This framework helps you structure your services and advice for clients. The core principles are data-driven, creative-focused, and built on modern measurement.
1. Foundation: Measurement & Attribution (Get This Right First)
The most critical step: ensuring you can accurately track user actions. Without this, you’re flying blind, especially on iOS.
- Set up a Mobile Measurement Partner (MMP): Tools like AppsFlyer, Adjust, or Branch are essential for unbiased attribution.
- Implement SKAdNetwork (SKAN): This is Apple’s privacy-first framework. You must configure it correctly to get any iOS campaign data, however aggregated.
- Track Beyond Installs: Measure “First Open” as a quality signal, but ultimately optimize for in-app events like sign-ups, purchases, or subscriptions.
- Align with LTV (Lifetime Value): The ultimate goal isn’t cheap installs; it’s profitable users. Make sure your client’s campaigns are optimized for ROAS based on their user LTV.