A similar app has grown overseas. Can your product repeat its success?
This question lies at the heart of channel selection. A strong case study may involve different markets, audiences and monetization. Ask how much of that experience applies to your product.
Industry results also vary. AppsFlyer’s “The State of App Monetization 2026” reports Q1 2026 year-on-year subscription revenue growth of 105% and IAP revenue growth of 29%, while performance differs across categories and products.
Teams expanding internationally can use four areas to assess whether a channel merits investment.
1. Connect market opportunity to specific users
Before entering a market, ask: who are your users, which devices do they use and where do they discover and use products like yours?
For games, device performance, networks and package size affect the journey from download to play. E-commerce apps need local payment and fulfillment fit. Subscription tools need suitable features, languages and payment methods.
These factors shape channel selection. Assess OEM brand and device coverage in the target country, and whether creatives make sense to local users.
Market size sets direction; specific users determine execution.
2. Filter channels by business goals
Different products need different post-install behaviors.
IAP games may prioritize retention and payer conversion; IAA games activity and ad revenue. E-commerce apps track first purchases, order quality and repeats; subscription tools trial-to-paid conversion and renewals.
Define core business goals before comparing channels. Low CPI is useful, but continued use and meaningful actions matter too.
When reviewing case studies, compare markets, monetization, periods and definitions. Even for games, seven-day installs and 30-day payment performance answer different questions.
3. Assess OEM acquisition opportunities
Alongside social and search channels, app teams can evaluate smartphone manufacturer advertising, or OEM ads.
Store and pre-install resources can connect apps with users during discovery and acquisition. Assess fit against the target market and product.
Check brand and device reach, available inventory, integration requirements and post-install measurement.
DTI supports OEM auction ads, pre-installs, acquisition and re-engagement, helping teams assess resources, run tests and evaluate how OEM fits their current mix.
4. Let tests guide further investment
Agree the market, budget, key conversion and observation period before testing shortlisted channels.
If installs rise but retention is weak, inspect audience fit and creative promises. If retention is sound but payments lag, examine the payment cycle and product experience. Scale successful small tests in stages while checking user quality.
For revenue-led projects, evaluate user revenue, related costs and the observation period together.
Selecting channels takes judgment. Sustaining growth takes patience.
DTI combines OEM resources including OPPO, vivo and XIAOMI with local teams in China, Vietnam, Malaysia and Indonesia. We help developers navigate channel information and access—not just acquire users, but find a growth path suited to their product.