Attribution Models Explained: How To Choose and Implement the Right Approach for Your App
Attribution models dictate how app marketers assign credit for installs, in‑app actions, and revenue to specific marketing touchpoints. The guide outlines single‑touch (first‑click, last‑click) and multi‑touch (linear, time‑decay, position‑based) approaches, highlighting how lookback windows and reattribution rules reshape reported performance. It stresses platform‑specific challenges—iOS privacy restrictions and Android identifier access—and advises aligning model choice with data availability, business goals, and measurement partner capabilities. Finally, it provides a checklist for configuring, testing, and continuously validating attribution settings to keep measurement accurate as budgets and privacy rules evolve.
How Toters’ Unified App Strategy Increased App Opens by 503%
Toters, a Southeast Asian on‑demand delivery platform, consolidated its web, iOS and Android experiences into a single unified app. By leveraging Branch’s deep‑linking and attribution SDK, the company streamlined user journeys and eliminated fragmented onboarding flows. The overhaul triggered a...
How To Promote an App: Proven Mobile Growth Strategies
In today’s crowded app ecosystem, launching an app is only the first step; sustained growth requires a coordinated, data‑driven promotion strategy. The guide emphasizes app store optimization (ASO) as the foundation, then layers website banners, smart deep links, social and...
The Ad Monetization Paradox: How User Experience Drives 3x Revenue Growth with David Leviev
David Leviev, CRO and co‑founder of Nimbus, discussed how independent mobile publishers can replace off‑the‑shelf ad solutions with a custom monetization stack. By integrating AI‑driven decisioning and first‑party data, Nimbus claims to triple revenue without harming user experience. The episode...
Facebook Deep Linking for Fintech: A Practical Guide and Best Practices
Fintech marketers depend on Facebook for high‑intent traffic, but the platform’s deep‑link handling can turn qualified clicks into costly drop‑offs. Paid ads support direct app redirection and deferred deep linking, while organic posts open in Facebook’s in‑app browser, which on...
How To Evaluate AI Solutions (Without Getting Distracted by the Hype)
Marketers are drowning in AI‑laden hype, yet 95% of pilots flop because teams start with technology instead of a clear business problem. The article urges firms to define the specific use case, verify that the tool can ingest fragmented enterprise...
Introducing Industry Benchmarks: Contextualize Your Marketing With Competitive Insights
Branch introduced Industry Benchmarks, a new feature that delivers vertical‑specific competitive insights for app marketers. Powered by the Ivy AI, the tool provides daily‑updated comparisons of paid and organic install shares, CTI ratios, and spend efficiency against industry medians. Benchmarks...
Data-Driven Decisions: How To Separate Signal From Noise
Technology has made data collection effortless, but the flood of information often drowns decision‑makers. Forbes Business Council members outline a disciplined approach that starts with a clear business problem, cleans and structures data, and narrows focus to a handful of...
How To Win With Value-Based Selling in Competitive Markets
Forbes Business Council members outline 20 practical strategies to embed value‑based selling into corporate culture, shifting focus from price to measurable outcomes. The advice stresses leadership endorsement, hiring for belief in outcomes, and quantifying ROI to make price secondary. Frameworks...
Mobile Measurement Providers Explained: An Attribution Guide for Mobile Marketers
Mobile measurement partners (MMPs) provide a unified, privacy‑first attribution layer that links every marketing touchpoint to app installs and in‑app events. They blend deterministic device‑ID matching with probabilistic modeling to maintain accuracy despite Apple’s SKAdNetwork and GDPR constraints. Integrated fraud...
Programmatic Ads for Retail: Best Practices for Scalable Growth
Programmatic advertising is emerging as a scalable, data‑driven channel for retail brands seeking new‑to‑brand customers and omnichannel growth. The guide explains how demand‑side platforms automate real‑time bidding across the open web, apps, and connected TV, and contrasts off‑site programmatic with...
Why Your MarTech Stack Is Broken—And How to Fix It Without Starting Over with Rebecca Nackson
In the latest How I Grew This episode, Rebecca Nackson, CEO of Notable, explains why most marketers buy MarTech tools without a clear implementation plan, leading to wasted spend and stagnant growth. She argues that the real problem is a...
Why Marketers Are Switching Mobile Measurement Partners (And What To Look for Instead)
Marketers are abandoning legacy mobile measurement partners as consumer journeys now span TikTok, QR codes, email, web and apps. Nearly 50% of B2C marketers plan to replace their MMPs within the next 18 months. Branch positions itself as a next‑gen...
5 Lessons From The New Measurement Reality
The webinar “The New Measurement Reality” highlighted how dwindling deterministic signals and increased AI‑driven modeling are reshaping performance marketing. Marketers often mistake volatility for a strategic flaw, when it’s usually a data‑signal issue that prolongs the learning phase. Internal inconsistencies—misaligned...
Reclaim Your Brand Voice and Rise Above the AI Slop with Chris Silvestri
The site’s privacy preference center outlines five cookie categories—targeting, performance, strictly necessary, functional, and social media—each serving distinct purposes. Targeting cookies build interest profiles for personalized ads, while performance cookies collect anonymous traffic data to improve site speed and navigation....