Mobile apps, games & browser extensions · Based in Vilnius
APG Media runs Google App campaigns, Meta app ads, SEO for app websites, AI answer visibility and Firebase measurement for app studios, mobile game developers and browser-extension teams, from Baltic studios buying users worldwide to international apps entering Lithuania, Latvia and Estonia. Prices are published up front.
In short
APG Media is a performance marketing agency in Vilnius that runs user acquisition for mobile apps, mobile games, including games for children, and browser extensions. It manages Google App campaigns, Meta app ads, SEO and AI search visibility (GEO, AEO and ChatGPT ads), and sets up GA4, Firebase and server-side tracking so installs, trials and purchases are measured per platform and market.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius. For subscription streaming and media services, see streaming and media marketing.
Updated 28 October 2026
Why apps and games need their own plan
A Baltic studio's app usually competes for users in many countries at once, through two stores and the web, with less user-level data than almost any other product. Four things decide whether marketing pays.
Measurement
On iOS, tracking users across other companies' apps and sites needs their permission through App Tracking Transparency. Without it, installs are attributed through SKAdNetwork and AdAttributionKit, which report limited detail by design. Android-based budgets often misread iOS.
Children
If children use your app, Google Play's Families policy and Apple's Kids Category limit ads, analytics and identifiers, and ad platforms limit targeting for under-18s. Plan targeting, SDKs and creative before launch, not after a rejection.
In-app purchases
EU consumer authorities set out principles on in-game virtual currencies in March 2025 and opened coordinated actions against large game publishers in 2026. Ads that hide real prices or urge children to buy carry real risk.
Retention
Revenue comes after the install: trials that convert, players who return, purchases weeks later. Optimise for installs alone and budget drifts to people who never open the app twice.
Launching an app or game, or taking one into new markets? We'll check tracking, store rules and audience age before you spend.
Ask for a launch reviewRules and platform policies
The same EU rules and store policies apply in every EU market you buy users in. Before campaigns go live, we list the ones that apply to your app and set targeting, SDKs and creative to match.
Reg. (EU) 2022/2065 (DSA) Art. 28 · Google and Meta ad policies
Online platforms may not show profiling-based ads to users they know with reasonable certainty are minors. Google says under-18s are not eligible for personalised ads of any kind; Meta lets advertisers reach 13 to 17-year-olds by age and location only.
Google Play Families · App Store Guidelines 1.3 and 5.1.4
Apps that target children on Google Play may show ads only through Families self-certified ad SDKs, with no interest-based ads or remarketing. Apple says Kids Category apps should not include third-party analytics or advertising, except in limited cases, and purchases must sit behind a parental gate.
Dir. 2005/29/EC Annex I No. 28 · CPC key principles (2025)
An ad may not directly urge children to buy, or to ask adults to buy for them. The EU consumer authorities' 2025 principles add: show prices in real money, don't hide costs, don't force players to buy more currency than they need, and respect children's vulnerabilities.
Google Ads policies: free desktop software, unwanted software
Google restricts ads for free desktop software, including browser extensions: you must be certified as the authoritative distribution source and name the software in every ad. Ads and landing pages must also say clearly what people install.
We are a marketing agency, not a law firm. Children's data, age checks, loot boxes and borderline store-policy questions go to your legal adviser before launch.
Before you spend in the Baltics
Most app rules are EU-wide, but the age of digital consent and the regulators differ. This is the short version we check when an app targets or reaches users in Lithuania, Latvia or Estonia.
| Country | Child can consent alone from | National law | Data protection authority | Consumer authority | DSA coordinator |
|---|---|---|---|---|---|
| Lithuania | 14 | Law on Legal Protection of Personal Data, Art. 6 | VDAI (State Data Protection Inspectorate) | VVTAT (State Consumer Rights Protection Authority) | RRT (Communications Regulatory Authority) |
| Latvia | 13 | Personal Data Processing Law, Section 33 | DVI (Data State Inspectorate) | PTAC (Consumer Rights Protection Centre) | PTAC |
| Estonia | 13 | Personal Data Protection Act (IKS), § 8 | AKI (Data Protection Inspectorate) | TTJA (Consumer Protection and Technical Regulatory Authority) | TTJA |
Checked on e-tar.lt, vestnesis.lv, aki.ee and the European Commission's list of DSA coordinators on 28 October 2026. Below these ages, a parent must give or authorise consent. Confirm with your legal adviser before launch.
What we do
App teams we meet often split Google and Meta between partners and leave the website and AI answers to nobody. We plan the channels together, from the same in-app events and numbers.
Installs and in-app actions on Search, Google Play and YouTube.
Facebook and Instagram for installs, trials and re-engagement.
Rank the pages people find before they open a store.
Shape how ChatGPT, Gemini, Perplexity and AI Overviews describe your app.
Numbers that follow users past the install.
Targeting, SDKs and creative that fit store and EU rules.
We don't do App Store Optimization (ASO), Apple Ads (formerly Apple Search Ads), TikTok ads, influencer campaigns, video production at volume, or email, SMS and push messaging, and we don't give legal advice or handle store submissions. We work with your team and partners on these, using the same events and messages.
How we work
App users rarely decide in one session. We work through five steps in this order for every app and market, and judge campaigns by what users do after the install.
We list platforms, markets, audience ages, store categories and the ad and analytics SDKs in the app, and flag anything that limits targeting or tracking.
Outcome: a rules sheet and a list of markets and platforms where campaigns can start.
We audit Firebase or GA4 events, your attribution partner, Google and Meta links, iOS conversion values and consent, and agree which in-app event counts as a result.
Outcome: numbers that show trials, purchases and retention, not just installs.
We pull search volumes for your category in each language, check what Google, Google Play and AI assistants show today, and pick the first test markets.
Outcome: a priority list by market, platform and channel.
App campaigns go live per platform and market. Meta tests one argument at a time. SEO and answer-ready pages start with the most-searched features.
Outcome: live campaigns and a dated testing plan.
Each month we review cost per install, cost per trial or purchase, retention and AI answer presence per market, then move budget to where the next euro works hardest.
Outcome: written decisions for the next month.
Want this plan for your app? Bring your store links, markets and key in-app events to a 30-minute call.
Results
We publish only results our clients have approved. Neither story is an app-store install result: one is a travel deals product on Google, the other one brand across three Baltic markets on Meta. Figures are platform-reported, with periods and limits.
+19.3%conversions
RatePunk is a travel deals product offered as browser extensions and mobile apps. Its Google conversions rose 19.3% on almost the same spend.
Period: the April 2026 period compared with March.
Limits: conversions are the actions set up in the Google Ads account. The case study does not report app-store installs, so this is not an install benchmark.
| Market | Conversion value | Cost per conversion |
|---|---|---|
| Lithuania | +188.8% | −57.6% |
| Latvia | +219.2% | −54.8% |
| Estonia | +318.6% | −54.9% |
Period: the August 2026 period compared with January 2026.
Limits: Meta-reported figures; promotions, seasonality and attribution are not separated.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. All 14 client and market stories
Choosing an agency
App and game teams usually compare three kinds of partner. This is how they tend to differ on the points that matter for apps.
| What to check | International app user-acquisition specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Channels | Wide, often with TikTok, Apple Ads and ad networks | Google and Meta, mostly for websites | Google App campaigns, Meta, SEO and AI answers; no TikTok or Apple Ads |
| App measurement | Strong, built around attribution partners | Often web-only GA4 | Firebase or GA4 events, attribution partner checks, server-side tracking |
| Children's and store rules | Varies | Rarely covered | Audience age, store category and SDK check before launch |
| Baltic languages and markets | Usually English-first | Strong in one market | LT, LV and EE, plus English for global markets |
| Website, SEO and AI answers | Rarely offered | Sometimes offered | SEO, GEO and AEO in-house |
| Creative volume | Often large video teams | Varies | Static and carousel; video comes from your team or partners |
| Prices | Rarely published | Sometimes published | From €990/month, published |
If TikTok, Apple Ads, ASO or high-volume video are your main levers, an app user-acquisition specialist will be stronger in those parts. We'll plan our channels alongside them.
Price and fit
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
The fee depends on the number of platforms, markets and languages, channels, creative volume and measurement work.
FAQ
Yes. App campaigns promote apps published on Google Play or the App Store across Search, Google Play, YouTube, Discover and the Display Network. Android installs can be tracked from Google Play; for iOS and in-app events we use Firebase or your attribution partner. Pre-registration campaigns are Android-only and closed to child-directed apps.
On iOS, an app must ask permission through App Tracking Transparency before tracking users across other companies' apps and sites; otherwise installs are attributed through SKAdNetwork and AdAttributionKit (iOS 17.4 and later), which send postbacks with limited detail. On Android, Google announced on 17 October 2025 that it would retire Privacy Sandbox technologies including the Attribution Reporting API, Topics and the SDK Runtime. We build measurement for both on Firebase and your attribution partner.
Yes, with care. Google does not personalise ads for under-18s, Meta lets advertisers reach teens by age and location only, and EU law bans ads that directly urge children to buy. Kids' apps must also meet Google Play's Families policy or Apple's Kids Category rules. We plan broad targeting, messages for parents and compliant creative from the start.
The EU consumer protection network (CPC) published key principles in March 2025: show prices in real money, don't hide costs, don't force players to buy more currency than they need, respect the right of withdrawal and protect children. In September 2026 it announced coordinated actions against several game publishers. We keep ads and landing pages in line and send borderline cases to your legal adviser.
Yes, within Google's rules. Ads for free desktop software, including browser extensions, need certification as the authoritative distribution source, and each ad must name the software. Google's unwanted software policy also asks for a clear description of what is installed, terms of service or a licence agreement, and easy removal.
APG Media's work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. The fee depends on platforms, markets, channels, creative and measurement work. Google recommends a daily budget of at least 50 times the target cost per install for install campaigns, so we size tests with that in mind.
AI assistants build answers from sources they trust: clear feature and pricing pages, store listings, reviews, comparisons and media coverage. We find the prompts in your market that mention competitors, make your website easier to cite and work on the outside sources assistants read. Progress is tracked monthly; nobody can guarantee a mention.
Measurement and policy checks come first. App campaigns learn from conversions, and Google warns that changes before the first 100 conversions may disrupt learning, so test speed depends on your volume. SEO and AI visibility work usually needs three to six months to show a clear trend.
Next step
Send us your store links, markets and key in-app events. Within 24 hours we'll reply with what we'd check first: tracking, store and children's rules, Google and Meta accounts, and how AI assistants describe your app.
