MUZAMMIL WAQAR11
Mobile App Marketing & ASO
Install volume is the easiest number in mobile to buy and the least useful one to own. Most app budgets are judged on cost per install, which rewards whichever network can find the cheapest thumb. I run paid UA and App Store Optimisation as one system — store listing, keyword fields, creative sets and bid strategy — against retained users at day 7 and day 30.
What you get
DELIVERABLES
- Store listing rebuild per platform — title, subtitle, keyword field, screenshot order and preview video
- Keyword set for the App Store and Google Play with monthly rank and store-conversion tracking
- Creative set testing calendar — hooks, first three seconds, and the order variants are retired in
- Paid UA account build across Google App campaigns, Meta and TikTok, with bid and budget structure documented
- MMP and SKAdNetwork setup (Adjust, AppsFlyer or Firebase) with post-install events mapped to revenue
- Cohort dashboard showing D1, D7 and D30 retention and payback by channel, campaign and creative
- Rating and review prompt plan tied to the in-app moments that actually earn five stars
How it runs
THE PROCESS
Instrument
Before any spend moves, the MMP, post-install events and SKAdNetwork conversion values get mapped. If retention cannot be read by channel, nothing after this stage is worth doing.
Listing
Keyword field, title, subtitle and screenshot order rebuilt per store against the terms your category actually searches. Organic installs usually move before new media spend does.
Acquire
Campaign structure built across Google App campaigns, Meta and TikTok, with creative sets rotated on a fixed cadence rather than whenever the results dip.
Prune
Each month, budget moves away from sources with cheap installs and empty day-30 cohorts. Creative that loses twice is retired; listing variants that win get promoted.
Questions
GOOD QUESTIONS
They share the same creative and the same keyword evidence. Paid traffic lands on the store listing, so a weak listing taxes every campaign you run. Split across two suppliers, you pay twice for the same research and then spend meetings arguing about whose number is wrong.
They can, and often should — nobody knows the product better. What goes missing is the keyword field research, the differences between the two stores, and the discipline to test screenshot order instead of debating it. If someone on your side will do that every month, you do not need me for the ASO half.
Listing changes move store conversion within one to two weeks and keyword ranking within four to six. Paid UA needs a full learning period plus a day-30 cohort before the data means anything, so the first honest read on cost per retained user lands around week eight.
It probably will, and that is frequently the point. Filtering out cheap, low-intent traffic raises CPI and lowers cost per retained user at the same time. The number I defend is payback by cohort. If that is not improving by month three, I will tell you before you have to ask.
Usually, yes. Before product-market fit, paid UA buys expensive proof that your onboarding leaks. Get a day-7 retention curve that holds on organic or small-scale spend first. I would rather tell you to wait a quarter than take a budget that teaches you nothing.
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