More partners, fewer conversions: The hidden cost of cannibalization in mobile acquisition

Adding a partner to an app campaign should mean more installs. Too often, it means the same installs split more ways, at a higher cost.

In a new article for Business of Apps, Perform[cb] explains how cannibalization works its way into mobile acquisition programs. It covers why cannibalization is different from fraud or ordinary overlap, the five costs it creates for app marketers, and the warning signs that tend to appear together. It also lists the questions to ask your partners and your own data before the next partner joins, and explains why the strongest programs are curated, not collected.