Mobile-app paid-media planning questions
Status: qualitative, unscored planning aid.
Required gates
- Context gate: identify the app, stores, operating systems, regions, business model, audience, objective, approved in-app outcomes, release state, and budget authority.
- Evidence gate: use current store, platform, measurement, privacy, and current official source IDs; treat operating-system and attribution behavior as time-sensitive.
- Privacy gate: document consent, age handling, device and account identifiers, event minimization, partner access, retention, deletion, and regional restrictions.
- Measurement gate: distinguish store view, install, registration, activation, purchase, subscription, retention, refund, and reconciled value without treating install as value.
- Capability gate: verify current deep-link, store-page, attribution, audience, creative, and campaign eligibility for each platform and region.
- Regulatory gate: identify category, child safety, health, finance, gaming, subscription, disclosure, and store-policy risks and route uncertainty to qualified review.
Planning questions
- Which post-install outcome represents real user and business value?
- Which events are reliable, consented, deduplicated, and comparable across systems?
- How do onboarding, paywall, product quality, store listing, and deep links affect the plan?
- Which creative claims match the current app experience and store metadata?
- Which acquisition and re-engagement audiences are eligible and privacy-safe?
- How will delayed, aggregated, modeled, or missing attribution be disclosed?
- What would cause a campaign or measurement proposal to remain provisional?
Candidate considerations
- Consider intent, discovery, store, social, and re-engagement roles as hypotheses.
- Compare cohorts and downstream value only when definitions and windows are compatible.
Output guardrails
- Return qualitative choices, data gaps, source IDs, owners, and verification needs.
- Do not prescribe platform shares, event-volume thresholds, bid strategies, attribution windows, retention targets, or value ratios.