Category: Growth
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The organic vs. paid credit war is quietly draining your growth budget
The organic-versus-paid credit war is still quietly draining growth budgets across the industry, and almost nobody names it as the line item it actually is. I was reminded of it reading a recent post from Simon Thillay on how the latest Apple and Google store-transparency data is reshaping ASO. He makes several sharp points, but…
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Google Play just changed the ASO funnel, and that’s more interesting than the dashboard drama
Google Play has been making some significant changes to how developers see and measure acquisition, and the latest one is easy to miss. Store Listing Performance reporting is now focused primarily on unique clicks rather than completed acquisitions. At the same time, Play Console now surfaces impression metrics that show how often your app was…
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Should Google I/O and WWDC dictate your next ASO pivot?
The big-platform-energy answer is: yes. Eventually. In the way Netflix announces a show, loudly, globally, and then, quietly, “not available in your region.” So here’s what actually changed this year, and what “changed” really means when it’s coming from these two. Google Play Ask Play. Gemini is now inside the store. Conversational queries return AI-generated,…
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One brand, one message: why growth breaks in the handoffs, not the keywords
I’ve been saying this for years: the brands that win are the ones that treat their message as one living thing. Not three or four teams telling three different stories. Not a paid ad that contradicts your app store listing. Not a product launch your ASO team hears about on release day. One story. One…
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Your 2026 SEO strategy is a dead parrot (but only because you’re doing it alone)
Hot take: your 2026 SEO strategy is a dead parrot. Don’t panic. It’s just resting. Here’s the problem. Too many teams still treat SEO as a magical solo growth lever, pick the trendiest acronym of the quarter, point it at the wall, and wait for instant results. That’s not a strategy. That’s sketch comedy. SEO…