Mobile App Marketing Metrics: ASO, CPI, Retention & ROAS
Work through one app's growth numbers: store funnel conversion, a screenshot A/B test, CPM to CPI, day-N retention cohorts and ARPDAU, LTV curves and payback, D7 to D90 ROAS, organic uplift and the k-factor, and budget allocation across ad networks, every cell checked as you go.
The first lesson is free — no account needed.
About this course
A mobile app marketing course that works through the growth numbers of one fictional habit app in a spreadsheet, for user acquisition managers, app marketers, indie developers, growth analysts and students. You turn store impressions and page views into tap-through and install conversion per traffic source, evaluate a three-way screenshot A/B test with a lower confidence bound, calculate CPM, IPM and CPI for five ad channels and the blended CPI, build day-N retention by install cohort and a correctly weighted D7 with ARPDAU, draw the cumulative LTV curve and find the payback day, project D90 ROAS from D7 ROAS to scale, hold or cut campaigns, measure organic uplift and the viral k-factor and reallocate a 50,000 budget across ad networks. Fictional data. Tabellab is not affiliated with Apple or Google, and App Store and Google Play are their trademarks. The first lab is free.
Lessons
- The Store Funnel: Impressions, Page Views and InstallsFree
- ASO A/B Test: Screenshot Lift and a Confidence Bound Pro
- Paid User Acquisition: CPM, IPM and CPI Pro
- Day-N Retention by Install Cohort and ARPDAU Pro
- LTV by Day 7, 30 and 90 and the Payback Day Pro
- ROAS by Campaign: From D7 ROAS to a Predicted D90 Pro
- Organic Uplift and the k-Factor Pro
- Budget Allocation Across Networks Pro