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Category: Mobile Insights

App Monetization Strategies: Key Approaches in 2026

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Successful strategies demand a deep understanding of user behavior, personalized approaches, and smart use of web-based tools. This article summarizes key insights from a presentation at the Business of Apps London 2026 conference — insights that can help marketers rethink their approach to monetization.

The priority monetization areas highlighted for 2026 include:

  • flexible analytics;
  • deep personalization of paid access;
  • expanding monetization by integrating apps with the web.

Before diving into the trends shaping 2026, it’s worth revisiting the classic monetization models. Many have evolved, but they still generate steady revenue when applied correctly. The right choice depends on the app’s niche, audience behavior, and business goals.

Classic Monetization Models

In-App Advertising

In-app advertising remains one of the most effective and scalable strategies. Developers earn revenue from impressions or clicks, while users get free access to app features.

Paid Apps

The traditional model where users pay to download the app. Though less common now, it still works for niche products with clear, unique value.

Freemium

A free basic version combined with paid premium features. This works well for services where users can experience the product’s value before purchasing.

In-App Purchases

Popular in gaming, but increasingly common in other categories like dating apps or photo editors. The upside: low risk for users, since spending happens after they’re already engaged.

Subscriptions

Subscriptions have become the dominant model for services with regular content or feature consumption. They come in two flavors: auto-renewing and non-renewing periods.

Monetization Approaches for 2026

Based on insights from the Business of Apps London 2026 presentation.

Analytics: Moving Beyond Standard Dashboards

Most analytics processes suffer from two common pitfalls.

The first is over-reliance on standard dashboards. Marketers regularly check the same boards and assume they know their audience well. In reality, these dashboards reveal more about business KPIs than about what users actually need.

The second issue is relying solely on descriptive segmentation. This approach shows who users are — demographics, location, device — but fails to answer what they want or truly need.

The solution is flexible analytics. This method involves asking questions that standard dashboards aren’t built to answer. Instead of sticking to pre-built reports, teams should form their own hypotheses and explore answers through more adaptable analytical tools.

Sample questions might include:

  • Why do users in a specific segment convert at lower rates than others?
  • What in-app actions typically precede a subscription cancellation?
  • Are there usage scenarios that make users more likely to make a purchase?

Flexible analytics uncovers non-obvious patterns and lays the groundwork for the next two strategies.

Deep Personalization of Paid Access

When marketers hear “personalization,” many think of minor interface tweaks based on age or gender. But there’s a broader way to look at it.

This isn’t about cosmetic changes. True personalization means designing fundamentally different user journeys for distinct audience segments.

Most apps have user segments that differ dramatically in behavior, motivation, and willingness to pay. In these cases, personalization should guide each group through entirely different interfaces and sales funnels.

Why do so many teams overlook this? Building multiple interface variations is complex and demands extra resources from development teams. Many settle for minimal personalization or abandon it too soon, without giving it time to show results.

Yet when done right, personalization can fundamentally transform conversion metrics for most apps. The key is to stay the course, test different approaches, and rely on insights from flexible analytics.

Expanding Monetization Through the Web

The third strategy — often the most underestimated — is integrating the app with the web. In the U.S., this approach is already proving highly effective, but many developers still aren’t using it to its full potential.

The web can become a powerful monetization channel if approached strategically. Start by testing with a broad audience, then shift to a segmented approach. This helps gather data and identify which user groups respond best to web-based checkout. It’s essential to use analytics to uncover user archetypes that are structurally better suited for web conversions. 

These include:

  1. Highly engaged users. They’re already ready to start a trial or make a purchase. For them, a web page with transparent pricing often converts better than in-app checkout.
  2. Returning users. People who left the app and uninstalled it. Asking them to reinstall just to resubscribe creates friction. A web checkout with a personalized offer provides a shorter, smoother path to reactivation.
  3. Users from organic search. They discovered the app through content marketing, SEO, or search engines. These users often compare offers before downloading. It’s critical to meet them where they are — on the web.

The financial upside is real. If an app pays the store a 30% commission, web integration should be implemented as soon as possible. For those paying 15% (until they hit $1 million in revenue), it may be wise to wait — the extra work might not pay off below that threshold. But once revenue exceeds that mark, the commission jumps to 30%, and the web channel becomes a smart economic move.

Bottom line: avoiding this tactic out of fear of store policies isn’t a winning strategy. The monetization opportunities through the web are too significant to ignore.

Conclusion

Analytics, personalization, and the web channel — these three strategies are deeply interconnected. Analytics helps surface the right segments for personalization, while user behavior data reveals who should be offered web checkout — and when. Implementing all three approaches together builds a resilient monetization system, ready for the challenges of 2026 and beyond.

Travel Apps Report 2026: Key Insights and Data to Drive Decision-Making

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About the Report

The Apadmi Travel Apps Report 2026 examines how users engage with travel applications. The researchers explored what motivates people to download and regularly use these services, what challenges they encounter, and which features they consider genuinely indispensable.

Beyond that, the report reveals how apps are reshaping traveler behavior — and what brands and advertisers can do to enhance user experience, boost loyalty, and increase revenue.

Travel Has Gone Mobile

What started as a convenient way to book a flight or hotel room has evolved into fully fledged digital companions that accompany travelers at every stage — from trip planning and navigation to ticketing and in-trip support.

The Travel Apps Report 2026 demonstrates how mobile technology is transforming the global travel industry. The research focuses on what drives users to download and engage with apps daily, what frustrates them and undermines the experience, and which features users most want to see. The study also dedicates special attention to artificial intelligence integration.

Key Takeaways for Mobile Marketers in Travel

Here are the findings every mobile marketer in the travel space should keep top of mind:

  • 28% of respondents said they can no longer imagine taking a vacation without using a dedicated travel app.
  • 24% of users report that travel apps make them more likely to book spontaneously — on a whim, without extensive planning.
  • More than a quarter of respondents (28%) have deleted a travel app due to a negative experience. In 54% of those cases, technical issues — bugs, freezes, and errors — were the culprit.
  • 36% of respondents believe that artificial intelligence within an app could meaningfully improve their travel experience.
  • The bottom line: travel apps have become a mass-market tool, but users are growing increasingly demanding. Reliability, speed, and transparency now determine whether an app stays on a smartphone or gets deleted.

What Motivates People to Use Travel Apps

Travel comes in many forms, and each stage of a trip brings different needs. That’s exactly why many users keep multiple apps on their phones: some for booking, others for navigation, and still others for on-the-ground support.

The numbers back this up: 53% of users have 1–2 travel apps on their devices, while 38% have 3–4. People are increasingly building their own curated “toolkits” for different travel scenarios.

What drives users most? Pragmatism and value. The two main reasons people download travel apps are finding the best deals and saving money, along with the convenience of quick bookings — with 26% of respondents citing each of these motivations.

Dependence on apps is growing: 28% of respondents believe their vacation would be significantly more difficult without travel apps. And 56% cite staying organized during a trip as the primary benefit — storing boarding passes, hotel confirmations, tracking real-time transport updates, and navigating unfamiliar places.

There’s another crucial dimension: apps don’t just make life easier — they change behavior. 24% of users admitted they now book trips more spontaneously, precisely because mobile services make it so much easier.

Most Frequently Used App Categories

Researchers asked users to rank 7 app categories by importance on a scale where 1 was most important. Here’s how the rankings shook out:

Flights and Accommodation — Mean rating: 2.87

Every journey begins with searching for tickets and booking hotels. Users expect to see the full cost upfront — including baggage fees, resort charges, and taxes. Flexible cancellation and change policies, along with reliable payment systems, are also non-negotiable.

Navigation — Mean rating: 3.47

Offline maps, walking routes, neighborhood information, and safety cues (well-lit streets, busy area indicators) make a huge difference, especially in unfamiliar cities.

Transport and Mobility — Mean rating: 3.67

From trains and subways to ride-sharing and e-scooters — users want a single view of all options, pricing, and travel times. Live updates, platform information, delay alerts, and seamless ticketing via QR codes and digital wallet integration make these apps indispensable.

Experiences and Activities — Mean rating: 4.07

Tours, local passes, restaurants, and attractions turn an ordinary trip into a memorable adventure. But the key factor here is trust. Users look for verified reviews, transparent refund policies, and clear explanations of what’s included.

Communication and Translation — Mean rating: 4.47

Language barriers can derail any trip. Built-in message translation and camera-based text translation for signs, menus, and displays help ease the strain. Translated chat with hotels and service providers, plus ready-made phrase templates, save valuable time.

Planning — Mean rating: 4.47

Planning tools bring everything together — bookings, schedules, reminders, and documents — into a single, organized view. The ability to share itineraries with travel companions, collaborate on plans, and receive smart notifications (check-in windows, gate changes) makes trips smoother.

Finance and Currency — Mean rating: 4.63

Vacation is often one of the biggest expenses a household incurs. Users place a premium on real-time exchange rates, budgeting tools, and fee transparency, especially when traveling across borders. Providing financial clarity before, during, and after a trip represents a genuine growth opportunity.

What Users Value Most

The research identified which factors matter most to travelers when choosing a travel app. Here’s the breakdown:

  • Brand reputation and trust — 18.8%
  • Positive reviews and ratings — 18.8%
  • Discounts or special offers — 18.1%
  • Simple, intuitive interface — 17.2%
  • Personalized recommendations — 13.6%
  • Integration with other services — 8%
  • Data privacy and security — 5.6%

Brand Reputation and Trust

In an industry where flight cancellations, delays, and price volatility have become routine, a well-known name lowers perceived risk. Users are more willing to trust a familiar brand with their booking — especially if it’s their first time using it.

Positive Reviews and Ratings

“Social proof” is one of the decisive factors in app selection. It’s not just about star ratings — volume, recency, and level of detail matter too. This is especially critical for new services and hotels.

Discounts and Special Offers

Value remains a baseline expectation. But the real differentiator is honest pricing: display the full cost upfront and don’t hide fees until checkout. Personalized offers based on the user’s travel history perform even better — particularly when combined with loyalty program perks and clear cancellation terms.

Simple, Intuitive Interface

Usability directly converts into revenue. Fewer steps, saved traveler data, autocomplete, and predictable flows all reduce drop-off rates. Speed is part of the equation too: pre-fetching results, storing tickets offline, and enabling one-tap wallet payments turn complex tasks into lightweight actions.

Personalized Recommendations

Word-of-mouth still works — especially for group travel and niche destinations. Encourage users to share their experiences: let them send itineraries to friends and offer referral bonuses.

Integration with Other Services

Less app-hopping means a smoother experience. Automatic booking extraction from emails, calendar sync, and map deep links keep users within your ecosystem.

Data Privacy and Security

Security and privacy are critical for retention. Many users take baseline protection for granted and only notice when it fails. Make security measures visible without being intrusive — trusted payment systems, plain-language privacy policies — and explain why you’re requesting certain data: “We use location to alert you if your gate changes nearby.”

Why the Right Loyalty Mechanics Matter

Respondents told us which loyalty and reward tools work best for them and keep them coming back.

The results are predictable: discounts, cashback, and points or miles accumulation topped the list — chosen by more than half of respondents. Users are crystal clear: value for money remains the top priority.

However, more than a quarter also highly rated exclusive upgrades and surprise perks. People appreciate when a brand acknowledges them and adds something special to the standard service. Here’s the full breakdown:

  • Discounts and cashback offers — 28%
  • Points or miles accumulation for bookings — 18.3%
  • Exclusive upgrades or priority access — 16.2%
  • Personalized rewards based on travel habits — 14.6%
  • Surprise perks — 12.2%
  • Partnerships with other brands — 10.8%

Why Users Delete Travel Apps

No app is perfect, and many travel services still have a long way to go. We examined the most common reasons for deletion:

  • Technical issues — 26.3%
  • Hidden costs — 17.8%
  • Poor customer service — 17.1%
  • Too complicated and confusing — 15.4%
  • Found a better alternative — 11.9%
  • Privacy concerns — 11.4%

The Ultimate Travel App Wishlist

When asked about their top priorities, users put clarity and control first. Here’s what they want — and what brands can do to deliver:

  • Accurate pricing, fewer hidden fees — 21.3%
  • Everything unified in one place — 16.5%
  • Easier navigation and cleaner design — 11.7%
  • More offline functionality during trips — 11.2%
  • Better support when things go wrong — 9.9%
  • Better personalization — 9.7%
  • Stronger data privacy and transparency — 6.9%
  • More verified reviews — 6.6%
  • Faster loading times — 6%

Accurate Pricing — 21.3%

Make the total price visible by default. Break down fees clearly, compare options honestly, and explain add-ons (seat types, baggage) in plain language. Offer price locks and refund guarantees where possible.

Everything in One Place — 16.5%

A unified itinerary that combines bookings, tickets, and navigation outperforms the chaos of multiple apps. Automatically extract confirmations from emails and build a live event feed with actionable cards: check-in, navigation, rebooking.

Easier Navigation and Cleaner Design — 11.7%

Design for one-handed use, with readable typography and clear hierarchy. Keep critical actions within thumb’s reach. Use progressive disclosure to avoid overwhelming users.

More Offline Functionality — 11.2%

Assume connectivity will drop. Store tickets, maps, and itineraries locally. Warn users to download offline packs before departure.

Better Support — 9.9%

Blend automation with live agents. Pass context along so customers don’t have to repeat themselves.

Personalization — 9.7%

Tailor recommendations to the user’s budget, style, and constraints. Let them adjust how “adventurous” suggestions should be.

Privacy and Transparency — 6.9%

Explain what data you collect and why. Offer granular controls. Replace dense legal text with a “Privacy at a Glance” summary.

Verified Reviews — 6.6%

Highlight verified stays and visits. Group reviews by traveler type (family, solo, business) and theme (quiet, nightlife, food).

Faster Loading Times — 6%

Speed converts — especially during search and checkout. Pre-fetching, lazy loading, and saved profiles make even heavy flows feel instant.

AI in Travel Apps

Brands that want to stay ahead are already exploring how AI can enhance their mobile services. Here’s what users see as most promising:

  • AI trip assistants — 36.2%
  • Smart wearables for check-in and boarding — 23.2%
  • AR navigation and real-time translation — 20.5%
  • Predictive AI for real-time travel updates — 20.1%

AI Trip Assistants — 36.2%

AI can build itineraries and automatically replan when disruptions occur — suggesting alternative routes, updating tickets, and assisting with refunds. During the trip, AI offers contextual nudges: “Leave now to catch your train,” “Gate changed,” “Museum is sold out — here’s another option.”

Smart Wearables — 23.2%

Boarding passes, room keys, and lounge access — all on your wrist. Wearables excel in micro-moments: haptic alerts for gate changes, transit taps without reaching for a wallet, and glanceable directions. The foundation is robust tokenization and instant revocation if the device is lost.

AR Navigation and Translation — 20.5%

Augmented reality simplifies navigation in complex spaces — airports, train stations, unfamiliar cities. For users with accessibility needs, AR can highlight step-free routes and elevator locations.

Predictive Real-Time Updates — 20.1%

Predictive models flag likely delays, capacity crunches, and weather-related disruptions in advance. Combined with automatic rebooking and compensation workflows, this turns negative moments into trust-building opportunities.

Travel Apps Are Now Mission-Critical — But the Bar Has Risen

To win and retain users, brands must deliver transparency, performance, and seamless end-to-end experiences — increasingly powered by AI for proactive support and personalization.

AI won’t replace great design, reliability, or trust — it will amplify them, transforming apps from functional tools into true digital travel companions.

Based on the Apadmi Travel Apps Report 2026. All data and figures are drawn directly from the original research.

Playable Ads: How Interactive Ad Formats Drive Campaign Performance

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In mobile marketing, simply grabbing user attention is no longer enough. Banner blindness has become the norm. Users scroll past standard ads without noticing them. They automatically close static banners and video ads inside apps. That is why interactive solutions are stepping in to replace classic formats — turning ads into a genuine user experience.

Playable Ads — advertisements in the form of a mini-game — are becoming the standard for apps that want to attract not just a high volume of users, but the right ones: people who will stick around and complete target actions.

What Are Playable Ads

Playable Ads are an interactive ad format that lets users try an app before installing it. Instead of watching a video ad, a potential user plays a simplified version of a game or interacts with a demo version of a non-gaming app. It is a kind of test-drive that happens right inside the ad unit.

Playable Ads also serve as a traffic qualification tool. If a user completes a mini-level and enjoys it, they are highly likely to install the app. If not, the advertiser does not waste budget on a low-quality install that may fail to convert into target actions.

Using Playable Ads solves challenges for both performance marketers and brand managers. The format does more than drive traffic — it actively engages users. As a result, the campaign converts people into app users more effectively. This helps achieve marketing goals faster and introduces customers to the product through a safe demo experience.

Once a user is inside the interactive experience, new opportunities for influence open up. Personalization, competition, and the ability to make choices within the gameplay all work to hold attention. The desire to be first or to earn a reward becomes a natural driver of engagement.

Numbers That Change Media Planning

The effectiveness of Playable Ads is backed by large-scale research. According to the Liftoff Mobile Ad Creative Index 2025 — based on an analysis of 4.7 trillion impressions and 1.1 billion installs from 2023 to 2025 — conversion rates for Playable Ads significantly outperform traditional ad formats.

For advertisers outside the top-tier rankings, the impression-to-install conversion rate was 16 times higher compared to non-interactive formats. For market leaders, where competition is even fiercer, the difference remained substantial: Playable Ads were 8 times more effective.

Research also reveals behavioral metrics: users who install an app through a playable ad open it 60% more often and make in-app purchases 6 times more frequently compared to users acquired through other formats.

William Maklaud, Teamlead of Mediabuying Appska

There is a misconception that Playable Ads are only suitable for gaming app verticals. That is far from true. The format adapts successfully to any app where you can demonstrate product value.

How to Create Playable Ads: Best Practices

Creating a playable ad is more complex than producing a standard video. It requires attention to graphics, game design thinking, knowledge of interactive HTML5 content development, and an understanding of mobile user psychology.

Typically, creating Playable Ads involves developers. Each new creative needs to be programmed, tested, and adapted to meet the requirements of different ad networks. This is not as fast as producing static or video creatives, and it costs more. However, the market is finding solutions.

Some platforms — Playturbo, for example — offer template libraries and drag-and-drop editors. These allow marketers to build Playable Ads without coding, using ready-made game assets. Artificial intelligence is also speeding up the process, simplifying the production cycle.

Start Screen

Users spend an average of 1.7 seconds reading instructions on the start screen. More than two or three attention zones reduce the likelihood that users will read all of them. The best strategy is to place two or three key elements with a clear hierarchy: the main one in the center, a secondary one at the top, and a third at the bottom. Animation attracts attention 1.4 times more effectively than text without visual support.

Gameplay

During the game, users should stay immersed in the experience. Place your product branding close to the main gameplay area. Elements positioned to the left or right of the center attract the attention of only 26% of users. Intrusive pop-ups that interrupt the game are closed in under a second — such ads are not remembered; they are annoying.

End Card

On the final screen with a call to action, users spend just 0.7 seconds. Limit the number of attention zones to three elements. A large centered logo and install button are recognized faster than elements placed at the edges.

William Maklaud, Teamlead of Mediabuying Appska

The mobile advertising market is moving toward interactivity and personalization. Playable Ads are the answer to user demand for testing an app’s functionality before installing it.

Platforms and Formats

There are many ad platforms that support Playable Ads. However, each platform has its own specific requirements. Examples include Unity Ads and several other DSP. Deciding on the platforms must happen before production begins. This is the only way to account in advance for all limitations and requirements regarding animation and technical implementation.

Once the platform is selected, the next step is to define the format based on audience and campaign goals. The following options are available:

  • Personalization: collect initial user data and deliver a unique offer.
  • Demo gameplay: a classic for games — users try the gameplay before installing the app on their device.
  • Tests and quizzes: users enjoy testing their knowledge; questions can lead them to the promoted app’s page.
  • Photo editors: any interactive experience involving the user’s photos can generate interest.
  • Augmented reality: a fresh format. Users grant camera access, and the gameplay takes place in their physical space.

William Maklaud, Teamlead of Mediabuying Appska

For advertisers, using Playable Ads improves traffic quality and increases retention rates. As user acquisition costs rise and competition for attention intensifies, Playable Ads are becoming an essential tool in the mobile marketer’s arsenal.

Custom Product Pages: How Personalization Boosts Your App’s Conversion Rate

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Here’s a familiar problem. A user clicks on your ad because they’re interested in a specific promotion or a new feature. But when they land on your App Store page, they don’t see anything relevant — just generic information. The result? A lost download, no conversion, and ad budget wasted.

The solution? Custom Product Pages (CPP). This feature lets you create alternative versions of your App Store page, tailored to specific audiences, traffic sources, and ad messages. In this article, we’ll break down how custom pages work, which strategies deliver the best results, and how to measure their impact.

What Are Custom Product Pages in the App Store?

CPPs are different versions of your app’s App Store page. They’re only visible to users who come through a specific ad link — not in regular search results. According to the latest iOS 18 updates, you can create up to 70 custom pages per app in App Store Connect. Each one can be localized for different languages, while your main product page stays unchanged.

For each CPP, you can customize three key elements:

  • Screenshots
  • App preview video and poster frame
  • Promotional text (up to 170 characters)

The app icon, name, and keyword field remain the same across all versions. Every custom page gets a unique URL, which you can use in ad campaigns, email newsletters, social media, and even push notifications.

Starting with iOS 18 and iPadOS 18, you can also attach a deeplink to a CPP. Instead of just opening the app, the link takes users straight to a specific screen or feature. For example, if you’re promoting a seasonal movie collection in a streaming app, users go directly to that collection after installing — no need to navigate through the main menu. This shortens the path from click to action and improves retention.

Key Strategies for Using Custom Product Pages

CPPs bridge the gap between what your ad promises and what users see in the App Store. Here are the most effective use cases.

Tailoring to Different Features and Interests

Creating separate pages for specific app functions boosts relevance. Take a fitness app: it can have individual CPPs for yoga, cardio, and strength training. The screenshots and previews show exactly what each user is looking for. The result? Higher download and conversion rates.

Geographic Segmentation

For apps operating in multiple countries or regions, CPPs help address local preferences. A food delivery service, for instance, can use different custom pages for different cities, highlighting local assortment and offers. Or you can create one CPP and localize the text — users from different countries will then understand the screenshots and promo copy in their own language.

Seasonal and Holiday Campaigns

Black Friday, New Year’s sales, special events — these are perfect opportunities to create a dedicated CPP. A themed page makes your offer highly visible and relevant to users coming from holiday ads. This boosts conversions and drives revenue during peak seasons.

Retargeting and Bringing Users Back

CPPs can help win back users who deleted the app or canceled a subscription. Create a page that highlights fixed bugs, a new design, or special conditions for returning users. For example, a subscription-based audiobook app can run a retargeting campaign with a promo code for former users — and place the call to action right on the custom page screenshots. Only those who click that specific ad will see it.

Segmentation by Gender and Age

If your app offers content that appeals to different demographic groups, CPPs let you personalize the visuals. A fitness app can show strength training screenshots to a male audience and glute or core workouts to a female audience. A photo editor might highlight trendy social media edits for younger users, while showcasing family photo retouching features for an older demographic.

How to Set Up and Measure Custom Product Pages

Creating a Page and Driving Traffic

CPPs are created in App Store Connect. You can start from scratch with an empty page or duplicate your original app page and make adjustments. Then, set up the preview, screenshots, and promo text. Just remember — all content must follow Apple’s guidelines.

You can drive traffic to CPPs via direct links or Apple Search Ads. If you use third-party ad networks, make sure they support redirects to custom pages. Not all sources work correctly with CPPs — in some cases, users may still land on your main page.

For accurate attribution, set up a tracking system like AppsFlyer or Adjust. This helps you identify which campaign brought the user and which page they landed on.

Metrics to Track

App Store Connect provides the following data for each CPP:

  • Impressions and views
  • First-time downloads
  • Redownloads
  • Conversion rate (CVR)

If you’re using Apple Search Ads, you can also track CPI (cost per install) for each custom page. Depending on your unit economics, you can further measure how CPPs affect in-app events like subscriptions, registrations, or purchases.

How CPPs Differ from A/B Testing (PPO)

It’s important not to confuse CPPs with Product Page Optimization (PPO). PPO is a classic A/B test that randomly shows different page versions to organic users. CPPs, on the other hand, are not designed for random testing — they’re a personalization tool for paid traffic. That said, CPP campaign results provide valuable insights. If a particular custom page drives high conversion, its elements can inform future A/B tests on your main App Store page.

Measuring Real-World Impact

Run test campaigns with identical settings (placement, audience, creative) targeting both your main page and a CPP. Then compare CPI and CVR. This approach gives you an objective view of how much the custom page contributes to metric improvement.

Regular CPP analysis helps identify the most effective visuals and promo text, scale successful solutions, and refine your main app page.

Advantages and Limitations of Custom Product Pages

Key Benefits

  • Creates a seamless user journey from ad to store, with no broken expectations
  • Increases relevance and conversion rates for ad campaigns
  • Enables deep audience segmentation (geo, gender, age, interests, behavior)
  • Provides an additional source of insights for ASO optimization
  • Potential to lower CPI and improve ROAS

Downsides to Consider

  • Designing and maintaining CPPs requires time and resources (design, copywriting, localization)
  • Needs close coordination between UA (user acquisition) and ASO teams to generate and prioritize hypotheses
  • Analytics can be tricky — sometimes it’s hard to tell exactly which campaign drove a conversion
  • Not ideal for apps with small ad budgets; reliable testing requires sufficient traffic volume

Conclusion

CPPs are one of the most powerful personalization tools in the App Store today. Custom pages help bridge the gap between your ad message and the actual user experience, significantly boosting conversion rates. With the ability to create pages featuring unique screenshots, video previews, and promotional text, CPPs are well suited for geographic, demographic, and behavioral segmentation, seasonal promotions, retargeting, and feature-specific campaigns.

If your project already invests in paid traffic but doesn’t use custom pages, you risk losing both audience share and budget. Implementing CPPs into your acquisition funnel takes time and coordination — but the payoff in higher conversion rates is well worth it. Just remember to base decisions on hypotheses, run A/B tests (within PPO), and analyze the data. That’s when custom pages become a true growth driver for your mobile app.

How to Use CTV Advertising for App Promotion

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Just a couple of years ago, Connected TV (CTV) was seen as a tool for big-budget brand awareness campaigns: impressive in scale, but completely opaque when it came to analytics. It was a channel for reach, not for user installs or targeted actions.

By 2026, the situation has changed dramatically. CTV advertising has evolved into a measurable channel that works seamlessly alongside mobile advertising. The analytical data now available makes it possible to link a TV ad impression directly to an action on a smartphone. Brands and advertisers who have already embraced this tool are seeing tangible results.

Understanding the Terms: Smart TV vs. Connected TV

When discussing television advertising, it’s crucial to understand the difference between two key concepts.

Smart TV refers to a specific type of television. If a device has an internet connection and its own operating system, it’s a Smart TV. The main feature of these TVs is the ability to install apps, open a browser, and use online streaming services directly on the screen, without needing additional devices.

Connected TV is a broader, more comprehensive term. It describes the method of content delivery. CTV is any way of watching internet video on a large screen. This includes:

  • The Smart TVs we just mentioned;
  • Game consoles like PlayStation or Xbox;
  • External streaming devices – Apple TV, Amazon Fire TV, Google Chromecast, Roku;
  • Modern set-top boxes from internet providers.

Today, mobile apps can be promoted directly through the big screen, using the same programmatic algorithms as mobile advertising. This provides access to a massive audience. According to a Statista study, by the end of 2024, 92% of households in the US owned at least one device with access to CTV. This figure is practically approaching full saturation. However, the primary focus for advertisers now is the European and Asian markets, where the CTV sector is showing strong and steady growth.

Which Mobile App Niches Benefit Most from CTV?

  1. Games. Gamers actively use consoles and streaming services. For promoting mobile games, CTV offers a chance to showcase gameplay in high definition.
  2. Streaming Services and Online Cinemas. This is advertising in the context of consumption. It doesn’t annoy users but offers a solution relevant to what they are already doing.
  3. E-commerce and Shopping Apps. The big screen acts as a storefront. It allows for a detailed display of products and their benefits, motivating users to pick up their phones and complete a purchase.
  4. Smart Home. People who have already purchased a Smart TV are typically interested in other gadgets. Advertising apps for smart home management finds a fertile ground within the CTV ecosystem.
  5. Fitness, Health, and Education. This type of content is perfectly suited for a large screen. Workout videos, English lessons, or meditation sessions feel natural to watch on TV.

The End of the “Reach-Only” Era?

For a long time, the main “pain point” of CTV was the inability to prove its direct impact on sales. Marketers could see impressions and reach, but they couldn’t determine if those impressions led to an app install, a purchase, or a subscription. There was no link to a specific device.

For performance teams, this automatically made CTV a low-priority item in the media plan. Why allocate a significant budget if you can’t calculate the ROMI?

The situation began to change as big data penetrated the CTV ecosystem. Smart TV manufacturers, streaming platforms, and internet service providers started providing identifiers and signals at the household level.

Combined with cross-device matching technologies, this made it possible to track the customer journey:

  • A user sees an ad on TV;
  • Some time later, they complete a targeted action on their smartphone.

This was a game-changer for the industry: CTV transitioned from being just a reach channel to a performance tool with transparent analytics.

CTV Inventory Expansion

Another factor accelerating CTV’s shift into a measurable channel is the explosive growth of ad inventory. Previously, choices were limited to a couple of premium streaming services. Now, the landscape is much more diverse:

  • Smart TV manufacturers (OEMs);
  • Major streaming platforms and FAST channels (Free Ad-Supported Streaming TV);
  • Cable providers with digitized offerings;
  • Game consoles.

This variety makes it possible to scale advertising campaigns without sacrificing quality. Advertisers can buy premium placements and more affordable inventory simultaneously, managing everything within a single programmatic platform.

Attribution in CTV

Ad platforms (DSPs) with a historical focus on mobile promotion have a unique advantage. They have spent years honing their skills with mobile IDs, probabilistic models, and attribution. They understand conversion windows and incrementality.

Therefore, when CTV inventory became available for programmatic buying, mobile-first platforms were the quickest to adapt. For advertisers, this means a seamless integration: one partner, a unified data layer, and a shared optimization logic across both channels. No more manual reconciliation of reports from different systems – everything works in sync.

The main breakthrough that placed CTV alongside classic performance marketing is cross-device attribution.

Marketers can now find answers to key questions.

  • Did the TV ad lead to an app install?
  • Did it increase the likelihood of a purchase?
  • Did it help re-engage “lapsed” users?

Technically, a CTV attribution system uses a combination of data.

  • Deterministic identifiers (logins, device IDs);
  • Household-level signals (IP address);
  • Device graphs that “know” a TV and a smartphone are in the same home.

Because a TV is stationary while a phone can move between networks, linking to the household IP address is considered the most reliable method. Modern platforms, like Kochava, build specialized graphs (such as DeviceLink) to connect devices within a single home. This allows for correct attribution even if a user sees an ad on TV but downloads the app later while on a different network, for example, at work.

CTV Advertising Strategy

To prevent CTV and mobile advertising from cannibalizing each other’s budgets and instead work synergistically, it’s important to follow a few guidelines.

  1. Define Channel Roles. CTV is best for creating demand and building intent. Mobile advertising is the ideal tool for capturing that intent and driving conversions.
  2. Build a Sequential Funnel. An effective approach is: broad household reach via CTV, followed by retargeting on mobile devices to guide users toward the desired action.
  3. Manage Frequency. Without frequency capping, CPMs rise quickly, and users can become overexposed. Set frequency limits, or “caps,” at the household level and ensure your mobile ads aren’t shown to users who have already received excessive TV exposure.
  4. Leverage Contextual Signals. In the world of CTV, accurately identifying a specific viewer is challenging, as one screen is often shared by a whole family. Therefore, environmental signals become paramount: content type, time of day, program genre, and device characteristics. Modern DSPs build machine learning models that interpret these signals to estimate the probability of an install.
  5. Mix Your Inventory. Combine premium streaming apps with more affordable FAST channels and cable networks. The key is to maintain control over ad costs and frequency.

In Conclusion

CTV has come a long way to become a measurable user acquisition tool. With the development of cross-device attribution and the increase in available inventory, it has become a full-fledged part of the performance marketing mix.

However, the effectiveness of advertising here directly depends on how smoothly all parts of the chain – DSP, SSP, and MMP – work together. The higher the quality of signal transmission and the deeper the integration, the more accurate the attribution and the clearer the role of television in your sales funnel. When combined, CTV and mobile advertising unlock even greater potential as powerful drivers for lead generation and business growth.

How to choose a mobile app marketing agency: a step-by-step guide

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According to data from the Sensor Tower “State of Mobile 2026” report, users spent a record 5.3 trillion hours in mobile apps last year – that’s roughly 3.6 hours per day for every smartphone user. For the first time in history, revenue from non-game apps surpassed that of games. Global in-app purchase revenue grew by 10.6% , reaching an impressive $167 billion.

Competition in the mobile app marketing is intensifying, making the battle for user attention and wallet share increasingly complex. That’s why finding a reliable partner for mobile app promotion has become a critical mission, and your ad budget, a strategic investment.

But how do you sift through hundreds of agencies and teams to find not just a vendor, but a true partner – one who thinks beyond click volume and focuses on your core business metrics? Here’s what to look for when selecting a partner to ensure a profitable and highly effective collaboration.

Where to Start

Choosing an agency is always about risk management. This is especially true in mobile marketing, where users switch between apps in a fraction of a second, and the cost of a mistake is a burned-through budget. A salesperson’s charisma and a beautiful case study portfolio are just the tip of the iceberg. What truly matters is whether the agency team can keep pace with your workflow, take ownership, and align their thinking with your KPIs. Let’s break down the agency selection process step by step.

Criterion 1: A Thorough Briefing Phase

Every app promotion project operates within specific constraints. You have a budget, a timeline, a product with unique characteristics, and historical data from past campaigns (or a lack thereof). A mature agency won’t promise the moon during the first conversation. Instead, they will start asking questions:

  • Which advertising sources have you used in the past, or are you currently using?
  • Does your business have any seasonality, and what are the peak demand periods?
  • Are there any specific preferences or restrictions for ad creatives?
  • Have you worked with other agencies before, and what worked or didn’t work for you?

These are just a few examples; a comprehensive brief from a mobile marketing agency will include many more. The agency’s main goal at this stage is to conduct a thorough evaluation of your offer and gather as much information as possible to set up effective campaigns.

If a sales manager doesn’t try to understand your business context or fails to hypothesize about potential growth areas and risks, it’s a red flag. Without this foundational step, it’s impossible to build a reliable forecast or choose the right traffic acquisition strategy.

Criterion 2: Transparent Planning and Processes

Mobile marketing demands maximum organization. Therefore, the promotion strategy and media plan are key documents that any competent agency should prepare. Chaotic test launches without a clear strategy will burn through your budget in a futile search for a “magic bullet”.

Pay close attention to how the agency structures its operational processes. Consider their project onboarding, for instance. Do they have a clear roadmap for integrating new traffic sources? Does it include setting up analytics within MMP (Mobile Measurement Partner) systems? Then, look at project management. Does the agency use task trackers or transparent reporting systems that allow you to monitor progress at any time?

The first 2-3 weeks of collaboration reveal a team’s maturity level far better than any polished presentation. If communication follows a set schedule without requiring reminders, and if meetings consistently end with clear, documented next steps, it means the agency won’t create extra work for you. They will genuinely take a share of the operational load.

Criterion 3: Focus on Client Business Goals

This is arguably the most crucial point for effective mobile marketing. Reports boasting high CTR and low CPI (Cost Per Install) can be utterly meaningless if the app isn’t generating revenue. A good agency works with the entire funnel, guiding users toward the key action: a purchase, a subscription, a deposit, etc.

The agency must be able to translate hypotheses into expected metrics and connect the cost of funnel stages to your product’s unit economics. Key Performance Indicators to Track.

Campaign Performance Metrics

  • CTR (Click-Through Rate): Indicates the effectiveness and appeal of your ad creatives.
  • CPI (Cost Per Install) & CPA (Cost Per Action): The cost of acquiring an install or a specific user action.
  • CAC (Customer Acquisition Cost): The total cost of acquiring a new paying customer.
  • ROAS (Return on Ad Spend): Return on investment, often measured short-term (Day 1, Day 7) and long-term (Day 30, Day 90).
  • Retention: User retention rate (e.g., Day 1, 7, 30), showing whether the agency attracted genuinely interested and active users.
  • LTV (Lifetime Value): The total revenue a customer is expected to generate, demonstrating the long-term value of acquired users.

Product & Business Metrics

  • This is where marketing effectiveness translates directly into the company’s financial health.
  • Unit Economics: Analyzes whether the cost of acquiring a user (CAC) is justified by the revenue they generate (LTV).
  • Conversion Rate to Paying (CR): The percentage of active or new users who make a payment.
  • ARPPU (Average Revenue Per Paying User): The average amount of revenue generated from each paying user.

Beyond knowing and managing these metrics, a mature agency can build forecast models – optimistic, realistic, and stress-test scenarios – and defend them. If you only hear vague promises about “increasing brand awareness” or “lowering CPA,” you will likely only ever receive retrospective reports on these metrics, not proactive achievement.

Criterion 4: Reputation Backed by Data

Research the agency’s track record: How many years have they been in the market? Do they appear in industry rankings or have they won professional awards? Their portfolio should feature cases from your vertical or related fields. When reviewing case studies, dig into the numbers. What specific results were achieved, and through which strategies and tools?

It’s also vital to check reviews and, if possible, speak with current or former clients to understand their real-world experience.

Don’t be afraid to ask tough questions that are crucial for a long-term partnership.

  • What is the current workload per account manager?
  • Will we have a dedicated team for our project?
  • What is your contingency plan if the results outlined in the media plan aren’t met?

A transparent agency will answer clearly and acknowledge any limitations. Evasiveness is a clear sign that collaborating with this partner will be an uphill battle.

Checklist for Choosing Your App Promotion Partner

You’ve had talks with several agencies. To make a clear-headed decision, use this checklist.

  • Audit & Onboarding

Does the agency propose auditing your current analytics setup before launch? Is there a formalized process for immersing themselves in your project?

  • Transparency

Can they clearly justify their pricing model?

  • Business Metrics Focus

Do they focus on connecting campaign efforts to actual purchases/subscriptions, not just installs?

  • Strategy & Forecasting

Can they propose a clear strategy with a planning horizon and provide result forecasts under different scenarios?

  • Team & Expertise

Who will be on your dedicated team (account manager, media buyer, analyst)?

Do they have in-house resources (like a design studio) for creating high-quality creatives?

  • Adaptability

Do they ask insightful questions about your business and its constraints?

How quickly do they respond to market changes or your feedback?

  • Reputation

Do the promises on their website and in presentations align with real client reviews and case studies?

Investing time in carefully selecting an agency pays off in peace of mind and the predictable growth of your app. Remember, effective promotion is always a joint effort between your in-house team and your agency partner. Find a partner who ticks these boxes, and you’ve already secured 50% of your success.

In-app advertising: guide for those planning to launch mobile campaigns

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In this article, we’ll discuss the advantages of in-app advertising and its primary formats. We’ll also examine effective strategies for acquiring high-quality, relatively cost-efficient traffic.

What is in-app advertising?

In-app advertising refers to the display of adverts inside mobile applications – games, services, utilities, and other types of apps installed on smartphones or tablets. Unlike web advertising shown in browsers, in-app advertising operates within the user’s natural digital environment: the apps they have installed and use regularly.

This form of advertising integrates into the application’s user interface. It may appear as a banner at the top or bottom of the screen, or it can occupy the entire screen. Beyond banners, there are video and interactive ad formats that activate between game levels. Native placements embedded within an app’s content feed are also widely used.

The mechanism for launching such advertising relies on a three-way partnership

  1. Advertisers – promote their products and services.
  2. Ad networks and agencies – provide traffic.
  3. Publishers – host ads to monetize their platforms.

The core principle of in-app advertising is targeting based on anonymized user data: socio-demographic characteristics, types of apps used, approximate activity times, GEO, and other parameters. This enables ads to be shown to the most relevant and motivated audiences, directly impacting campaign effectiveness – whether measured by CPI (installs) or CPA (target actions such as service orders, product purchases, or subscription sign-ups).

Why in-app advertising Is Trending

Today’s users spend over 90% of their total smartphone time inside mobile applications. According to Data.ai, global consumer spending on app downloads exceeded $171 billion. The average user spends approximately 4.8 hours per day within apps.

This creates unprecedented audience concentration and engagement within the mobile app ecosystem. For any business with even partial reliance on mobile users, foregoing in-app advertising effectively means forfeiting a significant share of potential customers.

This trend is amplified by increasing smartphone penetration, 5G expansion, and the rising quality of mobile content. Applications have become primary hubs for entertainment, shopping, communication, learning, and work.

For advertisers, this represents a paradigm shift: the ability to effectively acquire traffic inside niche applications – where users are maximally focused and engaged – has become critically important. Agencies specializing in in-app traffic are emerging as key partners for mobile app growth.

Key drivers behind in-app advertising growth

High audience engagement.
When integrated skillfully and supported by quality creatives, in-app ads demonstrate significantly higher conversion potential.

Evolving ad formats.
Complex formats like Playable Ads and Rewarded Video have taken center stage. These reduce user friction and are often perceived as entertainment rather than intrusive advertising.

Effective publisher monetization.
For developers of free-to-play apps, in-app advertising is a primary revenue stream alongside IAP (in-app purchases). This creates a sustainable ecosystem where advertisers gain access to premium inventory in top-tier apps, and publishers secure stable income to further develop their projects.

Advantages of in-app advertising for advertisers

  • High-quality Traffic, particularly in premium ad networks

Users who click on ads within apps are already accustomed to taking actions in the mobile environment: registering, making purchases, consuming content. As a result, CPA (Cost Per Action) is often lower than in other channels while maintaining comparable quality.

  • Flexible payment models

CPI (Cost Per Install): payment for each app installation. CPA (Cost Per Action): payment for a specific target action. oCPA (optimized CPA): ad network algorithms automatically optimize campaign parameters to achieve a predefined cost per target action (e.g., registration or first purchase).

  • Deep analytics capabilities

Attribution systems such as AppsFlyer, Adjust allow precise tracking of the user journey – from ad click to target action (install, registration, payment, etc.). This enables accurate ROAS (Return on Ad Spend) calculation, real-time campaign optimization, and fraud monitoring.

  • Broad reach or localized targeting

Ad networks support campaigns targeting major international markets or entire countries, as well as highly focused campaigns aimed at specific cities, regions, or language groups. Advertisers can test creatives across different locations and rapidly scale successful combinations.

Main in-app advertising Formats

  • Interstitial Ads (Fullscreen)

Full-screen advertisements appearing during natural pauses in app usage – between game levels, during transitions, etc. They offer high visibility and strong conversion rates (CR). Can be static or animated.

  • Rewarded Video

A highly popular and effective format. Users voluntarily watch a 10–20 second video in exchange for an in-app reward: game currency, extra lives, premium content, etc.

  • Playable Ads

An interactive format allowing users to “try out” the gameplay or a key feature of the app directly within the ad unit. Extremely effective for games and complex services, as they lower the barrier to installation and attract the most interested audiences.

  • Native Ads

Advertising that is stylistically and functionally integrated into the app’s interface – for example, a feed element or a recommendation within a list. Considered less intrusive and generates less user friction compared to other formats.

  • Banner Ads

The classic placement format appearing at the top or bottom of the smartphone screen within an open app. While conversion rates are relatively modest, banners are suitable for brand awareness objectives and maintaining audience touchpoints.

Is App Store advertising considered in-app?

Advertising placements within mobile stores represent a separate channel that works synergistically with in-app advertising. This includes ads displayed directly in search results and on app pages.

Key tools

  • Apple Search Ads (ASA) and Google UAC (Universal App Campaigns).
  • Alternative OEM app stores: Petal Ads (Huawei AppGallery), Samsung Galaxy Store, Xiaomi GetApps, each offering dedicated advertising dashboards. Formats include lock screen banners and in-store app recommendations.

Beyond ad networks and app stores, social media platforms – themselves applications – serve as powerful channels for in-app advertising. Telegram Ads is gaining traction, displaying native message-style ads within large public channels.

Which businesses benefit from in-app advertising?

  • Mobile app and game developers
  • Fintech, banking, and investment platforms
  • Online retail and marketplaces
  • Subscription services (streaming, education, fitness)
  • Geo-services (ride-hailing, food delivery)

Strategies for acquiring high-quality, cost-efficient in-app traffic

Acquiring quality traffic at competitive costs requires a systematic approach. Below are several essential components of a successful in-app advertising strategy.

Phased Launch and Combinatorial Testing

Do not allocate your entire budget to a single source at once. Divide the launch into iterations.

  • Initial stage: launch campaigns across multiple ad networks using identical creatives and comparable budgets. The objective is to gather baseline data on key performance metrics.
  • Scaling stage: concentrate the majority of your budget on networks demonstrating the strongest conversion rates (installs and target actions). Increase bids and budgets gradually while monitoring performance stability.
  • Optimization stage: within active ad networks, disable underperforming creatives and placements. Carefully monitor for fraudulent activity (pID fraud). Compile a whitelist of verified sources for future campaigns.

Creative Optimization: A Closer Look

Creative assets are the primary driver of conversion. Conduct A/B testing of 5–10 creative variants for each format. Test different messaging, visuals, and calls-to-action.

If advertising across multiple GEOs, localize content. This goes beyond translating on-screen text – adapt visuals to reflect cultural nuances, color preferences, and region-specific behavioral patterns.

Creatives must be relevant to the placement environment. An ad shown inside a calculator app should differ in presentation from one appearing in a hardcore game. Utilize ad network capabilities to assign different creative sets to distinct app categories.

In Gaming, Prioritize Interactive Formats

Benchmarks consistently show that Rewarded Video and Playable Ads deliver the highest conversion rates. Even with limited budgets, allocate resources toward producing a quality playable prototype or video that clearly demonstrates your app’s value proposition.

Users who voluntarily engage with incentivized video or interactive demos are highly motivated audiences. Such users demonstrate significantly greater propensity to install and subsequently complete target actions.

Integrate Retargeting Into Your Strategy

In-app advertising is not solely for user acquisition. It is equally effective for re-engaging existing users – for example, those who previously installed your app but have since churned.

Partner With an Expert Team

Purchasing traffic independently across dozens of ad networks requires substantial resources and direct relationships with platforms. A performance agency specializing in in-app advertising provides a single point of control over all traffic sources, streamlining analytics and optimization.

In conclusion

In-app advertising campaigns represent a highly effective tool for systematically scaling a business’s mobile channel. Success depends on selecting the right formats, continuously A/B testing creatives and strategies, conducting deep post-install event analytics, and collaborating with experienced partners or agencies that understand the nuances of in-app traffic acquisition.

Shopping Apps: Key Metrics and Trends

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According to a SplitMetrics report, 78% of consumers make purchases through apps, and in the USA, they are regularly used by 164 million people.

When a user downloads a shopping app, they are already motivated to make a purchase. The marketer’s challenge is to stand out in a highly competitive environment. A SplitMetrics study based on the analysis of 4.44 billion impressions, 395.4 million clicks, and 500 A/B tests reveals which strategies in Apple Ads and ASO yield the highest return for e-commerce vertical apps.

Markets: App Giants vs. Niche Players

Competition and marketing strategies vary drastically from region to region.

The USA is the most capital-intensive market. The leading app is Temu, with monthly expenditures of 2.8 – 4.8 million dollars. The brand relies on an active promotion strategy across a broad pool of keywords. However, niche players like Chewy and Instacart prove that a focus on a specific vertical also delivers strong results.

In the UK, international platforms dominate in terms of spending, but local retailers like Very and Argos successfully leverage their knowledge of local behavioral patterns.

In the unique Japanese market, the spending leader is not a marketplace but the service Bundle Card. This underscores the importance of convenient payment solutions and niche hobbies for Japanese consumers.

The markets of France, Spain, and Belgium stand out as cost-effective for scaling, with high potential for engagement and conversion.

Key Apple Ads Metrics

The shopping app category demonstrates metrics exceptionally favorable for advertisers at the campaign launch stage.

High Conversion Rate

CR ≈ 71.1% in 2025. This means that more than 7 out of 10 users who click on an ad install the app. This signals high purchase intent.

Low Acquisition Cost

CPT ≈ $1.5, CPA ≈ $2.1. This is significantly lower than the average Apple Ads rates of $2.9 and $4.6, respectively.

Growing Engagement

TTR increased from ≈ 7.71% in 2023 to ≈ 8.6% in 2025, although it still lags behind the overall average of ≈ 10.5%. This represents an opportunity for creative optimization.

Store Optimization Specifics: iOS vs. Android

iOS vs. Android

App Store users show higher conversion rates – 24% versus 13% on Google Play – as well as higher engagement rates: 41% and 18% on the App Store and Google Play, respectively.

Trust is Decisive

A high percentage of direct installs indicates that many users make a decision without examining the app page in detail. Store ratings and reviews are critically important for building trust.

Static “Beats” Video

In the mobile shopping app category, static, bright visuals with a clear value proposition outperform others in effectiveness. Video previews are less effective; A/B tests often show a drop in conversion. The reason: a shopping app user is ready to act immediately and doesn’t want to spend time watching a video.

Creative Trends

The icon and screenshots are the primary tools to convince a user to install an app within 3 seconds – the average time spent on a page. In the highly competitive shopping app category, visuals are not just “pretty pictures” but a direct conduit for the value proposition.

The Icon: The Platform Decides Everything

Color choice depends on the operating system: on Android, for maximum visibility, bright, high-contrast colors that don’t blend into the background are needed.

The App Store has a different aesthetic – monochrome, minimalist icons fit better with the overall design and meet iOS audience expectations.

Most successful shopping apps use their branded logo as the icon. This is critical for instant recognition, especially considering the high direct install rate on iOS of 23%, where a user downloads the app without even visiting its page.

For niche or service apps (coupons, discount finders), functional icons depicting a shopping cart, price tag, or product work well. They immediately communicate the app’s purpose, compensating for the lack of a recognizable brand.

Correct Screenshot Structure is Key to Maintaining Attention

The main goal is to visually showcase the product range and ease of purchase; the product should be in the foreground. Use high-quality, bright product photos. Promotions, discounts, and seasonal offers should be on the first screenshot, highlighted in bold font and contrasting colors. This is the main trigger for a quick decision to install. Images of real people, especially those reflecting the target audience or local market specifics, significantly enhance user connection with the brand.

The App Store favors portrait orientation. On Google Play, you can test a strategy: the first screenshot is landscape to attract attention in search results, and the rest are portrait.

Conclusion

The mobile shopping app category is one of the most attractive for scaling: a relatively low user acquisition cost in Apple Ads is combined with a high conversion rate. The key to success lies in accounting for regional specifics, focusing on building brand trust through reviews, optimizing static creatives, and maximizing the use of personalized product listing page advantages.

Why Integrating Mobile UA and ASO is Essential in App Promotion Strategy

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The last five years have seen a rapid evolution in advertisers’ acquisition strategies within the app promotion niche. According to Sensor Tower statistics the average advertising split for brands promoting mobile apps consists of the main channels: in-app (DSP/SSP) (57%), OEM sources (16%), retargeting (17%), contextual advertising (3%), social networks (6%), ASO (1%).

A trend towards strategies working with in-app purchases is observed, as well as significant advertiser attention towards OEM sources. However, there are also “problem areas”: ASO strategies still do not occupy a large share in the split. Why is this happening?

1. User Acquisition and ASO strategies often operate in isolation.

The User Acquisition team drives traffic to a non-optimized store page: according to the statistics from the previous section, a fairly small portion of advertisers pays sufficient attention to ASO in their mobile strategy.

The opposite scenario is also possible: the ASO team optimizes the app’s store page without knowing what kind of traffic will arrive. This refers to its quality and quantity, targeting specifics — everything the mobile ad launch team knows on their end.

2. Many “hidden pitfalls” in working with alternative stores.

OEM sources and alternative stores have gained more weight, and advertisers have started exploring them more actively: GetApps (Xiaomi), AppGallery (Huawei), etc. As well as a separate category of local stores. Working with each of them has its own peculiarities and nuances in optimization.

The Solution for Enhancing Mobile Advertising Effectiveness: Integrating Mobile UA and ASO into a Single Funnel

A unified strategy and user acquisition funnel that UA and ASO teams need to work on together. Data from each stage of the funnel should help achieve the goals of the next stage.

Ad Creative → Store Page → Install → Target Action within the App.

User Acquisition and ASO share common goals: to increase the conversion of high-quality users while simultaneously reducing the Cost Per Install (CPI) and maximizing ROAS. An important step towards effectively using User Acquisition and ASO is to understand how advertising traffic can impact organic metrics.

According to a StoreMaven study, the correlation between mobile ad spending and the volume of organic installs (on a scale from -1 to 1) is about 0.69 — indicating a positive correlation. In other words, as spending on User Acquisition and the number of paid installs increase, a growth in the number of organic installs is observed.

This happens because the total install volume determines an app’s ranking within its category. The higher your ranking, the more installs you get. The more an advertiser spends on ads, the more users will see the app in the store. Greater visibility leads to more downloads. More downloads lead to greater revenue.

Another consequence of this correlation is a reduction in the effective Cost Per Install (CPI). For example, if $1000 is spent on mobile advertising and 100 installs are obtained, the CPI is $10. However, the effective CPI should be calculated as spending divided by the total number of installs (paid and organic combined). The real CPI will be lower because organic installs are also counted in addition to paid ones.

Creating Custom Store Pages for Advertising Campaigns

App stores provide working tools that help integrate User Acquisition and ASO into a single strategy. For example, Custom Product Pages (CPP) allow creating unique versions of an app’s page with their own URL.

During organic search, users will land on the original app page, while in advertising campaigns, traffic can be directed to specially created pages most relevant to a specific audience or search query. This allows for optimizing user acquisition strategy, lowering CPI, and increasing the conversion rate.

By the way, starting July 2025, CPPs can work with traffic from within-store search. Previously, CPPs could only be used for advertising, but now they also work with organic search results — if the page is linked to relevant keywords.

Implementing CPP capabilities into the mobile strategy will allow User Acquisition and ASO teams to work more closely together and test various creatives with relevant visuals in the store.

Using Hypotheses from Advertising for ASO, and Vice Versa

Insights from mobile advertising can be used to enhance ASO optimization effectiveness. This also works in the opposite direction. There are two paths.

First Path:

  • Analyze top-performing ad creatives (CTR, CR): understand which messages, characters, and CTAs work.

  • Transfer successful elements to screenshots, videos, and the description. Ad creatives are ready-made A/B tests. It’s possible to use winning concepts and implement them directly in the store, for example using CPP.

Second Path:

  • Use ASO report data: identify which user queries have the highest conversion to install.

  • Add these keywords to User Acquisition campaigns in ad platforms. Organic search results show which queries are converting right now.

What Happens if User Acquisition and ASO Remain Isolated?

If mobile advertising and optimization are not synchronized, the consequences can be felt:

  • A bright creative leads to an irrelevant, non-optimized page in the store. This can contribute to a lower conversion rate and increased CPI.

  • Without advertising support, ASO will not reach its full organic potential. There is a risk of missing out on conditionally free installs.

  • Teams end up “putting out fires.” Instead of focusing on growth, teams are busy figuring out the causes of low conversion.

Integrate the data and efforts of User Acquisition and ASO teams into a single strategy — the growth of metrics and business indicators for the mobile app will accelerate significantly.