Incipia blog

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Total posts: 281

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. ...

App Store Optimization Tutorial – Tracking Keyword Optimizations

Gabe Kwakyi | July 26, 2018

Note – this video has been unlisted (but still available through this blog post as a starting place), due to some recent improvements made to account for the following ...

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 ...

Intro to Forecasting Lifetime Value for Mobile Apps

scott@incipia.co | July 9, 2018

What is LTV? LTV, or the Lifetime Value of a user, is a powerfully informative metric whose purpose is to give decision makers an idea as to what a new user’s monetary worth ...

June 2018 ASO Google Play Store Algorithm Update

Gabe Kwakyi | July 2, 2018

Source: ASO Stack Slack conversation – Thomasbcn, Pablo Samper As of the 20th of June, many Android developers noticed large and nearly total declines in daily download ...

All About Creatives for Universal App Campaigns

Gabe Kwakyi | July 2, 2018

Why Good Creative is Important for Universal App Campaigns The AdWords PPC auction pioneered and popularized the modern, second-price auction, in which advertisers do not pay ...

Facebook Ads Shows Info and Ads Run by Pages

Gabe Kwakyi | July 1, 2018

Source: Shamanth Rao Massively disruptive news hit the mobile marketing world on June 28th: Facebook has officially launched a feature that enables anyone to see what ads any ...

What is Cohort Reporting Crystallization?

Daniel Zaharia | June 26, 2018

Investment bankers and performance marketers are more similar than one might think at first glance. In both industries the best bankers and marketers are highly competitive, ...

Facebook Lookalike Audience Saturation Part 1

Gabe Kwakyi | June 18, 2018

This post encapsulates some theories as to why marketing performance may suddenly decline after running a particular audience for some time, and if so how to address this ...