App marketing agencies are hired to drive installs, and the business hiring one should brief for what happens after the install, because an install that never opens the app twice is an expense. The brief names the retention and revenue metrics the app lives by, the store and ad accounts stay in the business's name, and the fee is compared with a growth hire on the worksheet on this site; The U.S. Bureau of Labor Statistics, cited below, puts the median pay for market research analysts and marketing specialists at $78,760 in May 2025.
Brief for retention and revenue, not installs alone
Day-seven retention, activation, subscription conversion, revenue per install: the brief names the ones that matter and the agency's proposal is scored on whether it commits to them. Installs are the agency's metric; the others are the business's, and the fee is judged on the business's.
Keep the store listings and the ad accounts
App store developer accounts, the ad accounts and the attribution tool belong to the business, with the agency as a user; the day the retainer ends, the history stays. The scorecard has a line for ownership and the retainer record states it.
Price the fee against a growth hire on the hours
The management fee for the hours of creative, store optimisation, paid management and reporting, beside a growth marketer's loaded cost at the published median: the worksheet prints the crossover from your own hours, and Retainvia Pro keeps the comparison with the brief.
Questions people ask about app marketing agencies
What should the brief to an app marketing agency contain?
The hours of work a month, the channels, the goal in your own definition, the reporting you will read, the exit terms, and the sector context. One brief to every agency on the shortlist, so the proposals line up on one scorecard.
What should an app marketing agency cost?
The management fee for the hours the brief asks for, compared on the worksheet with the loaded cost of a hire; any media spend is your money and sits outside the fee.
Does Retainvia find the agency for me?
No. It keeps the brief, the shortlist and a scorecard per agency, with the retainer record of what was agreed and delivered; the finding is the business's.