Written by Alastair Barber, Partner - App Performance & Gaming
Not all apps are measured equally. The age of your app and the emphasis your business places on it can significantly influence how much attention is given to measurement setup. At dentsu, I work with apps at various stages of their lifecycle, some just starting out, others well into their growth journey.
In this article, I’ll explore the different stages of measurement maturity for mobile apps and how to optimise both paid and organic strategies accordingly.
Phase 1 – Optimising for Installs
At the beginning of your measurement journey, the primary goal is typically to drive installs. Smaller businesses often rely heavily on word of mouth, while larger organisations invest in channels like Apple Ads or Google App Campaigns.
At this stage, it’s likely you don’t yet have a Mobile Measurement Partner (MMP) in place, meaning your core KPI is installs. Some more advanced teams may assign proxy conversion rates to estimate active users, but most will rely on install data from paid channels alongside insights from Google Play Console or App Store Connect.
While the data at this stage is generally usable, there are pitfalls to avoid. For example, when setting up Google App Campaigns, Google offers the option to optimise for “Google Play Installs.” This should be avoided where possible, as it’s a broad KPI that often results in a high volume of downloads, many of which never lead to app opens. These campaigns are also more susceptible to fraudulent installs, which can inflate costs without delivering real value. Without an MMP, it’s difficult to filter out these low-quality installs.
For those using Apple Ads (formerly Apple Search Ads), it’s important to understand the metrics available. Apple now splits click and install data into click-through, view-through, and total installs. When analysing performance across campaign types, ensure these metrics are aligned to avoid skewed comparisons. Also, note that Apple Ads campaigns are set up to optimise for installs by default: only with proper MMP integration can you optimise for deeper funnel events.
Phase 2 – First Open
Once an MMP is in place, the first event typically tracked is the First Open. This allows you to transition Google App Campaigns to track installs via the MMP, improving install quality and reducing fraud. You can also shift your optimisation goal to First Open, helping maintain user volume while targeting those more likely to engage.
Apple Search Ads can also be linked to First Open events, rather than just installs. With an MMP, you can begin expanding your channel mix, as it enables post backs to partners offering placements like pre-loads, offer walls, or mobile display.
Phase 3 – Post-Install Events & SKAN
After tracking First Opens, the next step is to define post-install events—such as sign-ups, purchases, or subscriptions. These lower-funnel events help map user journeys, identify friction points, and, most importantly, optimise campaigns toward actions that drive business outcomes.
Once post-install events are in place, you can implement SKAdNetwork (SKAN). With the release of iOS 14.5 in 2021, Apple deprecated the IDFA (Identifier for Advertisers), limiting tracking to users who explicitly opt in through the ATT prompt (App Tracking Transparency). To address this, Apple enhanced SKAN, a privacy-centric framework that, while not a perfect replacement, helps fill the attribution gap. Apps are required to implement the ATT prompt to allow users the option of opting in or out of tracking. This also comes with limitations, especially across mobile display where users will need to be opted in to tracking for the app they are in as well as the one they download for advertisers to get a full view of performance.
SKAN provides aggregated insights into event volumes, but it comes with limitations. For example, it may not offer full visibility into channel performance over short timeframes, so expectations should be managed accordingly.
For optimal tracking, we’d always recommend that SKAN is configured using the conversion studios in MMPs otherwise you’ll need to use App Store Connect which can be awkward and a little clunky… no offense Apple!
Phase 4 – ROAS & LTV
If your app is correctly tracking purchase events, you’ll also have access to revenue data, unlocking two major benefits:
- Reporting on ROAS/ROI: This enables alignment between performance teams and CMOs on where budgets are most effective.
- Optimising toward LTV: Campaigns can be fine-tuned to ensure ROAS aligns with your customer Lifetime Value goals. These can also be integrated with CPA targets discussed earlier.
If your app has reached this stage, congratulations! You’ve achieved one of the most advanced measurement setups. With robust post-install tracking, SKAN integration, accurate revenue attribution, and alignment with LTV goals, your app is well-positioned to maximise media efficiency.
Apps at this level are ready for sophisticated testing, including A/B experiments, incrementality testing, and Marketing Mix Modelling (MMM). You can confidently explore new channels and formats, knowing that performance can be accurately measured and optimised.
