Through your research in mobile user acquisition channels you’ve decided to partner with a company that can generate mobile app installs for you. To fully build out your strategy you are going to want to understand what the strengths are of your partner and what their cost will be to generate you mobile users.
Determining a user flow & KPI will allow you to try new channels without a risk of paying for users that don’t generate a return on ad spend for you. Setting the correct KPI’s of the user path after they install your app and only paying for the downloads
that surpass the KPI benchmarks is key. In regards, to partner capabilities you’re going to want to understand the targeting abilities available. Can they retarget? Can they target a specific demographic,
Country, gender or behavior? Are they integrated with the attribution platform your using? Is it possible for you to A/B Test creatives? Can they blacklist specific sources and provide full transparency?
Once you’ve determined that they are a right fit for your app by reviewing these above talking points, you’re going to want to know how many installs they can provide you and what payout you need to provide. Often times it may be tough to come to an agreement on payout required to access the full inventory of your user acquisition partner. However, sometimes paying a bit more to access all of the in-app placements may be a bit more costly up front but will allow for more optimization post-install. By paying a bit more per install you will have all of the data required to increase LTV.
Setting appropriate CPA goals up front, will give your user acquisition partner the target your looking for and will allow you both to determine performance. You may find by paying a bit more for installs from one partner will result in a lower cost per event than setting a lower CPI rate from the start and selecting a partner solely based on this. Now in terms of how the promotion will look, you will want to understand what available ad formats this user acquisition partner has.