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TL;DR
Paid acquisition does more than produce attributed installs. Steve highlights AppsFlyer’s incrementality tooling because Meta, CTV, and other channels can raise App Store branded search and organic sales that last-click dashboards miss. This source belongs to the app-masters-youtube batch.
Biggest lessons
- Meta spend can lift branded App Store search even when the ad network does not get source-type credit.
- One indie app spending about ~$3,000/month on Meta nearly doubled organic App Store sales after ASO had already created a base.
- Attribution needs incrementality by channel and campaign, not just last-click installs.
- The strategic point: paid ads and ASO are not separate channels; paid can become ASO fuel.
Why it matters
- It adds operator-level detail to the wiki’s mobile growth system instead of another founder story.
- It connects execution tools and funnel mechanics back to durable concepts like seo-growth, mobile-app-monetization, paid-ads-scaling, and app-tool-stack.