| Source | https://www.youtube.com/watch?v=H-czKhL0c4Y |
|---|---|
| Readwise URL | https://read.readwise.io/read/01kty53dk9kjatndhza7scpthc |
| Readwise ID | 01kty53dk9kjatndhza7scpthc |
| Date | 2025-12-16 |
| Author | App Masters |
| Category | video |
| Cover image | https://i.ytimg.com/vi/H-czKhL0c4Y/sddefault.jpg |
Coming up, I’m going to share with you some exciting news of new products that you have to pay attention to, especially if you’re running paid marketing campaigns or [music] you’re doing multi- channelannel, which is just a nerdy way of saying multiple channels, which includes CTV, web, mobile, all that stuff. We’re going to show you the products that allow you to measure and properly analyze the
effectiveness, including the incrementality of [music] your lead marketing efforts. Stay tuned. [music] What is up app nation? It is Steve P. Young, founder of appmasters.com, the app marketing agency and friendly YouTube channel that you check out when you want to learn how to increase those downloads and more importantly those revenues. And I want to give you some exciting news from our friends at
Appsflyer who just released one of the biggest product releases they’ve ever done almost ever right now. And I want to show you the two products. They released eight in total, but I want to share with you the two that I think is going to be a gamecher and most relevant to the appmasters’s audience. So, without further ado, let’s get started. All right, here it is. I’m going to put this link into this YouTube video and in
the description. So, whether if you’re listening to on the podcast, go watch the video. If you’re just listening and you just want to follow along through my amazing voice, then click that link and go check it out because it is very interesting stuff. But I really just want to highlight two of the eight that I think makes most sense for this audience. Okay, the first one, the true lift in your user acquisition. Now, if you’ve been following the channel, I’ve been talking about how meta ads help you
drive more downloads through apps or search and they won’t get credit for it, right? Secondly, the search volume of your brand increases. If you think about some of the biggest brands out there, Calm, Headspace, Res, shout out to you guys. Their paid marketing efforts have led to their branded search calm headsp space and resume being really high volume. They have a search score. And this is a little like dirty little secret for ASO. If you hear any stats of
ASO companies saying 63% of all downloads come through search, well, it’s because literally most of them are branded. All right? Like most of them are. You think about Tinder, Hinge, those all have more search volume than dating. Now, Calm and Headspace have more search volume than meditation. That’s the value of running paid marketing. And with Appsfly, you can see the true lift that some of your paid
marketing efforts by channel, by campaign, are leading to that search incrementality growth. So before I show you the product demo for apps, I want to show you this is a video I recorded in January of 2025. Can you imagine? Sorry, December for crying out loud. All right, here we go. So ASO meta. This is an indie developer. Okay, this is the impact that you can see just from a small spend from an indie developer. We
only spent 42,000. Not too shabby, right? At the peak, making about 7,000 a month. Now, in about late August is when we started running some meta
campaigns, right? And you can see it’s starting to clip up in September. And then in October and November and then December of 2024, we were able to almost double our organic sales, right? With the help of Meta. Okay, so let’s break it down. Sales by source type. You can see nothing, no sales were coming from Meta. Now, not all graphs look like this. Some of our biggest clients, this is a mess. Luckily, this indie, he had no social media presence. So, I can
clearly show you the incrementality. Now, Apps Flare makes it easy. But now, I can clearly show you the effect that these meta campaigns had on his organic search because if you look at overall sales, you would think this blue line is growing. Oh my god, Steve, you’re doing amazing with ASO. Yeah, we did. It is true. But with the help of Meta, we’re able to do even better, right? And that’s where you see that effect. As the green line goes up, so does the blue line. And even as the blue green line
stays steady, the blue line is still going up. That’s the effect that meta campaigns have on your organic growth. Okay. So, here are the sales numbers. And then you can see by downloads, by source type, no downloads were coming from Meta just to give you a sense until we started those campaigns. And then as you can see the downloads really went up even though the meta campaigns went up just slightly right now. How do you measure this? You
can’t until now. So let’s get into apps flyier. I’m going to hit that link. Here is where the dashboard I want to show you. I zoomed in for you. So you can see that network A the incrementality effort is 150. Network B 85 not too shabby. and network C absolutely nothing, right? And there are some networks that are going to be like this. And so now you can see it from a network perspective and you
can even drill down from that network to a campaign perspective to see which campaigns are actually adding more incrementality than the other campaigns you might be doing. But just at a network level, you can see that while network C, like for example, might get you a really decent cost per install, the incrementality. So here, this is what I love and this is what I try to show in my numbers as well, but now you don’t have to do it like I did. I hacked it all together. Here’s the classic
attribution, right? Network A is getting 234, but if you really think about it and blend in the incrementality, it’s actually 156 because there was a lift that Meta isn’t attributing it to your particular campaign. Now, Apps Flyier can do it for you in this really cool dashboard. So, you can see from the experiment date, the incrementality efforts right here, right? And from this, you can clearly see that network A was doing really great. is probably one
of the best ones. Network B pretty decent, but network C, no incrementality effort. So, let’s put more budget in A and B versus C. Look guys, here’s my in just an example. Here’s my hacky way of doing it. All right, [laughter] this is very complicated and I’m not even measuring incrementality, okay? I’m just measuring from what Meta was telling us the installs to versus what we actually saw on App Store Connect coming from Meta. But if we even take into consideration the the bump the
incrementality of meta on the search downloads, we can probably get this cost per acquisition a bunch lower than what you’re seeing right here. Right? So this is a hacky confusing way. This is the easy way through apps. Right? The next one I want to show you is this unified journeys. All right. Prove crossplatform LTV. So, if you’re running ads on connected TV, which a few of my our bigger clients are doing, they have
connected TV. They’re running SEM, ASO, ASA, Meta, like everything, right? How do you really figure out which one’s working? So, here’s an example, right? I see an ad on TV. I’m like, “Oh my god, that’s a cool ad. I got to download the app.” But then I go search for it and I click on an Apple search ads, right? or maybe I just download it organically. Now, I was actually I should have been credited with a connected TV, but I
wasn’t because the last thing I touched was maybe an Apple search ads campaign. So, Apple search ads campaigns look really positive, right? Whereas the connected TV campaign shows very minimal results. Well, apps flyier just fix all of that for you. So, let’s take a look at the dashboard. You can watch the videos, too. They’re very fancy. You got to check it out. All right, let me zoom in here. So, here’s the dashboard, right? You can see user acquisitions by platform. You can see mobile, PC, and then connected TV and then total
revenues by that. And so, you can see mobile driving a good amount of revenues. But look at PC is actually driving a lot more than connected TV, right? So, they break it down for you into an easy to see and use platform. The thing that I want to show you is this thing right here. This is the cool part, right? So now you can really see the breakdown. The before would be connected TVs pretty much zero and now apps flyier is able to see without the manual work which is you
know you saw my spreadsheet earlier. Now you’re able to see that connected TV did drive results versus me maybe my last touch point was some mobile campaign that I saw or like an Apple search ads campaign, right? I usually what usually happens you see a connected TV campaign you search for that brand maybe there’s a branded search ads campaign to protect yourself I click on that and then search ads gets the credit or organic gets the credit when connected TV should have
gotten that credit so really really cool product that you can see here and despite the multiple touch points apps is going to understand that initial touch point and give credit where credit is due all right the last recommendation I would make is go check out that link in the description. Even if you don’t feel like you’re quite ready for this level of sophistication, here’s why I want you to do that, right? For those indies, here’s what the advantage I have with my platform. I talk to a lot of
different people and for me, I’m looking for trends. So, if anything, look at some of these new products, see what problems they’re trying to solve. then you’ll start to understand the problems that will exist in the future once you get to that scale and some of the different trends that are happening in the mobile marketing landscape because one of the things I love and hate but no absolutely love about mobile marketing
is everything changes almost every day, almost every month and definitely every year. So, really cool stuff from Apps Flyier. You got to check it out. Go check out all those eight product releases, if only to get educated about what’s coming next. All right, that is it, my friends. Thank you to Appsfire for being a longtime partner of App Masters. So, if you do go check it out and request a demo, let them know that you sent you and they might treat you a
little bit better than if you don’t. All right, until next time. I’ll see you on the next video.