Blog, page 2
MMM vs Attribution vs Incrementality: The Case of the Elephant in Room 304
There are three names you hear a lot when people argue about whether marketing worked: attribution, marketing mix modeling (MMM), and incrementality. People ask them the same question, get different answers, and begin arguing even louder. But what if the three…
Read the article →Meta Ads for Mobile Apps in 2026: What Actually Works NowGrowing a mobile app profitably with Meta ads is very possible in 2026. But the margin for error is smaller than ever. Meta now does most of the…Search Engine Land Finalist ePPC improved Atom Mobility's lead quality by making an in-house AI lead prediction modelAtom Mobility’s Google Ads campaigns brought in plenty of demo requests. The problem was that most of them weren’t worth a sales call. Atom Mobility…Audience Signals in Google App Campaigns (UAC): What They Are, How to Use Them, and Do They Even Matter?Not everyone knows this, but Google App Campaigns have an option to guide the algorithm with Audience signals. What are these? How do they work? And…Google App Campaigns: iOS vs. Android – What You Need to KnowRunning Google App Campaigns (UAC) on iOS and Android is very different. Google’s ad ecosystem operates differently on each platform because of…How to Scale Google App Campaigns (UAC) with Video CreativesWhen it comes to Google App Campaigns (UAC), video creatives are one of the biggest levers you can pull to scale. Having spent millions on UAC, videos…
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