Top 10 Mobile app marketing services for Eastern Europe

2023. Google Analytics is migrating all sites from UA to new version GA4



Starting July 1, 2023, Google Analytics old Universal Analytics (UA) counters will no longer process new data. To continue receiving statistics, you must migrate them to the new version - Google Analytics 4 (GA4). It is important to note that GA4 is not an updated version of Google Analytics UA, but a completely different platform. It allows you to simultaneously connect multiple data streams, both from mobile apps and websites, and tracks events (user actions), sessions, and conversions in a new way. Website statistics (unfortunately) will now be displayed with a delay (there will be no Today view), but Real-time statistics for the last minute will be available. A new metric, Active Users, has been added to the two existing UA metrics (Total Users and New Users). It shows the number of users who have been active in the last 28 days.


2021. Apple App Store adds A/B testing feature



Apple has introduced several improvements to the App Store that will help developers better position their apps, increase engagement, and use in-app events to encourage installs. Developers will now be able to create multiple custom product pages to showcase different features of their app to different users. For example, they can experiment with different screenshots, videos, and app icons to conduct A/B testing. The results can be viewed in the App Analytics section. Apple has also allowed developers to promote events by running in-app events "prominently on the App Store." Events can be displayed on the app's product page.


2021. App Store started showing ads in the Search tab



Until now, Apple Search Ads has offered the ability to promote apps at the top of relevant search results in the App Store. Now, you can reach users before they even search by placing ads in the Search tab. These ads are not targeted to everyone and are also determined by targeting, which you can configure in your Apple Search Ads account.

2017. Google is moving all mobile app ads to UAC



Two years ago, Google launched Universal App Campaigns (UAC) to simplify the process for developers to promote their iOS and Android apps across multiple platforms. Instead of creating separate campaigns for Search and Google Play, for example, developers can simply use UAC with a few lines of text, images, and a bid. This service proved so effective that Google decided to transition all app install campaigns to UAC by the end of this year. Starting October 16, all new app install campaigns created in AdWords will run on UAC. Google claims that the reason for UAC's effectiveness is its machine learning algorithms, which know potential users well enough to automatically optimize ads.


2013. Adobe launches marketing services for mobile apps



As you know, Adobe provides a variety of tools for creating mobile apps and mobile content. Therefore, it is logical that the company wants to help developers (including corporate ones) optimize the marketing of these mobile apps. To this end, Adobe has launched Mobile Marketing Services in its Adobe Marketing Cloud. By embedding these services in their apps, developers (or rather marketers) will be able, for example, to track the use of mobile app content depending on a specific geographic location (using GPS) or time, identifying which app features are actually used and which are not. This capability is especially useful for apps of online stores, travel agencies, digital magazines, etc. Thus, with analytics, marketers can monitor, optimize, and monetize apps.