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Behavioral Segmentation: The Most Overlooked Growth Lever in Mobile Marketing

If you’re a mobile marketer, an app owner, a growth lead, or someone handling acquisition, CRM, product analytics, campaign strategy, or retention, you are already aware of one fact: users are unpredictable. They download, vanish, re-emerge, purchase, churn, search and bounce. They swipe, scroll, accept, decline, reply to push, discard messages, have a binge session, or go idle. And behind all these patterns lies the single strategy that separates high-performing mobile brands from the average ones , behavioral segmentation. No doubt you have heard it being used in marketing circles, but here is the truth; there is actually very little teams that know how to do it, there are less that have it properly implemented, and few have the infrastructure to operationalize it at scale. It is also the reason why most of the apps do not boost retention within the first 30 days. More than 77% of users end up uninstalling or abandoning an app in the first 3. When you do not know the behavior of th...
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Detecting Sophisticated Frauds with New and Advanced Fraud Filters

The continuing evolution of mobile ad fraud requires an equally smart response, and the latest product update demonstrates our ability to stay ahead of these fraudsters. The addition of a new layer of protection to Apptrove’s Fraud Shield provides a deeper understanding of device integrity, identification of behavioral anomalies and identification of SDK mismatches that aid marketers in quickly identifying fraudulent traffic that appears to be legitimate on initial inspection. These new filters were built after analysing high-volume fraud clusters across multiple regions, ad partners, and app categories. As a result, the ability to detect fraud is more precise, enabling more accurate attribution of revenue to the correct marketing source while also helping to protect the integrity of your advertising budget. Below is a detailed look at the fraud patterns Apptrove now flags more accurately than ever. 1. Blank or Missing Hardware Fields The fraud pattern Some devices report empty h...
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Average Revenue Per User (ARPU)

When it comes to generating revenue from mobile apps, tracking how much revenue each user brings to your business is critical to ensuring the growth and survival of your application in the marketplace. To achieve this understanding, many app developers, marketers and other performance teams use a metric called Average Revenue Per User (ARPU). ARPU provides app owners with a clear view of their ability to monetize their app successfully, how users interact with their app, and how profitable their business operations are. Apptrove helps app developers, marketers and other interested parties with tracking and analyzing ARPU along with other essential data points, which helps them make smarter user acquisition, retention, and overall app-based decisions. What is Average Revenue Per User (ARPU)? ARPU, or Average Revenue Per User, is a measure of average revenue generated by each individual user during a set time frame. It is commonly in mobile apps, gaming, SaaS, and subscription-based ...
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New on Apptrove: Smarter Audience Segmentation Is Here

The audience segmentation has always been an integral part of how marketing teams are able to target better and optimize their marketing investment. The average user journey is now very lengthy and spans many channels and platforms with many micro moments throughout. Audience segmentation has become somewhat silent in marketing, so Apptrove has just rolled out a significant upgrade that will allow marketing teams to hone in on their best target audiences much more swiftly, efficiently and clearly. Apptrove’s new upgrades to Audience Segmentation allows audience segmentation to be much more dynamic and intelligent and provides a more streamlined process for activating these audiences through the various channels of your performance marketing campaigns. Whether you need to create a retargeting audience based on previous user behaviour, suppress your existing user base from your user acquisition channel, or generate new lookalike audiences based on your target audience instead of an out...
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What Playable Ads Are and How They’re Changing the Way Users Provide In-App Feedback

Introduction As it stands today, the discovery of apps is rapidly shifting toward user experience. Prior to downloading and installing an app, users want to first see and touch the product. Playable ads have become one of the premier and leading interactive ad formats within the mobile ad ecosystem. Interactive and native ad formats — including video or rich-media ads — often achieve 2 to 3 times higher engagement than static banner/display ads. Due to this high level of user engagement, users have come to expect a level of transparency and hands-on interaction. Based on these expectations, playable ads are changing how they are utilized in the mobile ad ecosystem—providing marketers and developers with the ability to collect early sentiment data prior to users downloading and installing an app. In addition, when marketers and developers pair mobile attribution data with playable ads using a solution like Apptrove , they will better understand which functionalities and features users...
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The Definitive Guide to Mobile App Growth: Building, Scaling, and Sustaining Growth in Today’s Mobile-First World

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Why Mobile App Growth Necessitates a Different Playbook If you have built or scaled an app in the last several years, you have probably noticed this transition. User behavior is changing at unprecedented rates; the means of discovery are less predictable than ever before; and user privacy is fundamentally changing your ability to evaluate performance. More than simply driving installs, Mobile App Growth now requires an understanding of the user’s intent, the app’s relevance to them, and the value it represents to them throughout their user journey. Users today take non-linear paths to finding your app. Content, creators, search, and even other apps are how most users find you. The moment they find you, they have already formed an opinion about whether they will invest time into your experience based on first impressions. Users not only expect speed, clear communications, personalized information, and a frictionless experience, but they also expect an element of privacy and complete c...
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