Marketing infrastructure
Attribution, analytics, CRM, deep links. A real discipline and a real business. Your listing does not need any of it changed to be rewritten and tested next week.
A page is not plumbingASO agency review · September 2026
Customlytics review: tracking, CRM, deep links, and ASO as a module. Avoid the infrastructure project.
Customlytics is a Berlin consultancy founded in 2016 by Christian Eckhardt and Raul Truckenbrodt, focused on mobile marketing infrastructure: tracking, analytics, CRM, deep linking, with ASO alongside. It works with Audible, Delivery Hero and Deutsche Telekom, and has joined The Relevance Group. If your problem is your data stack, they are relevant. If your problem is your store listing, you are about to buy a stack to fix a page.
Thinking about hiring Customlytics for ASO? Avoid. Let me explain the infrastructure trap.
Gabriel Machuret · September 2026Customlytics is a consultancy in the proper sense: it helps companies design and build their mobile marketing infrastructure. Attribution setup, analytics architecture, CRM tooling, deep linking, the plumbing that makes a large app’s marketing measurable. Its clients are the kind of enterprise names that have plumbing problems worth six figures. App Store Optimization is on the services list, and this page is about what happens when you buy ASO from a company whose real product is infrastructure.
The infrastructure trap works like this. You arrive with a listing problem. The consultancy, in good faith, looks at your setup and finds that your attribution is inconsistent, your analytics do not distinguish organic from paid, and your CRM is not connected to your store data. All of that may be true. The proposal that comes back is an infrastructure project with ASO as one workstream, because from the consultancy’s side, you cannot properly measure the listing work until the plumbing is fixed. Six weeks later you are deep in an SDK migration and your title still says what it said in January.
Consultancies also bill like consultancies. Discovery, scoping, architecture, implementation, handover, each a phase with senior time attached. Applied to infrastructure, that is appropriate. Applied to a store listing, it is a quarter of billing to arrive at a rewrite that a practitioner would have started on day one. The ASO module sits inside a project cadence designed for plumbing, and plumbing does not need to wait for the App Store to respond.
Then there is the group. Customlytics joined The Relevance Group, a European network of data-driven sales and marketing agencies. That brings resources and cross-selling. It also brings group margin, utilisation targets and an incentive to make every engagement wider than the client asked for. A listing problem inside a group like that is an opportunity for an infrastructure project, and infrastructure projects are what the group is built to sell.
Compare that with hiring one consultant who does not touch your plumbing. I use the store consoles you already have, which show search visibility and conversion perfectly well for the purpose. The listing is torn down, rewritten, tested once, and handed over with dates, without waiting for anyone’s SDK. If your attribution is genuinely a mess, I will say so and point you to someone who fixes attribution, and it will not delay your listing by a day. The fee is fixed and a fraction of an infrastructure project.
In fairness: if your mobile marketing stack is actually broken, if you cannot tell organic from paid and your CRM is not talking to your app, Customlytics is exactly the kind of consultancy that fixes it, and their enterprise references are real. If your stack is fine and your listing is the problem, do not buy a project to fix a page. Send me their proposal and I will show you which workstreams your listing actually needs.
02 — What the stack diagram says vs what your listing gets
Three things to translate before you signMeasure before you optimise
Sensible for paid campaigns. For organic, the store consoles already show search visibility and conversion. Waiting for a stack rebuild to change a title is a project cadence, not a store one.
The console is enoughEnterprise clients
Audible, Delivery Hero, Deutsche Telekom. Companies with infrastructure problems worth six figures. That is who the consultancy is built for, and how its engagements are shaped.
Built for plumbing budgets03 — Where an infrastructure-consultancy retainer actually goes
Typical agency economics · illustrative, not their books04 — Red flags in an infrastructure-led ASO proposal
If you see three, send it to meA tracking or analytics phase as a prerequisite for changing the listing
ASO as one workstream among CRM, deep linking and attribution
Discovery and architecture billed at full rate before any store change
Group services appearing in a Customlytics proposal
Success defined by dashboard completeness rather than search installs
A minimum term set by the implementation roadmap
05 — Customlytics vs one consultant
Same goal: more installs from searchCustomlyticsGabriel, direct
Real productMobile marketing infrastructure consultingStore listing work
Month oneDiscovery, stack audit, architectureThe teardown of your listing and five competitors
Who does the workConsultants and engineers across workstreamsGabriel, on every deliverable
ContractPhased consulting retainerFixed scope, fixed fee
12-month cost≈ $84,000 at a typical $7k/mo$9,500, one engagement
If your stack is brokenThey fix it, and the listing waitsI say so, refer you, and the listing does not wait
When it endsHandover of infrastructure; renewal for the restYour team runs ASO without me
06 — Fair play — what Customlytics genuinely does well
Credit where it is due- Serious, enterprise-grade mobile marketing infrastructure work
- Founders who are still visible and technically credible
- If your attribution and CRM are genuinely broken, this is the right kind of firm
07 — Should you avoid Customlytics?
Honest answer: depends who you areAvoid if
Your stack is fine and your listing is the problemYou do not want a phased consulting projectYour ASO budget is under $60k a yearYou want your listing changed this month, not after an SDK migrationHire them if
Your mobile marketing infrastructure is genuinely brokenYou are an enterprise that needs tracking, CRM and analytics designed properlyASO is a small part of a larger stack project you already need07 — Before you sign
Send me
Customlytics’
proposal.
I will separate the infrastructure from the listing, tell you whether your stack actually needs work before the store does, and quote the listing work as a fixed fee. If you need the plumbing fixed, I will say so.
08 — Objections
“Don’t we need clean attribution before doing ASO?” +
You need the store consoles, which you already have, to see organic search visibility and conversion. Attribution matters for paid. It should not delay your title by a quarter.
“Our stack really is a mess.” +
Then fix it with a firm like this, and fix the listing in parallel with someone who does not need the stack to do it. The two do not have to wait for each other.
“Can you set up our tracking?” +
No. I do the listing, the keywords, the creative testing and the training. Infrastructure is a different discipline and Customlytics is a real option for it.
“Is this review biased?” +
Yes. I compete for ASO work. That is why the argument is about consultancy cadence and scope creep, not competence, and why I have said clearly what they are good at.
Customlytics quoted you? Fix the page. Then the plumbing, if needed.Send their proposal