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The eCommerce Marketing Strategy Behind Brands That Can Defend Their Numbers

There is an abundance of data available to most eCommerce marketing teams today, however, not a lot of certainty. Dashboards have high volumes of data, from channels reporting conversions to spend trends moving. Yet when it comes time to make a real decision, whether to scale a campaign, double down on a channel, or justify performance to leadership, hesitation creeps in. The reason is not that the data isn’t enough, but that the final answer has uncertainty built into it due to the way that the numbers do not fully agree with each other. Modern growth is being determined by modern realities that aren’t clean, linear, or reliable in the way most eCommerce marketing strategy frameworks were designed for. The path customers take to a purchase spans between many different devices, platforms, sessions, and intent states. Privacy-first changes are also creating an even greater challenge to identify the customer’s journey. Yet, many strategies are still built upon the assumption that if t...
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Understanding How Apptrove Determines User Location: A Complete Guide

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Understanding your users’ location is important in a data-driven world because it allows you to get insight into their behaviour, target them effectively with your advertising, and make informed business decisions. Apptrove has access to geolocation technology that provides valuable insight about your user base through geographic data. This guide will explain the ways that Apptrove uses to determine the geographic location of your users, what factors affect the accuracy of that geographic location, and how to use it to improve your business. We will also discuss IP geolocation, device metadata , and why geographic data from users may differ from what those users believe is their actual geographic location. What is User Location and Why is it Important? The term customer location or user location refers to a user’s geographic position at a specific point in time, and it is usually determined by either the user’s IP address or their device’s metadata.  Knowing an user’s location...
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TVOD (Transactional Video On Demand)

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In the last 10 years, OTT Video has gone from being niche to becoming a mainstream method for accessing video content. Therefore, Platforms, Producers, and Content owners all want to determine how to monetise through OTT by setting how they charge for access to video content. Monetization through OTT can be achieved through a few types of monetization models, including TVOD, SVOD and AVOD, with TVOD being one key way to monetize premium content with a focus on new releases, live events and niche content collections with high value. TVOD Definition & How This Works The term TVOD stands for ‘Transactional Video on Demand’. Essentially, when a consumer pays a flat fee to access a video title or event, they’ve utilized TVOD to obtain that video or event. To provide a further example of how TVOD might work, consider a consumer renting a movie through TVOD for a 48-hour duration or purchasing a movie for permanent access; the consumer would not have access to other video content unles...
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Apptrove at MOBEXX Summit 2025: Real Talk on Making In-App Ads Actually Work

The 2025 MOBEXX Summit and Awards has completed recently and was different than a typical industry event filled with standard speeches and stiff networking; it had an energy about it that was real and exciting, like everyone felt they were ready to move beyond the ‘buzzword era’ and start to have some real, honest conversations about what it takes to build a brand in today’s fast-moving, ultra-competitive mobile-centric world. At Apptrove , we have always believed that the best insights come from the trenches, not just from textbooks. Therefore, we were so proud to have our very own Anchal Siwag take the stage as Session Chair for one of the panels that many attendees called one of the best at the Summit: ‘In-App Advertising: Best Practices for Effective In-App Ads’. A Panel That Didn’t Play It Safe Anchal’s goal for the session was simple. She pushed the conversation toward the gritty realities that marketers face every single morning, like how to grab attention in three seconds o...
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What is a Dynamic Link? How They Affect the Current User Journey of Apps in the World of Deep Linking

Introduction Why do people search for apps? There is no longer one linear path from discovery to install for users. In today’s world, the journey for a user can begin via a social media post or a comparison article, then email them reminders, and finally convert them on another device as much as a couple of days later. With installations taking longer than ever before to occur now, the user has many touch points along their journey, and the attention they pay to these touchpoints does not follow a linear progression. However, mobile journeys still depend heavily on static links that assume instant installation and a one-session user experience. When this assumption fails to meet the expectations of the user, the user’s experience is disrupted. In fact, studies indicate that 56% of mobile users abandon their journeys when their mobile experience is disrupted, such as due to poor performance or errors during the process. The key to converting users is not to fix conversion issues; the...
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Set Up Attribution with Identifier for Vendors in Apptrove: A Complete Guide

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The way iOS handles Attribution has changed a lot recently due to the implementation of privacy-focused improvements like App Tracking Transparency (ATT). Apple has created a way for advertisers to keep receiving accurate attribution in their ecosystems without being dependant on IDFA .  The purpose of this article is to explain how you can use the Identifier for Vendors effectively with Apptrove, how it operates on multiple platforms, and how to set it up to track installs and engagement while still respecting user privacy. Understanding the Identifier for Vendors The Identifier for Vendors is Apple’s method of identifying problems with devices across many applications created by one developer. It will automatically be generated through iOS and shared in the same manner among all applications that fall under one Apple Developer Account. Unlike IDFA, this does not rely on user consent via ATT , so it is a reliable option to use when you cannot obtain traditional attribution info...
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Bridging the Gap: Why Web-to-App Tracking Is the Missing Link in Modern App Growth

The contemporary mobile user experience does not begin and end at one point.   Users learn about brands using the web, are directed to action by CTA, download apps, change platforms, and transform at various touchpoints. However, most growth teams have a hard time weaving all those interactions into one, straightforward image.   This white paper explains why Web-to-App tracking is the link that is missing, and what will occur when the connection is broken.   The Hidden Cost of Ignoring Web-to-App Tracking The absence of linkage between web and app journeys results in the loss of important data. App installs get misattributed. Conversions go untracked. Campaign performance looks unclear. The enigma behind this white paper is how the absence of Web-to-App tracking creates gaps in attribution, and why these gaps directly harm growth decisions, budget planning, and long-term performance.   Inside the Global Mobile User Journey The modern use...
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