The carryover effect in app advertising refers to the lasting influence of an ad campaign on user behaviour beyond the campaign period. It encompasses immediate, short-term, and long-term impacts with potential positive or negative effects. A successful campaign can lead to sustained user engagement, increased app installs, and improved retention rates. Conversely, a poorly executed campaign may result in adverse user reactions. Understanding the various types of carryover effects is essential for app developers and marketers to optimize future campaigns and allocate resources effectively. It provides insights into advertising efforts' long-term effectiveness and impact on user behaviour. Read up more here;