To grow your mobile app, you must make data-driven decisions with data you trust. With the help of a mobile measurement partner (MMP), you can accurately gather, analyze, and optimize data to make critical strategy decisions about your ad campaigns by first understanding which ads are driving the best ROI. However, finding the right MMP is a big decision for your business. Don’t take it lightly.  In the blog below, we will explore an MMP’s purpose, why you need one, and how to choose one that is right for your business. What is an MMP? An MMP — sometimes referred to as a mobile measurem ..read more

In a surprise launch at the end of October, Apple released SKAN 4.0 with iOS 16.1. Since then, the most sophisticated marketers have been scrambling to understand what they need to do to take full advantage of all the changes. The good news for most mobile marketers: understanding the complete scope of changes is largely unnecessary because your technology partners (e.g. Branch and your ad networks) will be responsible for implementing most of the changes on your behalf. However, as a marketer, you should still be preparing. The purpose of this article is to provide additional color on how y ..read more

Metrics are part of any good marketing strategy. But, if you’re monitoring metrics at just one or two stages of the customer lifecycle, you’re missing the whole picture. Focusing on just acquisition might mean you’re missing opportunities to engage with your new customers. Or, if you’re only considering retention, you could be losing valuable new users.  So, what metrics matter most through the customer lifecycle, from broad brand awareness to user retention? We gathered real-world tips from marketing and growth experts featured on the How I Grew This Podcast, hosted by our very own CMO ..read more

As the festive season and new year approaches, travel is sure to be on everyone’s mind. Long weekends, schools closing for breaks, and demand for family travel are among the top catalysts for increased travel demand. In Branch’s latest festive season guide for app marketers, we found that last year, travel apps in India saw a huge spike in the number of installs from August through December. Travel companies wanting to capitalize on the seasonal surge should start preparing now by rethinking their messaging and targeting strategies.  In the past three years (2020 – 2022), travel — both ..read more

We’re excited to introduce SEO App Attribution, a new solution from Branch that equips brands and agencies with attribution insight into app events (i.e. engagement, acquisitions, revenue) from organic search traffic. Our new tool opens up the bigger channel picture and alleviates many of the pain points associated with capturing app events and attribution associated with organic web search traffic.  By leveraging SEO App Attribution, marketers can easily identify an app event originating from an organic web search click and then attribute it to the relevant search engine. This allows y ..read more

Mobile user acquisition is typically seen as a numbers game. It’s all about leveraging as many marketing channels as possible with the assumption that the wider you cast your net, the higher the conversion rate will be. But most user acquisition tactics are passive.  They present ideas and facts without context or fail to answer the nuanced questions a marketer may have. This is why we researched brands that have significantly grown using different — sometimes even unconventional — mobile user acquisition strategies.   To help brands in 2022, we published our two-part detailed ..read more

Privacy regulations have dramatically expanded in recent years as consumers worry more about sharing their personal information and how that information is used. In response, marketers are looking for ways to navigate privacy changes while still addressing customer needs.  While this may seem like a power struggle between marketers and consumers for data, it’s in fact a shared desire for more relevant and useful experiences for consumers. Despite consumers’ worry about privacy, they still want to be exposed to relevant ads. According to Google and BCG’s recent report, 74% of people say ..read more

When it comes to mobile growth, there are no better lessons than those shared directly from people who have gone through it and seen success for themselves. We compiled some of the best advice from the How I Grew This podcast, hosted by our very own CMO and Co-founder, Mada Seghete. Use viral loops to accelerate growth Ron Schneidermann is the CEO of AllTrails. He has spent the past six years helping grow the company, which is now one of the top five health and fitness apps in both Google Play and the Apple App Store. “Triage a different area of the funnel every quarter. One quarter we are ..read more

It’s impossible to ignore the explosive growth of streaming. Where there’s an audience, there are marketing opportunities. According to the Interactive Advertising Bureau Inc. (IAB), “ad spending on connected TV platforms is expected to expand 39% to $21.2 billion this year, making it the fastest-growing video channel.”  So, is it time to add OTT and CTV to your marketing campaigns? We explored the streaming advertising landscape in our recent webinar: How to Successfully Incorporate OTT/CTV in Marketing Campaigns. It features Bridget Hall, Director, Planning at M&C Saatchi Performa ..read more

Everybody reading this blog probably already knows what we mean when we talk about an MMP. In case you’re wondering, an MMP is a “mobile measurement platform.” Now, if we mention an MLP, even fewer of you will know what we mean. MLP stands for “mobile linking platform,” a powerful deep linking and attribution tool for your owned and earned channels. More on that later. Let’s talk deep linking first. The evolution of deep linking Deep linking has been around for a long time and started popping up in tech media around 2006 to highlight the growing practice of providing Google (and other search ..read more