Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
When ads don't pay back, check each funnel step from ad to paid before spending more
Found one client where only 70% of installs ever opened the app
Unknownanalytics-attributionproduct-activation
What they did
First check whether results are weak on a blended basis. Then walk every step against internal benchmarks: CPM, click-through rate, click-to-install (if weak, fix ads: saturation, new directions), true App Store installs vs first app opens, registration, trial start, trial-to-paid. If ads look fine, move into product. Consider retargeting installed-but-not-opened users. Sometimes pause ads until the problem is fixed.
What happened
In one client, only 70% of true installs led to a first app open, pointing to the store page, ads or messaging.
Related topics
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