Member Spotlight: App Market Intelligence with MobileAction

In this exclusive interview, we delve into MobileAction’s unique approach to app store optimization (ASO) and user acquisition (UA) strategies, as well as their innovative solutions tailored to meet the diverse needs of their clients.

In the rapidly evolving landscape of mobile app intelligence and analytics, few companies stand out as prominently as MobileAction. With a mission to empower app developers and marketers with actionable insights and strategic solutions, MobileAction has carved a niche for itself in delivering comprehensive mobile app and game intelligence, automation, and expertise.

In this interview, we’ll gain insights into how MobileAction utilizes advanced data analytics and machine learning technologies to provide actionable insights for app marketing strategies and anticipate emerging trends in the mobile app ecosystem.

Join us as we unravel the complexities of mobile app intelligence and discover how MobileAction continues to shape the future of app growth and optimization.

How does MobileAction position itself in the competitive landscape of mobile app intelligence and analytics? What are the primary objectives you aim to achieve for your clients? 

As MobileAction, we specialize in delivering mobile app and game intelligence, automation and expertise as our main solutions. Years of experience proved that a platform that covers everything UA is necessary. To address this, we developed a merged approach to user acquisition. Our integrated solutions combine both paid and organic strategies, offering a single platform that eliminates the need for various products to support app growth needs.

Our product offering includes but is not limited to Apple Search Ads monitoring and campaign management as an Apple Search Ads Partner, ad creative optimization and data-driven app store optimization for both the App Store and Google Play Store. With real-time analytics and live data on over 75 million creatives, 6 million keywords, 5 million apps, 100,000+ publishers, and 400,000+ advertisers, our platform ensures that our clients are always equipped with the latest app performance insights.

Our goal is to assist our clients in achieving and maintaining a competitive edge in the fast-paced mobile app marketplace with strategic and analytics-based decision-making and to guide them toward global app store success. Our holistic strategy ensures that every client can navigate the complexities of the app ecosystem, optimize performance and secure sustained app growth.

Can you share insights into the top five mistakes app developers commonly make in their app store optimization (ASO) efforts and what strategies MobileAction recommends to avoid them? 

App Store-specific common mistake: 

Duplicated keywords in keyword metadata: Apps on the App Store have 3 keyword components that are indexed organically: Title, Subtitle, and App Store Connect keyword list. In total, an app’s organic keyword metadata is limited to 160 characters. Considering this, repeating the same keyword in an app’s metadata is a waste of these precious characters, and duplication does not help an app get a higher rank either.

Google Play Store-specific common mistake:

Too many repetitions (Google Play Store version): Unlike the App Store, keyword density makes a big difference for the Google Play Store algorithm, and marketers should ensure to highlight their important keywords several times throughout their metadata. Yet often, we see this overdone. 

MobileAction recommends the following best practices for keyword density on both stores:

  • Frequent updates: ASO is not a set-and-forget thing. Even if an app’s current keyword metadata and screenshots look perfect and perform really well. People often think that they can just leave it like that because it is doing well. However, it is also known that publishing regular updates to signal the algorithm is required to maintain the performance.
  • Focusing not only on keywords but creatives, too: Although keywords are super important for ASO, they are not the only factor impacting organic performance. An app’s creative assets also play a significant role in maximizing your TTR and CR, which ultimately positively signals the algorithm of high relevance with search queries. Regularly A/B testing different variants to update them regularly would produce the best results.
  • Localization: It is understandable that localizing an app’s product page for different languages requires a lot of time and resources. However, under ideal circumstances, the benefits usually outweigh the costs. Localization not only increases TTR and CR, but cross-localization will make your app much more visible overall.
  1. What is the healthy combination of paid user acquisition and app store optimization? Can companies only rely on ASO to gain downloads in current market conditions?

Based on the internal dynamics of a given organization, paid and organic marketing mix can show differences from company to company. Budget, channel performance, acquisition costs/monetization balance should be considered, and tests need to be carried out to decide on the ultimate marketing mix. Regardless, organic and paid efforts are known to support each other, especially in search engine advertising. Since both organic indexes and search ads operate in the same search algorithm, they boost each other significantly. To achieve significant growth, marketers can’t rely solely on organic visibility. ASO should be supported with paid marketing to make the most out of spillover and virality effects.

How should companies analyze the game market trends and competitor performance? How should they identify gaps or opportunities for improvement in their strategies?

Intelligence is the one-word solution for that. By utilizing MobileAction’s intelligence tools, marketers can analyze their competitors’ overall marketing strategies and the state of their industry. Keeping an eye on your competitors’ marketing activities, organic updates, and visibility in both stores can help you stay on top of the competition and outshine them. 

By detecting where your competitors are investing in and where they are sticking with, you can identify the gaps you can capitalize on and take advantage of.  

In your experience, what are the advantages of leveraging app intelligence platforms like MobileAction for both indie developers and large enterprises?

Utilizing an intelligence platform offers numerous benefits across various user expertise levels. Each user commences their app growth journey at a different proficiency level, accompanied by unique needs. These needs typically encompass aspects such as intelligence, automation, and expert support.

An app intelligence platform addresses intelligence and automation needs, with expert support becoming increasingly vital in later stages. The user journey unfolds across multiple tiers, spanning from initialization through optimization (comprising monitoring and improving) to scaling-up.

Users can be categorized into distinct levels, ranging from novice to power, with intermediary stages like basic, mid, and advanced. Typically, indie developers fall within the Novice or Basic category, while large enterprises gravitate towards the Mid or higher stages.

MobileAction offers a diverse suite of tools tailored for various stages of the app growth journey. Supported by a sophisticated technological infrastructure and AI-driven algorithms, these tools seamlessly guide and assist users in advancing their organic and paid growth journeys effectively.

Indie developers can seamlessly initiate their journey with smart recommendations and AI-powered features, facilitating their progress. 

Conversely, large enterprises can fully exploit their apps’ potential and outpace competitors by utilizing optimization and automation features. These features swiftly adapt to market dynamics and competition changes, enabling enterprises to concentrate on enhancing and scaling their apps rather than insightful and actionable data collection, visibility and profitable user acquisition concerns.

How does MobileAction utilize advanced data analytics and machine learning technologies to provide actionable insights for app marketing strategies? Where do you see artificial intelligence’s involvement in your tech?

Advanced data analytics and generating actionable insights form the cornerstone of app marketing strategies. 

For effective insights, data must undergo thorough grouping, cleaning, and simplification before presentation. Beyond presenting data meaningfully, users should receive direct notifications about critical occurrences affecting both their apps and competitors’.

Navigating vast amounts of data, deriving meaningful insights, and alerting users necessitates extensive data collection and processing while filtering out unnecessary noise. 

Machine learning algorithms and AI-driven features play integral roles in expediting these processes and maintaining competitiveness.

Our product vision aims for a fully automated app growth and optimization journey, where MobileAction handles all necessary steps, from data collection to implementing essential updates across organic and paid channels.

We view AI as an essential component of our platform and continually enhance our tools by integrating AI-driven infrastructure and algorithms. While some improvements are directly observable by users, others operate behind the scenes to simplify users’ lives and furnish them with more meaningful and actionable data.

What emerging trends or shifts in the mobile app ecosystem do you anticipate, and how is MobileAction preparing to address these changes to serve your clients better?

The increasing number of apps has led to an increasing workload for everyone involved in the mobile app industry. The challenge lies in not only sustaining but also fostering the growth of their apps against this competition.

Both organic and paid channels are undergoing significant transformations, AI trends and recent technological advancements accelerate these changes. Consequently, effective scaling becomes imperative, aiming to accomplish more with less effort within a shorter timeframe to outpace competitors.

Hence, AI-based automated optimization emerges as the future of the mobile app growth ecosystem, capable of addressing these challenges.

The stages for organic app growth platforms can be categorized as follows:

  • Level 0: Data Collection
  • Level 1: Actionable Insights
  • Level 2: Forecasting
  • Level 3: Automated Optimization

Similarly, the stages for paid app growth can be delineated into:

  • Level 0: Manual Optimization
  • Level 1: Automations and Templates
  • Level 2: Smart Tools and Strategies
  • Level 3: Smart Recommendations and Actions
  • Level 4: KPI-based Automated Optimization
  • Level 5: App-based Automated Optimization

The upper levels necessitate extensive utilization of AI-powered infrastructure and algorithms, along with more efficient data collection mechanisms.

For organic channels, MobileAction endeavors to reach Level 3, while for paid channels, the focus is on advancing to Levels 4 and then 5.

Our objective is to empower our users to optimize, enhance, and monetize their apps to the fullest extent possible. We aspire to serve as the cornerstone of their growth journey with our advanced tools.

Can you share a notable case study where MobileAction’s solutions significantly impacted a client’s app performance or marketing strategy? What were the key tactics employed, and what measurable outcomes were achieved? 

IGG, known for creating engaging games such as Vikings Rise, Doomsday, and Lords Mobile, encountered obstacles with their Apple Search Ads campaigns due to a “one-campaign for everything” strategy that made it difficult to optimize marketing activities. Their aim was to increase game visibility and drive more user acquisition on Apple Search Ads.

The solution came through a collaboration with MobileAction’s Seeking to tackle their unique set of challenges, the client leveraged the expertise of the MobileAction team and tools available through MobileAction’s Our solution involved using both the Smart Bidding and Budget Allocation tools. Smart Bidding, a unique AI-driven tool of, enabled IGG to optimize their CPIs. Meanwhile, Budget Allocation’s automated budget distribution changed IGG’s campaign management process. Additionally, our team had bi-weekly sessions with IGG to provide personalized bi-weekly training sessions and transfer know-how and best practices on Apple Search Ads.

The results speak volumes: within just three months, IGG witnessed a significant 15% increase in installs alongside a reduction in costs across multiple regions. For Doomsday, in Europe, the CPI saw a dramatic drop of approximately 38%, falling from $21 to $13. Similarly, for Lords Mobile, in the US, the CPI decreased by about 23%, from $10.89 to $8.37. These achievements highlight the power of our sophisticated tools and collaborative efforts between MobileAction’s customer success team and IGG.

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