App marketing comes with a unique set of challenges, and they’re constantly evolving. For both newcomers and experienced teams, performance issues are rarely down to one single factor.
Unlike the web, where you control the full journey, app growth is shaped by the app stores. Apple and Google define the rules, the user experience, and the data you can access.
This changes the whole funnel. With the web, you can drive users directly to tailored content, test landing pages quickly, and iterate in real time. In-app value is gated behind install and onboarding, and changes often require product updates. App store fees impact ROI, whilst privacy frameworks limit visibility into what’s working and why.
This complexity makes it harder to diagnose performance issues, but in most cases, the root cause sits within a set of common pitfalls. We will explore those in this article:
1. My CPI/CPR keeps increasing, and performance is dropping
While every app is different, small changes to campaign structure and optimisation can have a significant impact.
Creative optimisation
Creative fatigue is one of the most common drivers of declining performance. Over time, users become desensitised to the same assets, leading to reduced engagement and higher costs. Diversifying creative is critical; test new formats, messaging angles and value propositions regularly. As a benchmark, high-performing teams introduce fresh creatives at least weekly.
Optimising post-install
If campaigns are optimising purely for installs, you may be inadvertently optimising for lower-value users. Platforms will prioritise users most likely to install, not those most likely to engage or convert.
If you’re generating 30 to 50 post-install events being triggered per day, per campaign, consider shifting optimisation towards these events. This allows algorithms to identify users who are more likely to deliver downstream value.
Let algorithms learn
It’s important to make sure you’re not limiting performance through over-segmentation or restrictive targeting. Splitting campaigns too finely reduces the available data and makes it harder for platforms to optimise effectively.
Structure campaigns in a way that gives algorithms enough scale to learn, while still aligning with your strategic goals.
2. “My iOS campaigns aren’t tracking any results!”
Apple’s privacy framework, SKAN, puts a lot of limitations on when and how you receive results for your iOS campaigns. Understanding these limitations is key:
Conversion schema
Check whether your conversion schema is set up in a way that enables you to receive the most data, quickly.
For example, if your subscription takes place after a 7-day trial, making this a key conversion point in the schema doesn’t make sense because the results will only be sent to the attribution tool around day 9-10 post-install. Instead, select early-stage events for your conversion schema to ensure you get maximum data back.
Budgets
SKAN has a privacy threshold, meaning you have to hit a certain number of conversions a day, let’s say around 100, to be safe. You can take your average conversion to registration and apply that to the number of installs you’re getting daily from a campaign. If you’re estimating fewer than 100 registrations per day, you might start seeing “null” conversions back. In that case, consider consolidating campaigns to concentrate volume or increasing budgets to push above the threshold.
App tracking transparency (ATT)
If users opt in to ATT, you will receive their conversion data in full, as you would for Android campaigns. Try optimising the placement and priming of your ATT prompt within the app to increase opt-in rates.
3. “My organic installs keep decreasing!”
The app stores regularly update their ranking algorithms, and even small changes can have a significant impact on organic performance. If installs are declining, here are a few areas to focus on:
A/B testing and custom landing pages
Start by comparing trends across impressions, store visits and installs. If installs are dropping faster than visibility, you likely have a conversion issue. The good news is that both Apple and Google offer native A/B testing tools, making it easier to test different creatives and value propositions within your listing.
Custom landing pages, too, which enable specific listings for different keyword searches – particularly helpful for an app with many features or audience types.
LLM optimisation
User behaviour is shifting, driven by the rise of AI-powered discovery (including chatbots). Many users now research apps outside of the store and arrive with a brand already in mind. To stay visible in these journeys, optimise your store listings, particularly long-form descriptions, for LLM signals and rankings.
App Store presence
Beyond metadata, there are additional ways to increase visibility within the stores. Features such as in-app events on iOS and promotional content on Android surface timely updates, new features or campaigns directly within the store environment, helping you to reach both new and returning users.
Conclusion
Changes in performance can be frustrating, and the cause isn’t always clear. However, in most cases, there are practical steps you can take to reverse the trends and get things back on track.
Whether the challenge sits within paid or organic, consider the factors which could be impacting the issue and test different solutions. In a fast-moving space like app marketing, continuous testing should sit at the core of your strategy.
If your app performance has started to slip and you are not sure where to focus first, get in touch with us to identify the root cause and build a strategy to get growth moving again.
