Mobile Marketing Mobile App Marketing Strategy 3 — Questions and Answers
Question 1: In mobile app marketing, what does 'K-factor' measure?
- The ratio of paid to organic installs
- The virality coefficient — how many new users each existing user refers (Correct answer)
- App keyword ranking on a scale of 1–10
- The number of app crashes per thousand sessions
Correct answer: The virality coefficient — how many new users each existing user refers
K-factor quantifies viral growth by measuring how many additional users each existing user generates through referrals or sharing.
Question 2: Which of the following BEST describes 'deep linking' in a mobile app context?
- Linking to competitor apps for comparison
- Directing users to a specific in-app screen rather than the app's homepage (Correct answer)
- Embedding third-party SDKs deep within the app code
- Storing user data in deep server databases
Correct answer: Directing users to a specific in-app screen rather than the app's homepage
Deep links route users directly to a specific page or feature inside an app, improving the relevance of ad and campaign landing experiences.
Question 3: A gaming app notices most users churn after Day 3. Which strategy directly addresses this?
- Increasing the app icon's visual appeal
- Redesigning the onboarding flow to deliver core value within the first 3 days (Correct answer)
- Bidding higher on paid user acquisition channels
- Translating the app into more languages
Correct answer: Redesigning the onboarding flow to deliver core value within the first 3 days
If users churn at Day 3, the onboarding experience likely fails to demonstrate enough value, so restructuring it is the most direct fix.
Question 4: What is 'incrementality testing' used for in mobile app advertising?
- Testing different app icon designs with users
- Measuring the true causal lift that an ad campaign provides above organic growth (Correct answer)
- Tracking incremental in-app purchase amounts
- A/B testing push notification copy
Correct answer: Measuring the true causal lift that an ad campaign provides above organic growth
Incrementality testing isolates whether an ad campaign is actually driving additional conversions beyond what would have happened organically.
Question 5: Apple's App Tracking Transparency (ATT) framework primarily impacted mobile marketers by:
- Banning all forms of in-app advertising
- Requiring user opt-in for cross-app tracking, reducing available IDFA data (Correct answer)
- Making it mandatory to show ads to all users
- Increasing app store fees for subscription apps
Correct answer: Requiring user opt-in for cross-app tracking, reducing available IDFA data
ATT requires users to explicitly opt in to tracking across apps and websites, dramatically reducing access to the IDFA and limiting ad targeting precision.
Question 6: What is the role of a Mobile Measurement Partner (MMP) in app marketing?
- Building app store screenshots and preview videos
- Attributing installs and in-app events to specific ad campaigns and channels (Correct answer)
- Managing app store customer review responses
- Designing the app's monetization paywall
Correct answer: Attributing installs and in-app events to specific ad campaigns and channels
MMPs like AppsFlyer, Adjust, and Branch provide unbiased attribution, telling marketers which channel or ad drove each install and downstream event.
Question 7: Which pricing model charges advertisers only when a user completes a specific in-app action such as a registration or purchase?
- CPM (Cost Per Mille)
- CPC (Cost Per Click)
- CPI (Cost Per Install)
- CPA (Cost Per Action) (Correct answer)
Correct answer: CPA (Cost Per Action)
CPA billing ties cost directly to a desired downstream action, aligning advertiser spend with actual business outcomes beyond the install.
Mobile Marketing Mobile App Marketing Strategy 3
In mobile app marketing, what does 'K-factor' measure?