About Second Order Labs
We're app growth experts who help apps scale sustainably
Our Story
Second Order Labs was founded with a simple belief: great apps deserve great growth. Too many quality apps fail to reach their potential due to poor marketing strategy, outdated tactics, or inability to navigate privacy-first attribution.
We saw an opportunity to do things differently. By combining deep technical knowledge of modern attribution, systematic creative testing, and rigorous incrementality validation, we help apps achieve sustainable, profitable growth.
The name "Second Order" reflects our approach: we don't just solve the immediate problem, we think about the second-order effects. How will this feature impact retention? How will this design choice affect accessibility? How will this architecture scale?
Our Positioning
We measure, then we scale.
We're not just another agency running ads and reporting vanity metrics. We're growth partners who understand the technical complexities of modern app marketing. We also publish our own apps, so our strategies are constantly battle-tested in the real world.
Our Values
The principles that guide everything we do
Measurement First
We obsess over accurate attribution and incrementality testing to prove real impact.
Test Everything
Creative angles, audiences, bids - we test systematically to find what works.
Scale Sustainably
Growth without profitability is vanity. We focus on unit economics that work.
Privacy Native
SKAdNetwork experts who thrive in the privacy-first attribution landscape.
Our Journey
2020
Founded Second Order Labs to help apps navigate the post-IDFA world
2021
Pioneered SKAdNetwork strategies achieving 90%+ attribution coverage
2022
Scaled multiple apps from launch to 100K+ MAU profitably
2023
Launched our own apps to battle-test growth strategies
2024
Managing $10M+ annual ad spend with proven incrementality
Ready to Scale Your App?
Let's discuss your growth goals and create a strategy that works.