ATT requires apps to ask permission before tracking users across other apps and websites. With only 20-35% of users opting in, deterministic attribution has become much harder. Most apps now rely on probabilistic modeling, SKAdNetwork (Apple’s privacy-preserving framework), and first-party data to fill the gaps.
Last-touch gives 100% credit to the final interaction before install (e.g., the ad they clicked). Multi-touch distributes credit across all touchpoints in the user journey. For subscription apps, multi-touch is more accurate since users often see multiple ads before converting, but it is harder to implement.
If you are spending money on paid acquisition across multiple channels, yes. MMPs like AppsFlyer, Adjust, and Branch provide unified attribution across ad networks, handle deduplication, and integrate with platforms like Botsi for downstream revenue tracking. Without one, you will likely double-count installs and misallocate budget.
A method of product experimentation in which users are randomly split into two or more cohorts (e.g., Group A and Group B), with each group exposed to a different variation of a feature such as copy, design, or pricing. A primary success metric is established before the test begins, and the outcome is typically measured using frequentist statistics and confidence intervals to determine if one version outperforms the other — or if results are inconclusive.
A key stage in the customer lifecycle that occurs after acquisition. Activation is defined by a user completing a high-value action for the first time — such as starting a trial, making a purchase, or engaging with a core feature. The exact definition depends on the app’s monetization model and business goals.
A user who currently has an active, paid subscription. This excludes users in a grace period, trial, or lapsed state, and is typically the core population used when calculating MRR or churn rate.
The process of improving an app’s visibility in app store search results and browse sections (e.g., on Apple’s App Store or Google Play). ASO involves optimizing elements like the app name, description, keywords, icon, screenshots, and video preview to drive organic installs and improve conversion rates from page views to downloads.
Apple’s paid user acquisition channel that displays targeted ads at the top of App Store search results. ASA allows marketers to bid on keywords, define demographic and behavioral targeting, and optimize campaigns based on user value post-install, such as subscription conversion or trial start.
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