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Mobile App Marketing Strategy Flashcards

7 cards from real Mobile Marketing practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Mobile App Marketing Strategy flashcards as text

  1. In mobile app marketing, 'creative fatigue' refers to:

    Answer: Declining ad performance as a target audience has seen the same creative too many times

    Creative fatigue occurs when an ad audience has been exposed to the same creative so frequently that engagement and conversion rates decline.

  2. What does 'ROAS' stand for, and why is it important to app marketers?

    Answer: Return On Ad Spend — measures revenue generated per dollar spent on ads

    ROAS (Return On Ad Spend) directly measures campaign profitability by comparing revenue generated to the cost of advertising.

  3. A subscription app wants to reduce involuntary churn. Which tactic MOST directly addresses this?

    Answer: Implementing automated payment retry logic and dunning email sequences

    Involuntary churn is caused by payment failures, so dunning sequences and retry logic recover subscribers who intended to stay.

  4. Which of these is a primary benefit of using 'playable ads' in mobile user acquisition?

    Answer: They let potential users try a mini-version of the app before installing, improving install quality

    Playable ads give users a hands-on preview of the app experience, attracting users who are genuinely interested and more likely to stay engaged post-install.

  5. What is the main advantage of using 'SKAdNetwork' (SKAN) for iOS campaign measurement?

    Answer: It allows privacy-preserving attribution without exposing individual user data

    SKAN is Apple's privacy-preserving attribution framework that reports aggregate campaign performance without exposing individual user identifiers.

  6. An app marketer increases ad spend by 50% but sees installs grow by only 10%. This most likely indicates:

    Answer: Audience saturation — the campaign is reaching diminishing returns on the target audience

    Disproportionate cost increases relative to volume growth signal that the target audience is becoming saturated and incremental reach is more expensive.

  7. Which app engagement metric is most useful for identifying 'power users'?

    Answer: Session frequency and depth of in-app feature usage

    Power users are defined by high engagement frequency and breadth of feature use, making session frequency and depth the most revealing metrics.