The cheapest growth win

Most growth work is about getting more taps. This one is about the taps you already paid for.

6 August 2026 · PAD team

Where growth effort usually goes

New creative, new audiences, new channels, store page optimisation, onboarding. All of it valuable, all of it slow, and all of it measured against numbers that include taps which never arrived.

The alternative

Take the traffic you already have and make sure it reaches the destination. No new spend, no new creative, no product change. The volume is already bought and paid for.

It is the only growth lever that does not require anyone to want your app more than they already do.

What it looks like in numbers

On our measured mix, 9,798 of 11,000 taps came from inside social apps, and 96.4% of those were iOS. With a plain store link, essentially that entire volume would have ended on blank pages.

Recovering it does not raise your reach, your CTR or your product quality. It just stops the funnel leaking at the last step.

Why it stays undone

Because it is invisible. Nothing in Ads Manager, in your tracker or in App Store Connect points at it, and the fix belongs to a layer between the ad and the store that most teams have never had to think about.

The order of operations

• Test one live link from inside Instagram on a phone
• If it fails, fix the highest-traffic placement first
• Measure arrival rate for a week against your billed clicks
• Then go back to creative work with numbers you can trust

The last line is the real payoff. Everything you test afterwards is measured against traffic that actually arrived.