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Why Day 7 ROAS Is a Misleading Metric in Mobile Gaming
Day 7 ROAS is one of the most misleading metrics in mobile gaming. In 2025, growth teams must shift to predictive models and retention-driven KPIs.
Fátima Castro Franco
3 min read
When Mobile User Acquisition Platforms Become Retention Engines
Mobile user acquisition platforms in 2025 must evolve beyond installs. The winners will be those that act as retention engines, driving loyalty and long-term ROAS
Fátima Castro Franco
3 min read
The Real Advantage of AI Targeting: Better Players, Not Just Cheaper Installs
AI targeting in gaming goes beyond lowering CPI. In 2025, its real advantage is finding better players—those who engage, retain, and drive long-term LTV.
Fátima Castro Franco
2 min read
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