Market intelligence
Evergreen guides for teams who need to understand ASO, App Store rankings, monetization, paywalls, and the operating mechanics behind mobile growth.
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15 guides · 241 minutes of field-tested reading
Everything a mobile publisher needs to know about ranking higher and converting better on the App Store and Google Play — the levers, the trade-offs, and what actually works.
Maxime DoussinCTOPlaybooks
14 more playbooks
Apple and Google never publish the rules. Here's what millions of data points across 150+ countries tell us about the signals that actually move apps up and down the charts.
Maxime DoussinCTOA practical, week-by-week playbook to move your iOS app up the search and category charts — from baseline measurement through metadata, creative, and velocity work.
Clement BrunSenior Data Scientist & ML EngineerThe four dominant mobile-app monetization models, when to use each, and the benchmark unit economics top-quartile apps target.
Marion AuratSenior Data ScientistThe patterns, placement, and A/B-testing discipline that separate top-quartile subscription apps from the rest.
Marion AuratSenior Data ScientistGames compete in the most crowded categories on the App Store. Here's what's different about ASO for games, and how the winning studios handle it.
Clement BrunSenior Data Scientist & ML EngineerThe median app sees 2.9 sessions and 4 minutes per user per day, and a DAU/MAU stickiness of 14%. This is the playbook for the three engagement dimensions that predict retention and revenue — frequency, depth, and stickiness — with real benchmarks from across MWM's catalog.
Marion AuratSenior Data ScientistMedian app ARPU is $0.15; the top 1% is $43. Monetization is won in the tail, not the average. This is the playbook for the four levers that move it — conversion, ARPPU, retention, and mix — with real benchmarks from across MWM's catalog.
Marion AuratSenior Data ScientistThe median app loses nearly three-quarters of its users by day 1, and onboarding is where that's won or lost. This is the playbook for getting new users to the value fast and turning first sessions into day-2 returns.
Clement BrunSenior Data Scientist & ML EngineerThe median app keeps under 4% of its users by day 30. This is the data-backed playbook for the three retention break-points — D1, D7, D30 — that separate the top decile from the long tail, with real benchmarks from across MWM's catalog.
Marion AuratSenior Data ScientistThe median app churns 96% of its users within 30 days. This is the playbook for the two churns you have to fight separately — engagement churn and subscription churn — with real benchmarks from across MWM's catalog.
Marion AuratSenior Data ScientistGrowth is an equation, not a list of tactics — acquisition times retention times monetization times virality. Most apps optimize acquisition while leaking retention at 96% by day 30. This is the playbook for fixing the whole loop, in the right order.
Marion AuratSenior Data ScientistMost teams track dozens of metrics and act on none. This is the focused set of mobile app KPIs that map to the growth loop — acquisition, retention, engagement, monetization — each with a real catalog median so you know whether your number is good.
Maxime DoussinCTOPush is the cheapest retention lever there is — and the fastest way to get muted or uninstalled. This is the playbook for earning the opt-in, triggering on value, and turning notifications into return visits without burning the channel.
Marion AuratSenior Data ScientistFor most apps, 62% of installs are organic and over half come from App Store search — not paid ads. This is the playbook for the acquisition mix, the LTV-to-cost math that caps what you can spend, and how to lower your effective cost per install, with real channel data from across MWM's catalog.
Clement BrunSenior Data Scientist & ML Engineer