When you sit across the Zoom call from a potential partner, do not let them dazzle you with jargon. Ask these questions to cut through the noise.
1. 'What is your specific experience in my app’s niche?'
Why: Selling a fintech app requires a completely different compliance mindset than marketing a business in the gaming sector.
2. 'How do you approach the balance between organic ASO and paid UA?'
Why: If they only rely on paid ads, they are burning your cash. A sustainable strategy needs organic lift.
3. 'Which attribution tools do you prefer and why?'
Why: If they can't track where a user came from, they can't replicate success. This tests their technical competency.
4. 'Can you walk me through your creative testing methodology?'
Why: Creative agencies that don't A/B test are just guessing. You need data-backed design, not just pretty pictures.
5. 'How do you handle data privacy and changes in IDFA/SKAdNetwork?'
Why: The privacy landscape is a minefield. Their answer will reveal if they are up to date on tech trends and Apple’s restrictions.
6. 'What are the primary KPIs you will use to define success for my campaign?'
Why: Vanity metrics like 'impressions' are useless. You want to hear about ROAS (Return on Ad Spend) and LTV (Lifetime Value).
7. 'Who exactly will be managing my account on a daily basis?'
Why: Agencies often pitch with the 'A-Team' and service you with the interns. Ensure you know your pilot.
8. 'How do you adapt your strategy if the initial CPA (Cost Per Action) is too high?'
Why: Every plan fails on first contact with the enemy. You need to know how they pivot under pressure.
9. 'Can you provide a case study where things went wrong, and how you fixed it?'
Why: Success stories are easy to fabricate. Crisis management stories show character and resilience.
10. 'What is your reporting cadence, and what access do I have to raw data?'
Why: Transparency is non-negotiable. You should own your data, not just receive a PDF summary.
