me, since being in the industry for a long time and I’ve always maintained a friendly relationship with its leadership through industry conferences.

I’ve always held the principle of representing companies whose products and visions resonate with me. And as soon as I lose faith in something, I can no longer sell. Realizing that my professional path at previous companies was diverging from my career goals, I decided it was time for a change.

I believe that timing is everything in life, it was the perfect time to make the next move for me. And the opportunity at MobileAction came at a perfect moment.

The first thing I asked about was the product. I was blown away with MobileAction’s Apple Search Ads platform as well as the data and market intelligence tools. I had never seen such an impressive platform with this level of advanced capabilities given that this would be my third Apple Search Ads CMP experience.

My discussions with the board confirmed our alignment in goals and vision for the future and that’s when I knew it was there I wanted to be.

Are there any market trends that catch your attention these days? How do UA managers in mobile space behave?

The evolution of consumer behavior, with a significant shift towards mobile app usage in the last five years, particularly post-COVID, is striking. This increase spans across various industries like gaming, delivery, retail, finance, and streaming. UA managers are increasingly focusing on optimizing key performance indicators like Return on Ad Spend (ROAS) and are prioritizing lifetime value (LTV). They are among the most savvy in the industry, adept at leveraging data to understand app trends and consumer behavior, ensuring their strategies are data-driven and targeted.

One of the biggest stories over the last few years in the app world is the breakout growth story of Apple’s mobile user acquisition ad network Apple Search Ads. What are your thoughts on Apple Search Ads and it being a main media source for apps and/or brands?

Over my career, I’ve had the chance to work with numerous premium direct publishers and media channels, yet Apple Search Ads stands out distinctly. Brands and marketers are continuously exploring diverse media mixes and testing new channels, focusing ultimately on those that deliver the best ROI for further investment.

What sets Apple Search Ads apart from other media sources is its intent-driven nature. Users arrive at the App Store with specific search intents, making this channel especially potent for user acquisition. Savvy marketers and brands recognize the superior Return on Ad Spend (ROAS) offered by Apple Search Ads and are investing in it as a primary media channel. Through comprehensive testing with a Campaign Management Platform (CMP) like MobileAction and close collaboration with Apple Search Ads’ team, advertisers have seen significant decreases in Cost Per Install (CPI) and have been able to scale their user bases by two to ten times.

Effective management, optimization, and performance analysis are crucial across all media sources, not just Apple Search Ads. I am continually impressed by the substantial investments leading brands across sectors like QSRs, fintech, fantasy sports, and delivery apps are making in Apple Search Ads. Ultimately, those who recognize the strategic importance of an app-centric approach to user acquisition tend to invest the most.

There’s still vast potential with more traditional brands that are just beginning to realize the necessity of a solid app strategy in order to build their customer base with loyal users. Part of my role and passion is educating and guiding marketers on how to construct effective app strategies, leveraging tools like Apple Search Ads for growth and engagement.

How does MobileAction’s vision fit into all of this? Are there any complimentary products of MobileAction that could help app marketers to boost their ROAS on Apple Search Ads?

As a new member of MobileAction, I have to say this: There is no other tool in the market that can offer what MobileAction has built. We’re bringing a holistic user acquisition approach to the table, the platform integrates paid and organic user acquisition so well that it supercharges your app marketing efforts.

SearchAds.com’s Co-Pilot and Automations with their pre-designed templates are crucial for optimizing campaigns, offering features like automated bidding and in-depth analytics. These tools are integral to efficiently managing and enhancing large-scale advertising efforts. Additionally, our suite includes Search Ads Intelligence and Custom Product Pages Intelligence, designed to enable marketers to make data-driven decisions effectively.

Combining these with a detailed Ad Intelligence, advanced keyword optimization capabilities on ASO, and market trends, our holistic approach helps mobile apps substantially improve their campaign effectiveness and ROAS on Apple Search Ads and ASO strategies as well as nurtures them with extensive and secure data to help app marketers make informed decisions. This leverages our deep understanding of the app marketing landscape and our partnership with Apple Search Ads, ensuring optimal outcomes for our clients’ advertising strategies.

What does the future look like for the mobile app marketing ecosystem? Where do you see app marketers investing their performance budgets in the near future?

App marketers are continually exploring new channels for user acquisition. From my time at Unity, I’ve seen the potential of Connected TV (CTV), especially with platforms like Roku, which is a leader in the American streaming market and reaches over 80 million US households. CTV is not just the present but also the future of advertising, with significant investment already flowing in—emarketer reports that over $21 billion was spent on CTV in 2022, with a projected annual growth of 18%.

Roku has been successful in partnering with top brands and is keen to expand into the app ecosystem to enhance performance marketing. I believe app marketers will increasingly invest in this channel due to its vast audience reach beyond traditional media. And, Roku’s introduction of Action Ads could be a game-changer for performance marketing for mobile apps. The current challenge is measuring CTV effectiveness, but Roku is collaborating with mobile measurement partners to devise creative solutions for this. I recommend that brands consider testing this channel, and I’m eager to help guide those interested in exploring CTV advertising. And, MobileAction is also working on integrating with additional channels to help marketers manage other sources in our platform, enhancing our tool’s versatility and effectiveness in multi-channel marketing strategies.

If you would like to chat with Hawley, feel free to email her at hawley@mobileaction.co

Interested in MobileAction’s app marketing solutions?

Here are some outcomes our clients have achieved:

• How Entain achieved a 49% CPA decrease in 3 months with Smart Bidding and ASO solutions
• IGG uplifted their installs by 15% and TTRs by 97%
• Vyro’s 40% ROAS jump and 150% Keyword Growth with MobileAction’s solutions

For more information or to see MobileAction’s intelligence, automations and expertise in action, schedule a demo now!

The post MobileAction welcomes mobile app industry veteran, Hawley Shpiro as Director of Global Sales & Strategic Partnerships appeared first on MobileAction.

For any mobile app developer, nothing is more discouraging than receiving a negative review for their hard work in the app stores. At first, it’s easy to ignore or dismiss such reviews, hoping you don’t accumulate too many. However, negative reviews present an opportunity that, if handled properly, can be turned into invaluable customer insights.

In this blog, we’ll share a step-by-step process for transforming negative app reviews into actionable feedback that results in a better product and stronger customer relationships. By learning to appreciate critical feedback, you’ll soon find that even one-star reviews can help guide your app development in the right direction.

Check out one of our previous articles to learn more about the impact of app ratings & reviews on App Store Optimization:

• App Reviews To-Do List: How to Improve App Ratings Organically
• From 0 to 10,000 Reviews: 7 Tips to Collect
In-App Feedback Like a Pro
• What Happened to the Robinhood’s Ratings?
• How Do App Reviews and Ratings Affect Your ASO Strategy? 

Introduction: Reasons for Negative App Reviews

You should be aware of some common reasons for receiving negative app reviews in order to fully utilize the opportunities provided by them.

There are three main reasons for receiving negative app reviews from an unfavorable user experience.

• UI issues: In some cases, you may come up with an app that has the ultimate potential to connect with your user’s expectations. However, the problematic user interface may prevent your app from reaching its full potential. A weak UI will inevitably mean unsatisfied customers, mostly followed by negative app reviews.
• Glitches, bugs, crashes: Another important factor in an app’s success is consistency regarding glitches, bugs, and crashes. Once again, you may have the ultimate solution for your user’s needs in the form of an app with an impressive, user-friendly UI. Still, if your app is constantly crashing, this will inevitably hinder your user’s satisfaction with the app. If this is the case, expect negative app reviews!
• Lack of customer support: You will make a huge mistake if you think your relationship with your users ends after you convince them to download your app. This is just the beginning of your never-ending interaction with your customers. When there is a problem or situation the customer wishes to be vocal about, poor customer support can translate into negative app reviews.

Embracing Negative App Reviews: How Can They Be Useful

After you learn about the common reasons for negative app reviews, you should do your best to avoid them by constantly improving your app. However, you shouldn’t use your dedication or focus towards your app just because hearing about some unsatisfied customers. You should realize that negative app reviews are hidden gems!

First, you should know that negative app reviews are different from having a bad app. So, there is no need to panic.

All kinds of app reviews will be essential for constant improvement during your app’s lifecycle. While positive reviews will only show that you are on the right track, negative app reviews can guide you through areas for improvement.

In other words, a negative review is an organic opportunity to improve your app to satisfy your users. Rather than a source of demotivation, it is honest feedback based on user experience.

How to Handle a Negative Review

Now that you are confident you should not fear receiving a negative review, we will briefly mention how to deal with it.

With this step-by-step approach, you can learn much from a negative review and minimize your chance of receiving similar complaints in the long run.

Do Not Panic & Take Responsibility

As the blog mentions, negative app reviews should not shatter your dreams, so don’t panic.

After being cool with receiving lousy app reviews, you should be confident about taking full responsibility. In other words, embrace the user feedback without activating an aggressive defense mode.

Understand the Issue & Focus

The next step is understanding the complaint. The negative review is mainly caused by one of the three common reasons mentioned previously. Identify the core problem and focus on the heart of the matter.

Make Research & Solve the Problem

Now that you know the key problem causing negative app reviews, you should research to eliminate it. The length of this phase can change depending on the seriousness* of the issue.

Some UI-based negative app reviews can be more time-consuming than customer support-related problems. Do your research, learn how to improve, and iterate accordingly.

Keep Your Users Updated

After you make specific improvements based on negative app reviews, let your audience know about these new additions. Your users will be more than happy to realize that their feedback is being valued, so keep them updated.

Negative App Reviews: The Silver Lining

As an app publisher, try to imagine a life without feedback. You would be missing valuable, honest, and accurate feedback. With a step-by-step systematic process, you should handle a negative review.

Remember that some of the core reasons for negative app reviews, such as frequent crashes, can also negatively influence your category rankings directly and indirectly.

It is known that Google Play Store hesitates to rank apps with performance problems, even if they have favorable download rates. An app with poor UI or customer support will also have problems keeping and converting users.

Thanks to negative app reviews, you can learn how to improve your app and get better rankings organically. Therefore, it is safe to assume that a negative review is a silver lining!

The Bottom Line

We hope you enjoyed our blog about combating negative app reviews. As you can see, they can provide valuable feedback for your ASO strategy. With its Review Analysis feature, App Intelligence helps you to get quick and accurate insights.

To start leveraging App Intelligence, sign up for free, gain access to valuable insights, and unlock the power of leveraging users’ feedback.

The post How to turn negative app reviews into diamonds appeared first on MobileAction.

While you may have developed a great app, small issues could hinder retention. A confusing headline, lack of instructions, or non-obvious buttons are examples. These minor elements surprisingly impact the user experience.

The good news is tweaks may be all that’s needed for users to love your app. Continuous testing is key.

Mobile A/B testing allows for quantifying the user experience through in-app variations. It allows you to test different elements to see what users prefer.

Often, user feedback alone isn’t enough. Proactive testing reveals what’s working and what’s not. Tools like these provide actionable insights.

How Mobile A/B Testing Works:

• Integrate a testing SDK
• Design your test
• Visually edit elements in the dashboard
• Analyze results to iterate improvements

While many options exist, consider the following:

• Pricing fits your budget
• Features support your testing needs
• Response time for any support issues

Selecting the optimal A/B testing software for your app can be challenging with the many choices on the market. That’s why we have assembled the 12 best A/B testing tools to help you discover the ideal platform to meet your testing needs and uncover greater insights.

Top 16 A/B Testing Tools for Mobile Apps

Firebase

Firebase, Google’s app development platform, furnishes developers with various instruments and services, including backend management, performance monitoring, and A/B testing. Through Google Optimize, Firebase A/B Testing provides robust A/B test and feature controls. As a Google offering, it integrates flawlessly with other tools like Google Analytics to enable effortless data sourcing and campaign analysis. App makers can capitalize on this consolidated platform to carry out critical tests and augment optimization.

Optimizely

Optimizely furnishes an all-encompassing A/B testing solution enabling A/B and multivariate trials on websites and mobile apps. Developers can construct diverse tests and phased rollouts to augment optimization. The robust platform equips full-stack, cross-channel experimentation, immediate app updates, and risk mitigation for mobile and web. By unearthing Optimizely’s versatile A/B testing capabilities, teams can unlock impactful insights and enhance user experiences.

Apptimize

Apptimize furnishes an all-encompassing A/B testing solution, enabling A/B tests and staged releases across apps, mobile web, web, and OTT. Developers can create omnichannel user groups and manage cross-platform testing through a unified dashboard. By harnessing Apptimize’s robust experimentation and phased rollout functionalities, teams can optimize experiences across channels. This versatile tool empowers impactful testing insights and streamlined feature launches.

UXCam

UXCam furnishes extensive event analytics and enables granular inspection of user experiences. The dashboard facilitates tagging sessions, filtering for frustrations like rage taps, visualizing unresponsive areas via heatmaps, tracking funnel dropoffs, and manually reviewing journeys. By uncovering UXCam’s robust analytics and session replay, teams can gain actionable insights into optimizing mobile experiences.

VWO

VWO furnishes a robust A/B testing platform empowering businesses to optimize conversion rates through A/B tests and multivariate trials. The intuitive editor streamlines creating variations while the analytics engine tracks quantitative and qualitative insights. For mobile apps, VWO facilitates iterative testing of UI, UX, and backend algorithm variations pre and post-launch to expand usage and retention. With heat mapping and session replays via VWO Insights, app makers can identify frustrations and uncover impactful enhancements. Whether optimizing mobile or web, VWO enables data-driven A/B test, UX improvements, and maximized ROI.

Hotjar

Hotjar equips teams with multifaceted qualitative data to optimize digital experiences, including heatmaps, session replays, and surveys. While immensely popular for web analysis, Hotjar does not support mobile apps. However, by integrating Hotjar with A/B tests, product teams gain robust qualitative insights into user motivations and frustrations. This facilitates a holistic understanding of preferences to drive impactful optimizations influencing user behavior. Overall, Hotjar empowers data-informed design choices for maximized digital experience and conversion improvements.

Crazy Egg

Like Hotjar, Crazy Egg equips teams with pivotal data like heatmaps and session replays to optimize digital experiences. Crazy Egg also facilitates built-in A/B testing to iteratively improve engagement and conversions. As a trusted tool with vast usage, Crazy Egg empowers product teams to identify what captivates users versus what causes friction. By tracking user interactions and testing page variations, teams can make data-driven decisions to optimize websites for improved performance. Though focused on the web, Crazy Egg delivers robust A/B testing and analytics to uncover impactful enhancements.

AB Tasty

AB Tasty equips mobile teams with versatile optimization tools spanning analytics, testing, personalization, and feature management. Developers can divide users into segments and customize experiences for each cohort. By A/B testing with features pre-launch, app makers can implement enhancements smoothly. Overall, AB Tasty enables data-driven optimization across the user journey to boost mobile app engagement, conversion, and retention.

Adobe Target

Adobe Target serves as a robust optimization solution through capabilities like A/B testing, multivariate testing, and personalization for mobile apps. By seamlessly integrating with Adobe Analytics and Adobe Audience Manager, app teams can leverage rich user data to inform optimization decisions.

Target enables granular customization of in-app experiences based on user behaviors, characteristics, and real-time actions. For example, teams can test different onboarding flows or tailor the homepage to user cohorts. This personalized, data-driven approach unlocks higher engagement, conversion rates, and retention. With Target’s A/B test and personalization power, app makers can refine experiences to delight users and achieve key business goals.

Leanplum

Leanplum by Clevertap excels in cross-channel optimization, from testing to retention. The intuitive editor simplifies A/B testing mobile apps, while robust analytics detail funnel, cohort, and revenue impacts. By personalizing in-app experiences based on user actions, Leanplum unlocks seamless, tailored journeys that boost engagement and loyalty. This end-to-end A/B test and personalization platform empowers teams to optimize the complete mobile lifecycle.

Amplitude

Amplitude provides a versatile data analytics platform empowering product optimization through A/B test, feature management, and analysis. App teams can conduct A/B testing on UI, UX, algorithms, and recommendations utilizing sequential testing and T-tests. Robust data pipelines integrate, unify, and manage information from various sources. By leveraging Amplitude’s experimentation and analytics capabilities, mobile product managers gain data-driven insights to iterate experiences and maximize outcomes.

Taplytics

Taplytics provides a robust experimentation platform for mobile apps and the web, enabling A/B tests, feature rollouts, and client/server-side testing. The code library and visual editor simplify creating and deploying mobile tests and personalization. Statistical models like Z-Score and T-Test evaluate results. By leveraging Taplytics’ versatile testing and analytics capabilities, teams gain agility to optimize experiences, features, and outcomes.

Conclusion

In conclusion, selecting the right mobile A/B testing tool is critical to driving effective app store optimization. The tools reviewed here give developers the infrastructure needed to continuously test different elements of the user experience and gain valuable insights into what resonates most with their audience.

Areas like onboarding, navigation, monetization, and more can be refined over time based on robust testing data, leading to higher user retention, satisfaction, and loyalty. A better user experience will directly impact visible app store optimization factors like average star ratings and reviews, and overall app visibility. Leveraging a quality solution’s A/B testing and analytics capabilities ultimately allows us to implement ongoing optimizations that strengthen both the app itself and our marketing strategy. To learn more about how MobileAction experts can help, schedule a free demo now!

The post 12 best A/B Testing tools for mobile apps in 2024 appeared first on MobileAction.

Using MobileAction’s Impact tool, we aim to examine the before-and-after analysis of Star Wars Day on various aspects of app marketing. From gaming apps tapping into the galactic excitement to shopping platforms offering themed promotions, this analysis will highlight how leveraging this cultural phenomenon can improve your app marketing strategy and drive user engagement.

Capturing galactic excitement with in-app events

In-app events are a strategic and effective tool during seasonal periods, fostering audience connection and driving traffic to product pages, ultimately boosting app downloads.

For Star Wars Day, Star Wars: Galaxy of Heroes exemplified this approach by launching an in-app event to celebrate the occasion. Initiating the event just before the season, they kept it live for a week, successfully enhancing user engagement, popularity, and conversion rates.

Impact overview of Star Wars: Galaxy of Heroes listing all user acquisition aimed activities during the week of Star Wars Day.

The 3 in-app events are live on May 2nd.

Using Impact’s user-friendly interface, once you’ve selected the start date for your in-app event, you can view all events live on that day, with their specific start and end dates alongside other activities. After choosing to analyze the in-app event, you can observe changes in key metrics before and after it goes live.

The In-App Event created by Star Wars: Galaxy of Heroes is dedicated to Star Wars Day.

On May 2nd, Star Wars: Galaxy of Heroes had three in-app events, with one standing out due to its compelling title and creative approach. While it’s expected that they created an event specifically for Star Wars Day, few apps have made this strategic choice, effectively leveraging the power of in-app events to drive engagement.

The before-during-after analysis of Star Wars: Galaxy of Heroes for the selected in-app event.

After selecting the in-app event to analyze, a graphical representation clearly explains the event’s impact on various metrics. With Impact, we assessed changes in category rankings, downloads, and app-generated revenue before, during, and after the event.

Following the launch of the in-app event, Star Wars: Galaxy of Heroes saw a significant rise in its gaming category ranking from 181 to 26. Downloads doubled, and revenue quadrupled. While other factors may have contributed to this growth, the in-app event undoubtedly played a crucial role in achieving these impressive results.

This outcome highlights the value of in-app events, particularly during seasonal periods, when a well-crafted, relevant campaign can resonate with your audience and drive significant engagement.

Navigating the hype with paid campaigns

Another effective strategy to boost visibility, particularly during seasonal periods, is paid campaigns. Since most downloads come from App Store search results, incorporating paid keywords in your search result ads can significantly increase downloads. This approach enhances rankings for specific search terms, ensuring that your app appears earlier in results when users search for terms related to the seasonal event, in this case, Star Wars Day.

Star Wars: Hunters provides an excellent example of leveraging seasonal events with strategic keyword selection in search result ads.

Impact overview of Star Wars: Hunters listed all user acquisition-oriented activities during the week of Star Wars Day.

In the days before Star Wars Day, the marketing team expanded their paid keyword pool with multiple themed keywords, ensuring that they would rank higher in relevant search results. They maximized their app’s visibility by carefully curating this keyword list and optimizing for terms that fans were likely to search for on that particular day.

The added search result ads keywords.

They expanded their paid keyword pool with multiple Star Wars-themed keywords, incorporating both generic terms and competitor brand keywords to maximize visibility. This strategic selection led to an increase in impression shares, with over 70% growth for some newly added terms. Star Wars: Hunters began ranking for new keywords, effectively enhancing their presence and capturing a wider audience searching for Star Wars-related content.

The before-during-after analysis of Star Wars: Hunters for the search result ads terms added.

To evaluate the impact of this strategic move, we utilized MobileAction’s Impact tool for a comprehensive before-and-after analysis. Adding these new keywords to their paid keyword pool increased their organic visibility score by up to 7 points and achieved a 7x increase in downloads. While other practices may have contributed to this substantial growth, their SearchAds visibility score also rose 7 points, indicating that their Apple Search Ads strategy played a significant role in this success.

Embracing Impact for seasonal success

In-app events and paid campaigns present powerful opportunities to boost visibility and user engagement, especially during seasonal periods. As seen with Star Wars: Galaxy of Heroes and Star Wars: Hunters, a well-timed and strategically executed campaign can have a substantial impact on an app’s category rankings, downloads, and revenue. By carefully curating your marketing strategy with relevant in-app promotions and targeted paid keyword pools, your app can ride the wave of popular events, capturing the attention of a wider audience.

To unlock the potential of this approach, MobileAction’s Impact tool offers comprehensive insights, allowing you to measure and analyze the before-and-after effects of your seasonal marketing activities.

If you’re ready to utilize this power for your app marketing strategy, schedule a demo now to explore how MobileAction can help you refine your campaigns, capitalize on seasonal trends, and achieve remarkable growth.

The post May the 4th be with you: Star Wars Day’s Impact on app marketing appeared first on MobileAction.

In this blog, we will explore Search Engine Optimization (SEO) and App Store Optimization (ASO) – what they are, how they differ, and how they are similar. We’ll look at some of the top tools and resources for both SEO and ASO so you can choose the right ones for your needs. Our goal is to help you understand how to leverage both strategies effectively depending on whether you want to rank higher in search engines or app stores.

What is App Store Optimization (ASO)?

App Store Optimization (ASO), is the process of optimizing an app’s listing page for major app stores such as Google Play and the Apple App Store. The primary goal of ASO is to increase the visibility of an app and boost organic downloads.

There are two main components of ASO – keyword optimization and conversion rate optimization. The first involves targeting the right keywords that potential users are searching for in the app stores and optimizing elements like the app name, description, and screenshots to rank higher for those keywords. By ranking higher in search results, the app becomes easier for users to discover through search.

The second component focuses on increasing conversion rates once users land on an app’s listing page. This involves optimizing elements like the app title, description, screenshots, and app preview video to clearly communicate the app’s value proposition and benefits to users. The goal is to entice more users to download and install the app after visiting its listing page.

Overall, ASO aims to first get more relevant users to discover an app through improved search rankings, and then maximize the percentage of those users who decide to download and install the app on their devices. This ultimately leads to an increase in organic downloads and new users.

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO), is the process of optimizing websites and their content to rank higher in unpaid search engine results. The overall goal of SEO is to help websites generate more qualified and organic traffic from search engines like Google, Bing, Yahoo, and others.

There are two core pillars of SEO – visibility and click-through rate. Visibility involves optimizing aspects like page titles, meta descriptions, headings, internal linking structure, and keyword research/implementation to increase the likelihood of ranking highly for relevant keywords.

The second pillar focuses on the click-through rate. This refers to optimizing elements such as compelling headline titles, descriptive URLs, user-friendly content, and speed to entice more searchers to click on the result linking to a website.

Key areas of optimization include page content, site structure, site speed, backlink profile, and off-page factors. By analyzing different components, marketers can identify areas needing improvement and implement changes to increase organic search traffic over time.

The end goal is to enhance both visibility and CTR, bringing more qualified potential customers directly to a website via unpaid search results. This is done by deeply understanding user intent and shaping content accordingly.

Similarities and Differences Between ASO and SEO

Best ASO Tools 2024

MobileAction offers ultimate ASO tools and resources that will empower your success in 2024!

ASO Intelligence

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Basic Features of MobileAction ASO Intelligence

Store Management

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Keyword Suite

This is a comprehensive and multifunctional suite made up of several keyword management tools such as Keyword Tracking, Keyword Optimization, Keyword Gap, Keyword Position Map, Keyword Suggestion, Keyword Spy, Keyword Research, Keyword Explorer, Keyword Trends, and Keyword Translator.

It empowers app developers and marketers to streamline their keyword management efforts. With Keyword Suite, users can track and optimize keywords, discover gaps, study competitors, explore trends, and translate or generate keywords for 22 languages. This all-in-one solution ensures that your keyword strategy gives your app maximum discoverability in the app stores.

Advanced Features of MobileAction ASO Intelligence

ASO Report

This tool provides a comprehensive overview of any app’s performance. It showcases how many keywords an app ranks for, the weekly changes in ranking distribution, and historical rankings by keyword. Users can compare two dates by ranking, sort reports by brand keywords or search scores, and filter through various metrics.

Visibility Report

A crucial tool for understanding the visibility trends of your apps and competitors. The Visibility Snapshot offers a breakdown of the visibility score of your app by country. Users can compare the day-by-day visibilities of two apps, understand localization performances, and view country-based visibility performances.

Additionally, the top visible apps feature allows users to view the most visible apps in each store, providing insights into their visibility scores, category rankings, and overall standings.

Keyword Intelligence

This feature shows keywords that your app ranks for and estimates the percentage of downloads you get from these keywords. It’s designed to give insights into potential keywords that might drive downloads. The Organic Download History tab showcases keywords that contribute significantly to organic downloads.

By checking weekly changes, you can refine your ASO keyword strategies.

App Update Timeline

A feature that allows users to track their app’s update history. It provides a comparative view of each update, highlighting changes. You can also analyze competitors and see their update history, which can offer insights into their update strategies.

Best ASO Resources 2024

1. ASO Handbook 2024: Navigating the Future of App Store Optimization
   
2. A comprehensive guide to App Store Optimization (ASO)
   
3. The definitive guide for Mobile User Acquisition
   
4. App Store ASO: Skyrocket your iOS app in Apple charts
   
5. Google Play ASO: Organic growth strategy guide for Android apps

Conclusion

In conclusion, while ASO and SEO both aim to increase visibility and conversions, they differ primarily in their targeting – ASO optimizes apps for discovery within app stores, whereas SEO focuses on ranking websites in search engines. Some best practices like keyword research, title/description optimization, and user experience apply to both.

Whether you have an app, website, or both, leveraging the optimal combination of ASO and SEO strategies is key to driving qualified traffic from organic search. The right tools can help streamline your optimization efforts.

Schedule a demo with one of our optimization experts to get started with an ASO or SEO assessment customized for your specific needs. We’ll review your current setup, and opportunities for improvement and provide a strategic roadmap and plan.

The post ASO vs SEO: A comparison of optimization strategies for apps and websites appeared first on MobileAction.

In this post, we evaluate the top 16 MMPs across key capabilities like cross-channel tracking, platform coverage, privacy support, and reporting tools. We analyzed each vendor based on features, integrations, customer reviews, and sector reputation to identify the leading partners for 2024.

Before examining our picks, we’ll explore what MMPs do and their role in the next section.

Let the search begin to find the perfect MMP match for your business needs in the year ahead! Read on for our definitive list of the best in the business.

What is a Mobile Measurement Partner (MMP)?

Now that we’ve introduced the topic, let’s dive into what exactly a mobile measurement partner (MMP) is and how they work.

At their core, MMPs are third-party platforms that help connect the dots between the various touchpoints in the mobile marketing funnel. They track user activity and attribute it back to the originating campaigns and ad placements that drove those actions.

More specifically, MMPs integrate with sources of mobile user acquisition data like ad networks, app stores, and various marketing platforms. They collect information on installs, in-app events, purchases, and more that occur as a result of different campaigns.

Through sophisticated attribution modeling, MMPs analyze these data inputs to determine which ads, placements, and touchpoints deserve credit for driving users down the funnel. They attribute on multiple levels too, not just installations but post-install behaviors.

Armed with these attribution insights, MMPs provide reporting and analytics suites so marketers can understand user journeys, compare campaign performance, and measure Key Performance Indicators (KPIs) like cost per install, retention, and lifetime value.

Overall, choosing the right MMP gives mobile marketers unparalleled cross-channel visibility to optimize user acquisition campaigns and make data-driven decisions. Their role is crucial for measuring true marketing ROI in today’s fragmented mobile landscape.

How does an MMP work?

Once integrated into a mobile marketer’s tech stack, MMPs activate tracking across various user acquisition channels and platforms. This involves deploying lightweight tags or SDKs within mobile apps as well as integrating with ad networks, media buying platforms, app stores, and other data sources.

When a user discovers an app through one of these channels – like discovering an organic tweet or seeing an in-app Facebook or programmatic ad – the MMP’s tags and SDKs record a unique “session ID”. This session ID links back to marketing touchpoints for that specific user.

As the user moves through the app marketing funnel, the MMP continues to track their journey. It attributes installations, in-app behaviors, purchases, and other conversions back to the initial campaign or ad impression that initiated the user’s path.

To do so, MMPs employ sophisticated attribution algorithms that analyze timestamps, contextual clues, and other data signals to accurately credit multiple touchpoints if applicable. Many also apply probability-based, time-decay, or position-based attribution models.

Once data is properly tagged and attributed, MMPs provide marketers with granular attribution reports and analytics dashboards. Dashboards visualize key metrics to help assess campaign performance across networks and optimize user acquisition strategies. Reports show fully-attributed ROI to optimize marketing spend.

This closed-loop process of tracking, attributing and reporting is how MMPs continuously deliver unified cross-channel insights to inform better mobile user acquisition decisions.

16 the Best Mobile Attribution Partners in 2024

AppsFlyer

AppsFlyer is a leading mobile marketing platform that helps app marketers optimize user acquisition and measure app installs and campaign performance.

Founded in 2011, AppsFlyer has been pioneering mobile attribution and helping define the industry since its inception by allowing marketers to link app installs to various marketing campaigns to understand which campaigns and media sources are driving installs. This provides invaluable insights for optimizing user acquisition strategies. AppsFlyer also leverages predictive analytics to see how early user engagement correlates with expected user lifetime value, helping optimize budget allocation.

Additionally, marketers can aggregate marketing costs through AppsFlyer’s Xpend tool to make data-driven decisions around spend optimization. Features like deep linking, multi-touch attribution, fingerprinting, and SKAdNetwork attribution provide marketers with robust tools to track the user journey. Access to historical data and reporting functionality gives marketers versatility in analyzing campaign performance.

AppsFlyer serves both large enterprises as well as smaller businesses, with flexible pricing tiers including a free basic package. Their focus on user experience, privacy, and continued innovation has helped them become the trusted platform of choice for over 10,000 customers including major brands like Disney, Snapchat, and Calm. AppsFlyer’s leadership in the space has defined and driven the mobile attribution industry forward since the company’s founding.

Adjust

Adjust is one of the leading mobile measurement and attribution platforms, trusted by thousands of apps and major brands. Founded in 2012, Adjust prioritizes user privacy and security, having developed robust fraud prevention systems and secure cloud infrastructure.

Adjust enables marketers to gain valuable insights into key metrics like organic installs, ad interactions, in-app events, and user behaviors through uninstalling and reinstalling data. Marketers can also use Adjust to build targeted audiences. Since Adjust is mobile-only, it is especially useful for connecting mobile users to the specific ads they interact with.

Adjust offers unlimited access to raw attribution and analytics data to help marketers optimize their campaigns. The platform also provides powerful marketing automation tools directly in the Adjust dashboard. Adjust is considered one of the top options for mobile measurement due to its prioritization of cybersecurity and proactive fraud filtration.

Support from Adjust is also highly rated, with the company winning awards for client services. Adjust’s flexible pricing tiers cater to a wide variety of businesses from independent developers to large enterprises. Overall, Adjust’s long track record and leadership in mobile measurement and privacy standards have made it a trusted partner for thousands of apps and global brands.

Firebase

Firebase, which is developed by technology giant Google, functions as a mobile-focused analytics platform similar to Google Analytics. As an attribution and measurement tool, Firebase offers app marketers valuable insights through its ability to track important in-app metrics.

Specifically, the platform provides data on user activities and behaviors within apps. Marketers can also leverage Firebase to monitor the performance of push notifications and Google ads campaigns. Its dynamic linking capabilities further allow the creation of customized deep links.

Being developed under Google, Firebase has robust backend functionality for collecting and analyzing usage data. The powerful built-in tools within the platform empower app developers and analysts to gain a comprehensive understanding of in-app consumer experiences and how to effectively optimize engagement. Overall, Firebase stands out as a full-featured mobile analytics solution from a trusted source.

Singular

Singular is a leading mobile marketing intelligence and attribution platform that empowers marketers to optimize their efforts through unified analytics. As a “one-stop-shop” solution for both campaigns and measurement, Singular allows users to maximize ROI within a single system.

Founded to advance beyond legacy attribution methods, Singular offers over 1,000 integrations with top advertising networks. This extensive ecosystem enables marketers to identify the impact of spending across different channels. Singular also delivers insights into metrics like attribution, fraud prevention, monetization, and SKAdNetwork measurement.

Singular’s technology and wide-ranging attribution features such as multi-touch and lookback windows provide actionable recommendations to improve results. The platform attracts major global brands and counts companies from the Fortune 500 as customers.

Singular caters flexibility through tiered pricing for businesses of all sizes. Even the basic free trial unlocks robust data extraction without limits. Overall, Singular delivers unified optimization for both campaigns and analytics through an integrated solution trusted by top marketers worldwide.

Branch

Branch is an innovative mobile measurement and linking platform that has seen tremendous growth since being founded in 2014. With over 100,000 apps on its platform including major companies like Buzzfeed, TikTok, and Shopify, Branch has emerged as a leading solution.

Branch enables marketers to track the full user funnel and leverage deep contextual links to better understand user journeys. The platform also offers insights into influencer marketing efforts. Marketers can utilize Branch’s integrations with email providers and analytics tools to send targeted in-app messages and track user behavior and campaigns.

Branch provides a best-in-class deep linking experience for app developers through features like deferred deep linking on installation. Marketers benefit from an easy-to-use centralized dashboard to view campaign metrics and the impact of ads. Branch also ensures compliance with privacy changes through its SafeTrack tool.

Branch supports key areas like cross-platform attribution and SKAdNetwork unified views. The platform caters to a wide range of businesses through customized solutions and free basic packages for indie developers seeking growth. Overall, Branch stands out as a top choice for mobile measurement due to its ability to innovate, integrate new privacy features, and deliver a personalized experience for marketers at every level.

Kochava

Kochava is a leading real-time data solutions platform that was founded in 2011. Originally started by mobile app developers, Kochava has grown into an omnichannel platform called m/OS that provides attribution, analytics, and data management across web, mobile, and other channels through a centralized system.

Kochava offers marketers a user-friendly way to track key metrics and set customizable alerts through email, SMS, or Slack. This ensures marketers remain updated on important changes to installs, conversion, or revenue. The platform also protects users from ad fraud through its detection capabilities.

Significantly, Kochava supports companies of all sizes through flexible pricing tiers. This includes a generous free basic plan for independent developers and startups seeking to access Kochava’s robust data and analytics without an SDK integration. Kochava additionally operates the largest independent data marketplace called Kochava Collective to help marketers build robust audience profiles.

Kochava’s expertise is evidenced by its diverse customer base including major brands. Overall, Kochava stands out as a full-stack, one-stop platform through its real-time omnichannel solutions, vast integration network, and varied features to support marketers at every stage of their growth.

Dreamdata

Dreamdata is a mobile attribution and revenue analytics solution tailored specifically for B2B companies. As its core function, Dreamdata delivers transparent reporting and insights into revenue performance and drivers.

Through its in-depth analytics capabilities, marketers gain a comprehensive understanding of the return on investment for various marketing activities and initiatives. Dreamdata also provides visibility into the full B2B customer journey and conversion funnel.

As a platform designed with B2B firms in mind, Dreamdata presents detailed ROI analysis and revenue optimization opportunities. The platform supports businesses of all sizes, making it well-suited for small-to-medium-sized enterprises working in the B2B vertical. Overall, Dreamdata excels at delivering specialized revenue-based insights geared towards marketers selling complex B2B products and services.

Appmetrica

AppMetrica is a comprehensive mobile analytics platform used by over 60,000 apps worldwide, including major brands like Azur Games, Burger King, and METRO. As a top-rated SDK, AppMetrica delivers on its promise as an all-in-one solution.

Beyond attribution, AppMetrica empowers app marketers with product analytics, testing, campaigns, and crash reporting directly in its unified interface. Compared to many competitors, AppMetrica stands out for its very affordable pricing scheme which remains sustainable even for high volume usage.

Some of AppMetrica’s strongest value propositions include seamless SDK integration, an intuitive dashboard, and real-time and unrestricted historical data access. The platform also prioritizes security and regulatory compliance.

AppMetrica’s powerful data management capabilities allow deep customer profiling and predictive analytics too. The ability to trigger immediate campaign optimizations based on upfront LTV and churn insights is a major differentiator.

Overall, AppMetrica presents as a compelling choice given its comprehensive feature set, competitive pricing, strong performance for high-traffic apps, and focus on key areas beyond just attribution. This full-service toolkit delivers clear product and marketing value.

Localytics

Localytics positions itself as a “mobile app marketing and analytics software”, delivering not only attribution but also a suite of engagement and analytics tools. In addition to standard measurement capabilities, Localytics provides marketers with the unique ability to perform comprehensive A/B testing of different communication strategies and touchpoints.

This allows users to deeply optimize their campaigns and analyze the most effective messaging and design treatments. Geofencing capabilities further enhance Localytics’ utility for specific verticals like travel that focus on location-based experiences.

As a platform designed to support customers of all types and maturity levels, Localytics caters to businesses regardless of size – from early-stage startups to large enterprises. Overall, Localytics differentiates itself through its expansive toolkit that goes beyond core metrics monitoring to power multifaceted testing and refinement of the mobile experience.

Tenjin

Tenjin is a popular mobile measurement partner especially well-suited for mobile game developers and publishers. As one of the most affordable options on the market, Tenjin allows users to track attribution for free through its basic package.

Founded to equip companies with growth data infrastructure, Tenjin delivers value through cost attribution, revenue tracking, and integration with top advertising networks. This extensive ecosystem provides marketers with deep insights into spend optimization. Tenjin also offers advanced packages for those seeking additional features.

Tenjin counts major gaming companies like Voodoo, SayGames, and Ruby Games among its customers thanks to its specialized support for the gaming industry. Marketers benefit from easy access to historical reporting and user-level data through Tenjin’s DataVault. Even indie devs can take advantage of Tenjin’s generous free tier and data demo to measure game performance and growth.

Overall, Tenjin stands out as a cost-effective yet robust solution perfect for mobile game publishers and developers. Its focus and expertise in the gaming vertical paired with a free attribution package make it a top choice for game marketers at varying budget and company levels.

Attribution

Attribution is an enterprise-level mobile measurement solution specialized for helping companies maximize return on ad spend. Through its multitouch attribution modeling and support for diverse campaign channels, Attribution provides granular insights into how specific users and accounts are contributing to installs and ROI.

Rather than high volumes alone, Attribution appears tailored towards the needs of large enterprises seeking to deeply understand interactions across their global marketing efforts. The detailed analytics aim to empower these organizations to continuously improve performance by optimizing user acquisition strategies based on comprehensive attribution data and ROI measurements.

While not the best fit for high-growth startups handling massive install flows, Attribution targets mature companies of significant scale operating complex multi-market operations. For these enterprise customers, Attribution offers actionable recommendations and reporting to boost returns through an enhanced approach to performance-based marketing investments.

RevenueCat

RevenueCat is a leading mobile marketing platform specializing in building and optimizing in-app subscriptions. By integrating their SDK, developers gain a hassle-free solution to implement subscriptions without backend coding or server maintenance headaches.

Marketers and product teams also access powerful analytics through RevenueCat’s unified cross-platform dashboard. Key insights include customer purchase histories, retention metrics, and correlated data from integrations with top analytics partners. This enables optimization driven by insights rather than assumptions.

Top subscription-based apps from Google Play and the App Store like Notion, Zero, and Mindvalley rely on RevenueCat for their monetization needs. The platform removes the complexity of subscriptions through automated tracking and no-code solutions.

RevenueCat also caters to businesses of all sizes through fairly priced tiers and a generous free starter package. Recent improvements to features like Apple Search Ads integration enhance RevenueCat’s utility for performance marketers as well. Overall, RevenueCat emerges as the premier mobile monetization analytics solution for subscription-driven businesses.

Nielsen

Nielsen Attribution is a mobile measurement solution that benefits from being part of the renowned Nielsen analytics firm. Under this partnership, Nielsen Attribution stands out from other platforms through its tight Facebook integration capabilities.

This allows marketers to fully leverage insights from the world’s largest social network within a single attribution platform. Nielsen Attribution also caters to companies with significant offline marketing strategies through its offline tracking and attribution features.

By bridging digital and physical consumer touchpoints, marketers gain a holistic view of how all efforts contribute to outcomes. While not the most affordable for tiny startups, Nielsen Attribution is well-suited for established businesses supporting over 10,000 monthly active users.

For these larger organizations managing sprawling online and offline initiatives, Nielsen Attribution delivers best-in-class Facebook analytics paired with unique offline attribution – a compelling advantage over competitors focusing solely on digital metrics.

Airbridge

Airbridge takes a cross-platform measurement approach, supporting mobile and web attribution needs. Through its all-in-one platform, Airbridge aims to solve common challenges marketers face around collecting comprehensive data, maintaining consistent customer profiles, and optimizing linking strategies.

By providing turnkey solutions for attribution, data collection, identity resolution, and deep linking, Airbridge streamlines the measurement process. Marketers additionally benefit from the platform’s robust reporting and export capabilities. This empowers detailed performance analysis and usage of attribution insights wherever needed.

Overall, Airbridge is a full-service analytics partner capable of delivering unified cross-channel insights. By addressing pain points associated with fragmented data and solving measurement headaches, Airbridge simplifies optimization for marketers operating across devices and online touchpoints.

Adtriba

Adtriba is a marketing analytics and optimization platform that aims to help marketers evaluate the true impact of their efforts. Through its capabilities, marketers can analyze performance data to better understand what is and isn’t working across channels.

A key strength of Adtriba lies in its automated data collection processes and AI-powered evaluation systems. This allows the platform to provide marketers with objective recommendations on how to strategically refine budget allocation for optimal results.

By removing subjective biases, Adtriba’s technology surfaces unbiased insights. This empowers marketers to make data-driven decisions to improve marketing ROI based on what programs and tactics are driving the best outcomes. The actionable guidance aims to help optimization professionals systematically optimize performance.

Overall, Adtriba presents itself as a full-funnel solution to measure real marketing impact and empower smarter budgeting through artificial intelligence. The promise is marketers can rely on the platform to identify what’s working and actionably redirect funds accordingly.

Tapstream

Tapstream positions itself as a comprehensive app marketing platform that delivers not only mobile attribution but also powerful optimization tools. Through its easy-to-integrate SDK, Tapstream supports attribution across hundreds of advertising networks with a single integration point.

In addition to the standard measurement of install sources, Tapstream enables marketers to test and refine campaigns through A/B testing of different deep links, referrals, and landing pages. This allows ongoing refinement to improve results.

Tapstream additionally provides solutions for building and tracking custom referral programs to reward loyal fans and leverage word-of-mouth growth. As a flexible platform designed for all business sizes, Tapstream supports small to medium-sized companies regardless of install volumes or maturity levels.

Overall, Tapstream presents a holistic marketing toolkit empowering app marketers to measure performance, test variables and incentivize organic sharing through an integrated optimization-driven approach.

How to Choose a Mobile Measurement Partner in 2024

With so many excellent MMP options to choose from, selecting the right partner can seem overwhelming. Here are some key factors to consider when evaluating which platform best suits your business needs:

• Platform Coverage – Evaluate which networks, devices, and operating systems are supported. Make sure your key acquisition channels are covered.
• Attribution Models – Review available attribution methodologies like first-touch or multi-touch. Choose one that accurately reflects how users discover your brand.
• Reporting & Analytics – Compare dashboards and report types. Look for robust customization to track your KPIs. Mobile-optimized is best.
• Features – Consider tools for linking device IDs, custom event tracking, predictive modeling, and more advanced use cases.
• Integrations – Apps and ad platforms should integrate seamlessly. Ease of set-up saves time versus workarounds.
• Data Ownership – Understand data access policies if you require exporting raw files for custom analytics.
• Pricing – Costs vary depending on data volumes and features used. Ensure pricing scales sustainably as your business grows.
• Customer Service – Reach out to current users about support response times and problem-solving abilities.

Once you test drive platform demos and shortlist top options, don’t forget to try free trials before committing. Choosing the optimal MMP is key to actionable mobile marketing insights.

Integrate Your MMP into SearchAds.com

Integrating your mobile measurement partner (MMP) data is seamless with SearchAds.com. We currently have pre-built integrations with all major MMP providers like AppsFlyer, Adjust, Branch, Kochava, and Airbridge. This allows you to view your campaign performance from installation to various in-app events in one centralized dashboard.

If you track users with an internal attribution solution, we can also build a custom integration. This ensures you have full visibility into your user attribution metrics directly within SearchAds.com.

Seeing how users attribute throughout the funnel empowers you to make smarter bidding and optimization decisions for better campaign ROI. Do let us know if you need any assistance setting up an MMP or custom integration on our platform.

For more information on MMP Integrations and questions please check our Partner Integrations help page.

Conclusion

SearchAds.com is an Apple Search Ads campaign management and optimization platform where advertisers can integrate their Mobile Measurement Partner (MMP), set goals to take bulk actions, and create automation rules. The platform will help developers, advertisers, and agencies employ Apple Search Ads best practices and optimize the performance of their campaigns.

How do we establish all of these?

Sign up for free and take your app marketing game one step further!
Schedule a demo, pick a time, and meet with our Apple Search Ads experts!

The post 16 best Mobile Measurement Partners (MMPs) in 2024 appeared first on MobileAction.

In this post, let us go through the importance of localizing your apps for emerging markets, the opportunities it presents, and the challenges you need to overcome to be successful.

Emerging Mobile App Markets

Did you know that in 2022, the mobile application market size was valued at USD 206.85 billion? What’s more, the compound annual growth rate (CAGR) of the mobile app market from 2023 to 2030 is around 13.8%. Other estimates put the number higher, at 22.97%. This makes the mobile app industry one of the biggest markets spread throughout the world. Whatever report you read, there’s no doubt that the mobile app market is getting bigger and bigger.

What’s more interesting is that gone are the days when the United States led the world in mobile app downloads worldwide. According to Statista, China was the leading country for app downloads in 2022, reaching up to 111 billion downloads. India follows in the ranking, with its people downloading 29 billion times in the same year. Then comes the United States, which generated about 12.24 billion downloads.

Of course, you shouldn’t ignore other countries in the top 10 rankings. To give you an idea of what other countries are included in the top 10 list and how many downloads are made in each country, you need to see this:

• China: 111 billion app downloads
• India: 29 billion app downloads
• United States: 12.24 billion app downloads
• Brazil: 10.61 billion app downloads
• Indonesia: 7.7 billion app downloads
• Russia: 5.48 billion app downloads
• Mexico: 5.08 billion app downloads
• Turkey: 3.73 billion app downloads
• Vietnam: 3.52 billion app downloads
• Philippines: 3.49 billion app downloads

As you can see, there’s a huge market outside of the United States waiting for you to tap into. Just to give you an idea of what you’re missing, the combined app downloads of these countries are almost 180 billion, not including the United States. With this in mind, you should start creating your localization strategies to penetrate new global markets.

What are the New Opportunities for Localizing Apps?

When it comes to localizing apps, especially for emerging markets, there are numerous exciting opportunities to explore. Let’s take a closer look at some of these:

1. Market Expansion

Localizing apps allows businesses to expand into new and diverse markets, connecting with a global audience. This approach opens doors to untapped user bases in different regions, potentially resulting in increased downloads, heightened user engagement, and enhanced revenue.

2. Enhanced User Engagement

Adapting app content to users’ language and cultural preferences offers a unique opportunity to improve overall user experience. This, in turn, leads to increased engagement, heightened loyalty, and positive reviews. As users find the app more relatable and user-friendly, satisfaction and connection with the audience are significantly strengthened.

3. Increased Downloads and Visibility

Harnessing the power of localization provides a significant opportunity for increased downloads and enhanced visibility. Research indicates that apps with localized descriptions in the native language tend to experience higher download rates. This strategy offers a twofold benefit: not only does it contribute to improved visibility within app stores, but it also translates into a potential boost in download numbers, consequently elevating the app’s ranking.

4. Revenue Growth

Localization offers a significant opportunity for revenue growth by expanding market share and increasing sales. Businesses can capitalize on this benefit by tailoring their offerings to the specific needs and preferences of diverse markets, maximizing their revenue potential.

5. Competitive Edge

Having a localized app creates a significant opportunity to gain a competitive edge in crowded markets. By demonstrating a dedicated commitment to user satisfaction, a localized app sets itself apart from competitors. The benefit is clear: offering a more tailored and inclusive user experience compared to others in the market, ultimately securing a distinctive position and attracting a broader user base.

What are the Challenges for Localizing Apps?

With every opportunity comes challenges, and denying these challenges will only delay your app’s growth. Thus, it’s crucial to be familiar with them so you can quickly create a game plan on how to address them. Here are some of the most pressing challenges in localizing your app:

1. Linguistic and Cultural Nuances

Successfully adapting content for global audiences extends beyond literal translation, necessitating a profound comprehension of cultural nuances and idioms. The repercussions of misinterpretations in this process can range from communication breakdowns to, in more severe instances, potential harm to the brand’s reputation.

2. Technical Adaptation

Technical adaptation poses a significant challenge in the process of localizing apps, requiring accommodation of diverse technical requirements. This includes addressing issues such as text length variations and right-to-left languages. The impact of this challenge is evident in the potential for creating inconsistent or poorly adapted user interfaces, which, in turn, can hinder the overall user experience and functionality of the app.

3. Legal and Regulatory Compliance

The challenge of legal and regulatory compliance during app localization involves adhering to the legal obligations of each target market, including compliance with data protection laws. The potential impact of failing to meet these requirements is substantial and can lead to legal issues, financial penalties, or significant damage to the brand’s reputation.

4. Resource Intensiveness

App localization poses a challenge in terms of resource intensiveness, demanding significant investments of time, manpower, and financial resources. The impact of inadequate resources can result in subpar localization efforts, compromising the overall quality of the app, particularly in specific markets where thorough adaptation is crucial for success.

5. Maintaining Consistency

One of the challenges in app localization is maintaining consistency across various language versions, encompassing branding and user interface elements. The impact of this challenge is significant, as inconsistent messaging has the potential to confuse users and dilute the overall brand identity. This emphasizes the importance of meticulous attention to uniformity throughout the localization process.

6. Testing and Quality Assurance

Rigorous testing and quality assurance are critical aspects of the app localization process. Failing to address this challenge can have significant consequences, including the identification and rectification of linguistic and functional issues. Overlooking thorough testing may result in the presence of bugs, errors, and a suboptimal user experience, ultimately leading to negative reviews and diminished user satisfaction.

7. App Store Optimization (ASO)

App Store Optimization (ASO) poses a challenge in the localization process as it involves meticulously adapting app store metadata and optimizing content for each target market. The impact of ineffective ASO can be substantial, potentially leading to diminished visibility and lower download rates in specific regions. Hence, a thoughtful and strategic approach to ASO is crucial to ensure the app’s success in diverse markets.

The Value Added by MobileAction

MobileAction’s Localization tool offers an overview of an app’s localized ASO elements (title, subtitle, and description) and its performance across active countries. It allows you to uncover effective localization strategies, identify potential geographies for future localization, and gain insights into competitors’ global strategies. You can analyze localized content, understand top-ranking countries, and refine your app’s localization strategy by comparing different apps’ approaches to strengthen your market position.

Penetrate Emerging Markets Effectively

Localizing your apps can be a challenging yet rewarding process. While various obstacles may hinder your successful expansion into a new market, correct localization opens the floodgates to new opportunities.

This is a guest post from ShyftUp, a leading ASO Agency, sheds light on the transformative power of app localization. With the relevant knowledge, skills, and tools, they can assist you in localizing your app, ensuring a smooth process, and positioning your app for the next level of success.

The post Localizing Apps for Emerging Markets: Opportunities and Challenges appeared first on MobileAction.

Leading the way is MyFitnessPal, celebrated for its exceptional ASO scores in user acquisition. Following closely is Fitbod, demonstrating successful metrics derived from effective organic and paid strategies. Securing the third position isBodyFast, showcasing a diverse range of active and successful ad creatives and earning the highest Ad Intelligence score. Peloton also earned a well-deserved spot on the list as they generated a remarkable Apple Search Ads score by leveraging multiple ad placements.

Let’s explore the standout achievements and strategies that have propelled these top apps ahead of the competition.

MyFitnessPal: Calorie Counter

• With an impressive total of over 27,000 keywords achieving organic rankings, 565 of these keywords ranked #1. This success contributes to their commendable ASO Score, the highest for the Health & Fitness category. Notably, a significant portion of their organic downloads originates from a select set of 15 keywords, constituting over half of their overall organic traffic. Furthermore, their branded keywords play a pivotal role, being the primary source of more than 50% of their organic traffic.

• They are currently running search result ads for over 11,000 keywords, and more than 4,500 of these keywords exhibit a high impression of over 20%.
• In the past month, they have executed a comprehensive advertising campaign, producing a total of 88 video-format ads that were strategically distributed across four ad networks. In their US storefront, they are committed to localization by creating 25% of their ads in Spanish. This bilingual approach is aimed at fostering greater user engagement and reaching a more diverse audience.

Fitbod Gym & Workout Planner

• They’ve successfully earned organic rankings for over 4,500 keywords, and among them, 104 boast a search score exceeding 40. Their downloads primarily come from approximately 40 keywords, showcasing their knack for relevance across a variety of search intents.
• They currently run search result ads for 989 paid keywords, with 55 of them having a search score higher than 40. This indicates a solid performance in targeting keywords that carry significant search intent and relevance.
• Over the past month, they’ve actively ran 368 ads, utilizing both video and image formats across four distinct ad networks. Their advertising strategy uniquely combines the app’s UI elements with real-life footage to enhance the effectiveness of conveying the app’s core value. This approach aims to provide users with a comprehensive and engaging understanding of the app’s features and benefits.

BodyFast: Intermittent Fasting

• BodyFast ranked organically for over 4,000 keywords, with 116 of them having  a search score of 40+. A significant portion of their organic downloads originate from 35 keywords. An interesting aspect is that their primary sources of organic traffic include their competitor’s brand keywords.

• Within the last month, they’ve actively launched 316 ads in video, image, and banner media formats.

InPulse – Heart Rate Monitor

• They’ve achieved organic rankings for over 5,700 keywords, with 197 of them boasting a search score surpassing 40. The majority of their organic downloads come from 32 specific keywords, and more than 60% of these downloads are generated through their own brand keywords. This underscores the significant impact of their brand presence on the organic traffic they attract.

• They are currently running search result ads for over 1,200 keywords, and among them, 342 keywords are generating impressions exceeding 20%. In addition to their default product page, they have introduced a custom product page designed specifically to highlight and promote a particular feature that the app offers.
• In the last month, they’ve created and ran 197 ads through 5 different ad networks. These ads, presented in both video and banner formats, prominently feature real-life footage to emphasize the app’s practical applications and highlight suitable usage scenarios.

Flo Period & Pregnancy Tracker

• They’ve achieved organic rankings for over 16,000 keywords, securing the 1st spot for 268 of them. Among these, 18 keywords stand out with a remarkable search score exceeding 80. Their organic downloads primarily originate from 26 keywords, covering brand terms, generic phrases, and even competitor brand keywords. This diverse range of keywords reflects their effectiveness in attracting users across different search contexts.

• They are actively running search result ads for more than 2,800 keywords, and among them, 80 keywords stand out with a search score surpassing 40. Notably, they’ve gone above and beyond industry averages by creating 18 custom product pages alongside their default product page. This impressive number demonstrates their commitment to providing a tailored experience. Leveraging varied screenshots and keywords, they aim to connect with a wider audience in a relatable and engaging manner.

• Over the past month, they’ve developed and launched a total of 144 ads, strategically distributing them across 4 ad networks. What stands out is their preference for the image format, even in the presence of video format options within similar apps in their category. This choice of emphasizing images over videos adds an interesting dimension to their advertising strategy, showcasing a unique approach within their competitive landscape.

Peloton: Fitness & Workouts

• They’ve successfully generated organic rankings for over 12,000 keywords. The primary source of their organic downloads revolves around 12 specific keywords. Interestingly, all of these keywords are either associated with their own brand or the brands of their competitors. More than 85% of their organic traffic is derived from searches related to their own brand keywords.

• They are actively running search result ads for an extensive portfolio of over 42,000 keywords, and more than 20,000 of these keywords has an impression share exceeding 20%. Notably, they hold the position of the top advertiser in the Health & Fitness category for search result ads and rank 2nd overall. Their strategic use of Search tab ads further improves their reach.

• Adding to their strategic approach, they have developed 3 custom product pages in addition to their default product page. One of these custom product pages outperforms their default product page in terms of impressions, reflecting a noteworthy achievement in their advertising efforts.

Interested in evaluating how your app stacks up against competitors? MobileAction offers a valuable tool for thorough competitor analysis, providing insights into market trends and opportunities to refine your strategy. Schedule a demo with MobileAction today to gain additional insights and bolster your competitive position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the health & fitness app industry.

The post Top 10 Health & Fitness Apps on the US App Store by User Acquisition Performance appeared first on MobileAction.

Leading the list is booking.com, the top travel app for user acquisition driven by its impressive Apple Search Ads visibility score. Following closely is Expedia, outperforming competitors with exceptional ASO scores. Hotels.com claims the third spot, displaying robust metrics from both organic and paid strategies. Notably, Agoda earns its place on the list, distinguished by various active ad creatives and holding the highest Ad Intelligence score.

Now, let’s dive into the key highlights, analyzing how these top apps have consistently outperformed their competitors.

Booking.com

• They exhibit a strong organic presence with over 5,800 keywords, with an impressive 54% securing a spot in the top 30 rankings. Most of their organic downloads come from a strategic choice of 10 keywords, covering their brand, generic terms, and competitor brand keywords. This keyword strategy highlights their expertise in optimizing visibility and drawing organic traffic.

• On Apple Search Ads, they actively bid on over 10,000 keywords, with 100+ having a greater search score than 40. As expected, they are at the top spot in the search result ads Top Advertisers list and the highest ASA score holder in the market.

• To enhance visibility, they also run ads on the Today tab and Search tab, employing a multi-placement ad strategy. Going beyond the default product page, they’ve crafted 4 custom product pages, each tailored to different features. Notably, one of these custom pages outperforms their default page in impressions. 

Expedia

• They’ve got over 9,000 keywords that they rank for organically, and an impressive 58% secure a spot in the top 30, giving them the highest ASO score on the list. Interestingly, 23% of their organic downloads come from their brand keyword, with the majority originating from competitor brand keywords.

• Expedia actively places bids on over 1,700 keywords for their search result ads. They utilize the power of Search tab ads to boost visibility and drive traffic. In addition to its default product page, Expedia has 7 custom product pages that are uniquely customized and localized.
• They’ve got over 36 live ads that are getting significant impressions.  

Hotels.com 

• Hotels.com has a robust organic presence with over 5,900 keywords, an impressive 56 of them in the 1st position. The primary source of their organic downloads revolves around 11 keywords, including their own brand and competitors’ brands. Noteworthy is their ability to attract significant downloads from competitors’ brand keywords, even when not securing a top 3 ranking for those terms.

• They’re currently bidding on over 1,500 keywords for their search result ads. Additionally, they’re running Search tab ads to increase awareness and traffic. Beyond their default product page, they have three custom product pages that attract a significant number of impressions and feature customized ad creatives targeting their brand keywords, generic category-related keywords, and competitor brand keywords.

Airbnb

• They’re currently ranked organically for over  4,600 keywords, with a notable 63% securing a spot in the top 30. What stands out is that a substantial 76% of their organic downloads come from their own brand keyword, highlighting their strong brand presence in the market.

Vrbo

• They currently rank for over 4,500 keywords, and over 45% of those have a search score greater than 40. When it comes to organic downloads, they mainly generate them from 8 keywords, a combination of their own brand and competitors’ branded keywords.

• They’re actively bidding on over 300 keywords for their search result ads. In addition to their default product page, they’ve created two custom product pages. What makes these custom pages stand out is their targeted approach. They are tailored specifically for their own brand keywords and competitor brand keywords.

• They currently have 26 live ads, each strategically designed to highlight the diverse benefits users can enjoy with the app. To make a compelling connection, they’ve integrated real-life footage, adding an authentic touch to draw in users.

Agoda

• They organically rank on over 3,500 keywords. Most of their organic downloads come from 11 keywords. Notably, the highest download percentage comes from a competitor’s brand- Airbnb.

• They’ve got 14 active ad creatives that are outperforming the category average in terms of impressions. They have crafted a diverse range of ad creatives, highlighting the app’s features and showcasing real-life footage to boost engagement. With these strategies in play, they’ve secured the top spot with the highest Ad Intel Score on the list.

Anticipating What’s Next in Your Category

Special Days & Events Affected the Trends

Exploring the last 90 days through MobileAction’s unique Keyword Trends tool reveals correlations between special days, seasonal events, and ASO trends. Notably, keywords like ‘Burning Man’ and ‘Black Friday’ experience heightened popularity around their events but see a decline afterward.

Incorporating relevant keywords during those periods is a strategic move for apps tied to these occasions. On a different note, the term ‘relocate’ gained traction during the last travel season, making it a valuable addition to your app’s metadata. Keep ahead of the curve by leveraging the insights. 

Implementing New Technologies at the Right Time

Incorporating new product updates into your app keeps you on the cutting edge and may give you a competitive advantage in your category. Take, for instance, Expedia’s strategic move. By examining the product page elements of travel apps through MobileAction’s one-of-a-kind Creative Asset Hub, we observed that Expedia updated its app’s screenshot assets, resulting in an uptick in category rankings.

Further analysis using the App Update Timeline revealed that these changes occurred around the travel season, just before it peaked. Upon analyzing this shift, we discovered that Expedia introduced an AI feature to help users create the ultimate travel plan using ChatGPT,  capitalizing on the buzz around the new AI trend.

Curious about how your app compares to others in the market? MobileAction is a valuable resource for in-depth competitor analysis. It empowers you to understand market trends and enhance your strategy. Schedule a demo with MobileAction to gain additional insights and strengthen your position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the travel app industry.

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