Incipia blog

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Total posts: 277

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 ...

Apple Search Ads Launches New Countries

Gabe Kwakyi | June 12, 2018

Original source: post in the ASO Stack Slack by Altai Zeinalov More news from WWDC coming in the wake of the earlier release of Creative Sets! Apple is launching a massive ...

Understand Google Universal App Campaigns With 5 Diagrams

Gabe Kwakyi | June 11, 2018

Having a hard time getting UACs to work properly? Read this post to increase your understanding of how UACs operate, and which best practices are critical to success. ...

Re-Post: Algorithmic marketing introduces a new era of mobile ad targeting

Gabe Kwakyi | June 9, 2018

This guest post was originally posted on MobileDevMemo. While it would appear at cursory glance that human marketers are being replaced or transformed into designers as a ...

New Feature: Apple Search Ads Creative Sets

Gabe Kwakyi | May 29, 2018

This topic was broken on ASO Stack by the team at Phiture and also Thomasbcn. In a move that’s arguably the most asked-for since expansion of markets, Apple has just ...