# App marketing agency request for proposal

Prepared by: [Company / app]
Proposal due: [Date and timezone]
Decision owner: [Name / role]
Version: [Date]

Template by Strataigize, September 20, 2026.
Source and interactive worksheet: https://www.strataigize.com/resources/app-marketing-agency-rfp/
Strataigize sells app marketing services. This is a suggested buying framework, not an independent agency ranking or a contract. Adapt it to your scope. No submission to Strataigize is required.

## 1. Product and commercial objective

- App / store links:
- Business model and the event that creates value:
- iOS / Android scope:
- Priority markets: [Canada / United States / specific regions]
- Languages and localization requirements:
- Current constraint:
- Primary business outcome we want to improve:
- Target and decision horizon, if established:
- What is outside this engagement:

## 2. Baseline

Use the same date range and currency for comparable figures. Mark unavailable data as unknown.

| Metric | Value | Date range / cohort | Attribution / maturity window | Source |
|---|---|---|---|---|
| Media spend | | | | |
| New installs | | | | |
| Activated users and event definition | | | | |
| New paying users | | | | |
| Retention and day definition | | | | |
| Revenue and gross/net definition | | | | |
| Customer acquisition cost (CAC) and cost inclusions | | | | |
| Payback and calculation method | | | | |

Known measurement gaps:
App release or tracking changes during this period:
Current mobile measurement partner (MMP), analytics, subscription and CRM systems:

## 3. Budget and responsibilities

Quote each amount in [CAD / USD]. Explain foreign-exchange assumptions if another currency is used. Itemize the first 90 days and the recurring period separately.

| Cost | One-time | Monthly / usage-based | Included deliverable | Billed by |
|---|---|---|---|---|
| Agency strategy / management | | | | |
| Media | | | | |
| Creative concepts / production | | | | |
| Store-page work / localization | | | | |
| Measurement implementation / tools | | | | |
| Other agreed costs | | | | |

Available media budget:
Available services and production budget:
Internal product, design and engineering capacity:
Approval owner and expected turnaround:
Who can change the app, store pages, onboarding and paywall:

## 4. Required proposal response

1. Restate the business problem and the assumptions that could invalidate the plan.
2. Give a scoped first-30-day backlog: hypothesis, owner, input needed, deliverable, budget and review date.
3. Explain how days 31-60 tests will be selected from evidence, and what the days 61-90 review can reasonably establish.
4. Separate user acquisition, app store optimization (ASO), creative, measurement and product responsibilities. Distinguish original concepts from variants and resizes.
5. Define reporting events, source of truth, click/view attribution windows, cohort maturity and currency. Explain how discrepancies will be resolved.
6. Name the delivery roles, senior review, meeting rhythm and client dependencies. Identify any subcontracted work.
7. Provide a relevant sample report and comparable result with baseline, dates, spend, measurement window and the team's actual contribution. Redact confidential data.
8. List account ownership, billing, requested permissions, asset rights and the exit handover.
9. State fees, minimum term, notice period, dependencies, exclusions and the treatment of client-caused delays.
10. State what you would decline to promise and which assumptions need validation before committing to a target.

## 5. Suggested evidence scorecard

Use the same evidence standard for every provider, including Strataigize. Weights below are editorial choices, not market benchmarks. For a narrower scope, choose appropriate criteria and weights before comparing proposals.

| Criterion | Suggested weight | Candidate A | Candidate B | Candidate C | Evidence / remaining question |
|---|---:|---|---|---|---|
| Relevant results | 25% | | | | |
| Measurement plan | 20% | | | | |
| Creative testing | 15% | | | | |
| Store and product fit | 10% | | | | |
| Account and asset ownership | 10% | | | | |
| Delivery team | 10% | | | | |
| Commercial clarity | 10% | | | | |

Rating rubric:
- Blank: not reviewed. Do not substitute zero.
- 0: no evidence provided after it was requested.
- 1: general claim.
- 2: written plan.
- 3: relevant sample or demonstration.
- 4: sample plus verification against source data or a reference.

Total = sum of (rating / 4 x criterion weight). All seven criteria must be reviewed before calculating a total. With weights totaling 100%, the total ranges from 0 to 100. A high total is not a performance forecast and does not override an unacceptable term or a missing required capability.

## 6. Interview agenda

- Walk through one comparable result: agency contribution, client contribution, and what cannot be attributed to the work.
- Show the first report we would receive and identify immature or unavailable metrics.
- Show one failed test and the decision it changed.
- Explain what our team must deliver in the first 30 days.
- Walk through the full cost and asset handover if the relationship ends after the initial term.

## 7. Selection record

Required capabilities and unacceptable terms, defined before scoring:
Evidence still missing:
Scope differences that prevent a like-for-like comparison:
Selected provider and reason:
Assumptions to validate at kickoff:
Review date and evidence required for the next scope decision:

Platform references checked September 20, 2026:
- Apple Ads account roles: https://ads.apple.com/app-store/help/get-started/0011-invite-users-to-your-account
- AppsFlyer data permissions: https://support.appsflyer.com/hc/en-us/articles/115005972889-Manage-data-access-permissions
- AppsFlyer partner and attribution settings: https://support.appsflyer.com/hc/en-us/articles/4410395957521-Set-up-an-integrated-partner