Incipia blog

Tag: mobile marketing
Total posts: 28

3 Tips for Optimizing Event-Based App Advertising Campaigns

Gabe Kwakyi | July 14, 2019

In the last few years optimizing for CPI has given way to ROAS, retention-centric or cost per X event targeting, leading to the proliferation of event-based app advertising ...

Mobile Marketing Strategies – Event Prospecting

Gabe Kwakyi | June 30, 2019

This post is a summary explanation to go with this deck that was presented at the AppsFlyer MAMA East event in June 2019. You can access the slides here. The purpose of ...

Why is creative vital to scaling advertising campaigns? Incipia Miniseries

Gabe Kwakyi | May 8, 2019

Q: Why is creative vital to scaling advertising campaigns? A: The fundamental nature of a social network is to feed the engagement of its users (which ensures that those users ...

What is a Mobile Measurement Partner (MMP)? Incipia Miniseries

Gabe Kwakyi | April 20, 2019

Q: What is a Mobile Measurement Partner (MMP), and why do you need one? A: MMPs such as AppsFlyer or Adjust are attribution tools which record the source/date of each new app ...

How to Predict Mobile Marketing Profitability

Gabe Kwakyi | March 18, 2019

Looking to improve your game on mobile marketing analytics and ensure your campaigns are turning a profit? Or know how far away from profit they are, and how quickly you ...

A Framework for Predicting Mobile Marketing Profitability

Gabe Kwakyi | October 28, 2018

Posting the slides from a presentation given at App Growth Summit SF. In it, I explain how to use Excel’s scatter plot trend line equations as a framework to predict ...

What KPI To Use For Measuring Mobile Marketing Profitability

Gabe Kwakyi | September 3, 2018

This post was written to help bring more clarity to mobile marketers who want to find a KPI for analyzing profitability from marketing campaigns. In case you haven’t got ...

How Do Ad Attribution Conversion Windows Work?

Gabe Kwakyi | August 20, 2018

What is an ad attribution conversion window and how does it work? In short, ad attribution is the way in which ads from different marketing channels (e.g. Pinterest) are ...

How Do Mobile Advertising Auction Dynamics Work?

Gabe Kwakyi | August 13, 2018

Every single time a person opens a website or application that is ad-monetized, a new auction is initiated to determine which advertiser will be able to serve the user an ad. ...

Facebook Lookalike Audience Saturation Part 2

Gabe Kwakyi | July 17, 2018

This article picks up from where part 1 left off. Now that we know why lookalike saturation occurs, we can discuss how to address it, by either reversing it or optimizing ...