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Whatever you do, do not fall into the trap of averaging your customer acquisition costs — nor your user values

if people use your apps just a few times, an ad-supported model probably doesn’t make sense

Know the lifetime value of your customers by the channels in which they were acquired

f you have an app that is likely to be used many times – and this is the majority of apps – then free is probably the best option for you.

free trials and freemium options are also great avenues for getting users hooked on your services

Too many app developers get caught up in the decision of whether to use advertising or virtual currency to monetize their free apps

It’s absolutely worthwhile to spend the time and resources required to invest in solid analytics.

use the myriad of external tools available, from App Annie to Distimo, to help you make smart decisions about markets to pursue, platforms to prioritize, and other critical strategic decisions to make.