In this blog, we will explore Search Engine Optimization (SEO) and App Store Optimization (ASO) – what they are, how they differ, and how they are similar. We’ll look at some of the top tools and resources for both SEO and ASO so you can choose the right ones for your needs. Our goal is to help you understand how to leverage both strategies effectively depending on whether you want to rank higher in search engines or app stores.

What is App Store Optimization (ASO)?

App Store Optimization (ASO), is the process of optimizing an app’s listing page for major app stores such as Google Play and the Apple App Store. The primary goal of ASO is to increase the visibility of an app and boost organic downloads.

There are two main components of ASO – keyword optimization and conversion rate optimization. The first involves targeting the right keywords that potential users are searching for in the app stores and optimizing elements like the app name, description, and screenshots to rank higher for those keywords. By ranking higher in search results, the app becomes easier for users to discover through search.

The second component focuses on increasing conversion rates once users land on an app’s listing page. This involves optimizing elements like the app title, description, screenshots, and app preview video to clearly communicate the app’s value proposition and benefits to users. The goal is to entice more users to download and install the app after visiting its listing page.

Overall, ASO aims to first get more relevant users to discover an app through improved search rankings, and then maximize the percentage of those users who decide to download and install the app on their devices. This ultimately leads to an increase in organic downloads and new users.

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO), is the process of optimizing websites and their content to rank higher in unpaid search engine results. The overall goal of SEO is to help websites generate more qualified and organic traffic from search engines like Google, Bing, Yahoo, and others.

There are two core pillars of SEO – visibility and click-through rate. Visibility involves optimizing aspects like page titles, meta descriptions, headings, internal linking structure, and keyword research/implementation to increase the likelihood of ranking highly for relevant keywords.

The second pillar focuses on the click-through rate. This refers to optimizing elements such as compelling headline titles, descriptive URLs, user-friendly content, and speed to entice more searchers to click on the result linking to a website.

Key areas of optimization include page content, site structure, site speed, backlink profile, and off-page factors. By analyzing different components, marketers can identify areas needing improvement and implement changes to increase organic search traffic over time.

The end goal is to enhance both visibility and CTR, bringing more qualified potential customers directly to a website via unpaid search results. This is done by deeply understanding user intent and shaping content accordingly.

Similarities and Differences Between ASO and SEO

Best ASO Tools 2024

MobileAction offers ultimate ASO tools and resources that will empower your success in 2024!

ASO Intelligence

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Basic Features of MobileAction ASO Intelligence

Store Management

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Keyword Suite

This is a comprehensive and multifunctional suite made up of several keyword management tools such as Keyword Tracking, Keyword Optimization, Keyword Gap, Keyword Position Map, Keyword Suggestion, Keyword Spy, Keyword Research, Keyword Explorer, Keyword Trends, and Keyword Translator.

It empowers app developers and marketers to streamline their keyword management efforts. With Keyword Suite, users can track and optimize keywords, discover gaps, study competitors, explore trends, and translate or generate keywords for 22 languages. This all-in-one solution ensures that your keyword strategy gives your app maximum discoverability in the app stores.

Advanced Features of MobileAction ASO Intelligence

ASO Report

This tool provides a comprehensive overview of any app’s performance. It showcases how many keywords an app ranks for, the weekly changes in ranking distribution, and historical rankings by keyword. Users can compare two dates by ranking, sort reports by brand keywords or search scores, and filter through various metrics.

Visibility Report

A crucial tool for understanding the visibility trends of your apps and competitors. The Visibility Snapshot offers a breakdown of the visibility score of your app by country. Users can compare the day-by-day visibilities of two apps, understand localization performances, and view country-based visibility performances.

Additionally, the top visible apps feature allows users to view the most visible apps in each store, providing insights into their visibility scores, category rankings, and overall standings.

Keyword Intelligence

This feature shows keywords that your app ranks for and estimates the percentage of downloads you get from these keywords. It’s designed to give insights into potential keywords that might drive downloads. The Organic Download History tab showcases keywords that contribute significantly to organic downloads.

By checking weekly changes, you can refine your ASO keyword strategies.

App Update Timeline

A feature that allows users to track their app’s update history. It provides a comparative view of each update, highlighting changes. You can also analyze competitors and see their update history, which can offer insights into their update strategies.

Best ASO Resources 2024

1. ASO Handbook 2024: Navigating the Future of App Store Optimization
   
2. A comprehensive guide to App Store Optimization (ASO)
   
3. The definitive guide for Mobile User Acquisition
   
4. App Store ASO: Skyrocket your iOS app in Apple charts
   
5. Google Play ASO: Organic growth strategy guide for Android apps

Conclusion

In conclusion, while ASO and SEO both aim to increase visibility and conversions, they differ primarily in their targeting – ASO optimizes apps for discovery within app stores, whereas SEO focuses on ranking websites in search engines. Some best practices like keyword research, title/description optimization, and user experience apply to both.

Whether you have an app, website, or both, leveraging the optimal combination of ASO and SEO strategies is key to driving qualified traffic from organic search. The right tools can help streamline your optimization efforts.

Schedule a demo with one of our optimization experts to get started with an ASO or SEO assessment customized for your specific needs. We’ll review your current setup, and opportunities for improvement and provide a strategic roadmap and plan.

The post ASO vs SEO: A Comparison of Optimization Strategies for Apps and Websites appeared first on MobileAction.

This college hoops fest transforms the sports calendar, igniting passions from campus gyms to sports bars nationwide. But it also has massive implications for the mobile marketing industry. As fans devour details on brackets, betting lines, and buzzer-beaters, search terms like “March Madness games”, “college basketball”, and “NCAA” see huge spikes. This surge of search interest presents a major opportunity for sports, entertainment, and betting apps and mobile games to grab the attention of engaged audiences.

In fact, the pervasive March Madness has become one of the top events each year for driving downloads, engagement, and in-app purchasing across the sports and entertainment apps category. As tournament traffic grows, savvy mobile marketers capitalize on the moment with optimized organic rankings, targeted paid campaigns, unique in-app events, and creative custom product pages.

In this post, we’ll take a deeper look at March Madness mobile marketing strategies through the lens of keyword trends, share of voice analytics, and creative best practices. Our goal is to help apps maximize this once-a-year window for acquiring new users and revenue. So read on to see how one of the biggest tournaments in the U.S. sports can translate to peak performance on mobile.

How 68 teams become the talk of the mobile app world

Keyword Trends – ASO Intelligence

Each year come mid-March, certain keywords see their search scores begin to rapidly rise as the NCAA Tournament grabs national attention. Terms like “NCAA,” “March Madness,” “college basketball,” and past champions like “UConn” all experience a marked increase in searches.

MobileAction data shows that “NCAA” is searched at much higher rates during the opening weeks of tournament play compared to normal monthly volumes. This is understandable given the association puts on one of the most watched events in sports.

Similarly, the all-encompassing term “March Madness” peaks in searches as fans seek schedules, scores, and discussion around the iconic tourney atmosphere.

Keyword Research – ASO Intelligence

Interest is also strongly boosted for “college basketball” itself as the sport’s premier event thrusts teams into the national spotlight.

Even previous winners like “UConn” see search interest rise as fans look up championship histories or tune in hoping for rivalry renewals.

What’s clear is all these keywords hit their apex points around the beginning of April as the Final Four and national title game captivate the nation. With demand so high, mobile marketers must optimize to answer searched questions and satisfy sports-hungry users.

Scoring buzzer beaters on the Top Charts

During the first week of the 2021 NCAA Tournament, a clear pattern emerged in Google Play’s Sports Apps Top Charts. As seen in the screenshot below from March 19th, the top 4 spots were dominated by March Madness-focused apps.

ESPN’s Tournament Challenge sat firmly at #1, allowing users to fill out brackets and track their entries against others. In second was CBS Sports, offering news and scores for those following along. NCAA March Madness Live took third place, providing the official live streaming of every game. And rounding out the top 4 was the ESPN app, presumably seeing boosted usage for basketball-related content.

Biggest Movers – App Intelligence

This chart data leaves no doubt about March Madness’ massive influence in driving app downloads and engagement across the sports category annually. Within just the first week of games, those leveraging the event through relevant features and experience saw tremendous success atop the rankings. As the tournament enters its climactic final rounds, similar effects will likely continue benefitting apps catering to fans’ passion around America’s greatest postseason drama.

Scout, Sign, and Sometimes Buy: Balancing Organic and Paid Optimization

Keyword Trends – ASO Intelligence

This year’s March Madness saw a clear divergence between the apps optimizing organic placement versus paid promotion surrounding basketball-related keywords.

For “NCAA”, the official NCAA March Madness Live led the pack organically given its direct association. NCAA Apps and NCAA FCS Football also ranked well organically. Meanwhile, OddsR AI Sports Betting and Leaderboard Golf stood out in paid rankings by paid marketing efforts.

When fans searched “March Madness”, the top organic performers were again championship staples like NCAA Live and ESPN’s tournament-centric Challenge app. CBS Sports also polled organically with sports coverage. In paid results, OddsR AI Sports Betting, Dice Dreams, and Gametime placed bets on basketball audiences, elevating their visibility.

Looking at “College Basketball”, Scores App, NCAA Live, and season-simulation Campus Dynasty saw rewards from quality organic optimization. Meanwhile, paid pushes from streaming service Sling plus sports investing apps Sports Card Investor and OddsR AI Sports Betting cast a wider discovery net.

This case study offers lessons – to rise up in March and early April, balance organic keyword targeting with paid supplementing where strategic for broader exposure and capturing feverish fans.

Beyond Bracket Building: Engaging In-App Events to Skyrocket UA

In-App Events – App Intelligence

Smart mobile marketers during March Madness took advantage of in-app event badges to captivate busy basketball fans. These creative activations delivered valuable engagement metrics.

CBS Sports App and Yahoo Fantasy leaned into “Competition” badges for their popular basketball brackets and pools. The allure of competition drove significant entries and time spent analyzing odds.

DraftKings Sportsbook & Casino, DraftKings Fantasy Sports, Sleeper Fantasy, and Fanatics all spotlighted special offers and challenges through “Special Event” markers. Perks like boosted odds or one-day fantasy contests kept existing users immersed.

For live-action junkies, Betway Sportsbook cleverly highlighted their streaming capabilities with “Live Event” markings. The real-time viewing powered by these badges created irresistible stickiness.

The strategic use of in-app event labeling proved invaluable for showcasing engagement incentives and deals tied to tournament fever. App analytics showed measurable bumps in time spent and repetitive behavior during this test period. Going forward, event-based promotions can become an annual March rhythm for maximizing user fun and retention.

Creative Campus Craze: Leveraging Custom Product Pages

CPP Intelligence – SearchAds Intelligence

Our CPP intelligence shows one clear winner from a creative optimization standpoint was Max: Stream HBO, TV, & Movies, the official streaming partner of this year’s March Madness.

While Max saw a respectable but unremarkable 38% share of impressions from their default store listing, customized creative catapulted their presence. A meticulously designed product page boosted that share a full 24 percentage points to a dominant 62% majority.

By leveraging branded art, screenshots, and targeted value props related to live tournament access, Max was able to cut through high-traffic channels and resonate deeply with eager basketball consumers. The strategic page clearly drove immense further discovery – demonstrating how customized creative remains a difference maker for peak performance.

Going forward, this case proves the power of tailoring messaging and assets to own the moment during transient marketing opportunities like March. With laser precision targeting interests and pains, impacted brands can scale much higher on impressions for enduring sustainable gains.

Conclusion

As this analysis has shown, March Madness presents a tremendous annual opportunity for sports, entertainment, and betting apps to engage captive audiences and attract new users through optimized mobile marketing. The data clearly demonstrates that keywords, paid promotions, in-app events, and customized creatives all have the potential to significantly boost discoverability, downloads, and engagement during basketball’s biggest tournament.

The post From brackets to bonuses: How March Madness drives mobile app downloads and engagement appeared first on MobileAction.

In this post, we evaluate the top 16 MMPs across key capabilities like cross-channel tracking, platform coverage, privacy support, and reporting tools. We analyzed each vendor based on features, integrations, customer reviews, and sector reputation to identify the leading partners for 2024.

Before examining our picks, we’ll explore what MMPs do and their role in the next section.

Let the search begin to find the perfect MMP match for your business needs in the year ahead! Read on for our definitive list of the best in the business.

What is a Mobile Measurement Partner (MMP)?

Now that we’ve introduced the topic, let’s dive into what exactly a mobile measurement partner (MMP) is and how they work.

At their core, MMPs are third-party platforms that help connect the dots between the various touchpoints in the mobile marketing funnel. They track user activity and attribute it back to the originating campaigns and ad placements that drove those actions.

More specifically, MMPs integrate with sources of mobile user acquisition data like ad networks, app stores, and various marketing platforms. They collect information on installs, in-app events, purchases, and more that occur as a result of different campaigns.

Through sophisticated attribution modeling, MMPs analyze these data inputs to determine which ads, placements, and touchpoints deserve credit for driving users down the funnel. They attribute on multiple levels too, not just installations but post-install behaviors.

Armed with these attribution insights, MMPs provide reporting and analytics suites so marketers can understand user journeys, compare campaign performance, and measure Key Performance Indicators (KPIs) like cost per install, retention, and lifetime value.

Overall, choosing the right MMP gives mobile marketers unparalleled cross-channel visibility to optimize user acquisition campaigns and make data-driven decisions. Their role is crucial for measuring true marketing ROI in today’s fragmented mobile landscape.

How does an MMP work?

Once integrated into a mobile marketer’s tech stack, MMPs activate tracking across various user acquisition channels and platforms. This involves deploying lightweight tags or SDKs within mobile apps as well as integrating with ad networks, media buying platforms, app stores, and other data sources.

When a user discovers an app through one of these channels – like discovering an organic tweet or seeing an in-app Facebook or programmatic ad – the MMP’s tags and SDKs record a unique “session ID”. This session ID links back to marketing touchpoints for that specific user.

As the user moves through the app marketing funnel, the MMP continues to track their journey. It attributes installations, in-app behaviors, purchases, and other conversions back to the initial campaign or ad impression that initiated the user’s path.

To do so, MMPs employ sophisticated attribution algorithms that analyze timestamps, contextual clues, and other data signals to accurately credit multiple touchpoints if applicable. Many also apply probability-based, time-decay, or position-based attribution models.

Once data is properly tagged and attributed, MMPs provide marketers with granular attribution reports and analytics dashboards. Dashboards visualize key metrics to help assess campaign performance across networks and optimize user acquisition strategies. Reports show fully-attributed ROI to optimize marketing spend.

This closed-loop process of tracking, attributing and reporting is how MMPs continuously deliver unified cross-channel insights to inform better mobile user acquisition decisions.

16 the Best Mobile Attribution Partners in 2024

AppsFlyer

AppsFlyer is a leading mobile marketing platform that helps app marketers optimize user acquisition and measure app installs and campaign performance.

Founded in 2011, AppsFlyer has been pioneering mobile attribution and helping define the industry since its inception by allowing marketers to link app installs to various marketing campaigns to understand which campaigns and media sources are driving installs. This provides invaluable insights for optimizing user acquisition strategies. AppsFlyer also leverages predictive analytics to see how early user engagement correlates with expected user lifetime value, helping optimize budget allocation.

Additionally, marketers can aggregate marketing costs through AppsFlyer’s Xpend tool to make data-driven decisions around spend optimization. Features like deep linking, multi-touch attribution, fingerprinting, and SKAdNetwork attribution provide marketers with robust tools to track the user journey. Access to historical data and reporting functionality gives marketers versatility in analyzing campaign performance.

AppsFlyer serves both large enterprises as well as smaller businesses, with flexible pricing tiers including a free basic package. Their focus on user experience, privacy, and continued innovation has helped them become the trusted platform of choice for over 10,000 customers including major brands like Disney, Snapchat, and Calm. AppsFlyer’s leadership in the space has defined and driven the mobile attribution industry forward since the company’s founding.

Adjust

Adjust is one of the leading mobile measurement and attribution platforms, trusted by thousands of apps and major brands. Founded in 2012, Adjust prioritizes user privacy and security, having developed robust fraud prevention systems and secure cloud infrastructure.

Adjust enables marketers to gain valuable insights into key metrics like organic installs, ad interactions, in-app events, and user behaviors through uninstalling and reinstalling data. Marketers can also use Adjust to build targeted audiences. Since Adjust is mobile-only, it is especially useful for connecting mobile users to the specific ads they interact with.

Adjust offers unlimited access to raw attribution and analytics data to help marketers optimize their campaigns. The platform also provides powerful marketing automation tools directly in the Adjust dashboard. Adjust is considered one of the top options for mobile measurement due to its prioritization of cybersecurity and proactive fraud filtration.

Support from Adjust is also highly rated, with the company winning awards for client services. Adjust’s flexible pricing tiers cater to a wide variety of businesses from independent developers to large enterprises. Overall, Adjust’s long track record and leadership in mobile measurement and privacy standards have made it a trusted partner for thousands of apps and global brands.

Firebase

Firebase, which is developed by technology giant Google, functions as a mobile-focused analytics platform similar to Google Analytics. As an attribution and measurement tool, Firebase offers app marketers valuable insights through its ability to track important in-app metrics.

Specifically, the platform provides data on user activities and behaviors within apps. Marketers can also leverage Firebase to monitor the performance of push notifications and Google ads campaigns. Its dynamic linking capabilities further allow the creation of customized deep links.

Being developed under Google, Firebase has robust backend functionality for collecting and analyzing usage data. The powerful built-in tools within the platform empower app developers and analysts to gain a comprehensive understanding of in-app consumer experiences and how to effectively optimize engagement. Overall, Firebase stands out as a full-featured mobile analytics solution from a trusted source.

Singular

Singular is a leading mobile marketing intelligence and attribution platform that empowers marketers to optimize their efforts through unified analytics. As a “one-stop-shop” solution for both campaigns and measurement, Singular allows users to maximize ROI within a single system.

Founded to advance beyond legacy attribution methods, Singular offers over 1,000 integrations with top advertising networks. This extensive ecosystem enables marketers to identify the impact of spending across different channels. Singular also delivers insights into metrics like attribution, fraud prevention, monetization, and SKAdNetwork measurement.

Singular’s technology and wide-ranging attribution features such as multi-touch and lookback windows provide actionable recommendations to improve results. The platform attracts major global brands and counts companies from the Fortune 500 as customers.

Singular caters flexibility through tiered pricing for businesses of all sizes. Even the basic free trial unlocks robust data extraction without limits. Overall, Singular delivers unified optimization for both campaigns and analytics through an integrated solution trusted by top marketers worldwide.

Branch

Branch is an innovative mobile measurement and linking platform that has seen tremendous growth since being founded in 2014. With over 100,000 apps on its platform including major companies like Buzzfeed, TikTok, and Shopify, Branch has emerged as a leading solution.

Branch enables marketers to track the full user funnel and leverage deep contextual links to better understand user journeys. The platform also offers insights into influencer marketing efforts. Marketers can utilize Branch’s integrations with email providers and analytics tools to send targeted in-app messages and track user behavior and campaigns.

Branch provides a best-in-class deep linking experience for app developers through features like deferred deep linking on installation. Marketers benefit from an easy-to-use centralized dashboard to view campaign metrics and the impact of ads. Branch also ensures compliance with privacy changes through its SafeTrack tool.

Branch supports key areas like cross-platform attribution and SKAdNetwork unified views. The platform caters to a wide range of businesses through customized solutions and free basic packages for indie developers seeking growth. Overall, Branch stands out as a top choice for mobile measurement due to its ability to innovate, integrate new privacy features, and deliver a personalized experience for marketers at every level.

Kochava

Kochava is a leading real-time data solutions platform that was founded in 2011. Originally started by mobile app developers, Kochava has grown into an omnichannel platform called m/OS that provides attribution, analytics, and data management across web, mobile, and other channels through a centralized system.

Kochava offers marketers a user-friendly way to track key metrics and set customizable alerts through email, SMS, or Slack. This ensures marketers remain updated on important changes to installs, conversion, or revenue. The platform also protects users from ad fraud through its detection capabilities.

Significantly, Kochava supports companies of all sizes through flexible pricing tiers. This includes a generous free basic plan for independent developers and startups seeking to access Kochava’s robust data and analytics without an SDK integration. Kochava additionally operates the largest independent data marketplace called Kochava Collective to help marketers build robust audience profiles.

Kochava’s expertise is evidenced by its diverse customer base including major brands. Overall, Kochava stands out as a full-stack, one-stop platform through its real-time omnichannel solutions, vast integration network, and varied features to support marketers at every stage of their growth.

Dreamdata

Dreamdata is a mobile attribution and revenue analytics solution tailored specifically for B2B companies. As its core function, Dreamdata delivers transparent reporting and insights into revenue performance and drivers.

Through its in-depth analytics capabilities, marketers gain a comprehensive understanding of the return on investment for various marketing activities and initiatives. Dreamdata also provides visibility into the full B2B customer journey and conversion funnel.

As a platform designed with B2B firms in mind, Dreamdata presents detailed ROI analysis and revenue optimization opportunities. The platform supports businesses of all sizes, making it well-suited for small-to-medium-sized enterprises working in the B2B vertical. Overall, Dreamdata excels at delivering specialized revenue-based insights geared towards marketers selling complex B2B products and services.

Appmetrica

AppMetrica is a comprehensive mobile analytics platform used by over 60,000 apps worldwide, including major brands like Azur Games, Burger King, and METRO. As a top-rated SDK, AppMetrica delivers on its promise as an all-in-one solution.

Beyond attribution, AppMetrica empowers app marketers with product analytics, testing, campaigns, and crash reporting directly in its unified interface. Compared to many competitors, AppMetrica stands out for its very affordable pricing scheme which remains sustainable even for high volume usage.

Some of AppMetrica’s strongest value propositions include seamless SDK integration, an intuitive dashboard, and real-time and unrestricted historical data access. The platform also prioritizes security and regulatory compliance.

AppMetrica’s powerful data management capabilities allow deep customer profiling and predictive analytics too. The ability to trigger immediate campaign optimizations based on upfront LTV and churn insights is a major differentiator.

Overall, AppMetrica presents as a compelling choice given its comprehensive feature set, competitive pricing, strong performance for high-traffic apps, and focus on key areas beyond just attribution. This full-service toolkit delivers clear product and marketing value.

Localytics

Localytics positions itself as a “mobile app marketing and analytics software”, delivering not only attribution but also a suite of engagement and analytics tools. In addition to standard measurement capabilities, Localytics provides marketers with the unique ability to perform comprehensive A/B testing of different communication strategies and touchpoints.

This allows users to deeply optimize their campaigns and analyze the most effective messaging and design treatments. Geofencing capabilities further enhance Localytics’ utility for specific verticals like travel that focus on location-based experiences.

As a platform designed to support customers of all types and maturity levels, Localytics caters to businesses regardless of size – from early-stage startups to large enterprises. Overall, Localytics differentiates itself through its expansive toolkit that goes beyond core metrics monitoring to power multifaceted testing and refinement of the mobile experience.

Tenjin

Tenjin is a popular mobile measurement partner especially well-suited for mobile game developers and publishers. As one of the most affordable options on the market, Tenjin allows users to track attribution for free through its basic package.

Founded to equip companies with growth data infrastructure, Tenjin delivers value through cost attribution, revenue tracking, and integration with top advertising networks. This extensive ecosystem provides marketers with deep insights into spend optimization. Tenjin also offers advanced packages for those seeking additional features.

Tenjin counts major gaming companies like Voodoo, SayGames, and Ruby Games among its customers thanks to its specialized support for the gaming industry. Marketers benefit from easy access to historical reporting and user-level data through Tenjin’s DataVault. Even indie devs can take advantage of Tenjin’s generous free tier and data demo to measure game performance and growth.

Overall, Tenjin stands out as a cost-effective yet robust solution perfect for mobile game publishers and developers. Its focus and expertise in the gaming vertical paired with a free attribution package make it a top choice for game marketers at varying budget and company levels.

Attribution

Attribution is an enterprise-level mobile measurement solution specialized for helping companies maximize return on ad spend. Through its multitouch attribution modeling and support for diverse campaign channels, Attribution provides granular insights into how specific users and accounts are contributing to installs and ROI.

Rather than high volumes alone, Attribution appears tailored towards the needs of large enterprises seeking to deeply understand interactions across their global marketing efforts. The detailed analytics aim to empower these organizations to continuously improve performance by optimizing user acquisition strategies based on comprehensive attribution data and ROI measurements.

While not the best fit for high-growth startups handling massive install flows, Attribution targets mature companies of significant scale operating complex multi-market operations. For these enterprise customers, Attribution offers actionable recommendations and reporting to boost returns through an enhanced approach to performance-based marketing investments.

RevenueCat

RevenueCat is a leading mobile marketing platform specializing in building and optimizing in-app subscriptions. By integrating their SDK, developers gain a hassle-free solution to implement subscriptions without backend coding or server maintenance headaches.

Marketers and product teams also access powerful analytics through RevenueCat’s unified cross-platform dashboard. Key insights include customer purchase histories, retention metrics, and correlated data from integrations with top analytics partners. This enables optimization driven by insights rather than assumptions.

Top subscription-based apps from Google Play and the App Store like Notion, Zero, and Mindvalley rely on RevenueCat for their monetization needs. The platform removes the complexity of subscriptions through automated tracking and no-code solutions.

RevenueCat also caters to businesses of all sizes through fairly priced tiers and a generous free starter package. Recent improvements to features like Apple Search Ads integration enhance RevenueCat’s utility for performance marketers as well. Overall, RevenueCat emerges as the premier mobile monetization analytics solution for subscription-driven businesses.

Nielsen

Nielsen Attribution is a mobile measurement solution that benefits from being part of the renowned Nielsen analytics firm. Under this partnership, Nielsen Attribution stands out from other platforms through its tight Facebook integration capabilities.

This allows marketers to fully leverage insights from the world’s largest social network within a single attribution platform. Nielsen Attribution also caters to companies with significant offline marketing strategies through its offline tracking and attribution features.

By bridging digital and physical consumer touchpoints, marketers gain a holistic view of how all efforts contribute to outcomes. While not the most affordable for tiny startups, Nielsen Attribution is well-suited for established businesses supporting over 10,000 monthly active users.

For these larger organizations managing sprawling online and offline initiatives, Nielsen Attribution delivers best-in-class Facebook analytics paired with unique offline attribution – a compelling advantage over competitors focusing solely on digital metrics.

Airbridge

Airbridge takes a cross-platform measurement approach, supporting mobile and web attribution needs. Through its all-in-one platform, Airbridge aims to solve common challenges marketers face around collecting comprehensive data, maintaining consistent customer profiles, and optimizing linking strategies.

By providing turnkey solutions for attribution, data collection, identity resolution, and deep linking, Airbridge streamlines the measurement process. Marketers additionally benefit from the platform’s robust reporting and export capabilities. This empowers detailed performance analysis and usage of attribution insights wherever needed.

Overall, Airbridge is a full-service analytics partner capable of delivering unified cross-channel insights. By addressing pain points associated with fragmented data and solving measurement headaches, Airbridge simplifies optimization for marketers operating across devices and online touchpoints.

Adtriba

Adtriba is a marketing analytics and optimization platform that aims to help marketers evaluate the true impact of their efforts. Through its capabilities, marketers can analyze performance data to better understand what is and isn’t working across channels.

A key strength of Adtriba lies in its automated data collection processes and AI-powered evaluation systems. This allows the platform to provide marketers with objective recommendations on how to strategically refine budget allocation for optimal results.

By removing subjective biases, Adtriba’s technology surfaces unbiased insights. This empowers marketers to make data-driven decisions to improve marketing ROI based on what programs and tactics are driving the best outcomes. The actionable guidance aims to help optimization professionals systematically optimize performance.

Overall, Adtriba presents itself as a full-funnel solution to measure real marketing impact and empower smarter budgeting through artificial intelligence. The promise is marketers can rely on the platform to identify what’s working and actionably redirect funds accordingly.

Tapstream

Tapstream positions itself as a comprehensive app marketing platform that delivers not only mobile attribution but also powerful optimization tools. Through its easy-to-integrate SDK, Tapstream supports attribution across hundreds of advertising networks with a single integration point.

In addition to the standard measurement of install sources, Tapstream enables marketers to test and refine campaigns through A/B testing of different deep links, referrals, and landing pages. This allows ongoing refinement to improve results.

Tapstream additionally provides solutions for building and tracking custom referral programs to reward loyal fans and leverage word-of-mouth growth. As a flexible platform designed for all business sizes, Tapstream supports small to medium-sized companies regardless of install volumes or maturity levels.

Overall, Tapstream presents a holistic marketing toolkit empowering app marketers to measure performance, test variables and incentivize organic sharing through an integrated optimization-driven approach.

How to Choose a Mobile Measurement Partner in 2024

With so many excellent MMP options to choose from, selecting the right partner can seem overwhelming. Here are some key factors to consider when evaluating which platform best suits your business needs:

• Platform Coverage – Evaluate which networks, devices, and operating systems are supported. Make sure your key acquisition channels are covered.
• Attribution Models – Review available attribution methodologies like first-touch or multi-touch. Choose one that accurately reflects how users discover your brand.
• Reporting & Analytics – Compare dashboards and report types. Look for robust customization to track your KPIs. Mobile-optimized is best.
• Features – Consider tools for linking device IDs, custom event tracking, predictive modeling, and more advanced use cases.
• Integrations – Apps and ad platforms should integrate seamlessly. Ease of set-up saves time versus workarounds.
• Data Ownership – Understand data access policies if you require exporting raw files for custom analytics.
• Pricing – Costs vary depending on data volumes and features used. Ensure pricing scales sustainably as your business grows.
• Customer Service – Reach out to current users about support response times and problem-solving abilities.

Once you test drive platform demos and shortlist top options, don’t forget to try free trials before committing. Choosing the optimal MMP is key to actionable mobile marketing insights.

Integrate Your MMP into SearchAds.com

Integrating your mobile measurement partner (MMP) data is seamless with SearchAds.com. We currently have pre-built integrations with all major MMP providers like AppsFlyer, Adjust, Branch, Kochava, and Airbridge. This allows you to view your campaign performance from installation to various in-app events in one centralized dashboard.

If you track users with an internal attribution solution, we can also build a custom integration. This ensures you have full visibility into your user attribution metrics directly within SearchAds.com.

Seeing how users attribute throughout the funnel empowers you to make smarter bidding and optimization decisions for better campaign ROI. Do let us know if you need any assistance setting up an MMP or custom integration on our platform.

For more information on MMP Integrations and questions please check our Partner Integrations help page.

Conclusion

SearchAds.com is an Apple Search Ads campaign management and optimization platform where advertisers can integrate their Mobile Measurement Partner (MMP), set goals to take bulk actions, and create automation rules. The platform will help developers, advertisers, and agencies employ Apple Search Ads best practices and optimize the performance of their campaigns.

How do we establish all of these?

Sign up for free and take your app marketing game one step further!
Schedule a demo, pick a time, and meet with our Apple Search Ads experts!

The post The Best 16 Mobile Measurement Partners (MMPs) in 2024 appeared first on MobileAction.

Leading the list is Bumble, taking the first position with its solid performance across ASO, Apple Search Ads, and Ad Intel scores. Following closely is Tinder, which secured the second spot with its impressive ASO score and highlighted its strategic organic visibility. Pure Dating grabs third place, boasting the highest Apple Search Ads score, which is attributed to its targeted keyword bidding and innovative use of custom product pages. Meanwhile, Badoo takes the fourth spot as the highest Ad Intelligence score holder, demonstrating a keen eye for quality over quantity in their ad creatives.

Now, let’s delve into the main highlights, examining how these leading dating apps have managed to surpass their rivals.

Bumble

• Their ASO performance indicates a strong presence, ranking for over 53,000 keywords organically, with 41% of them landing in the top 30. Interestingly, they attract more than 60% of their organic downloads from competitor brand keywords, indicating a smart approach to acquiring users.

Keyword Intelligence of Bumble

• Regarding Apple Search Ads, they are actively bidding on 582 keywords, indicating a proactive strategy to increase visibility. They’ve also introduced 8 custom product pages over the year focused on competitor keywords, highlighting app features, and tapping into seasonal trends or social causes.

CPP by App – Bumble

• They have a very dynamic ad strategy, with over 300 creatives produced in the last month, 191 of which are currently live. They use live footage effectively, generating higher impressions than the category average. Their distribution strategy involves multiple ad networks and DSPs, and while image ads are their top choice, they also create playable formats, offering a unique and engaging approach.

Tinder

• They stand out as the highest ASO score holder in the list, organically ranking with over 60,000 keywords. Notably, they’ve capitalized on over 4,000 brand keywords, with 40 belonging to their own brand, showcasing a strategic emphasis on competitor brand keywords. Remarkably, Tinder drives over 99% of its organic downloads through its brand keywords, underscoring the formidable presence of its brand within the category.

Tinder organically ranked for 60,052 keywords, with 612 of them achieving the top position

• Tinder is active on over 800 keywords for their search result ads, targeting both their own and competitor brand keywords. This proactive approach to keyword targeting contributes to their visibility and user acquisition efforts.

PURE Dating

• PURE Dating stands out with its organic performance that positions, securing organic rankings for over 8,000 keywords. Over 60% of their organic downloads from two competitor brand keywords (tinder & hinge) showcasing effective targeting strategies.

The organic download history of PURE Dating

• They demonstrate a strong presence in Apple Search Ads, actively bidding on nearly 5,000 keywords, including their own brand, generic category keywords, and competitor brand terms. Additionally, they’ve leveraged custom product pages to enhance their paid user acquisition efforts, creating 12 variations tailored to their user base demographics. This combined approach earns PURE Dating the highest Apple Search Ads score in the list.

PURE Dating is currently bidding on over 4,900 keywords for their search result ads.

• In the past month, PURE Dating has produced 34 ad creatives, with 17 currently live across 4 main ad networks. Their ad visuals primarily feature screenshots from the app’s user interface, ensuring relevance and authenticity. While video ads are their top choice, they also incorporate image and banner ads, diversifying their ad format to reach their audience effectively.

Badoo

• Badoo currently ranks organically for over 27,000 keywords. While the majority of their organic downloads come from their own brand keyword, accounting for over 55%, they’ve also managed to secure 20% from a competitor’s brand keyword.

The organic download history of Badoo

• They adopt a unique approach to paid user acquisition. On Apple Search Ads, they focus on bidding for a select few keywords, notably avoiding their brand keywords and instead targeting generic keywords related to the app’s features, such as “meet,” “chat,” and “flirt.”
• Similarly, Badoo’s advertising strategy emphasizes quality over quantity. Despite having fewer ad creatives than the category average, consisting of video and banner formats, their ads significantly outperform others. This approach earns them the highest Ad Intelligence score in the list, highlighting the importance of strategic advertising tactics.

OkCupid

• They currently rank for over 20,000 keywords organically, with 70% of their organic downloads originating from competitor keywords, showcasing a strategic approach to user acquisition.

ASO Report of OkCupid

• OkCupid is actively bidding on more than 300 keywords, with over 35% achieving higher impressions than 10%. Moreover, they’ve implemented a custom product page strategy alongside their default page, resulting in increased impressions. These custom product pages have additional keywords, tailored visual assets, and messaging to enhance engagement.
• OkCupid distributes 17 ads across 4 ad networks, mainly in image format but also including video and banner ads. OkCupid effectively captures user attention and engagement by utilizing live footage in their ads, a common preference among dating apps.

Observations in the Dating App Landscape

Inclusivity and the rise of niche communities are two prominent trends shaping the dating app industry. Dating platforms are increasingly focused on creating inclusive environments that involve users from diverse backgrounds, including race, religion, and sexual orientation.

With the rise of targeted dating apps, a competitive landscape has emerged within the dating category. Understanding your target audience, analyzing competitor strategies, and deciding how to position your app in the market have become essential considerations for maintaining or establishing your presence.

Race and Ethnicity

As part of their commitment to inclusivity, dating apps prioritize representation and inclusiveness for users of all racial and ethnic backgrounds. By introducing features and functionalities that acknowledge and address the unique experiences of diverse communities, these platforms aim to create welcoming spaces where individuals feel valued and understood.

Identify your competitors that are aiming for the same target audience as you by using Keyword Analysis.

By leveraging MobileAction features such as Keyword Analysis, you can identify competitors targeting your selected keywords on both organic and paid sides. Additionally, utilizing the Creative Asset Hub enables you to compare and comprehend how your messaging and presentation stack up against others in the market.

Compare your visual assets to your competitors and understand their messaging strategies with Creative Asset Hub.

Religion

Religious diversity is another key focus area for dating apps striving to create inclusive environments. Platforms are adapting to accommodate users from various religious backgrounds and beliefs, offering features and tools that serve the specific needs and preferences of individuals seeking partners who share their religious values.

By creating spaces where individuals can connect with like-minded individuals within their faith community, dating apps facilitate meaningful connections and relationships.

Custom product pages targeted towards the term “christian mingle.”

To target the appropriate audience and convert them into high-intent users, specialized apps such as those focusing on religion-based dating can utilize custom product pages for their search result ads, displaying precisely what users seek. “Christian Mingle” stands as a widely used and directly relevant search term within the dating market. With MobileAction’s CPP Intelligence, you gain access to a comprehensive list of apps targeting your desired search term, allowing you to analyze their creative arrangements for that keyword. This enables you to identify potential competitors and understand their targeting strategies.

To entice users to return to their apps, religion-oriented dating platforms can capitalize on special holidays and seasonal periods associated with the faith they originate from. By doing so, they can enhance their app’s credibility and tap into users’ desire to find matches who share similar values and priorities in life.

In-App Events created by InshAllah Muslim Dating app around religious holiday seasons of Islam.

Sexual Orientation and Identity

In response to the diverse spectrum of sexual orientations, dating apps are taking steps to ensure that all users feel welcome and represented. From inclusive profile options to tailored matchmaking algorithms, these platforms provide a safe and inclusive space for individuals to explore and express their sexuality.

By incorporating features to the diverse needs and preferences of users across the LGBTQ+ spectrum, dating apps empower individuals to find acceptance, connection, and love on their own terms.

Custom product pages created for keyword “gay” and “lesbian”

To enhance targeting efforts, dating apps catering to niche audiences can develop tailored product pages for keywords they believe their most interested users would utilize to discover their app. Terms such as “gay” and “lesbian,” which hold significant search scores among certain users, are strategically employed by queer dating apps in their custom product pages.

Valentine’s Day Trends: Insights and Expectations for the Mobile App Industry

Valentine’s Day has a strong impact on the mobile app industry. As observed, there’s a significant surge in search volume for keywords related to Valentine’s Day and romance in February.. This trend isn’t limited to dating apps; categories such as photo & video and entertainment also experience notable effects.

Around Valentine’s Day, we observe a notable increase in in-app events and promotional content. Dating apps facilitate connections, while photo & video apps offer tools for capturing and sharing cherished moments. Entertainment apps generate romantic playlists and movie selections, and gaming apps introduce special challenges for players to enjoy with their partners. This surge in activity not only addresses the season’s heightened popularity but also demonstrates app developers’ adaptability and creativity in meeting user expectations during key seasonal times like Valentine’s Day.

In-App Events around Valentine’s Day

As evident from last year’s trends, apps have effectively leveraged this seasonal opportunity, and it’s something we should anticipate seeing again this year.

Let’s take a look at their current initiatives for this year. Hily Dating App has already begun preparations for Valentine’s Day, setting up two in-app events centered around the occasion.

The full view of before, during, and after analysis of Hily Dating App’s In-App Events.

By leveraging Compass’ Impact feature, we can discern a significant surge in their organic visibility, signifying the successful implementation of these in-app events during this seasonal period. Additionally, once the in-app event expires, we can assess the event’s full impact on the app’s visibility throughout its entire duration and after February 14.

Wondering how your app measures up against competitors in the market? MobileAction provides a valuable resource for thorough competitor analysis, allowing you to effectively grasp market trends and refine your strategy. Schedule a demo with MobileAction today to gain additional insights and strengthen your position in the market.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the dating app industry.

The post Top 10 Dating Apps on the USA App Store by User Acquisition Performance appeared first on MobileAction.

There are millions upon millions of mobile apps in major app stores such as the App Store and Play Store. Competition is undoubtedly fierce. Thus, it is a must that you, as a mobile developer or marketer, find creative and effective ways to attract more users. Chief among these marketing strategies is called localization. With growing markets all over the world, you can dramatically improve your app’s success by expanding into them. However, while emerging markets come with great opportunities, there are also challenges you need to deal with.

In this post, let us go through the importance of localizing your apps for emerging markets, the opportunities it presents, and the challenges you need to overcome to be successful.

Emerging Mobile App Markets

Did you know that in 2022, the mobile application market size was valued at USD 206.85 billion? What’s more, the compound annual growth rate (CAGR) of the mobile app market from 2023 to 2030 is around 13.8%. Other estimates put the number higher, at 22.97%. This makes the mobile app industry one of the biggest markets spread throughout the world. Whatever report you read, there’s no doubt that the mobile app market is getting bigger and bigger.

What’s more interesting is that gone are the days when the United States led the world in mobile app downloads worldwide. According to Statista, China was the leading country for app downloads in 2022, reaching up to 111 billion downloads. India follows in the ranking, with its people downloading 29 billion times in the same year. Then comes the United States, which generated about 12.24 billion downloads.

Of course, you shouldn’t ignore other countries in the top 10 rankings. To give you an idea of what other countries are included in the top 10 list and how many downloads are made in each country, you need to see this:

• China: 111 billion app downloads
• India: 29 billion app downloads
• United States: 12.24 billion app downloads
• Brazil: 10.61 billion app downloads
• Indonesia: 7.7 billion app downloads
• Russia: 5.48 billion app downloads
• Mexico: 5.08 billion app downloads
• Turkey: 3.73 billion app downloads
• Vietnam: 3.52 billion app downloads
• Philippines: 3.49 billion app downloads

As you can see, there’s a huge market outside of the United States waiting for you to tap into. Just to give you an idea of what you’re missing, the combined app downloads of these countries are almost 180 billion, not including the United States. With this in mind, you should start creating your localization strategies to penetrate new global markets.

What are the New Opportunities for Localizing Apps?

When it comes to localizing apps, especially for emerging markets, there are numerous exciting opportunities to explore. Let’s take a closer look at some of these:

1. Market Expansion

Localizing apps allows businesses to expand into new and diverse markets, connecting with a global audience. This approach opens doors to untapped user bases in different regions, potentially resulting in increased downloads, heightened user engagement, and enhanced revenue.

2. Enhanced User Engagement

Adapting app content to users’ language and cultural preferences offers a unique opportunity to improve overall user experience. This, in turn, leads to increased engagement, heightened loyalty, and positive reviews. As users find the app more relatable and user-friendly, satisfaction and connection with the audience are significantly strengthened.

3. Increased Downloads and Visibility

Harnessing the power of localization provides a significant opportunity for increased downloads and enhanced visibility. Research indicates that apps with localized descriptions in the native language tend to experience higher download rates. This strategy offers a twofold benefit: not only does it contribute to improved visibility within app stores, but it also translates into a potential boost in download numbers, consequently elevating the app’s ranking.

4. Revenue Growth

Localization offers a significant opportunity for revenue growth by expanding market share and increasing sales. Businesses can capitalize on this benefit by tailoring their offerings to the specific needs and preferences of diverse markets, maximizing their revenue potential.

5. Competitive Edge

Having a localized app creates a significant opportunity to gain a competitive edge in crowded markets. By demonstrating a dedicated commitment to user satisfaction, a localized app sets itself apart from competitors. The benefit is clear: offering a more tailored and inclusive user experience compared to others in the market, ultimately securing a distinctive position and attracting a broader user base.

What are the Challenges for Localizing Apps?

With every opportunity comes challenges, and denying these challenges will only delay your app’s growth. Thus, it’s crucial to be familiar with them so you can quickly create a game plan on how to address them. Here are some of the most pressing challenges in localizing your app:

1. Linguistic and Cultural Nuances

Successfully adapting content for global audiences extends beyond literal translation, necessitating a profound comprehension of cultural nuances and idioms. The repercussions of misinterpretations in this process can range from communication breakdowns to, in more severe instances, potential harm to the brand’s reputation.

2. Technical Adaptation

Technical adaptation poses a significant challenge in the process of localizing apps, requiring accommodation of diverse technical requirements. This includes addressing issues such as text length variations and right-to-left languages. The impact of this challenge is evident in the potential for creating inconsistent or poorly adapted user interfaces, which, in turn, can hinder the overall user experience and functionality of the app.

3. Legal and Regulatory Compliance

The challenge of legal and regulatory compliance during app localization involves adhering to the legal obligations of each target market, including compliance with data protection laws. The potential impact of failing to meet these requirements is substantial and can lead to legal issues, financial penalties, or significant damage to the brand’s reputation.

4. Resource Intensiveness

App localization poses a challenge in terms of resource intensiveness, demanding significant investments of time, manpower, and financial resources. The impact of inadequate resources can result in subpar localization efforts, compromising the overall quality of the app, particularly in specific markets where thorough adaptation is crucial for success.

5. Maintaining Consistency

One of the challenges in app localization is maintaining consistency across various language versions, encompassing branding and user interface elements. The impact of this challenge is significant, as inconsistent messaging has the potential to confuse users and dilute the overall brand identity. This emphasizes the importance of meticulous attention to uniformity throughout the localization process.

6. Testing and Quality Assurance

Rigorous testing and quality assurance are critical aspects of the app localization process. Failing to address this challenge can have significant consequences, including the identification and rectification of linguistic and functional issues. Overlooking thorough testing may result in the presence of bugs, errors, and a suboptimal user experience, ultimately leading to negative reviews and diminished user satisfaction.

7. App Store Optimization (ASO)

App Store Optimization (ASO) poses a challenge in the localization process as it involves meticulously adapting app store metadata and optimizing content for each target market. The impact of ineffective ASO can be substantial, potentially leading to diminished visibility and lower download rates in specific regions. Hence, a thoughtful and strategic approach to ASO is crucial to ensure the app’s success in diverse markets.

The Value Added by MobileAction

MobileAction’s Localization tool offers an overview of an app’s localized ASO elements (title, subtitle, and description) and its performance across active countries. It allows you to uncover effective localization strategies, identify potential geographies for future localization, and gain insights into competitors’ global strategies. You can analyze localized content, understand top-ranking countries, and refine your app’s localization strategy by comparing different apps’ approaches to strengthen your market position.

 

Penetrate Emerging Markets Effectively

Localizing your apps can be a challenging yet rewarding process. While various obstacles may hinder your successful expansion into a new market, correct localization opens the floodgates to new opportunities.

This is a guest post from ShyftUp, a leading ASO Agency, sheds light on the transformative power of app localization. With the relevant knowledge, skills, and tools, they can assist you in localizing your app, ensuring a smooth process, and positioning your app for the next level of success.

 

The post Localizing Apps for Emerging Markets: Opportunities and Challenges appeared first on MobileAction.

Leading the way is MyFitnessPal, celebrated for its exceptional ASO scores in user acquisition. Following closely is Fitbod, demonstrating successful metrics derived from effective organic and paid strategies. Securing the third position isBodyFast, showcasing a diverse range of active and successful ad creatives and earning the highest Ad Intelligence score. Peloton also earned a well-deserved spot on the list as they generated a remarkable Apple Search Ads score by leveraging multiple ad placements.

Let’s explore the standout achievements and strategies that have propelled these top apps ahead of the competition.

MyFitnessPal: Calorie Counter

• With an impressive total of over 27,000 keywords achieving organic rankings, 565 of these keywords ranked #1. This success contributes to their commendable ASO Score, the highest for the Health & Fitness category. Notably, a significant portion of their organic downloads originates from a select set of 15 keywords, constituting over half of their overall organic traffic. Furthermore, their branded keywords play a pivotal role, being the primary source of more than 50% of their organic traffic.

• They are currently running search result ads for over 11,000 keywords, and more than 4,500 of these keywords exhibit a high impression of over 20%.
• In the past month, they have executed a comprehensive advertising campaign, producing a total of 88 video-format ads that were strategically distributed across four ad networks. In their US storefront, they are committed to localization by creating 25% of their ads in Spanish. This bilingual approach is aimed at fostering greater user engagement and reaching a more diverse audience.

Fitbod Gym & Workout Planner

• They’ve successfully earned organic rankings for over 4,500 keywords, and among them, 104 boast a search score exceeding 40. Their downloads primarily come from approximately 40 keywords, showcasing their knack for relevance across a variety of search intents.
• They currently run search result ads for 989 paid keywords, with 55 of them having a search score higher than 40. This indicates a solid performance in targeting keywords that carry significant search intent and relevance.
• Over the past month, they’ve actively ran 368 ads, utilizing both video and image formats across four distinct ad networks. Their advertising strategy uniquely combines the app’s UI elements with real-life footage to enhance the effectiveness of conveying the app’s core value. This approach aims to provide users with a comprehensive and engaging understanding of the app’s features and benefits.

BodyFast: Intermittent Fasting

• BodyFast ranked organically for over 4,000 keywords, with 116 of them having  a search score of 40+. A significant portion of their organic downloads originate from 35 keywords. An interesting aspect is that their primary sources of organic traffic include their competitor’s brand keywords.

• Within the last month, they’ve actively launched 316 ads in video, image, and banner media formats.

InPulse – Heart Rate Monitor

• They’ve achieved organic rankings for over 5,700 keywords, with 197 of them boasting a search score surpassing 40. The majority of their organic downloads come from 32 specific keywords, and more than 60% of these downloads are generated through their own brand keywords. This underscores the significant impact of their brand presence on the organic traffic they attract.

• They are currently running search result ads for over 1,200 keywords, and among them, 342 keywords are generating impressions exceeding 20%. In addition to their default product page, they have introduced a custom product page designed specifically to highlight and promote a particular feature that the app offers.
• In the last month, they’ve created and ran 197 ads through 5 different ad networks. These ads, presented in both video and banner formats, prominently feature real-life footage to emphasize the app’s practical applications and highlight suitable usage scenarios.

Flo Period & Pregnancy Tracker

• They’ve achieved organic rankings for over 16,000 keywords, securing the 1st spot for 268 of them. Among these, 18 keywords stand out with a remarkable search score exceeding 80. Their organic downloads primarily originate from 26 keywords, covering brand terms, generic phrases, and even competitor brand keywords. This diverse range of keywords reflects their effectiveness in attracting users across different search contexts.

• They are actively running search result ads for more than 2,800 keywords, and among them, 80 keywords stand out with a search score surpassing 40. Notably, they’ve gone above and beyond industry averages by creating 18 custom product pages alongside their default product page. This impressive number demonstrates their commitment to providing a tailored experience. Leveraging varied screenshots and keywords, they aim to connect with a wider audience in a relatable and engaging manner.

• Over the past month, they’ve developed and launched a total of 144 ads, strategically distributing them across 4 ad networks. What stands out is their preference for the image format, even in the presence of video format options within similar apps in their category. This choice of emphasizing images over videos adds an interesting dimension to their advertising strategy, showcasing a unique approach within their competitive landscape.

Peloton: Fitness & Workouts

• They’ve successfully generated organic rankings for over 12,000 keywords. The primary source of their organic downloads revolves around 12 specific keywords. Interestingly, all of these keywords are either associated with their own brand or the brands of their competitors. More than 85% of their organic traffic is derived from searches related to their own brand keywords.

• They are actively running search result ads for an extensive portfolio of over 42,000 keywords, and more than 20,000 of these keywords has an impression share exceeding 20%. Notably, they hold the position of the top advertiser in the Health & Fitness category for search result ads and rank 2nd overall. Their strategic use of Search tab ads further improves their reach.

• Adding to their strategic approach, they have developed 3 custom product pages in addition to their default product page. One of these custom product pages outperforms their default product page in terms of impressions, reflecting a noteworthy achievement in their advertising efforts.

Interested in evaluating how your app stacks up against competitors? MobileAction offers a valuable tool for thorough competitor analysis, providing insights into market trends and opportunities to refine your strategy. Schedule a demo with MobileAction today to gain additional insights and bolster your competitive position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the health & fitness app industry.

The post Top 10 Health & Fitness Apps on the US App Store by User Acquisition Performance appeared first on MobileAction.

Throughout the year, our teams have worked tirelessly to push the boundaries of what’s possible, delivering solutions that empower our users, from one-of-its-kind tools in campaign management to pioneering products in competitive app analysis. As we wave goodbye to 2023, it’s important to take a moment to celebrate the significant advancements and milestones we’ve accomplished.

Redefining Apple Search Ads Campaign Management with SearchAds.com

Spending Smarter with Budget Allocation

This year, SearchAds.com introduced the one-of-a-kind Budget Allocation feature. This new addition to our Smart Tools empowers users to maximize their returns by wisely allocating their budget to high-potential campaigns. Leveraging data-driven algorithms, it ensures the best possible return without any overspending. This innovation eliminates the need for manual adjustments and storefront investigations, streamlining the process and freeing up valuable time for strategic planning.

Learn more about Budget Allocation here.

Seeing into the Future with Campaign Forecasting

The Campaign Forecasting tool has been a game-changer in predicting the future of Apple Search Ads campaigns. By enabling users to experiment with various daily budget options, it offers a clear forecast of how metrics like Impressions, Taps, and Installs could vary. This foresight allows for precise budget adjustments and the identification of rapidly growing storefronts, ensuring every dollar spent is a step towards success.

Customized Dashboard Reports’ Tailored Insights

In our commitment to personalized solutions, we introduced Customized Dashboard Reports. These tailor-made dashboards provide a comprehensive view of paid and organic user acquisition performance, focusing exclusively on key performance indicators (KPIs) that matter to our clients.

MobileAction: Steering App Growth to New Horizons

Compass: Navigating the App Growth Journey

Compass, our biggest innovation for the market this year, has redefined the app growth journey for ASO Experts and UA Managers alike. By combining Explore’s competitive insights, Trace’s user acquisition analytics, and Impact’s before-and-after analysis, Compass simplifies the complexities of the user acquisition funnel. This product has become the backbone for making informed decisions and achieving sustainable app growth.

Learn more about Compass here.

Introducing CPP Intelligence, a First in the Industry

For Apple Search Ads enthusiasts, we unveiled the first-ever Custom Product Page Intelligence feature. This innovative tool enables users to gain insights into competitors’ custom product page strategies and paid keyword themes, bypassing the need for costly A/B testing. It allows for the fine-tuning of custom product pages based on targeted keywords and competitor analysis, setting a new standard in the industry.

Learn more about Custom Product Pages Intelligence here.

Unleashing the Potential of Google App Campaigns Intelligence

Google App Campaigns Intelligence marks a significant advancement in mobile advertising strategy. It offers comprehensive insights into critical metrics on the Google Play Store, such as impression shares and organic keyword rankings, giving users a competitive edge in their advertising efforts.

Discover Google App Campaigns Intelligence here.

Updated Market Intelligence: The Next-Level of Market Analysis

The revamped Market Intelligence tool, Market Intelligence version 2, brings advanced accuracy to app download and revenue estimates. This tool provides an in-depth analysis of daily and historical data, enabling users to benchmark against competitors and strategize effectively across different storefronts. It offers insights into daily and monthly active users, refining product strategies for optimal growth.

That’s a Wrap!

Reflecting on the past year, we’re proud to say that MobileAction and SearchAds.com have not only met but exceeded expectations in setting new standards in data intelligence and campaign management. Our journey has been characterized by innovation, setting new industry benchmarks and redefining the landscape of app marketing and strategy.

As we transition into 2024, our commitment is stronger than ever. Our focus is clear: to continue delivering pioneering solutions that not only meet but anticipate the needs of our users. We’re dedicated to empowering our clients with the most advanced tools and insights, ensuring they not only stay ahead of the curve but define it.

We’re excited to embark on this journey with our users, partners, and the broader mobile app marketing community. Together, we will continue to break barriers, achieve new heights, and redefine what’s possible in the app market. Here’s to a 2024 filled with success, groundbreaking achievements, and growth. Let’s soar to new heights together!

The post What a Year! Here’s Your 2023 Product Recap appeared first on MobileAction.

Leading the list is booking.com, the top travel app for user acquisition driven by its impressive Apple Search Ads visibility score. Following closely is Expedia, outperforming competitors with exceptional ASO scores. Hotels.com claims the third spot, displaying robust metrics from both organic and paid strategies. Notably, Agoda earns its place on the list, distinguished by various active ad creatives and holding the highest Ad Intelligence score.

Now, let’s dive into the key highlights, analyzing how these top apps have consistently outperformed their competitors.

Booking.com

• They exhibit a strong organic presence with over 5,800 keywords, with an impressive 54% securing a spot in the top 30 rankings. Most of their organic downloads come from a strategic choice of 10 keywords, covering their brand, generic terms, and competitor brand keywords. This keyword strategy highlights their expertise in optimizing visibility and drawing organic traffic.

• On Apple Search Ads, they actively bid on over 10,000 keywords, with 100+ having a greater search score than 40. As expected, they are at the top spot in the search result ads Top Advertisers list and the highest ASA score holder in the market.

• To enhance visibility, they also run ads on the Today tab and Search tab, employing a multi-placement ad strategy. Going beyond the default product page, they’ve crafted 4 custom product pages, each tailored to different features. Notably, one of these custom pages outperforms their default page in impressions. 

Expedia

• They’ve got over 9,000 keywords that they rank for organically, and an impressive 58% secure a spot in the top 30, giving them the highest ASO score on the list. Interestingly, 23% of their organic downloads come from their brand keyword, with the majority originating from competitor brand keywords.

• Expedia actively places bids on over 1,700 keywords for their search result ads. They utilize the power of Search tab ads to boost visibility and drive traffic. In addition to its default product page, Expedia has 7 custom product pages that are uniquely customized and localized.
• They’ve got over 36 live ads that are getting significant impressions.  

Hotels.com 

• Hotels.com has a robust organic presence with over 5,900 keywords, an impressive 56 of them in the 1st position. The primary source of their organic downloads revolves around 11 keywords, including their own brand and competitors’ brands. Noteworthy is their ability to attract significant downloads from competitors’ brand keywords, even when not securing a top 3 ranking for those terms.

• They’re currently bidding on over 1,500 keywords for their search result ads. Additionally, they’re running Search tab ads to increase awareness and traffic. Beyond their default product page, they have three custom product pages that attract a significant number of impressions and feature customized ad creatives targeting their brand keywords, generic category-related keywords, and competitor brand keywords.

Airbnb

• They’re currently ranked organically for over  4,600 keywords, with a notable 63% securing a spot in the top 30. What stands out is that a substantial 76% of their organic downloads come from their own brand keyword, highlighting their strong brand presence in the market.

Vrbo

• They currently rank for over 4,500 keywords, and over 45% of those have a search score greater than 40. When it comes to organic downloads, they mainly generate them from 8 keywords, a combination of their own brand and competitors’ branded keywords.

• They’re actively bidding on over 300 keywords for their search result ads. In addition to their default product page, they’ve created two custom product pages. What makes these custom pages stand out is their targeted approach. They are tailored specifically for their own brand keywords and competitor brand keywords.

• They currently have 26 live ads, each strategically designed to highlight the diverse benefits users can enjoy with the app. To make a compelling connection, they’ve integrated real-life footage, adding an authentic touch to draw in users.

Agoda

• They organically rank on over 3,500 keywords. Most of their organic downloads come from 11 keywords. Notably, the highest download percentage comes from a competitor’s brand- Airbnb.

• They’ve got 14 active ad creatives that are outperforming the category average in terms of impressions. They have crafted a diverse range of ad creatives, highlighting the app’s features and showcasing real-life footage to boost engagement. With these strategies in play, they’ve secured the top spot with the highest Ad Intel Score on the list.

Anticipating What’s Next in Your Category

Special Days & Events Affected the Trends

Exploring the last 90 days through MobileAction’s unique Keyword Trends tool reveals correlations between special days, seasonal events, and ASO trends. Notably, keywords like ‘Burning Man’ and ‘Black Friday’ experience heightened popularity around their events but see a decline afterward.

Incorporating relevant keywords during those periods is a strategic move for apps tied to these occasions. On a different note, the term ‘relocate’ gained traction during the last travel season, making it a valuable addition to your app’s metadata. Keep ahead of the curve by leveraging the insights. 

Implementing New Technologies at the Right Time

Incorporating new product updates into your app keeps you on the cutting edge and may give you a competitive advantage in your category. Take, for instance, Expedia’s strategic move. By examining the product page elements of travel apps through MobileAction’s one-of-a-kind Creative Asset Hub, we observed that Expedia updated its app’s screenshot assets, resulting in an uptick in category rankings.

Further analysis using the App Update Timeline revealed that these changes occurred around the travel season, just before it peaked. Upon analyzing this shift, we discovered that Expedia introduced an AI feature to help users create the ultimate travel plan using ChatGPT,  capitalizing on the buzz around the new AI trend.

Curious about how your app compares to others in the market? MobileAction is a valuable resource for in-depth competitor analysis. It empowers you to understand market trends and enhance your strategy. Schedule a demo with MobileAction to gain additional insights and strengthen your position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the travel app industry.

The post Top 10 Travel Apps on the US App Store by User Acquisition Performance  appeared first on MobileAction.

If you are already familiar with the game, you’ve probably spent nights guarding against animatronic nightmares on your PC, but did you know Freddy and his crew are now dominating the mobile gaming scene? Picture this: the app publisher of the game, Clickteam LLC, has four games sitting in the top 10, six in the top 15, and seven in the top 20 of paid apps among all categories. 

Yeah, it’s not a horror movie plot; it’s the real deal.

Now, in this blog, we are on a mission to unravel the secrets that brought our favorite jump-scare fest from the PC to our palms. In this effort, we’ll carefully uncover the details of the tricks used in the app stores to make this cool thing happen. So, grab your flashlight and get ready to explore the shadows of Five Nights at Freddy’s mobile success – it’s a rollercoaster ride through the gaming world’s haunted hallways!

Rising ASO Scores

Having established the context, let us now direct our attention to the initial key factor contributing to the success of Five Nights at Freddy’s on mobile platforms – the notable increase in App Store Optimization (ASO) scores. 

Think of ASO scores as the core element that decides how easy it is for people to find your favorite horror game in the crowded app store.

In the not-so-distant past, Five Nights at Freddy’s made a daring leap from PC screens to mobile devices. What followed was a gradual ascent in search scores for related keywords. It’s like the gaming community collectively turned their flashlights toward Freddy’s corner of the app store.

So, what’s the big deal with ASO scores? Well, they’re like breadcrumbs leading players straight to the heart of the horror. When you search for your favorite animatronic nightmares, those rising ASO scores ensure that Freddy and his crew aren’t lurking in the shadows but standing in the spotlight. It’s the art of being seen without even trying too hard.

Examining the upward trend of these scores resembles unraveling a mystery, exposing the unseen force that directs players towards the thrilling experiences of Five Nights at Freddy’s. The more eyes on Freddy, the more screams (and downloads) echo through the corridors of mobile gaming.

Intriguing, right? But this is just the basic level of strategies to achieve mobile game success. Stay tuned as we uncover more secrets behind the screen – next up, we’ll explore the not-so-unexpected moves in the chess game of mobile gaming competition. Ready for the next level of Freddy’s fright fest? Let’s press play and focus more on keyword competition.

Competitors’ Bid on Keywords

Imagine this: Freddy and his gang, chilling at the top of the mobile gaming charts without spending a dime on paid user acquisition. Sounds like a dream, right? Well, that’s exactly what’s happening.

But, here’s the twist in the tale – while Freddy is casually enjoying finding places in the top charts of the paid apps without worrying about paid ads, its competitors are employing every available strategy. Picture this as a high-stakes poker game where everyone’s bidding on the same hand, and Freddy’s holding the aces without even playing.

Competitors in the gaming arena are actively taking part in a bidding war for Five Nights at Freddy’s-related keywords. Why? Because Freddy’s got the attention, and where there’s attention, competition is getting fiercer in the mobile gaming industry.

Even though Freddy’s success is natural, real, and truly impressive, there’s a noticeable excitement online. Other companies are spending money to show up next to Freddy in search results, trying to benefit from the popularity of this powerful horror game.

Think of it like a game of hide and seek, but instead of a hider, it’s Freddy – and he’s not even playing. This interesting situation makes us wonder about whether Freddy’s way of growing naturally can last. Can a game do well just by being scary, or are there hidden costs to competing in the shadows of mobile gaming?

Get ready for more of our journey into Freddy’s mobile world. In the next part, we’ll talk about the risks and rewards of Freddy’s choices – decisions that are keeping us all excited. 

The Risk of No Paid User Acquisition

Now that we’ve witnessed the bidding wars in Freddy’s digital realm, let’s shine a flashlight on the risk our animatronic friends are taking by not playing the paid user acquisition game.

Imagine this: Five Nights at Freddy’s, the top dog in mobile horror, ruling the charts without spending a penny on ads. It’s a rare story of growing organically, where player screams make a bigger impact than any marketing could.

But, and it’s a significant but, Freddy’s success is like walking a tightrope over a pit of digital uncertainty. While competitors are strategically investing in ad campaigns to grab attention, Freddy’s team is chilling in the shadows, relying solely on the reputation they have gained thanks to their success in PC gaming.

It’s a gamble, a high-stakes one. In an era where paid user acquisition is the norm, Freddy’s decision to stay out of the bidding war raises eyebrows. The question in the highly competitive gaming arena is this: Can a game sustain its dominance without actively courting new players through paid channels?

Sure, Freddy’s got the horror legacy, the jump scares, and the devoted fan base, but in a sea of apps vying for attention, is that enough? The absence of paid user acquisition might mean missing out on potential players who could be lured in by a well-placed ad or a strategically boosted keyword.

We saw an example of this recently in the Photo & Video app category. EPIK AI Photo Editor managed to rank first in all keywords related to it, but since it did not put enough effort into paid user acquisition, this success did not last long. Yes, Photo & Video and Gaming are two different app categories, but they are similar because they are both very competitive. For two blogs written about this:

• EPIK App’s Epic Win: Breaking the Social Media with AI Yearbook
• Photo & Video Apps Case Study: Dethroning the Category Leader with In-App Events & Paid UA

As we go through this digital haunted house, we’ll look at the possible challenges and benefits of Freddy’s bold plan. Are we seeing a big change in how games can do well, or is there a surprise coming that could shake up Freddy’s success?

So let’s ask again: Can Freddy’s success keep going strong in the future despite ignoring the paid user acquisition challenge?

Conclusion

In conclusion, Five Nights at Freddy’s has achieved remarkable success in the mobile gaming industry through its gripping gameplay and dedicated fan base. The game’s rising ASO scores for related keywords have heightened its visibility and attracted players to the horror franchise. However, the absence of paid user acquisition and the intense competition from bidding competitors raise questions about the sustainability of its approach.

While Freddy’s organic growth and devoted fan base have propelled its success thus far, the decision to forgo paid advertising and active user acquisition strategies poses potential challenges. Finding a balance between organic growth and targeted user acquisition will be crucial for sustaining Freddy’s dominance in the mobile gaming market. As the industry evolves, it remains to be seen whether Freddy’s chilling presence can continue to captivate audiences and maintain its position without actively pursuing paid channels. Only time will tell whether Five Nights at Freddy’s horror legacy can survive in the highly competitive gaming category.

If you want your success not to last just five days, talk to MobileAction’s experts and take your app marketing success to the next level!

The post From PC to Pocket: Five Nights at Freddy’s Organic Rise vs. Competitors’ Paid Strategies appeared first on MobileAction.