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Lorenzo Rossi talks about navigating rising acquisition costs, avoiding metric confusion, leveraging creative testing for growth, and why diversification, localisation, and full-funnel optimisation are essential for sustainable mobile app scaling.
Mobile marketing has transformed dramatically over the past decade.
From CPI-driven scaling and fraud-heavy ecosystems to privacy shifts like iOS 14, the industry has moved toward more sophisticated measurement, retention focus, and full-funnel accountability.
Yet despite this evolution, many brands still struggle with rising acquisition costs and inefficient decision-making. Confusion around metrics, limited tracking capabilities, and overreliance on major ad platforms often create wasted spend and missed growth opportunities.
“I believe that one of the biggest mistakes that we see is that companies focus on the wrong metrics for the wrong reason. And most of the cases, this is due to the fact that they don’t have the tools to measure their results.. This is creating a lot of wrong decision and, at the end of the day, inefficiency,” says Lorenzo Rossi, Co-Founder, Replug.
His perspective reflects a broader shift toward disciplined measurement, diversified acquisition strategies, creative experimentation, and data-led optimisation across every stage of the mobile growth funnel.
Top Insights from Lorenzo Rossi:
1. Rising CPAs demand smarter diversification and tracking
Throwing more budget at major platforms is not a sustainable solution to rising acquisition costs. Growth requires diversifying channels, accurately tracking performance across platforms, and identifying which sources deliver true return on investment rather than superficial volume.
2. Every funnel detail impacts efficiency
When CPMs are high, small performance gains create significant cost reductions. Improving click-through rates, testing creative variations, and optimising each funnel stage compound into stronger acquisition efficiency, while focusing beyond installs ensures budgets prioritise users who actually convert.
3. Creative localisation and experimentation unlock growth
App icons, messaging, and creatives are powerful conversion levers. Cultural localisation, structured A/B testing, and bold experimentation often outperform brand-safe assumptions. Data-driven creative decisions can dramatically increase conversion and retention across different regional markets.
Watch the full interview here.
