Conversion optimization for mobile apps is getting more sophisticated.
At first, click through rate was key.
Then we became more performance-oriented and measured click to install conversion rate.
But that’s just not enough today.
Don’t get me wrong, an install is still an important milestone in the mobile consumer journey, but it should only be a step en route to your final destination – that is, creating an app with sustainable commercial value.
After all, you can’t pay your bills with installs.