Chapter 1. Mobile apps — for beginners
What app campaigns pay for
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Mobile app campaigns pay not for a video view, but for an install or for an event inside: a registration, a trial step, a purchase. Which event counts is written in the task. An install without that event can be cheap and useless. This chapter teaches you to tell an install apart from the event the team actually wants.
The store page
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After the click the person lands on the app page in the store. The icon, the first frames and the short text have to say the same thing as the ad. If the ad promises one thing and the page shows another, the install does not finish. Before a test you open the page on a phone and read the first two screens. You do not substitute someone else's app name or frames.
Country and device
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The first test is one country and one device type, phone or tablet, as in the task. Install cost in different countries is not compared in one pile. The store is also one: the place where the app is already published. A second country is added when the first one has an event cost, not only an install count.
How the event is seen
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The in-app event has to reach the report you use to count the cost. If the report sees only the install and the task wants a registration, there is nothing to optimize: you do not know whether the person reached the step. Before the budget you do one test pass yourself and see whether the event appeared. Until it does, you do not start the buy.
Event cost, not a pile of installs
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A cheap install is not a good launch. You look at how many installs reached the event in the task and what one such event cost. If the event is more expensive than the task allows, you stop the bundle even if the installs are cheap. Scale means more of the same event in the same country, not a new pile of countries on the same day.
What you do not promise
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An ad about an app repeats what is on the store page. Income, a “hack” and features the app does not have are not written. Someone else's app and someone else's store cabinet are not used. If the store has not accepted the page yet, you do not send traffic to it.
Chapter 2. Mobile apps — launch the source: install ads. Approach: the store and an in-app event.
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Opens in the cabinet: 10.0 USD
A connect cabinet: your key, a proxy and a launch.
Chapter 3. Mobile apps — team owner
Chapter 4. Glossary. Mobile apps
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Short meanings for this role. No cabinet.
Chapter 5. Mobile apps — the numbers