CRO Lee Aho Talks Performance-Based User Acquisition for Apps

Perform^[cb] CRO Lee Aho spoke with David Murphy of Business of Apps about how outcome-based models help apps scale user acquisition more predictably. He breaks down the differences between CPI and CPE, explains why down-funnel signals matter more than installs alone, and shares how insights drawn from hundreds of programs give marketers stronger context for decision-making. The conversation also explores competitor keyword targeting, rewarded environments, pilot programs, and which app categories are leading the shift toward performance-driven growth.