The Mobile User Acquisition Show: Recent Episodes
Shamanth Rao
Welcome to the Mobile User Acquisition Show, in which we talk about how to use mobile user acquisition strategies to grow your app quickly and capital-efficiently. Each episode includes strategies, tips and pointers from the leading edge of mobile user acquisition that can help you unlock tremendous growth for your app.The Mobile User Acquisition Show is produced by the team at RocketShip HQ. With 8 figure UA spends managed and over 10,000 ads produced, we deliver profitable growth for breakthrough B2C apps & help them navigate the brave new world of privacy-first, post-identifier marketing. See also: our live workshop series on marketing in a post-identifier world: https://mobilegrowthlab.com/
In this episode, Marcus Burke unpacks the strategies behind optimizing Meta ads for subscription apps. Marcus explains how creative types like UGC and static ads influence placements across Meta platforms and shares insights on scaling ad accounts through creative diversification. He also breaks down the importance of Web2App funnels for faster iterations and better performance while addressing how to avoid pitfalls in Meta’s algorithm. This conversation is packed with actionable insights on scaling subscription apps.
KEY HIGHLIGHTS
🗒 Setting up automated placement-level reporting to track ad spending on Meta platforms effectively is crucial for optimizing campaigns.
👍 Different creative types directly influence ad placements, with static creatives performing well on Facebook feeds and UGC excelling on Instagram Reels.
🛑 Avoiding restrictive ad campaigns for placements helps prevent higher CPMs due to Meta’s algorithmic penalties for limiting targeting.
🧢 Meta’s algorithm tends to skew toward younger audiences in subscription apps, even though older audiences often deliver higher conversion rates.
💵 Scaling ad accounts requires diversifying creatives and placements rather than relying solely on top-performing ads.
💲 Web2App funnels offer flexibility, enabling quicker iterations and experimentation with pricing structures compared to in-app funnels.
🌐 Web-based advertising is gaining momentum as brands bypass App Store fees and optimize web traffic for efficient user acquisition.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-apps-facebook-ads/
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Join us on the Mobile User Acquisition Show's Mobile Spotlight segment as we welcome Rashad Häsänli, game lead at DieNo Games.
In this episode, Rashad delves into the art of identifying underserved yet reachable audiences using tried-and-tested game mechanics. He describes how his team navigated the competitive landscape, experimented with merge mechanics, and found progress and success.
KEY HIGHLIGHTS
🗒 DieNo Games’ strategy for identifying underserved audiences and matching them with proven game mechanics.
📈 The company conducted A/B tests to compare traditional car game mechanics with merge mechanics, revealing a surprising preference for the merge variant.
🔐 Data from Sensor Tower guided the decision to focus on the car fantasy, identifying a market without dominant players.
✂️ DieNo Games used Solsthen to compare merge and car audiences, gaining insights into preferences, pain points, and spending habits.
🔍 Insights were documented and continuously used to guide feature development and modifications, ensuring alignment with the target audience’s preferences.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/merge-audience-rashad-hasanli/
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In this episode, we welcome Mike Taylor, an AI and prompt engineering expert. Mike shares his insights on the five key principles of prompt engineering, illustrating how these strategies can optimize AI performance and transform your projects.
From practical tips to real-world applications, discover how to make AI work smarter for you. Don't miss this deep dive into the future of AI and its potential to revolutionize the industry.
KEY HIGHLIGHTS
⚖️ Early AI prompting requires arranging words in specific ways to get desired results.
⏱ Dividing labor among AI tasks helps avoid conflicting instructions and improves outcomes.
💎 Prompt engineering is likened to early growth hacking, emphasizing scalable solutions.
🧷 Running multiple prompts and comparing results can optimize AI performance.
✂️ Using AI as a brainstorming partner is beneficial for generating creative ideas.
🔍 The accessibility of coding and AI tools has increased, making it easier for non-programmers.
🗝 AI tools can automate repetitive and tedious tasks, freeing up time for more creative work.
📚 Using Dreambooth for training AI models with client-specific data improves consistency in outputs.
🛒 AI-generated scripts can improve significantly with the addition of training examples.
📐 Techniques like chain of thought and giving AI thinking space enhance task performance.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/prompt-engineering-mike-taylor/
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Today’s episode is from a webinar we hosted with Alexei Chemenda from Poolday.ai. We talk about our playbooks—Alexei's and mine—and go deep into how we have turbocharged our respective creative production output using AI.
KEY HIGHLIGHTS
🗒 Producing a high volume of creatives is essential to find successful ads and test more variables.
📈 Smaller companies or those in regulated industries may need help with high-volume creative production.
📍Marketers often need to pay more attention to AI, leading to poorly executed creatives; human input is crucial for quality.
🔐 Competitive analysis tools like Meta Ads Library, PyPy Ads, and Foreplay. Co is valuable for gathering inspiration and analyzing competitors.
✂️ AI can identify patterns in creative performance but should assist rather than replace human creativity.
🔍 Considering budget constraints, the testing process should begin with TikTok, followed by Applovin, and finalized on Meta.
✏️ Monitoring and managing creative fatigue, especially on TikTok, is vital to maintain performance.
🎈 Regularly producing new variations and having backup creatives ready ensures continuous ad performance..
📈 AI-generated video ads can significantly streamline and enhance marketing efforts in the gaming industry.
📌 Collaborations with major platforms like Meta, Google, and TikTok are crucial for driving effective user acquisition strategies.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/10x-creative-production-poolday/
**
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Our guest today on the Mobile Spotlight segment of the Mobile User Acquisition Show is Jan van Lamoen, a Senior Producer at SOFTGAMES. In this episode, he discusses the pitfalls of taking core games to casual audiences.
KEY HIGHLIGHTS
🗒 Core to Casual often requires a deep dive into the core mechanics and translating part of this into familiarity.
📈 The Familiarity can be leveraged to get an initial higher amount of players to try the game and retain them.
🔐 By understanding and keeping the depth while removing the complexity of a game you can ensure you don’t lose the hook of the genre.
✂️ Taking complexity and moving this preferably into a meta-structure for your more mature players can leverage your long-term retention.
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We’re diving into one of the major announcements from WWDC 2024: Apple’s introduction of Add Attribution Kit, or AAK, which is set to replace SKAN. We’ll explore what this means for advertisers, the actual impact of these changes, and whether you need to make any adjustments to your current setup.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ad-attribution-kit-skan-guide/
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In today's episode, I'm going to talk through some of the strategies we recommend and use on our team for competitive analysis and for generating ideas and inspiration from what's happening on the internet.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/creative-competitive-analysis/
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In today’s mini episode, I’m going to discuss three pitfalls that many advertisers fall into and three things they need to look out for while creating and testing AI-powered creatives.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-creative-pitfalls/
**
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In this episode we dive into the sometimes frustrating mechanics of how Meta allocates spend between ads in an ad set - and what we recommend doing about this.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/bayesian-bandits/
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In this podcast episode, I discuss a common issue in ad account management known as “asset stuffing.” This occurs when advertisers place all their ad creatives into a single ad set without distinguishing them by type or audience.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/asset-stuffing/
**
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In today’s episode, we talk about how Meta isn't a single monolithic channel - and how to unbundle its different placements.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-placement-unbundling/
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In this episode we talk about the similarities between hook rates and d1 retention - and share how hooks can be akin to ‘activation’ for a video.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hooks-ugc-d1-retention/
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All the cool kids want to optimize their hook rates. Yes, hook rates matter - yet it’s critical to be mindful of nuances in measuring hook rates, which I point out in this episode.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hook-rate-meta-facebook/
**
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Today’s episode is a recording of a webinar on Gaming UA Strategies for a Gen-AI World 2024 and beyond featuring Niels Beenan, Strategic Partnerships Director at Singular, Sharath Kowligi, Marketing Manager at DieNo Games, Krystel Bittar, Product Manager at Sensor Tower, and Cameron Thom, Chief Business Development Officer at Adikteev.
KEY HIGHLIGHTS
👟 Generative AI is increasingly pivotal in gaming, enhancing both creative processes and user acquisition strategies.
🏇🏽 The gaming investment climate has become more challenging, with a higher bar set for securing funding.
🎤 Adapt strategies to maintain user motivation and reduce churn.
🎳 Demonstrating robust prototypes is now critical for attracting investors, reflecting a shift from ideation to tangible proofs of concept.
🎻 The discussion highlighted a trend towards hybrid and casual gaming experiences, which are better able to adapt to current market conditions.
🚀 Changes in player behaviors post-pandemic and new privacy regulations are significantly influencing game development and marketing strategies.
⛱ Panelists emphasized the importance of adapting to these changes to leverage opportunities in a rapidly evolving gaming landscape.
🧭 Future strategies in the gaming industry will likely focus on integrating AI more deeply into development pipelines and exploiting new monetization avenues.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/generative-ai-gaming/
**
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In this episode, we delve into the intricacies of Google UAC strategies on iOS post Apple's introduction of App Tracking Transparency (ATT).
We love this episode as this is from an ex Googler who gives us the inside track into the dynamics at play within Google that shaped a lot of the changes that happened post ATT.
Ashley Black describes details about Google’s initial response to ATT, and talks about modeled conversions. We also uncover the challenges and limitations Google faces with iOS ad inventory, particularly the inability to prompt for ATT in browsers and the significant enhancements brought about by SKAN4, including web-to-app tracking.
Tune in to gain a deeper understanding of how Google maneuvers through changes like those that happened with ATT on iOS - and, more importantly, how you can adapt to a post-ATT world on iOS with UAC.
KEY HIGHLIGHTS
🗒 Google’s cautious approach to iOS changes stems from its complex relationship with Apple.
📈 Large and small advertisers perceive and use Google’s modeled conversions differently.
📍Tracking limitations on iOS, such as the inability to prompt for ATT in browsers, significantly impact Google’s ad inventory.
🔐 The introduction of SKAN4 marked a pivotal improvement in tracking web-to-app conversions and overall ad attribution.
✂️ Google’s strategy post-ATT involved a wait-and-see approach, which was often viewed externally as unhelpful.
🔍 Firebase enhances performance on Android but shows less impact on iOS due to limited access to device ID data.
✏️ Effective iOS campaigns with Google require a robust video strategy due to the specific inventory available on the platform.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/an-ex-googlers-guide-to-winning-on-ios-for-google-uac-campaigns-with-ashley-black/
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In this episode, Lisa breaks down why traditional, one-size-fits-all retention tactics just don't cut it - and talks about how Klarna tailors strategies to individual user needs through personalized communications and sophisticated A/B testing - at scale.
KEY HIGHLIGHTS📌 Personalize retention strategies to align with specific user needs, avoiding generic approaches.
🔊 Implement A/B testing to determine the most effective retention tactics, such as targeted discounts.
♣️ Collect and analyze data using surveys and AI tools to understand customer departure reasons.
🪐 Segment users by behavior and geographical location to refine marketing strategies.
🌊 Identify whether issues are related to user retention or activation to address the correct problems.
🖥 Actively gather feedback, including during cancellation processes, to extract valuable insights.
🗡 Engage with users regularly to maintain brand presence and swiftly resolve any arising issues.
🛒 Avoid overused communication tactics like “we miss you” messages, opting for relevant and meaningful interactions.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/product-specific-retention-lisa-kennelly/
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Today’s episode is from a private interview that I did for someone in the investment community who was curious about some of the dynamics driving Applovin’s share price performance, which should hopefully help you understand and contextualize some of the dynamics that power them.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/applovin-q-and-a/
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We’ve seen THOUSANDS of UGC scripts: and oftentimes the fix for verbose scripts is simple. ✂️
Take every adjective. 📝
Strike it out. ❌
Profit. 💰
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/adjective-slaying-an-instant-way-to-make-your-ugc-scripts-punchier/
**
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Our guest today is Alexei Chemenda, Founder and CEO at Poolday.ai, a platform that uses AI actors to generate videos for TikTok.
In today’s episode, we discuss the evolution and current trends of AI-based creators in video ads.
Alexei shares insights from his experience, including the challenges and breakthroughs in producing emotionally resonant and highly effective AI-driven ad content.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-mobile-marketing-alexei-chemenda-pooldayai/
KEY HIGHLIGHTS
🗒 AI creators transform video ads with realistic presentations.
📈 Rapid technology advancements meet the growing demand for video content.
📍AI’s evolution enhances emotional engagement in advertising.
🔐 Efficient content creation challenges traditional methods.
✂️ Custom AI models democratize access to sophisticated tech.
🔍 AI enables the mass production of varied ad creatives.
✏️ Testing small changes yields significant performance differences.
📌 AI fosters innovative approaches to personalized marketing.
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In this episode, we explore and discuss AEM(Aggregated Event Measurement) from Meta, which has been a key solution to data delays and clarity on Meta lately.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-facebook-ads-aem/
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Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous. Nataliia’s previous episode with us has remained one of the most popular ones of all time on our show.
In today’s episode, she sheds light on the intricacies of user behavior across different app categories, the impact of retention profiles, and strategies for optimizing subscription models.
Today’s episode is part of the Retention Club, a series of episodes on retention and re-engagement that are co-produced along with Adikteev.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/retention-club-nataliia-drozd/
KEY HIGHLIGHTS
📌 Hybrid teams enhance retention and engagement.
🔊Retention requires understanding daily to monthly user activities.
♣️ Distinguish strategies for subscription vs. user retention.
🪐 Tailor retention strategies to app niche and user base.
🌊 Product quality naturally boosts retention and lowers cancellations.
🖥 Web onboarding offers strategic advantages but demands careful execution.
🗡 Effective re-engagement relies on precise user segmentation.
🛒 Creative tactics like loss aversion boost re-engagement success.
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In this episode, we talk about the fine balance that creatives have to strike between appealing to algorithms and appealing to humans - and how getting this balance right is critical for the long-term health of a product.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/algorithms-humans/
**
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Our guest today is Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo – an app that helps people learn coding.
In today’s episode, we delve into retention triggers, managing seasonality and usage spikes, when and how to use paid retargeting, understanding retention by channel - and much much more.
This episode is a part of the Retention Club, a series of episodes that are co-produced along with Adikteev.
Check out show notes here: https://mobileuseracquisitionshow.com/episode/ekaterina-gamsriegler-retention-club/
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🚀 We’re excited to share insights from our latest webinar "Winning Q1: Maximizing Post-Holiday Subscription App Growth" with Singular and Revenue Cat! 🌟
We dove into strategies for leveraging the dip in CPMs post-Christmas to fuel subscription app growth. 📉➡️📈 Key takeaways include the importance of scaling marketing efforts in January, leveraging low CPMs for higher conversion rates, and maintaining user motivation to combat the mid-January motivation drop. 🏋️♂️💡
We also explored trends across various app categories, revealing insights on consumer behavior and effective marketing channels. 📊🔍 From the resurgence of Black Hat ASO tactics to the creative use of hybrid monetization models, we covered it all. 🎩💰
Special thanks to our superstar panelistsfor their invaluable insights and strategies for thriving in Q1. 🌟
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/webinar-q1-subscription-app-growth/
KEY HIGHLIGHTS:
👟 Leverage the post-holiday dip in CPMs to scale marketing efforts efficiently.
🏇🏽 Utilize January’s low CPMs and high conversion rates for growth.
🎤 Adapt strategies to maintain user motivation and reduce churn.
🎳 Explore various channels, including TikTok and SDK networks, for diversification.
🎯 Embrace hybrid monetization models to enhance revenue streams.
🎻 Utilize AI and generative tools for efficient creative production and testing.
🚀 Monitor and adapt to changing CPM trends and user behavior post-Christmas.
⛱ Experiment with non-digital marketing channels for localized targeting.
🧭 Prepare for privacy changes and the adoption of SKAN 4.0 and Google’s Privacy Sandbox.
🔧 Utilize blended metrics and hybrid measurement for more accurate performance analysis.
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This episode is part of the “Retention Club”, our series of episodes on Retention & Reengagement, co-produced with the team at Adikteev.
Our guest today is Sharath Kowligi, Marketing Manager at DieNo Games, whose knack for blending user acquisition, product innovation, and ad monetization has shaped the success of over 50 games. With a career spanning Tactile Games to Gamehouse, Sharath's journey is a masterclass in navigating the ever-evolving landscape of mobile app growth and monetization.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/retention-monetization-sharath-kowligi/
KEY HIGHLIGHTS:🧗🏻♂️ Retention is paramount for apps at any growth stage, often taking precedence over immediate monetization strategies.
📈 Effective user acquisition and retention strategies require a deep understanding of your audience and their engagement patterns.
↗️ Day zero engagement metrics are critical for gauging a game’s initial appeal and potential for long-term success.
💠 High-quality games distinguish themselves through unique features and strong user engagement from the outset.
⚖️ The challenges of game development are intensified by the need to balance multiple moving parts, including core loop, meta loop, and software stability.
✅ Creative alignment between ads and game content can significantly impact user retention and monetization.
🚦Early re-engagement and retargeting strategies are essential for maintaining user interest and extending lifecycle value.
🚀 The mobile gaming industry’s high-risk, high-reward nature demands continuous innovation and adaptation to thrive.
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In this episode, we explore the nuances of ROAS optimization, a key tactic that prioritizes high-value purchasers for targeted campaigns. However, its effectiveness varies, particularly in scenarios with minimal value gaps between high and low purchases, such as subscription-based models.
We dissect how ROAS optimization functions, its ideal use cases, and its limitations, especially when the purchasing tiers are closely aligned, offering insights into the strategic deployment of advertising algorithms.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/roas-optimization/
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Our guest in today’s episode is Matt Emery, Product Manager & Consultant at Turbine Games Consulting.
Matt has extensive experience with over 750 A/B tests across gaming genres – and across retention, monetization, and game development. In this episode, he delves into the key takeaways from these tests and how to audit and improve mobile games.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/750-tests-matt-emery-turbine/
KEY HIGHLIGHTS
📍Product Market Fit (PMF) is vital; optimization won’t fix fundamental PMF issues.
📈 Analyze CPI vs. LTV to identify growth opportunities.
🔑 Defining PMF for games involves competitive retention and CPI thresholds.
🗂️ Prioritize improving retention over monetization for struggling games.
⚖️ Balance monetization to enhance retention without compromising user experience.
📌 Casual games are easier to optimize due to lower complexity.
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Sandra Schneider is the Senior Director of Apps Beyond Games at Unity. Sandra is responsible for ensuring that the company's Users Acquisition and monetization products are aligned with the needs of mobile app developers.
In this episode she delves into the world of mobile games and their powerful growth loops that can be borrowed by all apps. Discover valuable insights for enhancing user acquisition and monetization strategies in your app.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/gaming-ua-sandra-schneider-unity/
Our guest today is Cantuğ Sugün, Marketing Team Lead at Codeway Studios.
In this episode, Cantuğ takes us behind the scenes of the world’s #1 subscription app publisher. He sheds light on the why behind their reliance on paid UA, the challenges posed by the post-ATT landscape, and their approach to testing and diversifying marketing channels.
Additionally, he delves into the creative processes that drive their advertising strategies, especially in a situation where competitive analysis is not very helpful at their level of scale.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-app-ua-codeway/
KEY HIGHLIGHTS🍊 Paid UA for sustainable app growth.
🍋 The approach to testing and scaling new apps.
🫐 How to diversify marketing channels while evaluating the blended impact on performance.
🌽 Social media and unconventional sources for creative ideas.
🍳 Fostering a culture of teamwork and knowledge sharing across the organization.
**
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Today’s episode is the recorded version of the first live episode of the Mobile User Acquisition Show that took place at the App Promotion Summit in 2023 at Berlin.
We had a star-studded panel with Diane Germann, Lead Performance Marketing Manager at Blinkist, Ekaterina Gamsriegler, Head of Marketing and Growth at Mimo, Natalia Drozd, Marketing and UA Lead at Fabulous and Gaurav Bhattacharya, Performance Marketing Lead at ZenJob.
In this episode we delve into the intricacies of mobile user acquisition post-ATT, sharing insights about combating creative fatigue, native ads, and the future of marketing with generative AI tools.
Tune in to listen to this discussion on the Mobile User Acquisition Show's first-ever live session!
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/live-episode-post-att-creative/
KEY HIGHLIGHTS
😼 Data-driven approaches and the impact of small creative changes to combat creative fatigue.
💯 Struggles faced by subscription-based apps due to the complexity of SKAN data.
🗯️ Data interpretation and the impact on traffic post-ATT.
🦾 Google vs. ASA.
👁️ Borrowing practices from product and engineering teams.
🧞♂️ Strategies using AI tools, from design to AI-generated VOs.
🚀 How much does a billion-dollar game spend on marketing? Monopoly Go won't tell us, but we did some sleuthing to come up with some estimates, thanks to data from our friends at Sensor Tower.
Join the conversation as we unravel how the billion-dollar sausage is made. 🕹️📊
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/monopoly-go-marketing-budgets/
KEY HIGHLIGHTS:🛳️ Flat revenue trend over the last 4 months, signaling a potential plateau in growth.
🛩️ iOS and Android downloads show a steady decline, especially in the U.S. suggesting a shift in UA strategies.
🛎️ The diverse advertising strategy includes prominent shares of voice on platforms like AppLovin, BidMachine, and surprising placements on Snapchat.
⌚ Analysis hints at a substantial UA budget, potentially exceeding $60 million per month, although recent trends suggest a conservative shift post-August.
**
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Today’s guest is Martin Macmillan, Founder and CEO of Pollen VC. In today’s episode, he talks about measuring the financial impact of UA spend.
In mobile marketing, ROAS has long been the go-to metric. However, a recent encounter that Martin had at a gaming conference revealed a critical blind spot—time. Two studios, seemingly comparable in ROAS, had vastly different realities.
In this episode, we take a closer look at the financial impact of UA activity - and the nuances around measuring this.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/measuring-returns-ua-spend-martin-macmillan-pollenvc/
KEY HIGHLIGHTS⛑️ The simplistic approach of ROAS neglects the crucial factor of time in assessing performance.
🪗 The impact of different game genres on return metrics.
📚 mROI (monthly ROI), calculated by considering the profit a cohort generates over time.
📊 Internal Rate of Return (IRR) accounts for the time value of money and non-linear user monetization profiles.
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Our guest today is Yevhen Tarasenko, a mobile growth strategist with more than 10 years of experience. He currently works with Fabulous as the ASO and Market Intel Lead.
In this episode Yevhen unveils the intricacies of measuring the impact of ASO, guiding us through understanding ASO, deciphering data structures, exploring tools, distinguishing organic from paid traffic, and building custom dashboards for effective strategies.
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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/aso-yevhen-tarasenko-fabulous/
KEY HIGHLIGHTS**
📊 There are couple of ways for reporting ASO impact. It’s crucial to select the setup that works best in your case.
📞 Communicating with UA and data teams is essential for the process.
⏲️ Depending on time and resources there are 3 levels of customization: store native consoles, third-party solutions, or custom dashboards
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Our guest today is Sami Biçer, Growth Manager at MagicLab.
In this episode, we'll embark on a journey into the world of ad monetization, focusing specifically on the topic of latency.
We dissect the intricacies that govern the time it takes for ads to load, unraveling the critical balance between user experience and revenue generation.
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ad-monetization-sami-bicer-magiclab/
KEY HIGHLIGHTS**
🎯 Precise Event Measurement: The Bedrock of Analysis
📊 Defining Key Data Points
⚖️ Balancing Acts: eCPM vs. Impressions, More vs. Less Placements
🔍 Finding the Optimal Through A/B Testing
📈 The Results
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In this episode, we dissect the impact of Black Friday on the gaming industry. We dig into the data from Sensor Tower to explore and understand the impact of Black Friday on games.
The revelation? Black Friday isn't about discovering new games; it's about existing players splurging on their favorites. As user acquisition costs soar, our advice to smaller developers is to ride out the storm, go easy on UA, and focus on maximizing revenue from current players.
How? Transform routine live ops into something special, aligning with the festive spending spirit.
More details in the episode.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ua-gaming-black-friday/
KEY HIGHLIGHTS📈 Gaming downloads rise 10% on Black Friday, contrasting e-commerce trends.
💰 Despite modest download increases, gaming revenue surges 50% on Black Friday.
🕹️ Black Friday prompts existing players to boost in-game purchases significantly.
📈 ARPDAU shows a notable spike across all gaming genres on Black Friday.
💰 User acquisition costs spike during Black Friday, spiking advertising expenses.
⏳ Smaller devs might want to wait out the Black Friday ad storm rather than double down on UA.
💰 Much better to maximize revenue from current players, capitalizing on their spending mood.
🛠️ Double down on live ops during Black Friday.
🚫 Avoid direct retail competition; capitalize on player spending in games.
All data thanks to our friends Sensor Tower.
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest in today’s episode is Božo Janković, Head of Ad Monetization at GameBiz Consulting. Today, on the Mobile Spotlight segment of the Mobile User Acquisition Show, we'll dive into a pressing question: Is mediation optimization still a viable strategy for ad revenue?
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ad-monetization-bozo-jankovic/
KEY HIGHLIGHTS
📊 While bidding is becoming a more and more prominent technology via which ads are served, optimization of mediation and waterfall setups is still an important strategy in maximizing ad revenues in mobile apps. Available tactics include:
- Price point optimization of non-bidding ad networks 💰
- Expanding optimization to non-tier1 markets 🌍
- Bid floor optimization 📈
- Latency optimization ⏱️
- Price ceilings 🚫
- AB testing new ad providers 🧪📊
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is part of the Mobile Spotlight Series with Atishay Jain, Associate Director at Splashlearn as our guest.
In this episode Atishay dives into the world of kids’ apps and the unique challenges faced when planning growth strategies for them.
For example - how do you plan growth for an app with 0 IDFAs?
Atishay explains how they’ve learnt to work around SKAN and brings us some amazing insights through his work with kids’ apps.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/kids-app-strategies-atishay-jain-splashlearn-2/
**
KEY HIGHLIGHTS
📉 The Limitations of Conversion Tracking
🌐 Navigating MMPs Without IDFA
📲 Meta App Install Campaigns with SKAN
👧 Age-Appropriate Content and Creatives
🤝 Aligning Marketing and Growth in a Post-IDFA World
📈 Adapting to Google’s UAC Ecosystem
🚫 Regulatory Restrictions
🎯 Varied Target Audience
🔄 Rapidly Changing Trends
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest in today’s episode is Amy Monier, former Director of Product Marketing at Zynga and founder at Appspand, an app marketing agency for mobile startups. In today’s episode, she talks about how marketing and product teams can leverage and track user-generated referrals (UGRs) to drive new user acquisition.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/user-generated-referrals-amy-monier/
**
KEY HIGHLIGHTS🎯Finding a New Audience - Utilizing User-Generated Referrals (UGR) for app downloads
🧠Psychological Motivations for UGR- Fourpsychological motivations in driving UGR
📊UGR Tracking and FTUE - How tracking and onboarding can be customized for UGRs
📣Referral Program Promotion- Create awareness for your referral program through owned media
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Joakim Achrén, a gaming industry veteran with a remarkable journey. He's the Founder of Elite Game Developers and General Partner at F4 Fund. Earlier, Joakim co-founded Next Games, which was later acquired by Netflix.
With a ton of experience as both an operator and investor in the gaming world, Joakim has unique insights to share. In this episode, we dive into the current landscape of the gaming industry, the challenges faced by gaming startups, Joakim’s own journey - and the fascinating intersection of writing and investing.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/gaming-investing-joakim-achren/
**
KEY HIGHLIGHTS
🎮 Transitioning from operations to gaming investments 🕹️
🚀 The journey from founder-operator to angel investor 👼
🧠 Content creation driven by curiosity and insights 📝
💃 Balancing engagement with personal style in writing 📚
😄 Emphasizing the joy of content creation over metrics 📈
🌟 Openness and transparency in the VC approach 💼
👨🏫 The importance of mentoring and lessons learned 📚
💰 Challenges in gaming fundraising and advice for early-stage founders 🎯
🎨 Maintaining a unique content style 🎭
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Is creative testing on Meta always a good idea? Not necessarily, especially for accounts grappling with specific financial constraints, even if your favorite agency/thought leader/Meta bro is shouting from the rooftops about irresistible hooks and aggressive creative testing.
Dive into this episode as we dissect a compelling case study that highlights the often-overlooked complexities of introducing new creatives into campaigns. From algorithmic biases to budget limitations, we cover it all. Learn when it makes sense to innovate and when it's better to stick with what's already working. A must-listen for anyone navigating the intricate waters of Meta advertising.
You can read more about our recommended philosophy and approaches to creative testing in our recent book: Definitive Guide to Creative Testing in a Post-ATT World.
This episode examines the potential of SDK Ad Networks for subscription apps. With the continuing challenges with SKAN’s data obfuscation, it might be time to consider ad network platforms like IronSource, AppLovin, and Unity as part of your UA mix. In this episode, we share 4 reasons why we’re seeing these work and perform for many apps in our portfolio.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/sdk-ad-network-subscription-ua/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is an extract from our recent book ‘How to Implement MMM to Measure Post-ATT iOS Performance: A Practical Guide.’
We talk about 5 of the common mistakes marketers make - and ways to address them.
If you’d like to dive into the practical implementation of MMMs(even if you have no coding experience), check out our book ‘How to Implement MMM to Measure Post-ATT iOS Performance: A Practical Guide.’
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/5-mmm-missteps-and-what-to-do-about-them/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In this episode, we dive into a common pitfall we’ve seen many developers fall into lately. While many ad networks use probabilistic models for optimization, they turn to SKAN data when it comes to billing. This discrepancy might mean you’re paying 30-40% more than anticipated or that your campaign’s performance isn’t as stellar as you believed. In this episode, I unpack the underlying mechanics of what is happening – and what we recommend doing instead.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ad-network-skan-billing/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode, we have a guest host - Virendra Shekhawat, Senior Mobile Marketing Manager at Rocketship HQ.
Virendra has managed tens of millions in ad spend, while also leading the implementation of Media Mix Modeling (MMM) and Google Data Studio (GDS) dashboards to enhance our clients' insights.
In this episode, Virendra walks us through the strategies for optimizing Unity performance, along with essential prerequisites for unlocking retention and ROAS campaigns.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/maximizing-unity-ads-campaign-performance/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Jere Partanen. Jere is the Principal at Sisu Game Ventures, a seed fund focused purely on games.
Jere spills the beans on strategies for early-stage fundraising, making the most of funds, typical pitfalls games fall into, managing growth in a tough economy - and more.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/investment-gaming-company-jere-partanen/
KEY HIGHLIGHTS📈 Milestones to consider before raising investments.
🔑Key metrics investors like to look at during a pitch.
❌Common mistakes made post-funding by companies.
💰Fundraising for games has become tougher, what can they do about it?
🎮Game launches are becoming expensive. How this impacts investing decisions.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode talks about the topic of app store conversion rate optimization(CRO) - and goes into the 4 key elements of a CRO plan. This is a topic we cover in detail in our recent book The App Store CRO Playbook: How to skyrocket your app store conversion rate. Check out a link to the book here:
https://www.rocketshiphq.com/playbooks/appstore-cro-playbook/
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-4-elements-of-an-app-store-cro-testing-plan/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Aayush Sakya, Head of UA at Earnin.
Aayush has over 10 years of experience in growth marketing and has managed growth leading to 2 unicorn exits in his career.
He's among the most experienced among a cohort of early mobile growth marketers that I’ve known. We’re excited to have him.
In this episode, we chat about measurement post-ATT, geo-lift tests, SKAN, and much more.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/post-att-ios-measurement-aayush-sakya-earnin/
KEY HIGHLIGHTS
🤔How should digital marketers think about measurement post-ATT?
🔨Structuring geo-hold out tests.
📏Channels to measure impact from geo-holdout tests.
💯Evaluating results to understand the true impact of SKAN campaigns.
🔥Understanding the impact of multiple channels on performance
📈How should a marketer review performance of creative post-ATT?
😎Managing expectations and reporting with incomplete data post-ATT.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is the recorded version of our recent webinar on Using Generative AI Tools to Power Mobile Marketing Strategy.
The panelists on this webinar were Saadi Muslu - Head of Content and Product Marketing at Singular, Naoka Watanabe - Manager of APAC, Creative Production at Liftoff, Eva Juretic - Growth Marketer at Pocket Worlds, and Peter Fodor - Founder & CEO at AppAgent.
In this webinar, we discussed how AI tools were slowly making their way into the workflows in the industry, how these tools can be better managed for great output, common mistakes, and great tools for everyday use.
If you’re interested in learning more about AI tools and how to use them, I would highly recommend this episode.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/using-generative-ai-tools-to-power-mobile-marketing-strategy/
Key highlights:🐶 Keeping track of all the tools that are available.
🐣 How the tools fit into the day-to-day.
🪵 Using AI tools for research.
☔️ The trend of AI presenters.
🪐 Adopting AI tools across the team.
🌽 Optimizing the input on AI tools.
🎱 Common mistakes made while using AI tools.
🩰 Will AI take our jobs?
🎬 AI tools that have proven to be useful to panelists.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today's episode, we delve into the secret of generating effective and performant ideas well before you even need them.
We'll explore the shortcomings of traditional brainstorming, why the loudest idea isn't always the best, and how you can prepare for success by collecting and categorizing ads in advance. Through the lens of a recent case study with the game Million Lords, we'll reveal our approach that led to doubling profitable spending through creative testing and ideation.
You can check out the full case study here: https://www.rocketshiphq.com/casestudies/million-victories/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is an extract from our new book The SKAN 4.0 handbook: A practical guide for marketers, which is a deep dive into all things SKAN 4.0. You can check out the book over at rocketshiphq.com/skan4-handbook.
Yes there are a number of things changing in SKAN 4.0 - but it’s important to note that the underlying DNA of SKAN remains unchanged. The best way to contextualize that is by looking at not just what is changed but also what remains unchanged in SKAN 4.0.
Today’s episode outlines 4 things about SKAN 4.0 that haven't changed significantly from before. If you want a deep dive into all things SKAN 4.0 - including things that have changed, how schema setups change, how reporting changes and much more - go check out rocketshiphq.com/skan4-handbook
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/skan4-not-changed/
Today’s episode is the recorded version of a webinar hosted by Singular and Rocketship HQ on Kickass UA in the Privacy Era.
The panelists were: Jayne Peressini, UA Consultant, Claire Rozain, Senior Manager, Ad Monetisation and UA at Carry1st, Philip Weiskirchen, VP Global Sales at Jampp, Gadi Eliashiv, Co-Founder at Singular and Shamanth Rao, CEO & Founder at Rocketship HQ.The panel was moderated by John Koetsier.
We delved into concrete strategies for the long-term in a post-privacy world. We talked about what is changing with attribution, measurement, SKAN 4.0, Google’s privacy changes - and much more - and offered actionable tips and strategies that you can use today.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ua-in-privacy-era-singular-rocketshiphq/
KEY HIGHLIGHTS:☂️ What percentage of the market is good at SKAN?
🪢 Are additional measurement methodologies required?
🧶 Probable performance improvements in SKAN 4.0.
🦺 What’s a feature that SKAN 4.0 should roll out?
🧣 Google’s Privacy Sandbox and how it differs from SKAN.
🎒 MMM & Incrementality Modeling.
🧢 How measurement methodologies can be affected by organizational leadership.
🙇🏻♀️ Skills required to prep for the future.
🚵🏻♂️ Top takeaways from all panelists.
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode, we have a guest host - Hafsah Chorghay, Senior Mobile Marketing Manager at Rocketship HQ.
Hafsah has managed tens of millions in ad spend, and has also produced hundreds of high performing UGCs for our clients, some of which have been in the top 1% of TikTok creatives..
In this episode, Hafsah walks us through our internal processes for using AI based tools that have resulted in top 1% creatives.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/top-1-ugc-creatives/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In this episode, we explain Apple’s soon-to-be-introduced privacy manifests, which could be the beginning of the end for fingerprinting/probabilistic attribution, which could seriously impact performance for advertisers that still rely on fingerprinting/probabilistic networks.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-manifests-death-fingerprinting-probablistic-matching/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Gessica Bicego. Gessica is currently the CMO at Paired.
In this episode, Gessica talks about her experience with podcast ads as a UA channel. She tells us how to identify the right time to invest in podcast ads and also throws light on managing the intricacies of the messaging, the common mistakes made by advertisers, and much more.
To learn more about this uncommon UA channel that can prove to be a win for apps in multiple genres, I highly recommend that you tune in.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/podcast-ads-gessica-bicego-paired/
KEY HIGHLIGHTS:🤝How podcast ads came about for the team.
💡How to decide what podcasts to feature on.
🔧Attribution and mechanics involved in tracking the efficiency of podcast ads
💬Framing the message for podcast hosts
🧪When should one look at testing podcast ads
😍Intangible benefits of testing podcast ads
❌Common mistakes that advertisers make with podcast ads
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today, we talk about when NOT to use LTV for decision-making. LTV is a useful tool in a marketer’s toolbox, but it’s not the only game in town.
In this episode, we explain why.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ltv-when-to-avoid/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode, we describe how you don't have to be at the mercy of Google UAC’s black box targeting. We describe our approach, which we call the Precision Pinpoint Plan, and describe how you can recover a fair amount of control by putting in the leg work to take back some of the control, and to be able to do quite a bit of granular targeting.
By the way: in our workshop series Mobile Growth Lab, we go deep into the inner workings of UAC, Meta, and everything you need to make your performance marketing setup work in a post-identifier world. Enrolments are open for the current cohort - go to mobilegrowthlab.com to find out more.
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/guide-to-precise-user-targeting-in-google-uac/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode, we talk about why metrics reported by Google UAC are not trustworthy. We describe the pitfalls of relying on them, and tell you what to do instead.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-perils-of-modeled-conversions-on-google-uac/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Lucia Aguilar is the founder of the influencer marketing agency Tatam Digital.
In today’s episode we talk about her approach to influencer marketing, how influencers and audiences might not be who you expect them to be, the challenges of measuring influencer campaigns - and much more.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/influencer-marketing-lucia-aguilar-tatam-digital/
KEY HIGHLIGHTS:📚 Picking the right influencer for a brand.
👨👩👧👦 Why the audience matters more than the influencer.
🧶 The endless categories of influencers in the digital world.
📋 How much control is exerted when directing influencer campaigns.
📮 What does the testing process look like in influencer campaigns?
💳 When to hire an agency to manage influencer marketing.
The measurement challenges involved with influencer marketing.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Eva Juretić. Eva is a growth marketer at Pocket Worlds, where she manages user acquisition and growth for the app Highrise.
In today’s episode, we talk about her experience in scaling TikTok campaigns well into 6 figures monthly. We talk about campaign structures, testing paradigms, approaches to creatives - and much much more.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/scaling-tiktok-eva-juretic/
KEY HIGHLIGHTS
🧗♂️ Factors that contributed to scaling TikTok.
⚖️ The testing process: structure, geos & metrics.
🦋 Working with ad sets that included both old and new creatives.
⏳ Accounting for data delays on iOS.
🌔 Dealing with saturation on TikTok.
🧵 Why IPMs are tracked.
💼 Working with actual users for UGCs instead of actors/influencers
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
This episode is the recorded version of our Q&A session with Roth Capital Partners for their investor community. The session was hosted by Rohit Kulkarni - Managing Director, Internet & Capital Markets at Roth Capital Partners, who interviewed me.
This is a state-of-the-union episode, in which I zoom out to give an ecosystem-wide view of what’s been happening in the mobile advertising ecosystem. In this episode, we discuss how advertisers have evolved post-ATT in the midst of broken measurement. We talked about what adjustments were made, channel-wise shifts and what’s driving them, measurement changes and what’s driving them - and everything that is on the horizon going forward.
This episode is an extensive take on the impact of ATT. If you’ve been in the trenches, It can help brush up your memory on how far we've come.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/advertising-post-att-rohit-kulkarni/
KEY HIGHLIGHTS
🍰 Have advertisers gotten more comfortable with ATT since early 2022?
🎱 How is probabilistic measurement doing?
🏗 Larger companies seem to fare better.
🤩 Facebook is seeing improvement due to the API.
💼 The value in iteration and history of ad accounts.
🦋 The biggest changes in Facebook in 2023.
🥅 All about conversion modeling.
⚡ The rise of TikTok.
🤖 Generative AI on TikTok?
🚫 What if TikTok gets banned?
🍎 Has Apple’s stance towards mobile advertising changed from SKAN 2.0, 3.0, 4.0?
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We talked earlier about how you should minimize the cost of creative testing whenever possible. Today we talk about the flip side of low cost - how do you ensure low cost isn't giving you junk results?
How you do this is by testing your creative testing process, which I explain in today’s episode.
We go into this - and every other aspect of creative testing post-ATT in our new book: The Definitive Guide to Meta Creative Testing post-ATT, which you can download for free today at the link here: https://www.rocketshiphq.com/meta-fb-creative-testing-guide/
You can check out the show notes here: https://mobileuseracquisitionshow.com/episode/test-your-creative-testing-process/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
“Build an amazing product,” they say - but what the hell does that objectively mean?
Today’s episode is an extract from our new case study Growing to 4X UA budgets profitably, with 150% ROAS post-ATT,which is a deep dive of 11 different strategies that our team employed to grow an app 4x post-ATT.
Our journey toward scaling the app began, not with platitudes like ‘build an amazing product’, but by evaluating key product metrics. In this episode, we share the key product metrics we recommend reviewing to assess the scalability of user acquisition for a subscription app.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/product-metrics-subscription-app/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Where should you run your creative tests - and how should you make this decision?
We break this down, with actual math of testing setups, in today’s episode.
We go into this - and every other aspect of creative testing post-ATT in our new book, which you can download for free: The Definitive Guide to Meta Creative Testing post-ATT.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/creative-tests-where-how/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Why do a small number of ads get most of the spend on Meta?
In this episode, we’ll talk about why this is good for your ads - and discuss the probabilistic Bayesian testing paradigm as well, which so you understand how Meta’s algos make these decisions so you can construct your creative testing process more intelligently.
We break this down in today’s episode.
We go into this - and every other aspect of creative testing post-ATT in our new book, which you can download for free: The Definitive Guide to Meta Creative Testing post-ATT.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/deconstructing-bayesian-paradigms/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Andre Kempe, CEO at Admiral Media, a performance marketing agency and Admiral Studios, the creators of walletads.io, a Web3 advertising platform.
In today's episode, we talked about strategies for marketing in the Web3 world. We discuss Web3-specific channels, challenges and pitfalls about NFT projects that Andre worked on. We also discussed what the future holds for marketing in Web3.
The show notes are here: https://mobileuseracquisitionshow.com/episode/nft-project-launch-andre-kempe-admiral-media-walletads/
KEY HIGHLIGHTS:🐫 How the type of product impacts the channels selected.
🌹 Challenges and experiences with crypto-influencers.
🌓 Challenges in Web3 specific channels.
🍱 How the strategies changed for peak vs non-peak crypto products.
🛍️ All about walletads.
🔐 A wallet ID is a unique identifier.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is the recorded version of a webinar we hosted with Liftoff on Winning Creative Strategies for Games.
Our guests were Ayşe Duygu Haykir, Sr. Marketing Manager-Game at Codeway Studios, Jasmine Bautista, Senior Digital Designer at Liftoff Mobile, Faith Price, Director of Growth Marketing at DoubleDown Interactive and Rhiannon Price, Head of Performance Creative at The Sandbox.
In this webinar, we discussed effective research processes, sourcing ideas for new creatives, using player motivations, leveraging AI to our advantage and so much more.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/creative-strategies-games/
KEY HIGHLIGHTS:🎱 Research processes using paid and free tools.
🎬 The effectiveness of ad intelligence tools.
🎹 How does the research process differ for different channels?
🛹 AI tools, the evolution and the effectiveness.
⏱ Crafting a hit ad within the first 3 seconds.
🙌🏻 Working with multiple teams to get great ads.
💅🏻 How to get your teams to ease into using AI.
🪐 The mechanics of the creative testing process
🌨 Testing your test process.
🎲 How many creatives should be produced for a game?
🎁 How does the process of ideation and production change for a soft launch?
📊 Relaying creative performance data from the data team to the designers.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Resumes - and cover letters are the equivalent of candidates putting on suits - they don't tell you how a candidate is going to do in YOUR company.
So how did we achieve close to zero voluntary attrition in 4+ years?
Check out this episode to learn our process.
And, we've also added our questionnaires to candidates in the show notes. Feel free to use/adapt them.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hire-teams-remotely-bonus-questionnaire/
Happy Hiring!
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Michael Taylor.
Mike is the Co-Founder at Vexpower, a platform with simulator based courses for marketers that want to get more technical.
Previously, he also worked as the Co-Founder at Ladder.
In today’s episode, we discuss meme-mapping. We talk about how advertisers benefit from existing frameworks and insights when planning creatives rather than looking to be more creative or inspired.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meme-mapping-michael-taylor/
KEY HIGHLIGHTS:
💡 What is meme-mapping?
💎 How is meme-mapping advantageous for advertisers.
📚 Borrowing memes from different verticals.
🧮 How many tests to run and how often?
⚖️ Pre-ATT and post-ATT - what changed?
✅ Managing approvals at scale.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
User reviews are gold.
But they’re not just something that’s “good to see”. There are so many ways to leverage them for your app and in this episode we discuss this.
We also talk about how user reviews offer deep insights that no brainstorming session would offer simply because it’s straight from the user and it like addresses their pain points or challenges.
Check out this episode to get our reccos.
Link to the shownotes:
https://mobileuseracquisitionshow.com/episode/how-to-make-user-review-ads/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous - an app focused on building healthy habits.
In today’s conversation, Nataliia shares her first hand experience in operating as a marketer in the midst of the war in Ukraine. While this episode isn't about tips-and-tactics on mobile marketing, we hope that it offers perspective that can only come from having lived through the midst of death and destruction.
For an open, candid and transparent conversation about the reality of working and functioning through a war, we're thankful to have had this conversation.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/marketing-wartime-ukraine-nataliia-drozd/
KEY HIGHLIGHTS:🗓 The first day of the war in Ukraine.
📯 The 21st century is apparently not very different from the 20th.
✂️ How the relationship with work was impacted.
🚿 What it takes to keep morale high during dire situations.
🕯 The shift in priorities since the beginning of the war.
💰 Time is the most important non-renewable resource we have.
🧯 Logistical disruptions that impact day-to-day life.
🛠 Hardships can make you inventive.
🌱 Reaffirmation of life despite death.
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We’ve gone days wondering why ads that you typically expect to perform extremely well tank for hyperlocal apps.
If you’ve been in a similar situation, we have some tried and tested hacks for you.
In this episode, we explain why Meta likes to penalize hyperlocal ads - and we also share some strategies to mitigate the impact of this penalty.
Check out this episode for more: https://mobileuseracquisitionshow.com/episode/how-to-solve-hyperlocal-ads-meta/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest is Joshua Lu, Investing Partner with Games Fund One by Andreessen Horowitz.
In this episode, we talk about all about games, their early days, various elements that contribute to designing great games, including habit forming experiences that contribute to the games experience, and Josh’s personal opinions on making, growing and learning about games.
Today’s interview is a masterclass on games and what happens behind the scenes in the contribution of making these games, such as Farmville or Words with Friends, a long term enjoyable experience.
This episode is a re-release of an older episode from our podcast How Things Grow
Check out the show notes of the episode here: https://mobileuseracquisitionshow.com/episode/gaming-growth-joshua-lu-andreessen-horowitz/
KEY HIGHLIGHTS😜From liberal arts to gaming.
🎮Learning about social gaming.
🤔Why is viral cycle important and how to optimize it?
💯Experimental results and observations of early Facebook times.
😎The Wild West of virality.
🔡Relaunching Words with Friends.
🔑The key to longevity.
❓What is the core loop design and where does it apply?
✌How Spotify aces the core loop design.
📧Games on messaging platforms.
❓Tic-tac-toe and why people still play games like it.
✔The players are the content
👑What makes a great product manager.
🎮The games ‘book club’ and deconstructs
🎮Artificial intelligence and its role in games.
📚The 3 books that Josh recommends to PMs
💯Josh’s approach to networking to seek advice
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We have two amazing guests to offer two very different perspectives about a theme that has always been very fascinating: Influencer Marketing and the Economics of Internet Fame.
Sophia Yeh, is a YouTuber, TikToker, influencer and Influencer Manager. Sophia literally grew up with YouTube and started making videos in high school and took off on the YouTube platform as a teenager, making really cool beatboxing videos.
Later, she moved over to the business side of influencer marketing helping influencers strike deals with brands.
Adam Hadi is the VP of Marketing at Current and is known as one of the foremost experts in the world at influencer marketing, particularly for mobile apps.
Sophia and Adam, bring very unique perspectives on influencer marketing, on what it's like to be an influencer, on what it takes to grow an audience as an influencer, on the unique and peculiar challenges of being a creator as well as a business person, on how deals are made on influencer marketing platforms and so much more.
This episode is a re-release of an episode from our older podcast How Things Grow.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/influencer-marketing-sophia-yeh-adam-hadi/
KEY HIGHLIGHTS
🐧 First steps into the world of influencer marketing.
🐣 The first influencer collab with FIFA and FIFA fans.
🤹♀️ Understanding the commercial viability of being a creator on YouTube.
🎾 How naivety can take you far in marketing.
☄️ What takes an influencer from the first few followers to the first million.
🐾 Passion for content apart from consistency is what helps influencers grow.
🥀 It's important to be honest with your audience.
🩰 Create content based on feedback or by "reading your audience"
🧝♂️ Testing one theme of content over another
💄 How influencers decide whether to produce content for multiple platforms or just one?
🧤 What point in time does a new platform become viable for a marketer?
🧶 Expanding to other channels by reading your audience.
🎩 Some common elements that make a video work.
How do advertisers vet influencers?
🎢 Platforms are open to the open source nature of content creation that the influencer economy symbolizes.
🛰 How tools for influencer marketing are evolving.
👠 All about the adpocalypse
💼 How does demonetization on YouTube work?
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode we discuss the ideal schema set up on SKAN for subscription apps.
Why is the 24-hour timer in SKAN of any particular importance to subscription apps? Because the later an event happens, the lower the chance of it being captured by SKAN.
We’ve also included a sample conversion schema in the show notes.
You can check out our episodes around SKAN here: https://mobileuseracquisitionshow.com/start-here/#post-identifier-strategy
The show notes for this episode is here:
https://mobileuseracquisitionshow.com/episode/skan-conversion-value-schema-subscription-apps/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In this episode, Lexi takes us through her process of getting to the bottom of trends that shape the mobile app economy. She talks about how she and her team form hypotheses, how they choose which ones to pursue, the datasets they look at for different verticals and hypotheses, and much much more.
This is a fascinating episode on how to think about and deconstruct macro-level data to understand how it might impact all of us on a micro-level.
Lexi and her team have also released The State of Mobile 2023 Report that offers great insights into mobile app trends in the year 2022 - and talks about where the mobile app economy can go in 2023.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/2023-app-trends-lexi-sydow-data-ai/
KEY HIGHLIGHTS:
🎢 The first few steps in the analysis process of coming up with a trend
🛰 The key metrics to evaluate while drilling down on a trend - and how these differ by vertical.
🤹♀️ Common pitfalls with statistics and how to avoid them
🎾 Why the ‘decline of app store spend’ narrative needs more nuance to be fully understood.
Attributing trends to their root cause: market movements vs. product movements
🐾 Deciding which trend to pursue
🥀 Learning through experience: the initial uptick doesn't always translate to widespread consumer adoption.
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Apps and marketers are increasingly paying attention to UGCs and live action videos to leverage the candor and spontaneity of these videos that drives massive performance and engagement.
Yet so much of this is a blue-sky space, and the playbook is being written in front of us - be it scripts, structures, layouts and much more.
Check out this episode with Ngozi Ogbonna, VP Marketing at Mosaic Group, Nick Candler, Consultant & Advisor, Crystal Duncan, Senior VP, Influencer Marketing at Tinuiti, Nataliia Drozd, Marketing & UA Lead at Fabulous and Kristine Prigarska, Senior Creative Director at Liftoff where we discussed the current ecosystem of UGCs and how we’re navigating through thousands of talented actors to find and direct the ones that fit our brands.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ugc-live-action-creatives-webinar/
KEY HIGHLIGHTS
💡 How UGCs came on the horizon
🖼 How UGC strategy differs across different apps and different verticals
🕹 How the approach differs for gaming and non-gaming apps
🧰 The most effective formats for UGCs
💃🏿 UGCs with content creators vs. influencers
⚡️ Best practices to hook users in the first few seconds
🎭 Challenges when working with influencers
🏜 What does the actual process of recruitment look like?
💵 Planning budgets for content creators
🎞 The process of directing a shoot remotely
📑 The legal aspects of working with UGCs
📔 What does the brief look like?
🧮 UGCs, animated ads, display ads or influencers - how to prioritize?
🔱 How does the approach differ across channels?
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
How is SKAN 4.0 going to be favorable to subscription apps?
What’s going to change? (And just as importantly: what won't change?) How are the postbacks going to look in SKAN 4.0?
In this episode we dive into all of these details and also outline how subscription apps can prepare to leverage SKAN 4.0 - and how it might just let you track conversions from trial to payment, as also first renewal.
KEY HIGHLIGHTS📓 SKAN 4.0 is not a clean reset of conversion schemas
🧸 What is "fine conversion value"
☎️ 2 additional postbacks that are triggered 7 and 35 days after install
📯 Set coarse conversion values to reflect plans on subscription apps
Check out this episode to learn what our experts are looking out for in 2023.
The show notes are here: https://mobileuseracquisitionshow.com/episode/skan-4-conversion-schemas-subscription-apps/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Happy New Year!
We’re excited to be back after our break for the holidays.
At the Mobile UA Show, we had a great 2022 with some amazing guests that shared their ideas and insights with us.
We’re excited to kick off 2023 with our iconic prediction series: the Mobile Growth crystal ball. This year, we have forecasts from pioneers in the industry like Peggy Anne Salz, Reggie Singh of Adjust, Bessie Byeon of Liftoff, Alex Bauer of Branch, Nataliia Drozd of Fabulous, Daniel Tchernahovsky of Applovin and Marianne Clerc of Adikteev.
Our guests have spoken about a range of topics like UA, media mix modeling, UGCs, measurement models, SKAN 4.0 and much more.
Check out this episode to learn what our experts are looking out for in 2023.
The show notes are here: https://mobileuseracquisitionshow.com/episode/2023-predictions-user-acquisition-mobile-growth-mmm-ugc/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Just a quick note from the team at the Mobile UA show that we’re taking a short break for the holidays - and will be back in the new year!
We’re cooking up the 2023 Mobile Growth Handbook - and also a number of cool and interesting projects that we’ll be excited to share with you soon!
Have a great holiday season and happy new year!
In our previous episodes in the UGC-series, we spoke about the elements that are required to plan a shoot and how to get the messaging right with the content and structure.
In this episode, we’re diving into direction.
How can you direct a shoot remotely? How do you recruit actors?
How do you negotiate with them? And so much more.
Check out this episode to learn more: https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-videos-part-3-remote-shoot/
KEY HIGHLIGHTS🦹♀️ Find the right actor
📋 Prep your brief
📝 Communicating with actors - outreach
📢 Communicating with actors - clarifications
☎️ Cold outreach
🧸 Establishing first contact
📓 Sample script briefs
📯 Follow ups and negotiations
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Our guest today is Victoria Repa. This episode is a re-release of an older episode from our previous podcast How Things Grow.
Victoria is the founder and CEO of BetterMe, a fitness app based out of Ukraine. I’m very excited to have Victoria on the show because she has such an incredibly unconventional background and story that I find very very inspiring. In this interview, we talk about Victoria’s early upbringing in a tiny village in the east of Ukraine, how she educated herself early on, her work on viral content - and how that led her to building a company with global ambitions from Kyiv. We also explore her personal life and systems - which is incredibly inspiring and intimidating for how she not only makes time and space for contemplation, but also finds this introspection essential to her work.
For all of these fascinating insights into virality, content and productivity, we're excited to bring this episode to you.
Check out the episode here: https://mobileuseracquisitionshow.com/episode/viral-content-habit-change-victoria-repa-better-me/
KEY HIGHLIGHTS📚 Victoria’s beginnings at Donetsk and her love for books
✈️ Moving to Kyiv to study and build a career
Transitioning from logistics to building viral content and then tech.
🧰 Leveraging Facebook insights to discover niche topics to launch BetterMe.
📱 Test-driving the early versions of BetterMe on the team by trying out the practices on themselves.
🤸♂️ Why BetterMe has 6 different health and fitness related apps in the app stores.
🎧 Victoria’s self-care and self-improvement practices – and why she says business is a “spiritual game”.
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Our guest today is Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo - an app to help people learn coding.
We cover so much ground around subscription monetization. Ekaterina talks about how the iOS privacy changes provided the early impetus for monetization experiments, and describes the different levers that impact monetization. She describes the nuances of optimizing trial screens, highlighting benefits, understanding and combating cancellations and much more.
Today’s interview is a masterclass in subscription monetization - and we're excited to present it today.
Check out the episode here: https://mobileuseracquisitionshow.com/episode/monetization-subscriptions-ekaterina-gamsriegler-shpadareva/
KEY HIGHLIGHTS:🧶 Identifying the levers in the funnel
🌽 Scenario planning models for quantitative analysis
☂️ The impact of UA costs on iOS
🍡 Why trial opt in rates have disproportionate impact.
🧤 Variables that were tested with trial screens
☕️ How offering to send notifications at the end of the trial period actually improved conversions
🩰 Combating cancellations post trials
🧊 The impact of highlighting benefits
🎳 The impact of localizing the app
🧩 How the team implemented the content-sharing loop
🔭 Tracking in-store searches
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Our guest today is Brian Balfour - and today’s episode is a rebroadcast from our older podcast How Things Grow. Brian is seen as one of the most influential people in growth today. He has to his credit some truly astounding accomplishments and growth, both as a practitioner, as well as an instructor and teacher.
In this fascinating conversation, Brian not only talks about his own experiences and growth but also dives into how he applies growth frameworks and loops to Reforge.
It’s fascinating to listen to his breakdown of how he thinks about growth frameworks for an education business like Reforge. This interview was recorded when Reforge had 4 courses - today, of course, they have many many more - and it’s a fascinating peek into the early days of a very unique business.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-grow-a-growth-education-business-with-brian-balfour-ceo-at-reforge/
KEY HIGHLIGHTS🍾 The experience with Blue Bottle Coffee
🚣🏼♂️ What is it like to hire an external unbiased coach?
🤾🏿♀️ The beginnings of a social network exclusively for college students
📝 The learnings from running a social gaming distribution company
🗂 Competing with established book publishers by building a product for students
🖥 How the habit of writing helped create a popular blog
📈 How content marketing helped HubSpot grow tremendously
⏳ What is a self-reinforcing growth loop
▶️ The beginnings of Reforge as Silicon Valley Business Review
👣 Building Reforge out of SVBR
🥾 What are the challenges in scaling an education business
🔖The criteria for having an application get through at Reforge
🛴 Self-reinforcing growth loops at Reforge
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Before the whole mess of ATT, the one genre that bore the brunt of “no-tracking” privacy regulations were kids apps. That also meant that they had the opportunity to learn how to overcome the challenges of IDFA way before most other apps.
In today’s episode, we’re in conversation with Todd Kane, VP of Growth at Homer Learning. We dive into how Todd and his team unlocked web-based flows to stay way ahead of the curve. We dive into the specifics of their flows, how they first tested these - and how they optimized and improved these to unlock massive scale.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/web-flows-kids-app-todd-kane-homer-learning/
KEY HIGHLIGHTS
😛 How the privacy landscape changed for kids' apps
⚖️ Why did the team start to look at web-based flows
👨👩👦The user journey involves both parents & kids
🍭MMPs didn’t have SDKs that were compliant with kids’ apps
🤿 With SKAN are kids’ apps on par with other apps?
🖥 What the web-based flow looks like for users
📱 Other acquisition channels that opened up
📡 Facebook or Google UAC - what works better
🚰 Other channels on mobile that work well
🩺 Tests that helped them improve and optimize the funnel
💲 How hard was the internal buy-in?
⚙️ How M&As impacted planning around growth and marketing
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Hypercasual games: the genre that turned most mobile phone owners into gamers.
Our next episode on the Mobile UA Show is a re-broadcast of an older episode from How Things Grow. Here, Shamanth is in conversation with Jon Hook, CMO at PlayEmber.
In this episode, they discuss the evolution of hypercasual from the early days of Snake on the Nokias to games that took over the app store charts.
Check out this episode to understand how game mechanics, a solid core loop, and simplicity came together to propel hypercasual games to the top of app store charts. Even though this episode was recorded before ATT, it provides a fascinating perspective into the forces that propel the app economy.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hypercasual-app-store-jon-hook-playember/ KEY HIGHLIGHTS🖥 What is the hypercasual genre?
🌄 What precipitated the ascent of hypercasual?
🌅The vastness of the hypercasual market
✈️When hypercasual began to take off
🚂 Is this another boom and bust cycle?
🛣Unlearning & re-learning for a new genre of games
📱 Game design is not a very core element in hypercasuals
🎡 What are game mechanics & how to identify a good core loop
✅ How publishers validate hypercasual games through ads
🕰 The timelines for developing & validating hypercasuals
💲 The economics of hypercasuals
💣 Why IPM for hypercasual games is 10 times that of casual games
🏦 The likelihood of crossovers between industries for hypercasual games
🌱 How hypercasuals will evolved over the next few years
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Wondering about the right way to run misleading ads post ATT?
We feel you.
And that’s why we have Liliya Gafitulina & Bogdan Khashiev on the Mobile UA Show today to talk about their how misleading ads fit into the creative strategy for the many games handled by Ad Quantum. In today’s episode they pull back the curtains on user motivations that inform creative strategy. We dive deep into misleading ads, why they work, and how adapting that on onboarding and product experiences can unlock dramatic growth.
Check out the episode here:🛫 How to start planning the creative strategy
🌞 How user motivation models can help with the strategy
📃Examples of creators using the models in ads
📲Transitioning from core ads to misleading creatives
⚖️ Misleading and meta-misleading ads
🧨The risk involved with using misleading/meta-misleading ads
📱 How does the appearance on the App Store change?
💰 The impact of misleading ads on monetization
🍀 The testing process in terms of geos
🕰 The approach on TikTok
Check out the episode here: https://mobileuseracquisitionshow.com/episode/creative-srategy-ad-quantum-liliya-gafitulina-bogdan-khashiev/
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Is MMM a complete solution for mobile marketers out there?
Today’s episode is a recorded version of a webinar that we did along with the folks at Singular. We discuss all about MMM and how marketers are using it as part of their toolkit, how it has evolved from being a traditional tool used by large companies to something that’s being implemented by most of the mobile growth industry post-ATT.
The webinar had a star panel with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular), and Shamanth Rao (Rocketship HQ).
Check out the episode here: https://mobileuseracquisitionshow.com/episode/media-mix-modeling-john-koetsier-igor-skokan-liz-emery-eran-friedman-singular/ KEY HIGHLIGHTS:💡What is Media Mix Modeling and incrementality?
🎈How MMM has evolved to be used for digital marketing
🛤 Is it for small, medium or large companies?
🧗🏿♀️ Challenging elements of MMM, and incrementality for smaller teams.
🏌🏽♂️Elements of MMM or incrementality that are easy to implement, even for the small teams.
📝 What are the stakes to get started with MMM?
🍦 There’s more interest in the adoption of MMM.
🎯 What can MMM deliver if all the data is in the right place?
⛳️ Where would you not use MMM?
🧭 How does MMM & incrementality fit into the concept of hybrid measurement?
🌎 Real-world examples of using MMM
🌪 The role of first party data.
🧳 When will MMM be a core part of the majority of digital marketers' toolkits?
📖 Key takeaways on MMM & incrementality
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Apps are used by people, not algorithms.
In today’s episode of the Mobile UA Show, we’re in conversation with Hannah Parvaz, Co-Founder at Aperture, a mobile-focused growth agency. Hannah has spent a good part of her career going out into the market and getting into real conversations with app users.
In this episode we talk about how it’s important to design an app’s qualitative marketing strategy based on your users experiences. Hannah gives us some great examples from her own experience of how speaking with customers can give you insights that you’ve never had and can help design your communication in ways you never thought possible.
Check out the episode here:
https://mobileuseracquisitionshow.com/episode/customer-feedback-hannah-parvaz-aperture/
KEY HIGHLIGHTS:
🧚♀️ When did Hannah understand the importance of customer feedback
🧶 How qualitative research can turn into winning copy
👔 Looking for the why beneath the why
🎒 Structuring conversations with customers based on the requirement
👑 Quotes over notes: Reviewing what your customers say
🩰 How a user's language can change depending on where they are in the user journey.
🐡 Finding reviews that matter in unconventional places
🌳 Ads that work with people vs. ads that work with algorithms
🍀 How to deal with resistance from teams
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Our guest today is Tobias Boerner. Tobias is the Co-Founder at Wallet Ads, Appic and Admiral Studio. In today’s episode, we talk about Wallet ads, and how users’ history on the blockchain allows hyper-targeting of ads to them on web 3. We talk about brands in the ecosystem that are leveraging this feature and we also talk about the potential for spam too.
For a peek into the future, check this episode out
https://mobileuseracquisitionshow.com/episode/blockchain-web3-tobias-boerner/
KEY HIGHLIGHTS🧗 How blockchain aids performance marketing
📁 Wallet ids that make user id private
▶️ How are ads shown to different users
🧳What the user experience looks like
🍎Brands that are already a good fit for wallet ads
⛳️Tackling the risk of spamming
💰What the costs looks like when going for blockchain
🧨The risk of poor retention
🖥The scope for a backlash due to privacy concerns
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
In July 2021, right after WWDC 2021 we recorded an episode predicting the possibilities that Custom Product Pages would unlock for marketers.
For more than a year, these possibilities remained unrealized - because the Custom Product Pages were unavailable on Facebook.
All of that has changed as of September 2022 - with the introduction of Custom Product Pages on Facebook. With this, the biggest challenge on iOS - of marketers being unable to align screenshots and ads to each other - has been overcome.
We’re already seeing some very strong results from aligning ads and screenshots - and in this episode we lay out how we are approaching CPPs - and how we are testing these on our team.
KEY HIGHLIGHTS🐚 What we’d predicted in July 2021.
💐 How to identify what custom product pages to test.
How to execute CPP tests with Facebook.
🌾 Why you should evaluate the combination of ad, audience and CPP - and not a CPP in isolation.
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
In today’s episode, Shamanth is in conversation with Dan Riaz, who witnessed the rise of the ride-sharing industry. Dan talks about various strategies that the team at Lyft implemented to scale the app from 4 to 24 cities, and beyond. Today’s episode features some wild stories and important lessons from the early days of a now ubiquitous industry - and we’re excited to bring this to you today.
Check out the episode here:
KEY HIGHLIGHTS:
💼 Dan’s role at Zynga
✨ Joining Lyft when it was a 50-person team
🧗🏽♂️ Prioritizing the experience at Lyft in the midst of uncertainties
🏋🏽♀️ Finding the balance between drivers and riders
☄️ When Lyft decided to go bigger and expand
🏙 The prep involved in launching in 24 cities in one day
🚦 How was the response from the regulatory bodies?
🔖Challenges the team faced when entering a new city
⚖️ Managing the data across cities with different demand rates
🚕 Joining 500 Startups and working with GrabTaxi
👞Working for what was wanted and not what was needed, at GrabTaxi
🏳️How the ride-sharing industry differs in the US & Asia
🚲 Dan’s experience at Lime bikes
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
In today’s episode, Shamanth is in conversation with Selina Tobaccowala, Founder at Evite & Gixo (both of which have been acquired). who talks to us about her experiences as an entrepreneur from the early days of the internet boom, the following bust - and all the way to today.
She talks about how she and her team were among the earliest to systemically study and drive virality while at Evite, and employ virality and freemium models while at SurveyMonkey - and how many of those lessons have helped her in her latest venture Gixo.Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/invites-surveys-selina-tobaccowala-evite-surveymonkey-gixo/ KEY HIGHLIGHTS:☂️ The first internet boom
👔 Growing the Evite business in the beginning
🎓 How did the team understand the scope of the business
Monetizing Evite
☄️ The effects of the dot com bust
🌈 The experience at SurveyMonkey
☕️ How SurveyMonkey handled international expansion
🤿 Pioneering the freemium model at SurveyMonkey
🤸♂️ The beginnings of Gixo
🎭 Why live coaches work better than recorded sessions
Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
So you ran a campaign on SKAN and got ridiculously high CPAs?
Been there, done that.
But we’ve also understood why.
In today’s episode, Shamanth breaks down the reason behind this occurrence and explains why it’s important to consolidate campaigns before running them. Checkout this episode to understand why a CPA of $40 pre-ATT can catapult to $1000+ post-ATT on SKAN.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-threshold-high-cpa-skadnetwork/
Note:
Mobile Growth Lab**
We launched the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
What separates a good referral program from a great one?
In today’s episode, a re-release of our episode on our erstwhile podcast How Things Grow, we have one of the foremost experts on referral flows and virality: Dominic Coryell, whose experience as a founder of Talkable informed so many of his insights and learnings about referrals. We talk about how to gamify referrals, the key components of referral flows, how to customize referral flows to minimize friction - and much much more.
KEY HIGHLIGHTS
👗 Beginnings at Garment Valet & challenges
🚬 Smoke-testing and how it helps startups
✍️ The practicality of a smoke-test
👘 Referral marketing with Talkable
🛠 How to gamify referral mechanics
👟 The best point in a customer journey for a referral
🌻 How to ensure your referral plan is lucrative
🧘🏻♀️ How tapping into communities can help your referral’s success
🍯What kind of companies should not opt for referral strategies?
🤳🏽 Airtable, Uber & Airbnb - some companies with good referral mechanics
🤽♂️ Common mistakes that companies make with referral programs
🏐 How the referral behavior changes outside the US market
Check out the episode here:
https://mobileuseracquisitionshow.com/episode/referral-flows-dominic-coryell-distrodom/
Note:
Mobile Growth Lab**
We launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
How do you go from 0 to 50 million installs in 50 days?
In today’s episode on the Mobile UA Show, we speak to Wilson Kriegel about the meteoric rise of Draw Something, a pictionary app that allows you to play with friends asynchronously.
We go into details of how the company was close to shutting down and how they gave this game all they had and released a game that went viral and got the parent company acquired in just a few weeks following that.
Tune in to get some fascinating insights from behind the scenes of one of the wildest rides in mobile growth.
**This episode has been re-released from our previous podcast, How Things Grow.
Check out the show notes here:https://mobileuseracquisitionshow.com/episode/draw-something-zynga-wilson-kriegel/**
Note:
1. Mobile Growth Lab
Doors are open to the third edition of our workshop series The Mobile Growth Lab**, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022.
We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.
Sign up for the free pre-course email series here: https://mobilegrowthlab.com/mgl3/
Register for the workshop here: https://mobilegrowthlab.com/
2. Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
In the previous two parts of this series, we saw how to install Robyn and run demo code. We also looked at the key components of the environment, as also of the code itself.
In today’s episode, we take a look at the results obtained from running the demo code on Robyn. Our Senior Mobile Marketing Manager Virendra Shekhawat will show us the outputs of the models and the information we can get from the different plots.
The video is here: https://youtu.be/vbfVL3jXSQo
In case you missed them, here are the first two parts of the series:
Part 1: https://youtu.be/3RnDfC1usZc
Part 2: https://youtu.be/rsn12wFqjlw
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-understanding-the-models/
Note:
Mobile Growth Lab**
We launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Two weeks ago we released an episode that outlined setting up and getting started with Facebook's Robyn. As a next step in this “how to” series, we will show you how to run a code on the setup.
Our Senior Mobile Marketing Manager Virendra Shekhawat takes us through the process of running a code on Robyn in the Youtube video that is linked to this episode. Make sure you check out the video to understand the variables on the system as well.
Stay tuned for part 3 of the series where we'll discuss interpretations, outcomes and insights from these.
if you missed the previous video in this series check it out here -
Part 1: Introducing Robyn & setting up the environment: https://youtu.be/3RnDfC1usZc
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-running-the-code
Note:
Mobile Growth Lab**
We launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone’s mind is - “when is it gonna drop?”
In today’s episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple’s WWDC presentation to tell us when we might expect the change to hit.
Check out this short but impactful episode to understand what we’re looking at going forward.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/skadnetwork4-0-roman-garbar-tenjin/
Note:
Mobile Growth Lab**
We launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
A couple of weeks ago, we released an episode on measuring iOS post-ATT performance using spreadsheet-based MMM.
Since we’ve received a lot of interest around the topic, we decided to release a “how-to” series to assess iOS performance by implementing Facebook’s open source code, Robyn. If you got started with a basic spreadsheet based model, this is a great next step to refining the media mix model through a more sophisticated code-based system.
Today’s episode is part 1 in the series - Introducing Robyn & setting up the environment.
We have a Youtube video linked in the show notes that will take you through the entire process of setting up Robyn in just a few minutes.
The Youtube video is here: https://youtu.be/3RnDfC1usZc
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-setup/
Note:
Mobile Growth Lab**
We launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.
Check it out here: https://mobilegrowthlab.com/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
In today’s episode, we’re featuring Annica Lin, VP Growth at Sable, a financial services company. Annica has spent quite a few years in the field of performance marketing for consumer fin-techs like Stash, Policygenius & Thimble.
Outside of work, Annica is a passionate runner and has successfully completed many marathons and ultra-marathons.
In today’s conversation, we talk about the advent of the Brave browser and ad network and discuss the varied strategies that are employed by Brave to ensure that users enjoy privacy while advertisers have the privilege of targeted ads, by making use of web 3 based protocols. We cover quite a few FAQs around the Web 3 space and delve into her experience with working on the Brave network. We also discuss some of the challenges and limitations Brave ads have as of today.
This episode is really fascinating because it opens the door to a new wave of advertising that is just emerging, and could very much present a big opportunity for the early adopters.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/web-3-ads-brave-network-annica-lin-sable/
Note:
1. Mobile Growth Lab
Doors are open to the third edition of our workshop series The Mobile Growth Lab**, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022.
We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.
Register for the workshop here: https://mobilegrowthlab.com/
2. Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Today’s episode is a re-release from our older podcast - How Things Grow.
Our guest is Eric Seufert. Eric is the Founder of Heracles Media and Mobile Dev Memo, the author of the book Freemium Economics, and one of the foremost experts on mobile user acquisition today.
Eric has worked on an incredibly wide variety of apps in very different capacities and he's seen it all from the early days where you could buy bot installs to hit the top 10 ranks on iTunes, to today's increasingly sophisticated world of automation and post-identifier growth.
While this particular interview is from a couple of years ago, and some of the specifics have changed in the light of ATT and post-privacy platform changes, a lot of the history and insight that Eric provides in this interview is very instructive - for in the past lie the seeds of the future, and reviewing this history of where we’ve come from helps us contextualize and prepare for a post-identifier future.
By the way, Eric is also a guest mentor for our workshop series Mobile Growth Lab - and everyone that registers by the 25th of July 2022 will receive his 2 hour workshop ATT survival guide. If you’d like to sign up, go to MobileGrowthLab.com.
KEY HIGHLIGHTS🌰 Eric’s transition from analytics to UA
🧃 Self-learning that happened through a blog that eventually opened doors
🤿 Common misconceptions between ASO & SEO
🕹 How UA on mobile different from other media
🛠 The biggest mistakes made in UA during the early days
👾 AppGratis that closed down after a policy change by Apple
🧉 Bot installs were definitely a thing back in the day
🧊 The evolution of apps in terms of being professional and how it impacts their presence on the App Store
🐧 Working at Rovio on the Angry Birds franchise
🐥How the Angry Birds crossover became a hit
🔧 The kinds of challenges that companies will present to a consultant
📌 Agamemnon and what made it a distinct Saas product in the UA industry
✂️ The low down on programmatic - why it’s challenging & how to make it work
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/mobile-user-acquisition-eric-seufert-mobile-dev-memo/
Note:
1. Mobile Growth Lab
Doors are open to the third edition of our workshop series The Mobile Growth Lab**, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022.
We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.
Sign up for the free pre-course email series here: https://mobilegrowthlab.com/mgl3/
Register for the workshop here: https://mobilegrowthlab.com/
2. Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
Mobile marketers have been in the dark during the past couple of months over the measurement mess in iOS. MMMs have been around for a while to help with channel attribution.
Recently, Facebook released their open source code Robyn to build MMMs, which we’ve written and spoken about. Today’s episode talks about Google’s solution: their LightweightMMM library.
In today’s episode, Michael Taylor, Co-Founder of Vexpower walks us through Google’s LightweightMMM, how it’s different from Robyn, and how it’s set up.
This audio episode is an introduction to the video walkthrough on Youtube, where Mike takes you through a screenshare of LightweightMMM and how it’s configured. KEY HIGHLIGHTS🌰 How is Facebook’s Robyn different from traditional MMMs
🧃 Why Facebook’s Robyn seems to more acceptable than traditional MMMs
🤿 Robyn’s open source makes it an easier model to learn
🕹 The entry of Google’s LightweightMMM
🛠 Understanding the Bayesian model, and how it’s different.
🛠 A Bayesian model is more descriptive when compared to an MMM on Excel
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/google-lightweight-mmm-mike-taylor-vexpower/
The Youtube video is here: https://youtu.be/oRYN0V6sPlM
Note:
1. In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.
Sign up for the waitlist here: https://mobilegrowthlab.com/
2. Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode, we’re re-broadcasting another episode from our previous podcast, How Things Grow.
Our guest is Gina Gotthilf, co-founder at Latitud, a platform dedicated to supporting entrepreneurs and companies in Latin America. Prior to this, Gina worked as VP Marketing/Growth at Duolingo and worked as International Marketing, Growth and Community lead at Tumblr.
In this episode, Gina talks about how she began her career in growth marketing despite having a degree in Philosophy and not a lot of quantitative skills. She describes how learnt a lot on the job through Googling and trying-things-out. She learned and grew her skills to a point where she was able ascend to a position and steer Duolingo’s growth from 3 million installs to 200 million installs with very little paid marketing: Gina describes her journey in this episode. We talk about her start with Duolingo, how she drove international growth through PR, how she transitioned to product growth, some of the very unconventional product experiments and wins that drove widespread adoption for Duolingo - and much much more.
KEY HIGHLIGHTS🌰 The meeting with Barack Obama
🧃 Launching Tumblr in Brazil & other parts of Latin America
🤿 The Global Ginga
🚵 Getting hired by Duolingo as a consultant
🎧 Building the Duolingo brand
What were the first priorities to grow the brand?
🎰 Staying away from paid advertising initially
🚊 How did different markets across the world react to Duolingo?
⛩ Challenges faced in foreign countries
🚀 How did Tim Ferriss impact the brand
🎢 The transition from PR to growth
🎡 How the team picked experiments to apply to Duolingo
🕹 How Duolingo’s gamification came about
🛠 Adapting the product to suit international markets
Check out the show notes here:**
https://mobileuseracquisitionshow.com/episode/growth-language-app-gina-gotthilf-duolingo-latitud/
Note:
1. In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.
Sign up for the waitlist here: https://mobilegrowthlab.com/
2. Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
SKAN is here to stay: but what happens to mobile measurement a few months or years down the line?
Today’s episode is the recorded version of a webinar that folks at Singular hosted a few weeks ago. The panelists included me, Sherry Lin - Group Manager, Marketing Technology Operations at Lyft, Nick Blake - VP, EMEA at LiftOff, Gadi Eliashiv - CEO & Co-Founder at Singular. Our panel was moderated by John Koetsier - columnist at Forbes.
In today’s episode we look at ramifications of SKAN and some of the ways marketers are managing it - while preparing for future iterations of both SKAN and Google’s Privacy Sandbox. How does Google’s Privacy Sandbox differ from SKAN? How are marketers using incrementality, media mix models and retargeting? How do they expect this to change in the near future, and distant future?
We look into the crystal ball and talk about ways to be prepared for the future of UA and measurement.
KEY HIGHLIGHTS🎬 Preparing for Google’s Privacy Sandbox
🤾 How does the Privacy Sandbox differ from the SKAD network?
🧩 The biggest challenge in preparing and adapting to the Privacy Sandbox
🏵 Is fingerprinting here to stay?
🚧 Why has conversion model management been difficult?
🏖 Have targeting or creative strategies changed post ATT?
🌅 What are data clean rooms?
🎁 How has incrementality worked for the industry?
🧮 Are marketers leveraging Media Mix Modeling?
🔍 Role of an MMP in future
🔈 Retargeting solutions that can be helpful
Check out the show notes here:**
https://mobileuseracquisitionshow.com/episode/future-of-ua-webinar-skan-privacy-sandbox/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Adam Lovallo – and today’s episode is a re-post from our other podcast How Things Grow which ran for a while before we started the Mobile UA show.
We’re now featuring some of the most popular episodes from How Things Grow – especially as these contain some riveting stories and lessons for mobile marketers.
Adam is the founder of Grow.co and also at Thesis. Before Adam started his conference and his agency, he cut his teeth in the whirlwind that was the daily deal space. He worked at LivingSocial, where he came in as an intern, and grew to be the head of UA and growth, managing 9 figure budgets and a team of 15 people.
He saw the company grow from four to 5000 people. He saw from close up the meteoric rise, slow down, crash and steady state settling of the daily deal space.
In this episode, we talk about LivingSocial’s beginnings as one of the leading Facebook app developers in the world. This was far before LivingSocial launched its first daily deal. We go into the unexpected rise of the daily deals business, the signs that it had started to slow down and how it all panned out.
This is not just a fascinating story, but also has some incredibly valuable lessons from the signs that Adam saw at the time about the unsustainability of the daily deals model, about how incredibly challenging it was to transition from a business with digital products to what was essentially one that served local businesses digitally.
Adam’s experiences tell us all about the journey – and we’re excited to re-present this episode to you today.
KEY HIGHLIGHTS
🩰 The beginnings of LivingSocial
💼 How LivingSocial made products for the Facebook apps that went viral
🤜🏻 Keeping up with the Facebook ecosystem was hard and unsustainable for everyone
👰🏻 Common mistakes that developers made when leveraging Facebook at the time
🏂🏻 How did other social platforms perform when compared to Facebook?
🏄🏻♂️ The transition of LivingSocial into the deals space
🥐 Online businesses vs. local businesses
🥧 Adam’s responsibilities as the company was transitioning
🌯 Scaling budgets & cities
🥣 Impact of data from different countries
🧘♂️ When did things start slowing down?
🎫 The red flags that Adam saw
🎳 Impact of businesses with high fixed costs
🎭 Merchant retention issues
⚓️ How downsizing affected the morale of employees
🛶 The beginning of Grow.co
Check out the show notes here:**
https://mobileuseracquisitionshow.com/episode/daily-deals-livingsocial-adam-lovallo-grow-co-thesis/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest for today’s episode is Grace Ouma-Cabezas. Grace is a growth consultant at Go & Co, her own firm. Grace has previously headed growth at Poppy Seed Health, an app that supports individuals during pregnancy and post-partum.
In this episode, Grace shares how using raw, vulnerable creatives that spoke directly to the pains, hopes and fears of their users: pregnant women, resulted in dramatic performance gains. She talks about the insights that led to this creative strategy, the actual production process of these ads – and how her team decided to keep the user experience as real and genuine as possible, even when these resulted in ads that were not sexy or happy, and even when these resulted in occasional ad disapprovals by platforms.
In a world of clickbait-y, sales-focused creative strategy, Grace brings a unique perspective on the importance of authenticity, vulnerability and genuineness – and I highly recommend this interview for anyone looking to broaden their creative perspectives.
KEY HIGHLIGHTS
🤰🏻 Why Poppy Seed Health followed a non-linear path to portray pregnancy
🌵 How absence of IDFA informed the creative strategy
🐚 Unique depictions that drove growth and why
🍁 Building creatives that are favored by the algorithm on Facebook
🌼 Authentic creatives that were challenged by ad networks
🌊 The process of producing authentic ads
👨🏽🎤 Recruiting creators for UGCs
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/creative-strategy-grace-ouma-cabezas-poppy-seed-health/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We’ve been talking about SKAN for a while now. However, it’s worth mentioning that SKAN isn’t the only game in town, which is one reason why mobile marketers have a tough time comparing performance metrics across different sources.
In today’s episode, Shamanth runs us through the different non-SKAN sources of measurement like Apple Search, Google UAC, Fingerprinting and web-to-app to name a few. He explains why it’s quite impossible to read the same data on these different sources – and what the best course of action is in situations like this.
KEY HIGHLIGHTS
🥗 SKAN isn’t the essence of measurement
🍎 Apple Search
🧉 Google UAC
🎽 Relying on probabilistic matching
⚾️ Attribution on web-to-app
🎨 Different SKAN sources will have different results
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/skan-measurement-ios-14-sources/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
At Rocketship HQ, we’ve been an async team since the beginning. Most of the folks we hire come from traditional office spaces and it does take them a while to get the hang of our no-meeting culture.
How do we make this work? One of the key factors that makes this all tick is that we spend time writing, not talking.
In this episode on the Mobile UA Show, Shamanth gives us a comparison between a writing-first culture and meeting-first one, and also tells us why going meeting-first can be particularly disastrous in a remote work environment.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/remote-working-culture-writing/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
This episode is the recorded version of the webinar “Omnichannel strategies for a post-IDFA world: winning strategies for web and app based products in 2022”, hosted by Rocketship HQ and Ruckus.
Panelists included Grace Ouma-Cabezas, Head of Growth at Poppy Seed Health, Evan Woods, General Manager at DT.Co, Matej Lancaric, Growth Consultant and me, Shamanth Rao. The panel was moderated by Anish Shah of Ruckus. We discussed how ATT has impacted web businesses and app businesses, what strategies have worked for our panelists for creative, measurement, channel mix and much much more.
Check out this episode to understand what you can learn from web products and app products, irrespective of whether you are on web or app yourself.
KEY HIGHLIGHTS
⚖️ Comparing the system pre and post-ATT.
🎯 How has performance changed over the last year in terms of metrics?
⏰ Why the first 24 hours data is important
💎 How bigger, established companies were at an advantage
🦴 What kinds of creatives are working well now?
🛍 How to make decisions about creative investment
How spend and creative strategy are related
🧪 How channel mix has an impact
🎧 The shift to Tiktok and TV
🎲 Web pages seem to bring about more conversions
📈 The evolution of ad networks
📻 Paid partnerships with content creators
🎢 Investing in incrementality solves some of the problems with measurement
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/omnichannel-strategies-web-app-idfa-2022/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest for today’s episode is Dora Trostanetsky. Dora is a seasoned mobile marketing professional with over 10 years of experience in performance marketing in both B2B & B2C spaces. She currently leads Growth Marketing at Trade Republic, a FinTech app that is in the investing space.
In today’s conversation Dora tells us about an interesting channel that is quite often overlooked in UA - affiliate marketing. She talks about the opportunities with affiliate marketing and outlines details about how to get started, how to scale, common pitfalls and challenges - and much much more.
If you have considered affiliate marketing for your app, I’d highly recommend this episode.
KEY HIGHLIGHTS🌞 How to evaluate if affiliate marketing can be a strong channel
🕸 Understanding the web of affiliate marketing
🌩 When to move from third party partnerships to direct partnerships
🚗 A typical user journey for users coming in via affiliates
🏖 A tried and tested user journey that worked for Dora’s team
🛤 How is attribution different in affiliate marketing?
🧰 Best practices to scale affiliates as a channel
❌ Common mistakes made with affiliates.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/affiliate-marketing-ua-dora-trostanetsky-trade-republic/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant & Lisa Kennelly – CMO at Fishbrain. The panel was moderated by me, Shamanth Rao, Founder & CEO at Rocketship HQ.
We discuss a number of things around subscription apps like partnerships, exploring offline channels, measurement disruptions, web based flows and so much more in this episode.
If you’re working with a subscription app, I highly recommend this episode , because there are some great takeaways to help you with tackling head on the realities of subscription growth in 2022.
KEY HIGHLIGHTS:⭐️ Challenges for subscription apps in 2022
🌨 Aggressive paywalls are not the primary way going forward.
🍉 How the advertising channel mix is changing in 2022
How schemas for subscription apps differ
🧇 Dissecting post backs in iOS 15 and why they are not useful.
🥜 The effectiveness of probabilistic models
🥤 Understanding multiple measurement paradigms
🧉 Incrementality based measurements for subscription apps
🥎 Exploring web flows for subscription apps
🥊 The importance of first party data
🎨 App payment policy changes by Apple
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/subscription-apps-webinar-liftoff-vungle-rocketshiphq/
Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization?
In today’s episode, we’re in conversation with Robbie Kellman Baxter, author of the books "The Membership Economy” and “The Forever Transaction,” and founder of Peninsula Strategies. What’s fascinating is that Robbie has worked with offline and non-digital subscription services as well as SaaS and consumer subscription companies, including Netflix in the relatively early days of their subscription model. She is able to connect the dots of the elements that make for a great subscription business and experience, be it online or offline, in app or on the web.
KEY HIGHLIGHTS
🧮 What it means to “optimize the product for forever”.
🍯 People in an organization will optimize for whatever metric you give them, so it’s important to pick the right ones.
🥢 What made Netflix’s adoption of the subscription model pioneering.
🍀 How Netflix teams reflected their priorities in their internal dashboards.
🍄 The story of how an acquisition team’s strategy hobbled the retention team’s work.
🥮 How critical it is to offer the right incentives to newly acquired users.
🐰 Why pricing is not the most important issue when building a membership model.
🏄🏿♂️ Addressing the risk of cannibalization.
🌵 Free trial or Freemium? When to pick what.
🌨 How large companies pivoted their products to subscription models successfully.
🍶 How Adobe approached the transition to subscription models.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/subscription-apps-growth-robbie-kellman-baxter/
Note:Join The Mobile Growth Slack**. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Your UGC video might be really well produced and slick, but does it have the necessary content and structure to ensure that it actually performs well and converts?
In our previous episode on UGCs we talked about how to plan a shoot right – and today we’ll talk about getting the content and structure of a UGC ad right. From messaging sequences to video cuts to ending a video right, we cover it all.
We share hard-won learnings from making, testing and analyzing over 1000 UGC ads. These insights are based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives.
KEY HIGHLIGHTS
📝 Determine the right sequence for your UGC
💡 How to incorporate visual cues into your video
📱 App walkthrough – yay or nay
🛺 Use the right number of actors
🪓 To cut or not to cut
🎁 Using the right motivator
🛋 The best way to show the CTA
🎙 Selecting the background music
💌 Deciding on an end card
📈 End with a high
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-live-action-videos-2-content-structure/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT.
One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement.
As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Senior Mobile Marketing Manager Virendra Shekhawat found out.
In today’s episode, we describe how we built an MMM using spreadsheets for post-ATT measurement. To dive in deeper, you can look at a Youtube video where Virendra walks you through an actual case study and explains the approach in much more detail. Although you can certainly go deeper using code and solutions like Facebook’s Robyn, this is a great way to get started in your efforts to measure performance more clearly post ATT.
Based on the model by Mike Taylor in his blog post: https://www.saxifrage.xyz/post/econometrics-gsheets
Link to Youtube video here: https://bit.ly/mmm-spreadsheet-model
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/mmm-marketing-mix-models-ios-14-att/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Every app is making UGCs these days. So how do you make one that not only stands out, but also helps generate strong ROAS, and helps your marketing to scale?
We’ve made and analyzed over a thousand UGC/live action videos - so we’ve made mistakes with grainy lighting, shaky cams and everything else so you don't have to.
This week’s episode is the first of a series in which we give you a peek into our internal UGC process. , Today’s episode focuses on planning for(and nailing) the shoot - and includes the checklist we use internally to ensure we have strong, performant UGC style videos. Today’s episode is based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives.
KEY HIGHLIGHTS🎥 What is UGC?
👨🏽🎤 Find the right user
✅ Determine the best UGC format for you
📱 Shooting with a camera phone
💡 Finding the right lighting for your actor
📸 How to shoot the phone screen
🎥 No shaky cams
📞 How to get clear audio
🖼 The frame is important - so describe it
🖥 Describe the device to be used
👀 Making the UGC looks unscripted
🥽 Expect the unexpected
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-live-action-videos/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Have you been fishing around for new channels to improve your UA?
This episode happens to be the perfect way to slide into spring. Today we talk to Lisa Kennelly, CMO at Fishbrain about her growth strategies on an app that caters to what would appear to a very niche audience - fishing enthusiasts.
Tune in to listen to Lisa discussing how she explored alternate channels to partner with offline and drive users to the app’s features, and how these sometimes are actually more trackable than digital channels. If you’re looking to dip your toes into offline marketing or partnerships, this is definitely an episode to check out.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/going-where-the-fish-are-making-the-leap-to-offline-partnerships-lisa-kennelly-cmo-fishbrain/
Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
What happens to naughty SDKs that do what they aren't supposed to do?
In the second episode of our “Google’s Privacy Sandbox for Android explained” series, we talk about SDK Runtime - Google’s proposed solution to SDKs-gone-wild.
SDKs are a convenient feature for most app developers. However, some SDKs tend to gather user data in ways that app developers aren't privy to. SDK runtime is expected to be a step towards limiting the power of SDKs.
Check out this episode where our CEO Shamanth throws more light on this subject.
KEY HIGHLIGHTS
What is an SDK?
🔬 The components of an SDK code are unknown
🎈 Developers can’t control an SDK
🧮 How SDK runtime solves this problem
🔍 How SDK developers may evolve going forward
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/google-privacy-sandbox-android-sdk-runtime/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
How exactly does #useracquisition work in Web3 games?
In this week’s episode, Stardust COO Atif Khan takes #theMobileUAShow host Shamanth Rao on a deep dive into the world of Web3 and blockchain gaming. How do Web3 games stack up against F2P and console games? How exactly does building a strong community help? And what exactly is the role of NFTs in blockchain gaming?
Check out the full episode for more.
KEY HIGHLIGHTS
💰 How to build a billion-dollar brand in just a few months
🧩 Community is important, but it’s one piece of the puzzle
🔗 Does community really define the brand, or the other way around
🔱 Successful UA involves using a three-pronged marketing strategy
🤑 The incentive you get for spending time in a blockchain game
💱 How NFT transferability can work in Web3 games
📊 The analytics that need to come to the world of blockchain gaming
💪 The UA channels that will work well for Web3 games
🙌 How many people actually own NFTs
📈 What even multi-billion dollar companies must do to grow further
💡 The “aha” moment for blockchain gaming
📤 Takeaways on branding for an indie game dev
📢 How NFTs drive pre-registrations for a still-unreleased game
💕 Why Web3 game devs are more open to sharing than traditional game cos
👀 The most important factor from the LTV standpoint
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/growth-strategies-for-web3-games-community-is-only-one-piece-of-the-puzzle-with-atif-khan-coo-stardust/
Note: We’re excited to announce that we’ve had two BIG launches last week!**
1. The Mobile Growth Handbook 2022is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.
We have over 100 pages of insights that can be accessed at all times (as soon as you sign up).
Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/
2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We have a very special episode lined up for you today. We invited some amazing women and asked each some questions about how they faced obstacles while shattering glass ceilings, and paved the way for more women to follow suit.
We hope this episode helps women who may be facing challenges in their field of work. And with women leaders comprising nearly half of our guests on the show in 2021, we hope to keep The Mobile User Show Acquisition Show an inclusive and diverse show with actionable and tactical insights for everyone.
In today’s episode, our guests are,
Allison Schiff, Managing Editor at AdExchanger, known for her insightful writing in the ad tech space.
Aurora Klaeboe Berg, COOat Medal TV, who was formerly a key leader that drove the growth of the game series Fun Run that took the world by storm a few years ago.
Colette Nataf, CEO & Co-Founder at Lightning AI, who also dons the hat of Head of Growth at Mile IQ.
Faith Price, Head of Paid UA, who has worked on more app launches than most of us.
Mireia Rivero, Innovation and Growth Marketer at Social Point, who is at the bleeding edge of all new initiatives and innovations in marketing.
Paula Neves, Senior Product Manager at Square Enix, who is one of the most insightful folks we know when it comes to drawing out qualitative insights about games, and using them for growth.
And
Peggy Anne Salz, Analyst & Founder at Mobile Groove who is an accomplished writer at Forbes.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/shattering-ceilings-the-many-paths-to-leadership-taken-by-women-leaders-in-mobile-marketing-with-allison-schiff-adexchange-aurora-klaeboe-berg-medal-tv-collete-nataf-mile-iq-lightning-ai-faith-price-d/
Note: We’ve had two BIG launches last month!**
1. The Mobile Growth Handbook 2022is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.
We have over 100 pages of insights that can be accessed at all times (as soon as you sign up).
Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/
2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
How many channels have you really considered when developing your user acquisition strategy for your mobile game?
Our guest on this week’s episode is UA and marketing consultant Matej Lancaric. Matej shares his views on everything from multiple UA channels, optimization techniques post ATT and how he uses incrementality analysis to maximize his UA strategy.
Check out this episode on some tactical insights on diversifying your UA mix.
KEY HIGHLIGHTS
⛏ What happens if you’re running your UA on only one channel
❗ Why you can’t rely only on Facebook anymore for UA
💪 The scale at which you should start diversifying your UA portfolio
🆕 The basis on which you should start adding new channels
💸 How your monetization model defines your diversification strategy
✅ The right approach to diversifying your optimization strategy
🔗 Things to remember when choosing an ad network
🥇 Which diversification should come first – channel or optimization
👀 Working with SKAN in your diversified UA mix
🔧 How to build a custom schema within SKAN
🧐 Comparing UA channels post IDFA
🔌 How incrementality helps when diversifying your UA portfolio
📝 What to keep in mind when running incrementality tests
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/diversifying-your-ua-mix-in-a-post-att-world-why-when-and-how-with-matej-lancaric-user-acquisition-marketing-consultant/
Note: We’ve had two BIG launches last month!**
1. The Mobile Growth Handbook 2022is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.
We have over 100 pages of insights that can be accessed at all times (as soon as you sign up).
Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/
2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Apple’s privacy policy changes disrupted the ad industry and left us all in the dark, working around a broken measurement system. As expected, Google is following suit. While their approach is less ham-handed than Apple’s, it still can bring forth significant disruption in the mobile app ecosystem.
In our first episode of the Android series, we dive deep into the impact of Topics API of Google’s Privacy Sandbox and understand how Google has charted out changes in ad targeting, and what that could mean for marketers.
KEY HIGHLIGHTS
🎭 What is the Topics API?
🧩 Why is the system structured this way?
🔦 How will the Topics API affect performance on Android?
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/googles-privacy-sandbox-for-android-explained-the-topics-api-and-how-it-changes-ad-targeting/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
How do you successfully make the switch from B2C to B2B?
Should you go from focusing on one category to branching out to other possibilities? And how exactly are prediction games and NFTs connected?
Get the lowdown from Matt Bailey, founder and CEO of GameOn, our guest on this week’s episode.
KEY HIGHLIGHTS
💲 How betting on a relatively less mature market can lead to success
😷 The repercussions of Covid
🤝 Always be open to taking on clients from outside your industry
📊 The kind of data a prediction game really needs
🤼♂️ What the competition is like in your category
🤔 Can prediction games apply to any industry
🏆 How status and recognition is just as important as rewards
🎨 How a game tech company works with NFTs
💰 Unlocking capital by going public
🙍 The challenges of heading a public company
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/from-b2c-to-zero-to-b2b-including-a-real-housewives-detour-with-matt-bailey-founder-ceo-gameon/
Note: We’re excited to announce that we’ve had two BIG launches last week!**
1. The Mobile Growth Handbook 2022is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.
We have over 100 pages of insights that can be accessed at all times (as soon as you sign up).
Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/
2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up.
In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing team from scratch, and the qualities he looked for in every hire he made. He’s also got some key advice for those of you struggling with UA in a post-ATT world.
Check out the episode for a deep dive into the mind of a growth marketing leader.
KEY HIGHLIGHTS👁️ Why you should keep an eye on your app’s initial organic traction
🎬 When you should start investing in your startup’s UA functions
📈 The highest-ROI activities you should focus on initially
🗝️ Creative – a key component of UA
👴🏻 Why many companies still run legacy systems
👀 The best time to start hunting for the best MMP
📊 You really need a sophisticated reporting system
☝ The one piece of infrastructure you need to scale up
⛐ Why acquiring to your current LTV might not be the best strategy
🤝 How a MarTech manager can help in your UA post-ATT
👨👦 The best proxy for the attribution of the past
👍 Using SKAN data to get the best possible estimates
😥 Building a long tail of channels might not be a good idea
🙋 One of the first roles you should hire for
💪 Essential qualities to look for when hiring talent for your UA team
🔮 Agencies vs full-timers vs contractors
🏃 What’s better than hiring someone junior just to execute
✔ Overseeing the agency relationship – things to watch for
🎨 When hiring an agency for your creative production makes sense
➕ Incrementality in a nutshell
🔌 What an early stage company can do with incrementality that a mature company can’t
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-build-a-mobile-marketing-function-from-scratch-with-simon-vishnevskiy-head-of-paid-acquisition-dave/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
How do you make cross-promos work in a post-ATT world?
David Philippson, CEO and co-founder of Dataseat, gives us the lowdown on how exactly cross-promos can be deployed effectively. In a post-IDFA reality, with ad networks having pretty much lost the third party data advantage, David says cross-promos can help game studios monetize and retain their users better, even those users who are already high value users.
Check out the episode to get the low down on exactly how the post ATT landscape has changed the outlook for cross promos.
KEY HIGHLIGHTS
⏳ Cross-promos have been around for over a decade
🏡 Why is it becoming important for gaming companies to move cross-promos in-house
💪 How the post-IDFA world has been a catalyst for cross-promos
⇩ When it makes sense to show cross-promo ads even to your high value users.
➰ Why cross-promos within a gaming company should be reciprocal
🔎 Why companies should focus on portfolio LTV rather than gaming LTV
👍 How can first party data help in cross-promos
💭 Why game companies need to rethink their marketing strategy around cross-promos
👀 It’s going to be important to have a consistent, universally understood index for first party data
💣 Why your mediation company’s lack of support for all SDK can harm cross-promos
🔌 What exactly is an ‘adapter’, and how does it work in mediation
📈 The return on opportunity cost as an important metric
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-ascendance-of-cross-promos-in-a-post-att-world-with-david-philippson-ceo-and-co-founder-dataseat/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Ever thought that each SKAN update from Apple is making measurement more and more ambiguous?
We’re back to delving into SKAN in this latest episode with Piyush Mishra. Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming about in iOS 15 and how that makes the landscape even more complex. He encourages marketers to be smart about measuring the data that’s being brought in through different channels and campaigns.
If you’re ready to nerd-out on SKAN, there’s nothing better than this episode right now!
KEY HIGHLIGHTS🌱 The beginnings: SKAN 1.0
☂️ Evolution of SKAN from 2.0 to 3.0
🕶 When SKAN gained popularity
🐣 Learnings from conversion value testing
🎊 The shift towards prediction based events
📝 Revenue based vs. non-revenue based predictions
🔎 The reason why probabilistic is sticking around
📉The challenges in comparing different channel performances
👀 How are some advertisers working with conversion values
🔍 Attribution models that are worth looking in to
🎁 The changes coming with iOS 15
🩺 Postbacks and their significance
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/skan-a-playbook-for-today-and-the-future-with-piyush-mishra-lead-growth-manager-product-madness/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our first guest of 2022 is Faith Price.
Faith heads the paid UA team at DoubleDown Interactive and has spent a large part of her career managing UA and ASO. She has managed over 20 soft launches throughout her career.
Yet, her most recent launch was a very unique challenge for her – because this was the first one she managed after Apple’s introduction of the ATT.
It was impossible to estimate results with no prior data points. Measurement was broken with SKAN. These were among the very many challenges which Faith had to address. Today she pulls the curtains back on the many learnings which she shares in this interview.
For a very instructive look at how the soft launch playbook has changed post ATT, please check out this episode with Faith Price.
KEY HIGHLIGHTS
🔍 The research that went into estimating CPIs for Faith’s latest soft launch
⬆️ The impact of higher CPIs on the soft launch process
🧮 The disruption of measurement post ATT impacted soft launches
🗝 Why launching post ATT meant having fewer partners
📤 How to approach conversion values
📱 The challenges with conversion values for an IAP based app
💎 Why custom conversion values worked better
🧱 How conversion values are architected
🎞 How to approach optimization for social channels
📊 How a BI team can significantly help improve measurement
📝 Comparing between measurement techniques
🎢 What was different during the recent soft launch vs. pre ATT
☎️ What were some conversations within teams like when soft launch metrics were so different from predicted or projected?
🔖 Faith’s advice for marketers for a successful post-ATT launch.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-run-a-soft-launch-in-a-post-att-world-with-faith-price-doubledown-interactive/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Why is the buzzword for 2022 “retention marketing”?
How is the play-to-earn model going to grow next year?
Cross promotions are on the rise.
Will the move to self-publishing be worth it?
We are here with the final episode of the Mobile Growth Crystal Ball series. Today we have Peggy Anne Salz (Mobile Groove) going into retention marketing, Keith Kawahata (AppLovin) who tells us about the play-to-earn model in games, Cameron Thom (Adikteev) who shares his thoughts on cross promotion and Jon Hook (BoomHits) bringing to the table his take on developers self-publishing their games.
KEY HIGHLIGHTS
🎈 Retention marketing – the new buzzword of 2022
🔋 The economics behind retention vs. acquisition
🛎 Retention strategies for 2022
🔍 Web 3 – the latest emerging trend
🌊 The popularity of crypto gaming
🏹 The business model that allows all stakeholders to monetize a game
📣 Factors that contributed to the rise of cross promotion
💰 Performance retargeting was not universally adopted
🎤 Data science can help predict user behavior
🚴🏻♂️ The presence of self-serve tech platforms to facilitate self-publishing
🧦 A community to help fund game developers to self-publish
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-3-peggy-anne-salz-keith-kawahata-cameron-thom-jon-hook/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Will creative processes march back in-house?
Is the grass greener on the other side of Facebook UA?
How are game developers going to look at payments on gaming apps?
The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof (ironSource) on bringing creative processes in-house, Nataliia Drozd (Fabulous) on newer UA channels and Jerome Turnbull (AppLovin) on alternate payment options for gaming apps.
KEY HIGHLIGHTS
🕶 Creatives become more important with the automation of UA
💼 End-to-end control over creative process with an in-house team
🧦 Data sharing internally is easier and without risk
🚴🏻♂️ Faster production time with an almost simultaneous feedback with an in-house creative team
🌊 Why web-to-app strategies will get a boost going ahead
🏹 The switch from Facebook to other platforms for UA
🎤 How Tik Tok leverages creatives
💰 The beginnings of alternate payment methods on mobile games
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-2-homecoming-of-the-creative-process-newer-ua-sources-in-the-gang-alternate-payment-methods/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Can AI breathe life into creatives? What does 2022 look like for subscription apps?
Will there be a blow up because Apple hasn’t really kept its word on “no fingerprinting”?
Welcome to the first episode of our Mobile Growth Crystal Ball series, in which we ask the smartest folks we know in Mobile Growth about their predictions for 2022.
In our first episode today, please welcome our featured guests Danika Wilkinson(SocialPoint), who talks about how creative automation will proliferate(and the place for human insight in the landscape); Andy Carvell(Phiture), who holds the magnifying glass to the components of subscription optimization that will emerge; and John Koetsier(Forbes), who predicts a blow up on iOS due to fingerprinting grey-areas.
Danika, Andy and John have some fantastic forecasts for the year 2022. Take notes as you make plans for 2022.
KEY HIGHLIGHTS
🛠 The new breed of tools to help automate creative strategy
🎨 How the tools will impact creative strategy
👩🏻💻 The importance of human insight to get creative wins
🏂🏻 The evolution of growth marketers in 2022
🎧 What does the competition look like for subscription apps
🎰 How to ace subscriber acquisition
🛋 The rise of predictive modeling
📝 Retaining your users through valuable content
☎️ Re-targeting churned users
📱 A list of tech and tools that will help with subscription optimization
📬 Did Apple stick to “no fingerprinting”?
What about app tracking transparency?
📜 How do marketers still get the data if not from Google & Facebook?
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-1-creative-automationdanika-wilkinson-socialpoint-subscription-optimizationandy-carvell-phiture-an-ios-scandaljohn-koetsier-forbes/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Jayvian Hong. Jayvian heads Strategic Partnerships at Miniclip. Over the past few years, Jayvian has developed deep partnerships with the App Store and Google Play Store. These partnerships obviously weren’t formed overnight but took time, effort and patience.
While initially she and her team had to work hard to find their footing with the big platforms, Jayvian and her team’s persistence and strategy eventually paid off. Today, she is a mentor on a program that the Play Store has in place to support indie studios.
Jayvian also co-founded Game Changers, a monthly webinar series that features exceptional women in the gaming industry and revolves around leadership, game design, marketing and much more.
In today’s episode, Jayvian recalls the initial years of her partnership with both the App Store and Google Play Store and shares some strategies for game developers to build crucial relationships with the big platforms that can drive more than just featuring-based installs.
KEY HIGHLIGHTS:
🥁 The beginnings of Jayvian’s collaboration with app platforms
🕋 Why app platforms are considered to be black boxes
🤗 When did app platforms become receptive of Jayvian’s communication
🎰 The criteria to qualify for a shot at getting featured on the app platforms
📉 What has more impact while pitching? Stories or metrics
📓 How to prep app platforms for an app launch
💪🏼Is featuring on an app platform as powerful as it used to be?
🎮How Jayvian worked with Google Play to tap into the Indian gaming market
🎭 Common mistakes made by developers when pitching their products to app platforms
👩🎤 How indie developers can take the first steps to establishing an association with app platforms
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-build-lasting-partnerships-with-itunes-and-google-play-app-stores-with-jayvian-hong/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
A few weeks ago, we released an episode on balancing monetization and retention. We talked about improving user experience to enhance retention by getting rid of monetization. However, this does not always work. We did say that it’s not a one size fits all solution.
In this episode, we talk about another hack that can be used to improve your app’s retention – adding monetization barriers. Sounds confusing, but it’s a strategy that has worked successfully.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-monetization-barriers-can-improve-retention/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
MMM based incrementality models: Is it the light at the end of the tunnel?
Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly.
However, it’s not always hunky-dory. There have been quite a few challenges that we encountered on the way. On the upside, we’ve also figured out how to overcome these challenges.
In this episode, we go over the key limitations of employing MMM based incrementality analysis and include steps to mitigate these limitations.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/4-challenges-of-mmm-based-incrementality-models-and-how-to-mitigate-them/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Jon Hook. Jon is the CEO at BoomHits, a mobile game publisher with many hits in the hypercasual and idle genres.
In today’s episode, Jon tells us about how the hypercasual genre has evolved to the point where it’s approaching saturation in the form that it currently is - and outlines the next stage of its evolution - hybrid casual. Our conversation flows around the new dynamics involved in monetization, game design, unit economics, hiring, publishing, and much more in all things hybrid.
I highly recommend this to anyone interested in moving to hybrid games and also to those that are currently working within the genre.
KEY HIGHLIGHTS
🎮 Factors that contributed to the rising popularity of the hypercasual games
🎰 How the unit economics differs for hypercasual and hybrid games
💰 Key motivators for players to spend $ on IAPs
Tips to move from a hypercasual to a hybrid game
💻 What resources should developers look at adding to build a hybrid game
📓 The different publishing strategies for both the genres
⛔️ Common mistakes to avoid when moving from a hypercasual to a hybrid genre
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-hybrid-games-combine-the-simplicity-of-hypercasual-and-depth-of-casual-games/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
How many times did you think to yourself “Well, that 60 min meeting could’ve been a 5 min email!”?
Today's guest is Brett Nowak. Brett is the founder of Liquid & Grit, a product research company for games that creates actionable reports about new game features and industry trends for game developers. Prior to this, Brett spent a big chunk of his career working with different gaming studios.
Today we discuss the zero meeting workplace - a system that’s provided efficiency, flexibility and quality of life to both employers and employees. Brett highlights examples from his own experience implementing this culture in his own team as it has grown to 46 people - showing just what is possible if you just question assumptions.
Much like we did after our last interview with Brett on hiring, we at Rocketship HQ implemented some of these practices as a completely asynchronous team spread across the world.
This is perhaps a peek into what the future holds for workspaces - and there are lessons here for everyone, irrespective of whether you’re remote, in-office or somewhere in between.
KEY HIGHLIGHTS
🤝 What inspired Brett to initially minimize meetings
⚖️ How meetings bring about bias in the workplace
📈 How to operationalize processes to scale your company
🔺 The change begins at the top
💰 Doing away with meetings makes the company more profitable
🗂 Documenting all processes smoothens out logistics
⚒ Tools to support the no-meeting workspace
Emotional cues still work only face to face
🛍 Workplace banter doesn’t contribute to profitability
🧩 The elements of making the zero meeting workplace concept a success
🤼♂️ Weekly review meetings are unnecesary for the most part
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-zero-meeting-workplace-with-brett-nowak-founder-at-liquid-and-grit/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
What does it take for an indie studio founded by someone with no game design experience to achieve 100 million downloads?
Our guest in today’s episode is Sheetal Bairamadgi. Sheetal is the founder of Crikey, a game studio based in Sydney. Sheetal began her career as a digital marketing manager, and after working with a number of apps during her tenure as Chief Marketing Officer at Leadbolt, Sheetal decided to start her own gaming studio, Crikey. Crikey has a number of games to its credit, and the most popular one is Phone Case DIY which got 100 million downloads within a couple months of release.
In today’s episode, Sheetal takes us through the journey of how she envisioned Crikey and how she and her team refined the processes of their ideation and research from their early games that got lukewarm responses to their first big hit. This conversation again proves that it is possible to build hit games by focusing on research, processes and data, even if you don’t have much formal game design experience.
Key Highlights:👾 What inspired Sheetal to transition from ad tech to game development?
👩🏻💻 Why Sheetal picked hypercasual games to get started with
🎮 The key challenges and learnings with Crikey's first game.
📝 The research process used by the Crikey team for coming up with game ideas.
💡Great ideas can come from anywhere - and from anyone on the team.
📱Even the app icons can make a huge difference to a game's performance.
💯 How the Crikey team learned to improve upon their processes and games as they built new games.
🙌🏽 Who Sheetal's first hire was - and why.
🥇 The roots of Crikey's first hit game - and how the idea developed into the actual game.
🔙 What Sheetal would do differently if she had to start all over again.
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-use-structured-tgifs-to-build-a-100-million-download-game-from-scratch-with-sheetal-bairamadgi-founder-at-crikey/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Is there a secret to achieving better retention?
Marketers and app developers are often asked the same question - how can we improve retention?
Unfortunately, while there is no magic formula for this, in today’s episode, we’re sharing one strategy that helped us improve retention rates which further rippled into better monetization. This could be something worth trying if you are working on improving your retention rates as well.
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-find-the-balance-between-monetization-and-retention/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Danika Wilkinson is a product marketer at Social Point, where she is responsible for the overall, high level marketing strategy of one of their games. She strategises all aspects of game marketing, and guides UA specialists in performance analysis and optimisations.
Today’s conversation is an update on a topic that we discussed with Danika the last time we spoke with her on the Mobile User Acquisition Show. Today we talk about how she and her team completely revamped their creative process – and broke out of a creative rut.
We go in depth about what inspired them to hit the reset button, what the elements of the reset looked like, what some of their challenges were, and how Danika brought different teams together to work towards a single goal to revamp their creative process.
There are so many insights in this conversation for those of us that are often hesitant to bring about big changes in workflow, and for those of us wanting to unlock new creative winners for their marketing – and I highly recommend this.
Key Highlights
💡 The inspiration behind resetting Social Point’s creative process
🏆 Creative winners are usually the result of a process and not ideas
🏃🏽♀️ The new framework for ideating new concepts
📆 The testing process had a fixed timeline that all members were aware of
🎤 How Danika’s team overcame the miscommunication between the creative and UA teams through data literacy
🏄♀️ The different challenges and biases in creative testing
🚗 Moving from an IPM centric testing to a CPI centric
📱 How has the testing process changed for iOS post ATT
🎭 How company culture influences changes in workflow
Creative diversity reduces the risk of losing profitability
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-break-out-of-a-creative-rut-by-resetting-your-processes-with-danika-wilkinson-product-marketing-manager-social-point/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
LTV: a metric that is central to marketing decisioning. While it is an important metric to decide further budget allocations, it’s important to understand that there is no one single objective way to define this.
In this short episode, we outline the different ways in which LTV can be defined - there is no one single correct way, and why it’s important to be clear about exactly what definition we’re talking about.
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/why-your-ltv-might-differ-from-your-analysts-ltv/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
In today’s episode, we’re in conversation with Jerome Turnbull. Jerome is Vice President of Growth at AppLovin where he helps fuel user acquisition and ad monetization for the games made by AppLovin's partner studios. Jerome played a key role during the launch of Project Makeover- a game that topped the charts in just 4 days of launching with over 5 million downloads.
Today, we deconstruct how Jerome and his team mapped out the launch strategy for Project Makeover, especially in a time of significant inflexion with Apple’s privacy policy changes on the horizon - and during the hyper-competitive Q4.There are so many learnings and gems in here - not only about launching, but also about launching and growing an app in an uncertain, challenging time: and I’m excited to present this episode to you.
KEY HIGHLIGHTS🕹 How metrics differ for hyper casual games vs. match-3 games
🔧 The benefits of fine-tuning during the pre-launch phase
📆 The impact of the hyper-competitive Q4 when launching an app
📣 Is cross promotion within and across other studios beneficial?
🏃🏽♀️Player motives that were tested out before launch of Project Makeover
👥 The team structure during the launch of Project Makeover
**
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-anatomy-of-a-breakout-launch-learnings-from-project-makeover-with-jerome-turnbull-vp-of-growth-applovin/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
App Store Optimization is often discussed as a key component in app scaling strategies. In this episode, we see why this isn’t really the best way to grow an app. Shamanth also highlights that the difference in search behaviours on Google vs. an app store is what led to ASO taking a backseat in his methods.
**
Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment.
In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes - this edition helps you build a strategy based on the realities of ATT and a post-identifier world.
The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra. Go here to sign up: mobilegrowthlab.com
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/app-store-optimization-is-not-a-strategy-for-scaling-growth/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short gaming clips among friends. She was previously the co-founder and CEO of Megacool, which was acquired by Medal.tv in 2019. Before starting Megacool she held the position as VP of Business and Marketing at Dirtybit, the Norwegian indie game studio sensation behind the successful Fun Run game series. She holds an MSc in CommTech Engineering and Entrepreneurship from the Norwegian University of Science and Technology. She is deeply passionate about helping game studios succeed and giving back to the Nordic entrepreneurial ecosystem.
In today’s episode Aurora tells us about the unique challenges of starting a developer focused product - and getting adoption from scratch. She tells us about her unique and counterintuitive approach to starting her company even before she knew what the company would do - and her approach to figuring out what the company would eventually do - by actually listening to users. She also tells us about the unique challenges and opportunities with referrals and virality - and how these can unlock tremendous growth in a time of escalating acquisition costs. For a unique perspective into bootstrapping, figuring out a product, scaling, virality, referrals and much much more, we’re thrilled to have Aurora on the show.
⚒ Why Aurora and her team built 1 prototype per week for 10 weeks.
🩺 How Aurora and her team gathered user feedback to decide what to build.
⏳ SDK fatigue and how to overcome it
☔️ The common mistakes that apps make while considering viral flows.
🛹KPIs that impact a referral flow.
📱The power of dark social.
**
Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment.
In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes - this edition helps you build a strategy based on the realities of ATT and a post-identifier world.
The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra.Go here to sign up: mobilegrowthlab.com
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-build-a-hit-developer-facing-product-with-aurora-klaeboe-berg-coo-medal-tv/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today's episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and marketing have come a LONG way since then - with platform and algo changes, and of course Apple's privacy policy changes, this article is a useful reminder that many of the fundamentals and principles underlying scaling haven't changed all that much - and there are some principles here that I hope will be helpful for you in your own scaling efforts.
Link to original article on the Liftoff blog here: https://liftoff.io/blog/scaling-user-acquisition/Link to show notes here: https://mobileuseracquisitionshow.com/episode/how-puzzlesocial-grew-ua-spend-from-zero-to-1-5-million-per-monthand-got-acquired-by-zynga/
**
Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world!
In the first edition, we helped over 40 attendees:
- See the map
- Prepare the groundwork
- Move forward
- Find acceleration
We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more.
Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)
**
In one of our previous episodes, we discussed how media mix modelling might not be the best bet post-IDFA. However, some of you have reached out to say that it isnt quite as black and white - and that media mix models could be more widely applicable than what we’d outlined.
To throw some more light on this, we have Brian Krebs, founder and CEO of MetricWorks, who has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used. In today’s episode, Brian shares with us some of the ways in which these models are specifically applicable to mobile marketing campaigns - and argues that these measurement tools are not only useful post-IDFA, but also provide advantages over other measurement tools used by mobile marketers.
Key highlights:
🐯 The importance of incrementality for advertisers
💈 Is the last-touch model still relevant?
✂️ How media mix modelling differ for mobile from CPG (consumer packaged goods) companies.
🎒 Why Media Mix Models are more easily applicable to mobile apps than to CPG companies.
🍎 The key input factors for a Media Mix Model for mobile.
👩🏫 How Apple’s IDFA changes accelerated the interest in MMM-based solutions.
💠 How companies can start building media mix models.
⚜️ In what situations and at what thresholds are Media Mix Models useful?
📳 What do outcomes of Media Mix Modeling look like?
Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world!
In the first edition, we helped over 40 attendees:
- See the map
- Prepare the groundwork
- Move forward
- Find acceleration
We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more.
Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-apply-media-mix-modelling-based-solutions-to-mobile-apps-with-brian-krebs-ceo-at-metricworks/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today’s episode is a recording of a webinar hosted by Singular and moderated by John Koetsier. We were joined by Eran Friedman from Singular, Pedro Ponce de Leon from Liftoff, and Ben Holmes from Adcolony.
This episode (and webinar) gives you the low down on everything that’s happening and working across the iOS ecosystem a few months after the introduction of ATT. We talk about how extended probabilistic matching (or fingerprinting) is still here - will this be sustainable? We talk about how marketers are approaching measurement today, the challenges with privacy thresholds, the emergence of web flows - and other industry-wide changes that are shaping the mobile marketing landscape today.
🍎 ATT adoption trends : unmeasurable inventory, censorship metrics, extended probabilistic matching.
👎 How advertisers are coping with broken measurement - and marketers’ wishlists for Apple.
🧩 Probabilistic but non-tracking methodologies.
🔐 Picking right conversion models.
📲 The buzz around owned media channels and first party data.
🌟 The ascent of web-based flows
🌠 Consolidation in the ecosystem.
🤖 What’s happening in Android - and what’s coming
Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world!
In the first edition, we helped over 40 attendees:
- See the map
- Prepare the groundwork
- Move forward
- Find acceleration
We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more.
Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/state-of-ios-ua-stats-trends-and-strategies-our-webinar-with-singular-liftoff-adcolony/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
A big change that’s coming to SKAdNetwork with iOS 15 is one that’s under-the-hood - and it’s significant because it addresses a big shortcoming of SKAdNetwork right now by allowing apples-to-apples comparison between all networks - including Facebook, Google and other SANs.
In today’s episode we explain the mechanics of how things work now, how they’ve shifted from the way they used to - and why it is a huge deal for advertisers.
Highlights
💎 How attribution for SANs have worked until now - with and without SKAdNetwork.
❇️ SANs grade their own homework right now.
🌪️ What changes with iOS 15.
🎀 Why this change matters for advertisers.
⛅ The one exception to this change.
Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world!
In the first edition, we helped over 40 attendees:
- See the map
- Prepare the groundwork
- Move forward
- Find acceleration
We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more.
Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-no-more-self-attributing-networks-sans-how-skadnetwork-will-allow-more-objective-campaign-measurement-soon/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.
Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.
Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.
KEY HIGHLIGHTS
🤺 How you needed to adapt to LAT remained unchanged since 2016 until this year.
🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status.
🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple.
🧪 The mechanics of user level data measurement and tracking without the IDFAs.
🔍 The Ad Services framework doesn’t require an MMP.
🐶 The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now.
🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA.
🤽 Search tab campaigns can actually work for returning users.
🛍️ The somewhat ambiguous Ads Personalization setting.
🥝 How the new-returning-open structure that helps maximize scale on ASA.
🧱 What’s coming with iOS 15.
⚙️ Are budgets shifting to ASA after ATT enforcement?
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Media mix modeling is being touted as one of the ways forward in the post-IDFA world, as advertisers reel and reevaluate their spend allocation models entirely. However, there are inherent requirements for media mix to not only work and generate useful results, but also be implemented in the first place.
In this episode, we talk about those challenges, why they are challenges in the first place, and why we disagree with any solution being touted as a sinecure to the exclusion of all others.
KEY HIGHLIGHTS
⛳ How data volume is central to the effectiveness of media mix modeling
⏰ Media mix modeling is not always a good use of your time
🖖 The simple solutions will beat overkill every time
**
An announcement:
On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”.
This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/are-media-mix-models-the-future-of-post-idfa-mobile-marketing-not-for-the-vast-majority/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Today we’ll talk about big changes that have just come to AAA campaigns on Facebook - which should alleviate many of the concerns about AAA that we had shared earlier on this podcast. These could be a big deal, especially on iOS with the recent privacy changes.
Highlights:
💨 While AAA can be hugely powerful, they also have had some critical limitations.
⚙️ Facebook is changing AAA to give more control to advertisers.
📷 Three changes to AAA we found in the wild:
- Age targeting
- Audience exclusion
- City targeting
An announcement:
On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”.
This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/much-awaited-changes-to-facebooks-automated-app-ads-aaa-campaigns-audience-exclusion-age-targeting-city-targeting/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Apple is finally set to introduce A/B testing to its app store, and it has come not a minute too soon. Mobile marketers have used alternative ways to get these results, and they have not been the best solutions for many reasons. With this new release imminent, in this episode, we set expectations of what is and isn’t possible.
Key highlights⛏️ No more hacky A/B testing workarounds
🏄 What to expect from Product Page Optimization
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-ab-testing-finally-arrives-on-itunes-with-product-page-optimization-whats-possible-and-what-isnt/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Seems organic, but is paid. Long user funnel, with high CTR.
In this episode, with our guest, Violeta Pirnog, Senior Performance Marketing Manager at Blinkist, we are unpacking the bundle of seeming contradictions that are native ads on Facebook.
Right from user flows to testing parameters, Violeta takes us meticulously through the art of the soft sell. We are used to attention-grabbing creative ads doing the heavy lifting for conversions, so it hits differently when we hear how articles take on that mantle.
How do you track events? What do you test? How do you optimize performance? Which placements do you go for?
Bursting with questions? So were we! Check out this incredibly insightful episode.
KEY HIGHLIGHTS
📈 The change in user perception of native vs non-native ads
🖊️ Ad to app: the extended user flow of a native ad campaign
🦙 There’s a lot of BI in the background for native ad performance optimization
🍚 The subtle components of a native ad campaign
🎚️ How to decide if native ads are the right channel for your product
🎭 The performance of different native ad placements on Facebook
🏦 How to use Instant Experience as a litmus test
🖼️ What the testing framework for native ads looks like
🤝 The efficacy of automated vs manual testing
🧪 The surprising result of testing Taboola and Outbrain content flows on Facebook
🖊️ Headlines, creatives, article content and more: the variables of a native ad campaign
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-native-ad-flows-with-landing-pages-articles-win-out-over-direct-to-appstore-flows-with-violeta-pirnog-senior-performance-marketing-manager-at-blinkist/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Among the big changes that are coming with iOS 15 are custom product pages, which offer the ability to customize app store pages for different audiences.
In this episode we review some use cases for custom product pages, discuss implications for analytics and tracking. We are excited to try out custom product pages, and explore the added opportunity to design end-to-end user flows from ad to app download.
Having said that, we do see one big caveat because of Apple's privacy thresholds.
Key highlights💅 Custom product pages is not the same as ASO or A/B testing
🍕 How to slice and dice your data for different product pages
⚖️ Will privacy thresholds help or hamper this new feature
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-how-custom-product-pages-could-dramatically-impact-ua-strategy-with-examples/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We are excited today to welcome Nahir Garcia, head of user acquisition at Etermax, creators of the successful series of games Trivia Crack. [Note: this is the English version of the Spanish episode that we released a few weeks ago].
In today’s episode, Nahir tells us about the types of influencers out there, how to evaluate their fit with a game, how to give guidelines, how to schedule campaigns, how to measure performance - and so much more.
If you’re curious about what it’s like to work with influencers at a large scale, this episode is going to be great for you.
KEY HIGHLIGHTS
🚀 Influencer marketing opens up more user discovery channels
🔍 The challenges of finding the right influencers
🤩 How disparate categories can have surprising results
🍬 The intersection of game goals and audience interest is the sweet spot
🎭 How to revisit established performance metrics in this new paradigm
🤝 Brand enhancement vs performance marketing
🤹 Campaigns are partially bets and partially certainties
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-scale-non-gaming-audiences-for-games-via-influencers-with-nahir-garcia-head-of-user-acquisition-at-etermax/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Apple’s privacy thresholds in SKAdNetwork have been obfuscating conversion values - and preventing advertisers from getting an accurate read on performance, especially on Facebook. Facebook recommended ensuring that you hit at least 128 installs a day per campaign so you can overcome Apple's privacy thresholds.
Will hitting the 128 install daily threshold solve your problems? How does this privacy threshold apply to channels other than Facebook - ad networks and SANs?
We try to answer these questions in this episode, based on what we are observing.
Key highlights
💍 What happens if you do hit 128 installs a day per campaign?
🧐The difference between Facebook and other networks.
🧶 Why do other networks behave differently from Facebook?
💪 How are we responding?
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-curious-case-of-facebooks-128-install-recommendation-how-to-address-skadnetworks-privacy-threshold-limitations/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
We’re 2 months into ATT - and more of the dust has settled.
Many advertisers are continuing to see challenges with their performance right now as the actual impact of traffic without user-level data is becoming increasingly visible. Yet, there are some strategies and opportunities available still.
Based on our review of 15+ accounts across verticals and different budget levels, we see some elements that are common to accounts that are relatively happy with where they are now - that we recommend to folks looking to ameliorate their recent performance issues.
[By the way, these are also some of the key recommendations we’ve given in some of our recent free office hours sessions, which you can read about at https://rocketshiphq.com/officehours/ - and have gone into in much more detail and depth in our workshop Mobile Growth Lab ( http://MobileGrowthLab.com ), whose recorded sessions we are making publicly available now).]
Here you go on our top 6 recommendations for advertisers looking to combat performance deterioration.
Key highlights🧬 Use blended metrics as a source of truth
📲 Optimize for installs (or upstream events) on FB
💪 Consolidate AEO campaigns (and skip VO)
🧐 Lean in to other SANs
🌐 Web flows
🌄 Ad networks/DSPs outside of SAN (at larger budgets)
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/whats-working-now-post-att-ios-14-5-in-mobile-user-acquisition-6-opportunities-to-address-performance-deterioration/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Our guest today is Sophie Vo, studio and game lead at Voodoo, and founder of Rise and Play, a knowledge sharing platform for leaders in the gaming industry. In our conversation today, we talk about Sophie’s experience building a new gaming studio focused on producing casual games within Voodoo, a company better known in the hyper casual space.
In today’s conversation, Sophie tells us about how she started building her studio from scratch - and the completely unexpected challenges she had to face along the way. She talks about the skepticism about her business model, the fundamental differences between casual and hypercasual games that she saw could threaten the future of her studio, and a ticking clock that her team was building against. She talks about the shock of the pandemic on her then budding team - and the emotional upheaval it caused. She talks about the critical conversations she had to have - with her leadership and her team - when she realized that she was being asked difficult questions about what their team was building
This is an incredible warts-and-all conversation, and I felt this was an inspiring and instructive conversation - especially since Sophie was very candid and transparent about her challenges and struggles, as much as she was about what she did about these challenges.
We’re so glad to bring you this conversation today.
KEY HIGHLIGHTS
✨ The priorities for growing a brand new team
🔭 Why preparation for the long-term is the only strategy to have
🔑 The key to LTV is retention
🦘 The leap from casual to hyper casual
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/zero-to-launch-how-to-actually-build-a-casual-gaming-studio-from-scratch-with-sophie-vo-studio-game-lead-at-voodoo/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Este es nuestro segundo episodio del Mobile User Acquisition Show en Español. (An English version of this episode will follow shortly!).
Estamos emocionados de dar la bienvenida a Nahir Garcia, la jefa de adquisición de usuarios en Etermax, los creadores de la exitosa serie de juegos Trivia Crack.
Hoy hablaremos sobre un tema en que Nahir tiene una perspectiva única - como trabajar con influencers a gran escala. Hoy hablaremos con Nahir sobre cómo identificar influencers y sus audiencias, como dar pautas a las influencers para las campanas, como rastrear las métricas de estas campanas - y cómo estructurar un calendario de marketing de influencers a gran escala para crecer un juego a millones de usuarios.
Nahir nos hablará en esta edición en español del programa, y también nos hablará en una edición en inglés sobre el mismo tema, que publicaremos pronto. Estoy especialmente interesado en compartir su valioso punto de vista. Por eso entrevistamos a Nahir en dos idiomas.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/en-espanol-como-contratar-influencers-a-gran-escala-con-nahir-garcia-la-jefa-de-adquisicion-de-usuarios-en-etermax/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
This episode was inspired by a discussion I’ve had online recently.
I’ve seen this stated at times - that developers should diversify their user acquisition channel mix. Investing is given as an analogy - the argument is made that a diversified portfolio is safer than one that isn't.
BUT this is BAD advice for any app or product that isnt at massive scale(or ~$100k/month) - I say more in this episode.
Key highlights
🔬 Focus on SANs at low scale (<$50k/month)
📡 Concentrate your channel mix to ensure algorithms have enough signal to perform
🤔 Contextual advantages of ad networks are hard to realize at small scale
🏁 Diversify only after you tap out SAN traffic
Show notes: https://mobileuseracquisitionshow.com/episode/why-you-shouldnt-diversify-your-user-acquisition-mix-early-on/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
“If multiple app stores do the same thing(as Apple did with ATT), I see this as a disruption to business.”
Now that the IDFA rug has well and truly been pulled from advertisers’ feet, there has been a scramble to refactor strategies and create new protocols. But, as Jayne Peressini points out, Apple iOS is just one platform. What happens if other platforms follow suit, and also pull the plug on existing protocols?
Her recommendation is a revolutionary one: build a decision engine in-house. It is not easy, it takes a ton of expertise, it will take a huge amount of time and resources. It may also take some wrangling with existing DSPs. But it can be worth it.
Check out our amazing conversation about in-housing decision engines, and effectively future-proofing your UA strategy for potential curveballs.
KEY HIGHLIGHTS
📈 How to future-proof growth strategy
⚖️ The case for bringing the decision engine in-house
✅ We still have to be SKAdNetwork compliant
🏗️ How to build bidder as a service in-house
🤝 The shift of UA towards engagement and retention
👩🔬 The expertise necessary to build a decision engine
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-build-a-bidding-decision-engine-to-future-proof-your-user-acquisition-activity-with-jayne-peressini-senior-director-mobile-marketing-and-growth-at-electronic-arts/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Last week, we talked about what’s up with Facebook - and this week we’re taking a look at what’s happening with Google post iOS 14.5/ATT. What is changing, what is working with creatives, reporting and day to day ops - and what is a big hot mess right now?
It’s been just over a month since Apple pulled the trigger on iOS 14.5 - and in this episode we wanted to highlight the key changes that we are seeing with Google Ads/UAC.
**
By the way, we go into this in much much more detail in our workshop series Mobile Growth Lab - where we share case studies, examples and data around what is happening. Recorded sessions from the Mobile Growth Lab are available right now. See more details here: https://www.notion.so/Mobile-Growth-Lab-2021-Recorded-Sessions-7132fcdf1d8b4d98a4a91c624423b94f
(You can also just join the waitlist for the next edition here: http://MobileGrowthLab.com ).
**
KEY HIGHLIGHTS
🛠️ We’re able to run campaigns & optimize for events without Firebase
🌼 Way more ‘modeled’ events
🎚️ No hard cap on 8 campaigns
🧮 No tROAS. Only tCPA, tCPI
🗺️ No such thing as conversion value mapping or setup
🔌 No way to plug in MMPs - at least right now
🔥 Reporting is a huge mess
⌛ 5 day delay in reporting
Show notes: https://mobileuseracquisitionshow.com/episode/the-state-of-google-ads-uac-post-att-ios-14-5-8-big-changes-challenges/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
What’s happening with Facebook? What is changing, what is working with creatives, reporting and day to day ops - and what is a big hot mess right now?
It’s just under a month since ATT and iOS 14.5 - and we have a clear early read of what is happening. In today’s episode we survey the landscape of Facebook ads post ATT - and speak about the key challenges and opportunities we see.
**
By the way, we go into this in much much more detail in our workshop series Mobile Growth Lab - where we share case studies, examples and data around what is happening. Recorded sessions from the Mobile Growth Lab are available right now. See more details here: https://www.notion.so/Mobile-Growth-Lab-2021-Recorded-Sessions-7132fcdf1d8b4d98a4a91c624423b94f
(You can also just join the waitlist for the next edition here: http://MobileGrowthLab.com ).
**
Highlights
📊 No purchase data for some apps.
🚫No breakdowns between redownloads and new users.
❌No clear metrics at ad group and creative level
🌪️Reporting is still a mess
✔️Install optimization is working relatively well.
🚧Non iOS 14 campaigns(targeting IDFA users) are still working.
🔄Persona and interest based creative pairing is making progress.
🔢Blended numbers still provide strong guidance.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/the-state-of-facebook-ads-post-ios-14-5-att-4-challenges-4-opportunities/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
Highly specific or customized SKAdNetwork conversion schemas can be relevant and useful - primarily because these are a good indicator of eventual LTVs of users. However there are aspects of these custom schemas that definitely need to be thought through for them to be relevant - some of which considerations we talk through in this mini-episode.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-make-compound-synthetic-conversion-value-schemas-work-in-skadnetwork-ios14/
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
“We discovered that the more words we put in front of people, the better return on ad spend we were getting.”
Our guest today is Stevie Lutgen, Sr. Manager UA at Radish Fiction. In our conversation today, we talk about the importance of copy(especially long copy) in reaching and retaining valuable audiences. In a world where emphasis is placed on creating short digestible snippets of content, we were surprised to hear that Radish uses paragraphs and paragraphs of text in their most successful ads.
In our conversation today, Stevie walks us through the process of selecting, testing, and refining ad copy to best represent their product. We also look at how framing and identifying ‘hooks’ can be so pivotal to performance.
This week’s episode is a masterclass in how words, narratives and framing can so dramatically impact performance in a world where they are almost taken for granted.
KEY HIGHLIGHTS
📈 Why more copy has correlated with stronger ROAS for Radish.
📚What Radish’s ads look like - and how they ended up with text-heavy ads.
🖼 Framing matters more than the story itself.
🧪Watching Netflix for research.
👏How stories become ads: who on the team owns what part of the process.
📓How stories and narratives work for UAC
🎥 Telling stories on Snap and TikTok
☎️ How Radish is dealing with the absence of deep linking post iOS 14.5
**
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-words-to-shatter-short-attention-spans-stevie-lutgen-user-acquisition-radish-fiction/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
"Oh, if we turn off the spigot, is it going to tank our growth?"
When practically all UA mixes involve Facebook, it is rare to come across a strategy that doesn’t use it at all.
Trang Dao, VP Growth at Atom Finance, talks to us about how they made the decision to remove Facebook—and all paid social—from their UA strategy altogether.
We talk about getting management buy-in, the importance of channel diversification, how to restructure processes and how to pick the right digital channels to make sure that growth continues unabated.
KEY HIGHLIGHTS
🔱 Why Facebook shouldn’t be your only channel
🚩 The importance of channel diversification
🌿 There are channel options for every company size
🎓 Why products which need education are not a great fit for paid social
🏗️ How to rebuild the infrastructure to transition out of Facebook
🧗 Manpower intensive channels take a while to ramp up
🤑 Publishers follow demonstrated success
🚓 Dealing with the potential of fraud with affiliate traffic
💅 You need to counteract churn with product management to balance low initial signals
🎛️ The few but predictable levers for targeting on pre-install ads
💡 How to use mobile web in the face of iOS 14 and ATT changes
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-break-up-with-facebook-the-opportunities-and-challenges-of-an-unusual-acquisition-channel-mix-with-trang-dao-vp-of-growth-at-atom-finance/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
**
Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co
Our guest today is Adam Lovallo, CEO and founder of Thesis, host of the MAU [Talk] podcast, and founder of grow.co. Adam was our first guest on How Things Grow, and his episode on the rise and fall of daily deals was a very interesting behind-the-scenes peek into a roller-coaster of time that he lived through. Today, we are excited to talk to him about a subject that he feels strongly about: incrementality.
We start with talking about what incrementality testing is, how to identify signs of underlying issues in campaigns, and why Facebook and Google reported numbers can be problematic. Adam then goes on to describe prescriptions on how UA teams can solve incrementality issues, discussing the efficacy and potential outcomes of each.
Finally, we talk about the role of MMPs, how iOS 14 plays into the picture, the critical importance of channel mix in budgeting and performance decisions, and the importance of seemingly old-school ways to measure performance like blended CPAs or marketing-as-percentage-of-sales. This is a masterclass in understanding the true impact of your marketing, and an unmissable episode for anyone who has questions about how to diagnose issues and implement fixes in their strategy. Enjoy!
KEY HIGHLIGHTS
🤔 What are incremental conversions
🚩 The first signs of an incrementality issue
💥 Results from an incrementality test can be startling to advertisers
💊 Prescriptions to fix incrementality issues
🔀 Why you should change up your channel mix
🙋 Self-attributing channels are configured to take credit
⛔ The limitations of MMPs with tracking
🌎 How geographic targeting can generate clean data
🧮 The importance of using blended numbers to determine CAC
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/is-your-cac-10x-what-it-should-be-how-to-surface-incrementality-issues-in-your-paid-ua-with-adam-lovallo-ceo-and-founder-of-thesis/
**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com
http://RocketShipHQ.com/blog
**
Check out our podcast featuring inside stories of how technology evolves and grows:
http://HowThingsGrow.co
After IDFA’s deterministic paradise, SKAdNetwork and the move to probabilistic targeting can feel like fumbling in the dark—and like we are stepping back in time.
In today’s episode, we talk about the mechanics of how lookalike and post-install event optimization used to look, in order to understand exactly what will be changing, and more importantly what impact that change will have.
In spite of these changes, we will have lookalikes - and we will have optimization for post install events. In this episode we talk about how these will look going forward.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-will-lookalikes-and-post-install-event-optimization-work-under-att-skadnetwork/
**
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“Nobody's going to listen to audio. Even the biggest publishers in the world have only a couple of minutes per session per day on their websites. With audio being sequential and immersive, it’s going to be very hard to build anything engaging in the space” - these were some of the words that folks told our guest Govind Balakrishnan, CEO and founder of Curio Labs, when they were starting out.
In our chat today, we talk about how they questioned - and overcame these assumptions. In this episode of the Mobile User Acquisition Show, we talk about how Curio defined a new genre and category of apps: right from experimenting with user journeys, to identifying non-obvious signals for habit formation to overcome entrenched assumptions to define and grow within a new category.
This is an unmissable episode about partnerships, user experience, onboarding and so much more from a pioneer in the audio space.
KEY HIGHLIGHTS
🎶 All audio is not synonymous with podcasting
🏋️♂️ What are the jobs that Curio does for users?
⏰ Time shifting in audio consumption
🤩 Users of your product are your best advocates
🤔 The tradeoff between choice and discoverability
📋 People appreciate clarity in terms and conditions
🛣️ How to build a pathway for users to experience products
📡 How to identify non-obvious habit formation signals
☯️ Activation and revenue are connected but require different ways of thinking
🧘 The three dimensions of content that resonate
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/zero-to-category-leading-how-habit-formation-can-fast-forward-subscription-growth-in-an-uncharted-genre-with-govind-balakrishnan-ceo-and-cofounder-of-curio-labs/
**
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What makes someone pay $60,000 for a counter-strike skin? Why do folks shell out small and big money for digital collectibles - and for looking good in a virtual world?
In this insightful conversation with Joanna frota Kurkowska, data insights analyst at G2A, we delve into player motivations, the evolution of fashion in gaming, the increasing proliferation of virtual worlds in our day to day experiences - and much much more.
Although our conversation starts with the intersection of fashion and gaming, it moves into different realms of player psychology, drivers for the rise in aesthetics in games, and how developers should all be reimagining games as social and community platforms.
KEY HIGHLIGHTS
🌅 Early games didn’t have aesthetics
👀 When visual experiences became important
🎎 How JRPGs spearheaded the fashion movement in gaming
💍 Digital accessories can cost wildly different amounts
👟 The drivers for the rise of in-app fashion purchases
🤑 The pandemic played its part in driving up mobile gaming spend
💎 Player motivations for buying expensive digital accessories
👯 How games have evolved to be social platforms
💃 Digital experiences are making up for the lack of real-life ones
🎁 The factors that make in-app items more or less valuable
🔫 Successful collaborative games are mostly violent
🛍️ How e-commerce can see a significant shift if games are made as social platforms
😳 Why ads would find a more engaged audience in games
🤩 How Covet Fashion engages its community on YouTube
🏗️ It is possible to build games with the community
💅 The factors a fashion company should consider when venturing into games
✨ How designers in fashion companies and gaming companies can create magic
🔮 Fashion brands should find their niche
🧚 How games can be less intrusive platforms than social networks for brands
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/playing-in-style-how-gaming-fashion-are-becoming-increasingly-intertwined-with-joanna-frota-kurkowska-digital-insights-analyst-at-g2a-com/
**
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Can attribution modelling dispel the darkness in a post-IDFA world?
When we had IDFAs and deterministic attribution, this sort of estimation based modeling was not necessary. However, as it is curtains on IDFAs, attribution modelling could be a way to retain marketing metrics like LTV and ROAS.
How is this possible? Will it be accurate?
We find out in our conversation with Chris Farm today, co-founder and CEO of Tenjin, in which we talk about what data we do have at our disposal, and how to make the most of it to build attribution models - from simple spreadsheet ones to more sophisticated ones.
KEY HIGHLIGHTS
🏃♀️ How attribution has shifted to Apple
🧐 The gaps in ROI metrics for developers
⚙️ How attribution modelling works
📥 The inputs of an attribution model and the downstream metrics they impact
💭 Let’s not forget the IDFV
💪 The IDFV is more powerful that you would expect
🤼 Signal-based vs deterministic
🌱 How to start with a simple model and then refine with layered variables
🚗 The drivers of model accuracy and inaccuracy
🎯 We need to change how we define accuracy
🙋 Last-click is just one possible model
🔍 It is possible to create models without postbacks
💡 How to work with aggregate data for good decision-making
🏝️ Why attribution modeling is unnecessary when running a single channel
🕹️ Attribution modelling is especially suited to gaming companies
⚖️ The difference between attribution modeling and last-touch
🦄 Why true multi-touch still doesn’t exist
📝 How to create a V1 model in Excel
🦸 Developers will rise to the challenge
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-power-of-attribution-modeling-to-calculate-ltvs-in-a-post-idfa-world-with-chris-farm-co-founder-and-ceo-at-tenjin/
**
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Today, we are excited to present a very special episode. Highlights from our new book: The Mobile Growth Handbook 2021 Edition.
We have collected the best insights from 90+ episodes of the Mobile User Acquisition show, and compiled them into this book. It is a treasure trove of wisdom from some of the smartest folks in mobile, who are on the frontlines of growth.
There are 11 sections in total, running the gamut from strategy and UA channels, to growth engineering and virality. There is a dedicated section on iOS 14 strategy as well, which as we all know is especially relevant right now.
Link to download the book: https://mobileuseracquisitionshow.com/mobile-growth-handbook-2021/
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-mobile-growth-handbook-2021-edition/
**
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What happens under the hood of SKAdNetwork?
Sure, there is the timer and there are the conversion values - but what is changing under the hood, and what does it mean to you as a marketer or publisher?
In today’s interview, David Phillipson takes us through the process of attribution on SKAdNetwork, and how it differs from our existing paradigm(and where it remains the same). He talks through the lifecycle of a bid in an SKAdNetwork paradigm, how publishers can become SKAdNetwork compatible, and how the bidding logic is set to be dramatically different going forward.
This is a fantastic episode for insights into SKAdNetwork, and much more besides. Absolutely unmissable!
KEY HIGHLIGHTS
🔧 How the attribution is going to change under-the-hood
🎬 The journey of value starts with the bid request
⌛ Then and now: what has changed with the bid request
🖋️ Why every DSP has to have a unique signature
2️⃣ Tale of two SKAdNetwork variables
🙃 We will still have last touch attribution
⏲️ Delay in the SKAdNetwork timer is detrimental to advertising
🦴 The anatomy of a postback
🎁 Attribution data is stored on the device
👍 MMPs will still have value; it’ll be different
🔍 Why granular postback data is important
🔙 There is a precedent for aggregate reporting
🙋 What is info.plist
🌸 How info.plist is central to attribution
3️⃣ 3 things publishers need to become SKAdNetwork compatible
🧐 The questions to ask when trialling a DSP
🏝️ No man’s land: The current state of attribution
🦋 What has changed in the bid request logic
🌐 How the web can provide a template for mobile marketing
🐝 Why cross pollination of data couldn’t happen on the web
🏆 Who has the most data used to win
🦸🏻♂️ The move towards privacy is a good one
🔭 The unexplored potential of mobile web
🌁 How to estimate your mobile web results without precise attribution
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/a-day-in-the-life-of-an-skadnetwork-bid-with-david-philippson-ceo-and-founder-of-dataseat/
**
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How does the performance team at Adobe cope with going remote almost overnight, and subsequently the prospect of getting back to office after a year?
Our guest today, Seth Berman, talks about the challenges of moving a large team seamlessly to remote almost overnight.
In today’s interview, he shares the learnings he has experienced as a leader in ensuring the mental wellbeing of his team, and also about moving back to office, and the new paradigm the team, leadership and the company have to navigate together.
KEY HIGHLIGHTS
🦋 The changed mindset with respect to remote work
🗺️ Opportunities and threats of hiring talent located anywhere in the world
🔥 The impact of easily accessible top talent
🇺🇸 The continuing trend of US jobs being offshored
💻 The grand equalizer of a video meeting
🚗 No one misses commuting
✍️ How a writing culture is conducive to remote work
📧 Asynchronous work is the key to successful remote work
🌄 The rise of Slack and Zoom
💐 How to be fair to everyone
🏋️ How managerial overhead is set to increase in hybrid situations
🗣️ Why remote workers will lose out on micro interactions
⚖️ The challenges of remote work and the undeniable benefits
🥰 The rise of empathy
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-opportunities-and-challenges-of-moving-in-person-teams-remote-and-back-again-with-seth-berman-senior-director-performance-marketing-at-adobe/
**
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Our guest today is Adam Hadi, VP of Marketing at Current. Adam has been a guest before on the show - and has been a guest on our other show How Things Grow, and we are thrilled to have him back.
Adam talks about how Current has gone beyond Facebook and Google, exploring additional channels - both online and offline. He discusses why they did this - and how they account for complexities of a typical user’s acquisition and adoption path, how they use a mix of messaging and channels effectively to build trust, and how they think about measuring and tracking impact in the absence of precisely attributable data.
This is very much a masterclass on adapting to the uncertain, unclear paradigm that a transition to offline marketing often entails. Enjoy!
KEY HIGHLIGHTS
📋 How attribution has changed at Current
🤯 Attribution becomes more complex with more channels
🌳 The impact of a long product lifecycle on attribution
🤲 How Current serves an underrepresented group
🏦 Why banking is a high retention sector
🤝 Building trust is very important in fintech
🗺️ The different paths to becoming a customer
📍 It is important to know where your customers are
🧗 Mapping out the multi-step user journey
🌈 Different strokes for different categories
👍 Leveraging the implied trust of offline and traditional channels
🧨 Why influencers generate a huge boost
🍊 Apples and oranges: hyper casual and fintech
🎨 The spectrum of direct response
☑️ How to draw the right conclusion from the wrong marketing move
🎚️ The nuances of fintech products
🚀 The impetus to embrace offline channels
🎢 Understanding the stakes of apps
↕️ Banking naturally lends itself to measuring uplift
⚖️ Different challenges for changing scales
🧩 Putting the pieces of user attribution puzzle together
🎤 Qualitative insight from customer interviews is very enlightening
⏳ The importance of predictive events for optimizing a long acquisition cycle
🔮 Data Science is the future
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-offline-marketing-for-a-mobile-app-with-adam-hadi-vp-of-marketing-at-current/
**
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App clips were a feature that got a lot of buzz when Apple announced iOS 14 at the last WWDC - but these haven’t seen a lot of widespread adoption. This was an incredibly cool and slick experience for consumers - and very useful for developers - so what happened? What could have been ways to make this work? And should you still care? We answer these questions in today’s episode.
Also: in case you missed it, we’re hosting a workshop series Mobile Growth Lab to get marketers and leaders ready for iOS 14’s App Tracking Transparency changes. See more details here: http://bit.ly/MobileGrowthLab2021
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/whatever-happened-to-ios-14-app-clips-what-apple-could-have-learned-from-playable-ads/
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Paul Bowen, the GM at AlgoLift, has 20 years of experience in digital advertising and among the folks we look to for his expertise on SKAdNetwork.
In our conversation today, Paul breaks down the various ways in which developers need to think about measurement for SKAdNetwork. He touches upon the complexities and limitations of the conversion value framework - and how it might be used along with IDFV based data to infer probabilistically the value or LTVs of users or campaigns.
This is an episode with quite a few technical details and nuances, and we strongly recommend listening to it carefully to absorb all the wisdom Paul has shared. Enjoy!
KEY HIGHLIGHTS
🌱 How SKAdNetwork came about
🔄 Everything revolves around the conversion value
6️⃣ 64 combinations of 6-bit conversion values
🔮 How to align conversion values to predict LTV for different apps
🌅 Early purchase behavior is a good LTV indicator for games
💰 Monetization in the first week helps to determine the appropriate conversion value
💸 It can be more challenging to understand the LTV for an app with no day 0 monetization
🤩 The best indicator of LTV is past spending behavior
🔗 Developers should crack the connection between in-app engagement events and LTV
📶 The 3 data signals needed to define conversion value
🤖 The challenge of programming an LTV signal to trigger a conversion value
🎯 The trade off between accuracy and campaign optimization
⌛ How long is too long to wait for accurate attribution?
⏰ The debate around Facebook’s 24-hour attribution window
🌐 The impact of 24-hour attribution window on other ad networks
📋 Day 1 data is not enough for campaign attribution
🥠 Day 1 behavior is definitely not enough to predict LTV
🧩 Who owns the conversion value pieces of the ecosystem
🙃 Why some developers want to bypass the MMPs for postbacks
✈️ How postbacks travel from ad networks to developers
💔 This is not the time to break away from MMPs
📊 Breaking down probabilistic campaign attribution
💾 The 2 data sets needed to define a probabilistic attribution model
🍰 The 0-100% structure of a probabilistic model
🏗️ The skill sets needed to build these models
📈 Building the model isn’t challenging; extrapolating it is
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/more-than-just-conversion-values-how-to-make-the-most-of-your-skadnetwork-data-with-paul-bowen-gm-at-algolift-by-vungle/
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Our guest today is Evan Horowitz, CEO at Movers+Shakers, a creative agency specialising in branding campaigns on TikTok. Evan and his team have spearheaded massive campaigns on the platform, resulting in many campaigns with over a billion views - and a total of 90 billion views across their campaigns (by the way, we’ll talk about the math of how that’s possible in this episode).
Evan was an early adopter of TikTok as a marketing channel, and has seen its growth into an established brand channel over the last couple of years. In today’s conversation, he breaks down his team’s process for creating and architecting viral video campaigns - and speaks to the idiosyncrasies of the TikTok algorithm that results in hypervirality, resulting in billions of views. He also speaks to how virality-driven storytelling can be compressed into a 15-second time span - and so much more.
KEY HIGHLIGHTS
🎶 TikTok is about musical storytelling
🤗 How Movers+Shakers embraced TikTok
🧝♀️ The e.l.f. campaign was the biggest campaign in US TikTok history for quite some time
🎼 How the original song for the e.l.f. campaign hit #4 on Spotify’s global viral chart
🎺 The chart-topping brand anthem that played before NBA games
🧑🎤 Original music was ground-breaking in the beginning
📖 No brands have any sort of guidelines for music
🆕 The fundamental difference of content creation on TikTok and other platforms
🤯 User-generated content that also goes viral is the secret behind the billion+ views
🌟 The e.l.f. campaign had 5 million user generated videos, all of which had the potential to go viral.
🧮 How to count TikTok campaign views
🤖 Understanding the TikTok’s algorithm
🌎 Everyone has their own curated world on TikTok
🌺 How organics factors into performance
🎉 It is possible to architect virality
🧪 Science vs. art in brand campaigns
🍳 The recipe for architecting a viral challenge
🎰 The levers to pull after launching a campaign
💰 Allocation of TikTok budgets
📺 Media products on TikTok exist
🧬 Virality is not a guaranteed outcome
📍 The huge potential of the ad placement on the Discover page
⏳ It is early days for quantitative modelling
🎨 Influencer selection is an art
🎭 How to frame a narrative arc in 15-seconds
🎬 5 questions to ask when getting started on TikTok
⛔ All brands are not a fit for the platform
💫 Brand strategy has to intersect with the type of content on TikTok to achieve success
🔑 Consistent content is key
🙋 TikTok also offers direct response campaigns
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-hit-90-billion-views-on-tiktok-with-evan-horowitz-ceo-at-moversshakers/
**
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Our guest today is Allison Schiff, senior editor at AdExchanger. Allison writes about mobile, Facebook, cross-device measurement, and the app economy, with an increasing focus on privacy and its regulation.
We've covered the upcoming iOS 14 privacy changes that are impacting primarily the app economy in a lot of detail in other episodes. Today, we're going to talk about very similar privacy trends in the web space, which have happened in a manner that's very comparable to what's happening on the apps front; except that some of the changes on the web far precede what's happening with the iOS 14.
In today's conversation. Alison dissects how privacy has evolved in the web space, what the key browsers are implementing, how that impacts businesses—and web businesses—the world over, and more importantly, what to expect in the near future. For a great contextualization of what's happening across the digital space, both in apps as well as on the web, this is a great episode to know and understand exactly what's going on.
KEY HIGHLIGHTS
💰 Why Chrome raked up because of changes in Safari
⏳ A history of privacy on browsers
✋ Safari’s Intelligent Tracking Prevention vs. Firefox’s Enhanced Tracking Prevention
🎠 Companies tried to workaround ITP and failed
⏰ Mozilla’s privacy changes predate Apple’s
🍪 The difference between a first, second and third party cookie
📍 First party cookies are also tracking cookies
👾 Breaking down the Facebook pixel
⛔ How blocked cookies affect advertizing
⚔️ The end of cross-site tracking
🤑 The effect of personalized advertising changes on publisher revenue
🥠 The rise of cookie-less solutions
🤦 Ad tech is being shaken up
🤖 Unified ID 2.0 by Trade Desk
💣 There’s going to be an effect on programmatic
🧲 Advertisers will switch to Facebook and Google in the short term
⚡ Contextual will get more attention
🗞️ Why media companies are generating user value
🦸 Big publishers may save the day
💸 Smaller publishers are in for a rough ride
🆔 2021: The year of identity
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-web-privacy-changes-and-tracking-prevention-are-shaping-the-future-of-web-advertising-with-allison-schiff-senior-editor-at-adexchanger/
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Our guest today is Gina Kwong, a Senior User Acquisition Manager at EA. She focuses on global growth for EA’s mobile titles, and has great experience in creative testing especially across channels.
With the advent of Facebook AAA, many marketers have been sceptical about its efficacy for UA. Gina is one of the few marketers that not only advocates for using AAA for UA, but has also achieved great success in doing so.
We are excited to feature Gina’s insights today, as she takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives - addressing many of the reservations many folks(including ourselves) have had until this point. Tune in to this episode for a completely different perspective on Facebook AAA, and a primer on how to make them work for you.
KEY HIGHLIGHTS
👬🏼 Facebook AAA is just like Google UAC
🎰 Marketers are already working with reduced levers on Google UAC
💨 Facebook AAA initially looked like a fast and efficient alternative to lookalike campaigns
⚖️ How to evaluate creative performance using the UI
🌐 Expect discrepancies between a self-attributing network and internal data
🚧 The changes to the Facebook API may not be there yet
💯 Why 100 creatives was reduced to 50
👌 The optimum number of creatives to maximize effectiveness of the campaign
🏆 How to structure a campaign to surface winning creatives
🎛️ The downsides to having too many creatives in a campaign
🔄 When to refresh creatives in a campaign
🎭 The efficacy of testing creatives in AAA vs. lookalike campaigns
📜 How AAA handles the bias between historical and new creatives
🗺️ How to mitigate the risk of one geo-language optimization
🧺 Putting all eggs in the AAA basket isn’t recommended
🎡 The product life cycle determines the campaigns
🏘️ Using country clustering to test in multiple geos
🏃🏻♂️ The case for running different types of campaigns at the same time
🧑🤝🧑 Factoring in audience overlap into a campaign strategy
🎚️ The balance between audience overlap and performance
💰 There are days when learning will be costly
💸 How to think about a high CPA with respect to the product
📅 Using higher funnel events to amplify algorithm optimization
🖼️ How to think about creative testing with AAA
🧪 It is important to be open to testing in multiple scenarios
📈 Spend and conversion do not always correlate exactly
⚓ Using AAA to correct for historic creative bias
🧱 Structure campaigns for scale based on geo and regional observations
🔭 The case from moving from broad to narrow during optimization
⚙️ User exclusion doesn’t work perfectly; and why that’s ok
🆗 How fewer levers could be a positive thing
📖 Learning can be achieved on conservative campaigns
🦺 Multiple ways to mitigate risk on Facebook AAA campaigns
🎆 Best practices for scaling campaigns
👗 Facebook can take multiple changes in a week
🔆️ Why it is important to keep campaign changes to less than 30%
📶 How to think about scale responsibly
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/
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Hey everyone! A very happy new year to you and yours! After what’s been an intense, crazy year for very many of us, I hope 2021 brings you new beginnings and new steps forward.
Just wanted to give you all a quick heads up - we’re taking a very short break from the Mobile UA show - we will be back in the next week or so.
We are also working on some exciting and cool stuff - including a collection ‘Best of the Mobile UA show’ featuring some of the sharpest insights from the podcast so far. We have a couple of other initiatives that we hope will serve you better - and help you become smarter, sharper marketers to ride the wave of all that’s coming in 2021.
We’ll look forward to bringing you this - and much much more in 2021.
A very happy new year - and here’s to a bigger and more hopeful 2021!
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-mobile-user-acquisition-show-takes-a-break/
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Este es nuestro primer episodio experimental de Mobile User Acquisition Show en Español.
Hoy vamos a hablar sobre cómo los anunciantes de páginas web pueden adaptarse a los cambios en la política de privacidad de Apple para iOS 14.
En los episodios anteriores en Inglés, hemos hablado sobre el impacto de esta política para las aplicaciones - principalmente porque el IDFA será menos efectivo. Todo el sistema de atribución estará bajo los parámetros del sistema de Apple llamado SKAdNetwork.
En este episodio, vamos a hablar sobre el impacto de esta politica en los sitios web - a traves del IDFA y las cookies.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/como-los-anunciantes-web-pueden-adaptarse-a-los-cambios-en-la-politica-de-privacidad-de-apple-para-ios-14/
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In today’s episode, we take a detour from growth marketing into professional growth with Holly Chen. Holly is a digital marketer and growth advisor, consulting with companies on how to unlock scale and establish growth strategies. She was on our podcast earlier this year - on one of our more insightful episodes to date, where she spoke of how she helped Slack set up cross channel attribution to reverse a declining growth trajectory on mobile.
But today we are talking about Holly’s new project, Ceiling Breakers, a group coaching program for people from underrepresented communities to accelerate their careers into leadership roles. Holly talks about what inspired Ceiling Breakers and how she has been personally impacted by working with leading edge coaches. She outlines why and how guided introspection in the presence of a skilled coach can enable underrepresented leaders to embrace their authentic identities - and step into their power as leaders. This is a fascinating episode on how powerful guided reflection can be in breaking down systemic barriers to diversity.
KEY HIGHLIGHTS
🥳 Introducing Ceiling Breakers
🕯️ Why inspired Holly to start her coaching initiative
🔗 The link between a growth mindset and leadership
🧩 Characteristics of a growth mindset
🔭 Understanding the larger context of work
✊🏿 How the BLM movement galvanized uncomfortable conversations
🧑🏫 The power of leadership coaching
👔 There is more to work than work
🤹🏻 Skills are only a fraction of what makes up work
⛔ 3 obstacles faced by underrepresented communities in the workplace
🙃 How people overcorrect to battle stereotypes
👬🏾 Why having a like role model is linked to adopting a leadership style
🌿 One leadership style doesn’t fit all
🗣️ How to deal with the negative inner voices
🧺 The wide buffet that is the coaching space
📚 Reading about leadership doesn’t prepare you for a trigger moment
☯️ Below the line vs above the line leadership
👀 How coaches encourage a different perspective
🦋 Work and life are both impacted by deep personal changes
🧑💻 Why coaches from the same industry understand issues better
➿ The two-fold advantage of group coaching
🧱 The importance of building a community
💪 How to embrace your diversity as a strength
💬 Hearing others’ stories builds empathy
📝 How it is possible to learn from observing coaching in practice
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-skilled-coaches-can-help-underrepresented-leaders-break-through-ceilings-with-holly-chen-founder-of-ceiling-breakers-formerly-at-slack-google/
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In today’s episode we will cover the mechanics of how conversion values get incremented in SKAdNetwork. This was one of the open questions from my session at the App Promotion Summit on How to implement SKAdNetwork in a Post-IDFA World. We couldn't dive into this in detail in the main session - so I promised to cover this in a podcast episode - here it is!
(Note: this is a 101 episode as it delves into some fundamental concepts that folks at the session asked for clarity on - so if you’re conversant with these fundamentals, please feel free to skip this.)
KEY HIGHLIGHTS
📊 Understanding conversion values with SKAdNetwork
➕ How values are incremented 64 times
🚶♀️ Correlation the user journey to the conversion value
️⃣ Binary vs decimal number systems
🧮 The math behind conversion
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/skadnetwork-101-understanding-the-mechanics-of-the-updateconversionvalue-method/
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Our guest today is Natalie Drozd, app marketing expert. Her specialisation lies in App Store optimization, and growing apps through organic and paid marketing.
In our conversation today, Natalie breaks down her strategies for unearthing the hidden levers in managing what can often appear to be a very opaque black box - Google UAC. She explains how to manage bids, creatives and audiences to drive performance even when there aren't explicit ways to do so. I took a ton of notes from this episode that we were able to implement directly - and I highly recommend this episode as a masterclass in making sense of Google UAC.
As a note: As some of you may know, we had had Natalie on the show a few weeks ago. For various reasons we had to remove that episode - and re-record. This is the revised/finished product - enjoy!
KEY HIGHLIGHTS
🎰 3 levers you can influence on Google UAC
🎚️ High bids do not guarantee high value users
📍 Placements are key to performance.
😎 How you can use bidding to influence placements
🔃 The tradeoff between broad and targeted audiences - and how they are impacted by placements/bids
🔬 Breaking down the 3 UAC placements
🎛️ How you should choose your mix of placements depending on your goals of ROAS and scale
⚖️ How to use bids to prioritise outcomes
🏇 The competition aspect of placements
📹 Using YouTube for brand-building
☯️ The differences between passive and active marketing and the impact on conversions
🌱 Why YouTube is the place for growth
🎡 The product lifecycle informs ad goals
🧲 The stability of IAP-based campaigns
🎟️ Google’s minimum event volume threshold
🤹 CPA campaigns on Play search and Play browse; CPM campaigns on AdMob
🎞️ How to run video only and display only campaigns
📽️ Running video-only ads on YouTube for less competition
🏁 Different campaigns for the same event will compete with each other
📡 Google’s machine learning uses signals from your app
🗄️ Machine learning is not AI
🔝How to bid for maximum value
🎄 Seasonality impacts performance
🌎 The many factors to consider when targeting worldwide users
🏘️ The way to structure ad groups correctly
🛍️ Choosing the right event for the region depending on market size
🎚️ Event volume is critical
🔬 How to test new creatives in UAC
🗣️ The value of YouTube comments; even the bad ones
👍 All engagement is good engagement
🛒 Testing campaigns in non-core geos
📅 Why you shouldn’t make changes to campaigns more than once a week
🍂 Don’t forget about weekly seasonality
🗺️ How to structure worldwide campaign
📝 How to track changes to campaigns effectively
💅 100k: the number of changes that Google is making to your ad
🤑 Google is invested in marketer success
➕ Turning Google’s knowledge everything into a positive
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/thinking-out-of-the-black-box-to-win-with-google-uac-with-natalie-drozd-redux/
**
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Our guests today are Brian Krebs and Anthony Cross. Brian is the founder and CEO of MetricWorks, and Anthony formerly at Big Fish Games. In today’s conversation they offer very interesting perspectives on why SKAdNetwork isn’t enough - and what it needs to be supplemented by in order for mobile measurement to truly reflect the value of marketing efforts.
In today’s conversation, we reflect on why measurement in a world where marketing is influenced by multiple variables has no clear and easy answers - certainly none seemingly as simple as the solutions that deterministic measurement offered. The solution then is to embrace the multiple variables involved - and use an approach that is a mix of SKAdNetwork, econometric modeling and intelligent experimentation.
Key highlights:
🌓 Why last touch attribution does not give the whole picture
🏋️♂️ Incrementality is THE criteria for marketing effectiveness
🤏 The limitations of SKAdNetwork signals for measurement
🧮 Top statistics-based approaches to measuring incrementality that work
🍼 How statistical models rely on IDFAs to be useful
🧨 No-IDFA is going to blow up the measurement landscape
📚 Big Fish used multiple sources of data in a custom dashboard to solve for attribution
💡 How Big Fish used data science to get marketing insights
🦋 Using data science to comparing LTV curves through a gaming app launch cycle to amp up ROAS
◀️ Reverse engineering LTV curves to inform ad spend decisions
🗺️ Mapping in-app events to monetisation and retention opportunities
💸 Spend needs to tie back to business, and LTV is the only way to do that
📍 Where to apply econometric modelling in marketing
🎨 How to use media mix models for marketing
🏗️ How to build models that calculate impact and outcomes
💯 Micro and macro level factors to consider for accurate predictions
🍃 How seasonality and trends impact lift
⚙️ Tweaking factors to generate insights about what-if scenarios
👋 The journey from deterministic to probabilistic has already begun
🧪 Testing successful campaigns with interrupted time series can give counterintuitive results
💪 How the post-IDFA landscape is strengthening the case for incrementality testing
🔻 The opportunity cost for interrupted time series experiments
⚖️ The careful balance in ITS experiments
🔎 Why models are necessary alongside experiments for real validation
🧱 How to construct an econometric model by choosing the right variables
📅 Why daily data is better than weekly data for training models in spite of the increased noise
📈 The value of seasonality and trends encoding in models
🔮 The key to good prediction for granularity in each event
🔬 Understanding counterfactual experiments and setting baselines
🥇 Why incrementality testing is the gold standard now but not post-IDFA
👬🏻 The two-fold team buy-ins for testing
🤝 Why transparent partners are very important to a UA team
🌌 Why experiments are tied to a certain level of scale
🚼 Why single apps don’t have to worry about incrementality till scale
👌 The tried and tested approach to learning how to model
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-econometric-models-to-supplement-skadnetwork-for-mobile-measurement-in-ios-14-with-brian-krebs-and-anthony-cross/
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Facebook recently made its Automated App Ads(AAA) available for all advertisers - as a part of its broader push toward having greater automation drive advertising performance.
As of this writing, we see a number of challenges with AAA due to which we don't recommend doubling down on AAA.
In this episode, we explain how AAA works - and what some of the challenges with it are.
KEY HIGHLIGHTS
🤖 What are Facebook’s Automated App Ads
🦾 The optimisation that AAA automates
⚗️ The introduction of liquidity
📏 Why CPA is not necessarily the right metric to use
🤷 AAA doesn’t leverage your existing knowledge of your users
🧭 Navigating the learning phase is tricky
🔌 Why knowing when to pull the plug is uncertain
🧺 AAA is like putting all your eggs in one basket
🌁 How performance data is obfuscated
😵 There’s no way to know what’s going wrong, when something's going wrong
🎯 Target exclusion is not quite there yet
🌅 It’s early days yet; AAA will get better
🌏 Test in non-critical geos
⚖️ How to choose the right type of campaigns for testing
☔ Using split tests is the prudent path forward
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/5-reasons-why-facebooks-automated-app-ads-aaa-arent-ready-for-prime-time-yet/
**
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We’re very excited to present a very special episode - highlights from The Definitive Guide To Marketing In a Post-IDFA World.
As some of you may know, we released the book last week - featuring highlights from over 500 minutes of audio, featuring some of the smartest folks in mobile that we’ve had a chance to speak to on the Mobile User Acquisition Show.
On today’s episode, we feature the most impactful quotes from the book. These are also highlights from some of the previous episodes of the Mobile User Acquisition Show that deal with the privacy changes coming with iOS 14.
These feature some of the smartest folks in mobile who’ve been guests on the Mobile UA show, including: John Koetsier, Thomas Petit, David Philippson, Maor Sadra, Eric Seufert, Nimrod Zuta, Pau Quevedo, Andy Carvell, Kevin Bravo, Gadi Eliashiv, Nebojsa Radovic, Colette Nataf, Gabe Kwakyi, Warren Woodward, and Mark Loranger.
KEY HIGHLIGHTS
👁️ The very real dangers of easily-accessible IDFAs
😇 Apple has an agenda with the iOS 14, and it isn't pure altruism
📈 How making the IDFA useless pushes Apple’s revenue up
🧠 The ideal demographic for advertisers to target is the same that knew to turn off IDFAs
📍 Limit ad tracking actually meant more invasive tracking
📐 Measurement was always tricky
🌗 Why attribution only presents a partial picture
📊 Why relying on LTV was not great to begin with
💰 How IDFAs are going to fundamentally change app UA economics
💵 Predicting ad revenue will be uncertain for the moment
🤖 Preparing for changes in the programmatic landscape
🔦 How post-IDFA strategies will have a renewed focus on retention and reengagement
🗓️ Understanding the opportunities of the conversion value framework in SKAdNetwork
💭 4 considerations to customise your conversation value framework
🧩 How MMPs will evolve to still be a critical component of the measurement infrastructure
🏁 Why causal inference can address some of the issues with SKAdNetwork
🌫️ How IDFAs are going to change the game for publishers.
🌊 How to use web flows for UA and what to expect
🎨 Optimizing for creative hits is vital
🦾 Using automation as a part of your UA playbook
👍 Do whatever you need to do to maximise consent
🧰 Tools to have in your marketing arsenal: pre-permissioning and win-backs
📲 Why in-app bidding may carry the day
💲 Why uncertain times are not the right time to look for capital
💥 Post-IDFA is a time to focus inward and reassess the impact at a business level
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-definitive-guide-to-marketing-post-idfa-world/
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Colette Nataf is the founder and CEO at Lightning AI. In today’s conversation, Colette describes 3 potential scenarios: best case, worst case and somewhere in the middle - and talks through how we might prepare for the worst. She illustrates the possibilities with the experience of a company that is using web-based flows for their UA today in a pre-iOS-14 world, and outlines exactly how the different aspects of user acquisition might change come January.
KEY HIGHLIGHTS
🔱 The best, the worst and the middle case scenarios for iOS 14
🔒 How a privacy app manages growth without a single SDK
🌱 It is possible to grow without sophisticated attribution
🧮 Old school tracking with UTM parameters
🍂 The longer the funnel, the greater the drop-offs
💨 Targeting without conversion data doesn’t exist
🌎 Macro trends impact CPMs
🎬 Why it is a good idea to prep the user for a new flow
🔚 It is end times for broad targeting
👬🏻 No user level data means lookalikes will not work
🧶 Interest-based targeting will become more prominent
🗓️ How to set up a web-based flow
🗄️ The critical importance of stitching together data from different sources
🚫 Things that marketers should not attempt
💍 Marriage of convenience: marketing courts engineering
🤖 Bringing data science into the fold
🌪️ Prepare for the worst, even though it may not happen
🌟 Facebook will not remain a superstar
🌈 Which are the new channels on the block?
🖥️ The potential return of display advertising
🦋 How marketing teams will change and evolve.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-drive-web-based-user-flows-for-your-ios-14-user-acquisition-with-colette-nataf-ceo-and-founder-at-lightning-ai/
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By day, Cassie Chernin is the director of UA at Scopely and passionate about running Facebook and Google ads for her apps. But this year, she has decided to put her prodigious tech talent towards a different cause.
Cassie volunteers for the not-for-profit, Tech for Campaigns, which brings together top tech talent to work towards driving electoral change at the grassroots level.
In our conversation today, Cassie describes what she does, how her background in marketing is helping support her political work, how her work helps drive grassroots support for the candidates she’s working with, and how her efforts are driving systemic change.
KEY HIGHLIGHTS
📥 Why Cassie joined Tech for Campaigns
💻 Tech expertise to effect electoral change
🧑🏿🤝🧑🏽 How teams are set up at Tech for Campaigns
📧 How email campaigns work for political campaigns
️⃣ Even political email campaigns have KPIs
🎯 Super targeted campaigns drive impact
👍 Why endorsements are a valuable tool in the email marketing arsenal
⛏️ How to mine the campaign for insights and messages
🌱 Grassroots level campaigns have ripple effects
🙃 What are leading indicators that a state might flip?
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-a-band-of-volunteer-marketers-help-drive-political-change-with-cassie-chernin-volunteer-at-tech-for-campaigns/
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David Barnard started developing apps soon after the first iPhone was released. In the last 12 years, he has seen each minor and major change play out in the appstores - from the first paid apps and their price drops - to the explosion of freemium - to the advent of subscriptions. In today’s episode, he tells the stories of living through the roller coaster that the appstore has been.
If you’re wondering as to what relevance details from a decade ago will have to our world today, this episode will help you think about the unseen forces that influence what we see on our phones, and about how Apple’s policies have influenced the kinds of apps that flourish. Just as important, all of this helps contextualize the looming privacy changes that will effectively deprecate the IDFA in iOS 14.
This episode provides a fascinating and in-depth look at how the last decade helps us learn about what’s ahead - and we’re excited to present it.
KEY HIGHLIGHTS
💼 David’s background
2️⃣ 2 primary reasons why the App Store was a game-changer in 2008-09
🛡️ Introducing the App Store: a platform consumers trusted
🧶 App Store enabled indie developers
💸 Price played a huge role in galvanising the App Store
🗿 The Stone Age of monetisation
💰 Why the only way to earn from an app was to have a paid app
🤑 What “free apps are free” meant for monetisation
🍎 How the smallest of Apple’s decisions shaped the app marketplace
📊 The tale of 2 top charts
📸 Exposure: How curation influenced market economics
📲 Limited monetisation led to mass market apps
✨ With subscription, you get sophistication
⛔ The limited scope of early ad-monetisation
🎮 Games were big winners
⌛ The timeline of how the platform and the marketplace evolved together
🆓 The advent of in-app purchases - and the freemium/free-to-play model
🥕 Subscriptions and in-app purchases changed the incentives for developers
♾️ Value is the biggest driver of the subscription economy
🧯 Apple’s new IDFA policy is to offset some of the ills of the monetisation models
⚠️ Freemium isn’t evil; but it brought about unintended consequences
🔜 The future of the app economy is value-driven subscriptions
💞 How Tinder is an example of a subscription that also has consumable purchases
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/a-brief-history-of-app-store-monetization-with-david-barnard-developer-advocate-at-revenuecat/
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Danika Wilkinson is a product marketer at Social Point, where she is responsible for the overall, high level marketing strategy of one of their games. She strategises all aspects of game marketing, and guides UA specialists in performance analysis and optimisations.
In our conversation today, Danika goes deep into the specifics of their creative process - and outlines how their very different processes for Facebook and other channels have been dramatically effective. She walks us through not just how her team’s tests are structured, but also about how their testing process has changed their workflow dramatically for the better.
KEY HIGHLIGHTS
🔀 Why Danika and her team use a custom DSP for creative testing. .
🧮 The specific testing process on the DSP that results in reliable results. .
🏆 Purchasing set impressions for new creatives through sub-publishers yields clear IPM results for which creatives work—and which don’t.
🔬Mitigating risk by rolling out creatives starting from low to high risk partners.
💸 The key difference between low risk partners and high risk ones.
🕸️ Creatives that have good IPMs in testing are likely to work in like campaigns.
🎉 Creatives that perform well in MAI campaigns can do well in AEO and VO campaigns as well.
💡Ideas come from everywhere.
🤓Using hypotheses to shortlist and prioritise creative development.
🌿For Facebook, weed out the creatives with terrible IPM - and treat MAI tests as a screening for VO and AEO.
🌟 Remember, Facebook rewards quality.
⏳ You can extend the life of a winning campaign with variations. Up to a point.
🚀 How to give internal creative teams the space and energy to ideate about new concepts.
🔍 The ideal lens to look at creatives with is through your player persona.
🦋 Beauty in ads lies in the eyes of the user.
🃏 Why tacky ads work
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-set-up-a-high-impact-creative-process-on-and-off-facebook-with-danika-wilkinson-product-marketer-at-social-point/
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Brett Nowak is the founder of Liquid & Grit, a product research company for games, that creates actionable reports about new game features and industry trends for game developers.
In our interview today, Brett describes his unique approach to hiring. He has developed an interview and onboarding process guaranteed to remove biases, get the best person for each role, and thus develop a quality team that involves almost no talking or in-person interaction with the candidates. Today, we dive into this fascinating and counterintuitive approach to hiring.
KEY HIGHLIGHTS
👥 What inspired Brett’s zero-touch hiring process.
0️⃣ What the zero-touch hiring process looks like - and what it optimizes for.
📡 How a remote hiring process eliminates biases; even unknown ones.
⛰️ Using lean methodology to build a topnotch team.
🏃🏿♂️ Why it is important to emphasize diligence over domain expertise.
🌠 Does experience correlate with performance?
💬 Examples of responses to a test in Liquid & Grit’s hiring process.
🌎 Top talent exists everywhere. Even on Craigslist.
🤐 Liquid & Grit’s zero-touch onboarding process. Is it weird not to talk to a human during onboarding?
🍪 Almost everything can be templatized.
👎 The surprising way that emotional attachment is a liability.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-zero-touch-interview-process-for-hiring-superstars-with-brett-nowak-founder-at-liquid-grit/
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Claire Rozain is the user acquisition manager at the UK-based firm, Product Madness. Her experience spans a wide range of mobile apps; right from dating to games
On the show today, Claire underlines the critical importance of using live ops to increasing the user life time value even if users already have a strong LTV
Note: The opinions and views shared in this episode are the interviewee’s - and they aren’t in any way connected to the views of the company Product Madness.
KEY HIGHLIGHTS
⏫ User LTV can always be extended.
🔑 Key strategies to extend LTV.
🔔 The impact a push notification can have.
⛩️ Why UA and CRM should not be siloed.
📛 It is so important to use personalisation to connect with users
🔱 Three things to get right: timing, frequency and message.
🎇 The key types of live ops events.
🙋 The best way to understand what users want? Ask them!
🧩 Why user segments are crucial for crafting great experiences.
🎭 Incentives can be a double-edged sword. Striking a balance can be tricky.
🤭 Common mistakes marketers make when organising live ops.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-live-ops-events-to-extend-user-ltv-with-claire-rozain-user-acquisition-manager-at-product-madness/
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John Koetsier sees the effects of the imminent IDFA changes in iOS 14 happening in real-time. As a Forbes columnist, he has seen from close up the changes in the mobile ad tech ecosystem over many years that have led us to this point.
In our keynote chat, organised by Mobile Growth Summit, John shares his speculations about the reasons why Apple is executing such a huge shift in its IDFA policy. What are the pressures and/or motivations at play here?
In examining these reasons, we can perhaps predict trends of big tech. Apple’s actions will not stand alone; Google and Facebook are sure to not only react, but to come up with their own policies.
We talk about the future of privacy, and how it collides with targeted marketing. And more importantly, where does ad tech go from here?
KEY HIGHLIGHTS
🔒 Privacy has always been critical for Apple.
👎 Why Apple views ad tech negatively.
😈 What might bad actors do with readily accessible IDFAs?
⚡ How IDFAs were an improvement for privacy in user tracking, but still dangerous.
🗣️ Politics plays a bigger role than you think.
📊 Cambridge Analytica 2.0?
⚔️ Big Tech frenemies: Apple, Google, and Facebook.
🦸 Champion of the little guy? Apple and its optics.
⁉️ Why too many privacy choices is as good as no choice at all.
⏰ What may have precipitated the extension of Apple’s deadline.
🏋️ Why Facebook’s decision to opt out is a power move.
⏭️ Be prepared: Android is probably next.
☯️ The huge distinction between HAVING an ad network and BEING an ad network.
🔐 How differential privacy may be the answer.
🌍 Privacy is a global trend and ad tech has to adapt to survive.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/mgs-deep-dives-idfa-the-unseen-forces-behind-apples-idfa-policy-changes-with-john-koetsier-columnist-at-forbes
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Andy Carvell is the co-founder of the growth consulting firm Phiture. Before founding Phiture, Andy led the retention team at Soundcloud, where he helped drive some massive experimentation-driven growth. He is also known for his Mobile Growth Stack, a framework that was built on a 15-year career developing mobile products.
In today’s conversation, Andy outlines the impact of privacy changes in iOS 14 on retention and engagement strategies, especially how the reduced reliance on IDFAs impacts tooling and targeting. He also talks about what to look forward to in iOS 14, and using successful strategies from his push notification playbook to increase IDFA opt-ins.
KEY HIGHLIGHTS
🥰 Why the impact of iOS 14 on retention strategies for apps might not be huge.
🆔 What are scoped identifiers? They’re the reason analytics and attribution will continue to operate as they do post iOS 14 as well.
🔀 Cross-platform user tracking that currently uses the IDFA will need to change
🔗 Deep linking will still exist. Deferred deep linking needs figuring out.
💨 Shifting from deterministic to probabilistic methods to identify users will make some magic vanish.
👀 Using fingerprinting to identify users might be a grey area in Apple’s privacy ruling.
🌎 Privacy changes will affect geofencing campaigns and segments that require accuracy to work.
👍 Surprisingly most CDPs are well set up with regard to user privacy; and have solutions to continue without IDFAs for most part.
📒 Account creation within apps is going to become more important.
😎 Cool stuff to look forward to in iOS 14.
📋 How to use push notification prompt strategies to get pre-permissions for IDFAs.
📚 There are other opt-in playbooks to learn from.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-idfa-changes-in-ios-14-will-impact-retention-and-engagement-strategies-with-andy-carvell-co-founder-at-phiture/
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Our guest today is Gonzalo Fasanella, Chief Marketing Officer at Tactile Games. Gonzalo and his team have taken a strikingly unconventional approach to user acquisition and growth - by running ads that emphasize short, dramatic vignettes of stories rather than gameplay. Today we’re thrilled to dive into how they think about their strikingly original creatives, how their teams are structured to drive creativity, how they measure and track their performance - and much much more about everything that has made their hit game Lily’s Garden such a huge hit.
Key highlights:📖 What inspired Tactile Games to create story-driven games
🥇 Making the story a priority instead of an afterthought in a design-heavy game
♀️ The idea of creating a relatable female protagonist
🏡 Filling a gap in the market by creating relatable games
🔎 Why Tactile Games relied on focus groups for key decisions about ads - and how these focus groups were structured.
🎨 How to determine the right mix of flow and elements to ensure ad recall for users
😾 The surprising starting point for making great ads is understanding how annoying people find ads.
🧪 The key elements of high performing ads that the team identified from focus groups.
😂 Most ads out in the market are either funny or cute.
💫 Why Tactile Games explored emotions other than funny or cute.
🧮 The challenge of finding analytical performance marketers who are also creative
🏋️ Exposing creatives to data is the way to empower them
⛳ Tactile Games surfaces only two KPIs in front of their creative teams.
👍 Why virality is not the goal
🖊️ How to structure your working environment to foster creativity
🤖 How Tactile Games has used automation to supercharge UA
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-create-story-driven-ads-that-drive-massive-performance-with-gonzalo-fasanella-chief-marketing-officer-at-tactile-games/
**
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Kevin Bravo is among the few people we know who have pulled SKAdNetwork apart to study how it works.
In our conversation today, Kevin talks offers a minute understanding of literally the bits and bytes of how to make use of SKAdNetwork conversion values to offer as much insight as possible within the limited capabilities of iOS 14 . As changes are imminent, app developers are going to have to tap into their creativity and past user activity data to be able design solutions that are uniquely suited to the conversion value framework within their apps.
KEY HIGHLIGHTS
🛠️ The mechanics of how SKAdNetwork works
🖱️ The journey of a user from click to conversion
🌐 How ad signatures enable user attribution
⏳ The tale of two timers: understanding how postbacks work
💾 The two functions that are critical for tracking on SKAdNetwork
📨 How to use your 64 bits of information wisely
⛰️ How identifying what makes a high value user high value is key to making the most of SKAdNetwork
🔢 Different models for picking conversion values
📱 Selecting the right in-app events to send signals
💰 Understanding your how your LTV curve is shaped plays a big role in determining the right conversion value model
🎛️ What is mixed modelling: tracking revenue and engagement events
🧲 How to pick conversion models for ad monetized games
⏰ Using some of the 64 bits to connote time elapsed.
🎨 How subscription apps can get creative by using events other than free trial and subscription
📏 One size doesn’t fit all: conversion streams play dictate how bits can and should be optimised
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-design-a-conversion-value-framework-for-succeeding-with-skadnetwork-with-kevin-bravo-co-founder-at-2nd-potion
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There’s speculation and worry about what marketing will look like in a post-IDFA world - especially since laser-focused targeting of high-value users on platforms like Facebook has been so incredibly successful. But there is no reason that the future should be entirely gloomy without this ability to laser-target users. We’ve all been in a world without hyper-targeting; we just have to look back to lessons from the past to see what the future might look like.
KEY HIGHLIGHTS
💰 Why we are bidding very high on Facebook’s value-optimized campaigns, but not on Snapchat or TikTok
🧮 How marketers justify high CPIs and CPMs on Facebook
🔬 Precise targeting is very impactful; but we are going to learn to live without it
📜 What we did pre-2016 is going to help us navigate the future
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/back-to-the-future-how-pre-2016-ua-strategies-prepare-us-for-a-post-idfa-world/
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Our guest today is Erich Detert, senior performance marketing manager at InnoGames.
Copy is often overlooked because of the great focus on visual creatives, and therefore becomes a missed opportunity for marketers to connect with and persuade potential users. In our conversation today, Erich underlines the critical importance of ad copy in performance marketing, and shares his observations of how his experiments have impacted key metrics and lead to more qualified users and stronger ROAS.
KEY HIGHLIGHTS
🧪 What inspired Erich to start testing ad copy.
🔮 What sort of results you can expect from each type of ad copy.
🖱️ Why more clicky or sensational copy may not always be the best performer.
✨ Why high quality, representative ad copy can be even more important with iOS 14.
📏 How length makes a difference to performance of ad copy.
🌱 What early stage startups should do with ad copy tests.
🎥 How important ad copy is for video as compared to display or image ads.
🎞️ How important video thumbnails are in driving performance.
📱 What channels the ad copy matters in.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/why-ad-copy-is-critical-for-mobile-ua-campaigns-with-erich-detert-senior-performance-marketing-manager-at-innogames
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We’ve discussed at length about the upcoming changes in mobile measurement as a result of IDFA becoming opt-in in iOS 14.
A critical aspect of navigating this change is about managing user consent to make the most of the options in iOS 14. In this episode, we talk about what you can do with consent flows – and why it matters for your iOS 14 strategy.
Key highlights:
📋 Why getting consent matters.
💬 You can only ask once.
🔔 Test soft prompts before a hard one, much like for PNs
🎯 Test the right messaging in the Apple-provided prompt
⏳ Why delaying opt-in is the best decision in certain cases
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-maximize-idfas-opt-ins-with-thoughtful-user-consent-flows/
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Our guest today is Sandra Wu, paid content marketer at Blinkist. In today’s interview, Sandra dispels many of the misconceptions about using these marketing channels. Starting from suggesting an entirely different approach to these ads and understanding the place it occupies in the funnel, to selecting the right metrics to measure success and critically evaluating if paid content marketing is indeed the right user flow for an app, she covers all bases.
In this conversation, she highlights the many differences between Facebook and Google advertising and paid content marketing with relatable examples and sharp insights.
Key highlights:
🧮How paid content marketing differs from Facebook and Google ads.
🔎The user flow on platforms like Outbrain and Taboola.
🛬Landing pages and the paid content marketing user flow.
🧩Components of a paid content ad.
✒️Why the headline is the first touchpoint for a user.
🤔Why two seemingly similar headlines can have very different performance.
🎯How copy helps qualify the right users.
🤞Why it’s important to mirror the style of the top publisher that you expect to work on.
🎰Why clickbait traffic can become very expensive.
💯How sensationalism or buzzwords can be impactful.
🛣️When to use a direct-to-app store user flow, and when to use a landing page.
🗺️How to structure a landing page.
⚖️How to strike the right balance between being sales-y and valuable.
⚠️The biggest mistakes made by marketers when it comes to paid content marketing.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-unlock-the-power-of-paid-content-marketing-using-outbrain-taboola-with-sandra-wu-paid-content-marketing-lead-at-blinkist/
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Our guest today is Paula Neves, product manager at Square Enix. We discuss how psychological models are integral for understanding user personas, which in turn give us data and insights on how to attract, engage and motivate different kinds of users - and change what oftentimes is the essence of a game itself. This is very much a masterclass in gamer psychology - and we’re thrilled to present our conversation with one of the smartest folks in mobile today.
Key highlights:
🏅 What inspired Paula to start using psychological frameworks to understand gamer motivation.
🔑 The key psychological models and frameworks that are relevant for understanding gamer motivation.
🎮 How psychological models help point to the kinds of players a game will attract.📊 How Paula adapted models originally made for AAA games for an F2P context.
📈 How to evaluate a game as per a psychological model prior to its launch.
🧐 How psychological models help align on a vision for the game.
🤝 How to resolve disagreements that may come up when evaluating a game according to a psychological model.
👀 How Paula and her team structure their competitive analysis.
🧑🤝🧑 How to address resistance to applying psychological models within a team.
📄 How user testing, surveys and focus groups fit into the process of applying psychological models.
⚙️ How UA can be used to test user archetypes.
💬 How in-game user behavior can be tied back to the creatives or messaging that brought a user in.
🏃♀️ How psychological models can be applied to a game that is already live and active.
🕹️ How a game developer might start implementing psychological models.
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/player-motivations-psychological-models-paula-neves-square-enix/
**
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Our guest today is Maor Sadra, co-founder & CEO at Incrmntal. In today’s episode, we dive into how last touch attribution has always been fraught with inaccuracies and how it measuring incrementality might just be the best way to understand what the true impact of your digital marketing is.
Key Highlights:
🥴 Why last touch attribution has always been problematic
🧐 What led to Uber being susceptible to fraud.
😤 How there’s a thin line between frauds and self-attribution, when it comes to claiming credit for click and view through installs
😯 How last touch attribution enabled fraud
🤦♂️ You don’t get direct or reliable access to impression or click level data from Facebook, or Google for mobile apps
😍 If you own your domain, you’ll get individual data about users and their impressions
🤨 How MTA can be challenging to make work on mobile
🙄 Marketing measurement is not deterministic
👍 Often if an advertiser pauses marketing temporarily, they start to see that they might be spending too much.
✌️ With sporadic incrementality testing, one will not be able to optimize marketing on an ongoing basis
🤔 Causal inference is critical while measuring incrementality.
🥂 The last touch attribution is a good way to understand creative performance..
🤵 Is measuring incrementality essential at small scale budgets?
Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-incrementality-helps-measure-the-true-impact-of-marketing-spend-with-maor-sadra-ceo-co-founder-at-incrmntal/
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The pursuit of free growth is much talked about & lauded. However, it's worth keeping in mind that every form of growth comes with some cost attached.
In this mini-episode, we explain why that is the case (even if you're not reliant on paid acquisition).
We'll be back with our regular programming of interviews starting next week.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/theres-no-such-thing-as-free-growth/
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One of the casualties of iOS 14 and the post-IDFA world will be the concept of LTV as it exists in the current paradigm. In today's mini-episode, we argue that even though the LTV has had a veneer of precision, there was still quite a bit of subjectivity involved in decision making driven by LTVs.
LTV has been a made up number - in many ways; and its loss will not be the end of the world.
Key Highlights:
🙅♂️ There is no such thing as ‘user lifetime’.
📈 LTV is often projected and estimated.
🤼 Different teams calculate LTV differently.
🤔 The traditional LTV modeling paradigm also assumes that the last-click paradigm is accurate, which may not be strictly true.
🤝 The LTV model that prevails is often a function of corporate politics.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-ltv-metric-will-die-with-the-advent-of-ios-14-but-it-was-always-an-imperfect-metric-to-begin-with/
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Today’s mini-episode features an article we wrote for our friends at Phiture for their blog Mobile Growth Stack. We talk about some of the limitations of the d1, d7, d30 metrics - especially in evaluating the health of users who have been in your app for a long time already; and we recommend 3 other metrics that fill in the gaps.
Key Highlights:
👀 d1, d7 etc. metrics tell you how your new users progressed through an app - but not how your existing users reacted. They also tell you if a user returned, but not if a user was retained after they returned.
💪 CURR - measures the health of your currently active users.
🏋️ NURR - measures the health of your newly(or recently) acquired users.
🎗 RURR - measures the health of your resurrected users.
3️⃣ All three complement traditional retention metrics.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-problem-with-traditional-retention-metrics-and-3-metrics-to-fill-in-the-gap-via-phitures-mobile-growth-stack-blog/
Check out the original blogpost here on the Mobile Growth Stack blog.
https://phiture.com/mobilegrowthstack/the-problem-with-traditional-retention-metrics/
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Our guest today is Mark Loranger, co-founder of Braavo Capital. Today, we dive into the different financing options for every company, and how VC funding isnt the only financing option for app developers. We’ll look at how app developers should think about financial decisions in the wake of the upcoming changes to the app economy starting with iOS 14.
Key Highlights:🙅♂️ There’s no one-size-fits-all solution with regards to capital and fundraising for building businesses.
👀 At what point should apps start exploring their options with regards to funding?
🤷 What are all the different funding options out there for app developers?
🤔 What optionality is - and why it should matter to entrepreneurs.
💰 What is revenue based financing?
👥 What is user acquisition funding?
🔍 What sort of app is VC funding right for?
⚔️ What are the tradeoffs and challenges of obtaining non-VC funding?
📑 Why it’s important to think about the fundamentals of your business all the time.
💪 Why a lifestyle business can be very sustainable and healthy.
👨💼 How it’s smart to seek out other funding that’s not VC funding
🤓 How VC funding can backfire and lead to minimal payout to founders and early employees
🤩 How you should use capital to build enterprise value vs. for marketing.
👨💻 How should a developer look at funding if they aren't sure if they will have strong retention?
🔥 The risks of venture debt.
❗Why receivables financing isnt just for companies that want to pay their bills faster.
🗑️ In the light of the upcoming IDFA deprecation, why it’s important to avoid making very long term commitments.
✅ Why planning for IDFA deprecation is in some ways similar to planning for handling the pandemic.
💡 Why the current changes are similar to when companies started to transition to subscription based models in 2015.
💯 What we are advising our clients at RocketShip HQ.
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-finance-your-apps-growth-without-accessing-venture-capital-with-mark-loranger-co-founder-coo-at-braavo-capital/
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Our guest today is George Natsvlishvili, Head of Organic Growth at Glovo. Georgy is a repeat guest on the Mobile User Acquisition Show - and I’m thrilled for today’s episode because Georgy and his team are doing what very few teams do, which is automating their ASO KPIs. Very many teams leave this aside as not very actionable or trackable - and this episode is very instructive for the potential it highlights for tracking and actioning these KPIs.
As a side note: the audio quality in this episode isn't the best - however it’s all audible. You should also be able to consult the transcript and show notes for details. Thank you for your patience and understanding.
Key Highlights:
🎛How Georgy’s team collects all ASO KPIs in a single dashboard.
📸How to automate the customization of screenshots and metadata for multiple countries.
⚡️How seasonal offers and campaigns can be emphasized through app store screenshots.
💁🏻♀️Every app is different -- why that makes automation of screenshot testing challenging.
1️⃣The most important metrics to look at on the ASO KPI dashboard.
⚖️Filtering different countries to measure effect of featuring in each country individually.
😄Different ways in which the dashboard is extremely actionable.
🌤How you can track ratings on a day-to-day basis by using the dashboard.
🏆How Georgy’s team uses repetitive testing to ensure his winners are reliable - because of the way Google Play measures confidence levels.
💸What are some of the ways organics are affected by paid or offline marketing?
🌏How Glovo does incrementality tests at a regional or city level.
🙌🏽Why Glovo’s team set up a dedicated automation team for paid acquisition.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-automate-your-teams-organic-aso-metrics-tracking/
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In today’s episode, we have an all star panel featuring the smartest folks we know. The episode features Eric Seufert from Mobile Dev Memo, mobile growth consultant Thomas Petit, and Nebojsa Radovic from N3TWORK.
What are advertisers solving for? What kind of advertisers will be the most and least impacted? Of the solutions proposed, what’s real and what isn't? Each of our superstar guests offers their tips, strategies, and opinions on what the mobile marketing world will look like post-IDFA - and more importantly how to prepare.
Key Highlights:
🤔What strategies are realistic and which strategies are not?
🔄Is Apple going to provide loopholes for advertisers and ad tech companies?
✨Deterministic measurement has been an illusion all along.
🙅🏻♀️Why investing in a short-term, potentially fleeting, strategy is not advisable
🕸The importance of embracing the complexity of attribution by nature.
🗓How figuring out workarounds might help in the short term, but there is a need for a more scalable solution in the long-term
📝The importance of a publisher that's really good at technical UA and understands incrementality.
👀If you’re a small developer, what sort of publisher should you look for?
💰What will be the impact of this change on ad monetization dollars - and specifically hypercasual developers?
💡What are some of the reasons other than privacy behind Apple implementing this shift away from iOS 14?
🌀What the transition period right after the introduction of iOS 14 could look like.
⬇️Why a small drop in costs and efficiency might mean you aren't able to spend anything.
🕶What will the opt-in rates and app revenues really look like?
👩👧👧How apps for kids are already dealing with some of these regulations and challenges.
🤑Will the spend shift to Android?
⚡️Why subscription based apps might have an advantage over others.
👊🏽Subscription apps might be much more aggressive on their first time experience.
😮Where Apple may iterate with SKAdNetwork.
✍🏽Why subscription apps might add signups to their app onboarding flow.
🔨One workaround might be to get the IDFAs of only high-value users.
🤖What sort of games might be most impacted post iOS 14.
🙌🏽How apps might lean into the SKAdNetwork approach.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-prepare-for-a-post-idfa-world-as-a-marketer-on-ios-14/
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Our guest today is Gadi Elisahiv, co-founder and CEO at Singular. Gadi is among the folks who has been deeply involved in conversations about IDFA deprecation - and what the world can look like post iOS 14. Today we talk about what might happen to MMPs - and how we might work with SKAdNetwork in a post-IDFA world.
Key Highlights:
👉🏽Fingerprinting, attribution hash, and customized popups - can these work under iOS 14?
👣The default path that Apple wants us all to use: SKAdNetwork.
⛔️The challenges and shortcomings of SKAdNetwork -- conversion values, campaign IDs, postback, deduping, and more.
😬How the way the postback is currently architected can result in fraud.
👀What will be the role of MMPs post iOS 14?
🤦🏼Why aggregating data is difficult - and challenging for in-house advertisers to take on.
🌟How there will be a lot of innovation once the basics are established post IDFA deprecation.
📶Is conversion tracking becoming simpler or more complex with iOS 14?
🕰Will Apple release improvements to SKAdNetwork over time?
💸What might happen to ad spend and CPMs in October.
👩🏻💻How important it is for companies’ senior management to understand the IDFA issue and its ramifications.
👊🏽How advertisers are preparing for the upcoming changes.
🧐What sort of product changes apps are contemplating.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/how-mobile-measurement-will-work-with-ios-14-in-a-post-idfa-world-with-gadi-eliashiv/
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Our guest today is Gabe Kwakyi, co-founder and CEO at Incipia. I am excited for today’s episode as I have been following Gabe’s blog for years now where I have learned invaluable information and skills with regard to mobile marketing strategies.
Today, Gabe and I will discuss the concept that they call the creative hit rate and how to define quantifiable goals for a creative team. Additionally, we discuss how Gabe’s team has adapted to this way of focusing on hit rate as a company-wide goal and how it has been essential for driving very many creative wins.
Key Highlights:
⚡️Creative as the most important factor that influences scaling - and how that inspired Gabe and his team to define quantifiable goals around creatives.
🤔What is the creative hit rate - and what is a ‘hit’?
🧠How to think objectively about the hit rate given that algorithms do strange things.
💫Base hits, Grand Slam hits, and high performing assets.
⚙️Elements of creatives that have been shown to produce hits so far.
📍Having a hits-focused target ensures that the building blocks that produce hits are in place.
🏷The importance of tagging themes and sub-themes.
👯♀️How creative hit rates fit into an organizational performance evaluation process.
🎯How designers’ targets differ from those of marketers and art directors
💭How round tables with ad network reps can help brainstorm and drive idea generation.
💢What team process and infrastructure has had to change due to focusing on hit rate as a team KPI.
⚖️How to negotiate the balance between branding and performance aspects of creatives.
🗝The importance of being hypothesis driven in creative production.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-improve-your-teams-creative-hit-rate-with-gabe-kwakyi-co-founder-and-ceo-at-incipia/
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Our guest today is David Philippson, CEO of DataSeat, which offers in-house programmatic capabilities and a custom bidding algorithm to app advertisers. David earlier founded one of the first MMPs, Ad-X Tracking, which they sold to Criteo in 2013.
We’re excited to host David because he’s seen the evolution of tracking on mobile from the very early days. He’s had a ringside view into the forces that have driven change over the years that have ultimately led us to the impending IDFA deprecation. Today we explore this history - and look at what lies ahead for mobile marketers.
Key Highlights:
1️⃣When was the first time there was a need for having some accountability for mobile marketing dollars?
🤷🏻♀️How did marketers attribute performance prior to MMPs?
🤔What were the original user acquisition channels?
⚡️What was the dynamic that led to the rise of MMPs?
☝🏽What is fingerprinting?
👀What was the ‘Safari pop’ - and why did this happen?
🌏The need for a universal SDK and a common methodology to attribute and de-dupe.
🙋🏽♂️What was UDID?
🌪The period of No Man’s Land -- there was neither UDID nor IDFA.
💫How the No Man’s Land period actually created opportunities for in-house attribution.
🔄Very few people knew how to reset the IDFA.
📲What was the purpose and function of limit ad tracking?
📍How LAT led to advertisers targeting those users even more aggressively.
⬇️What LAT users can become much less valuable post iOS 14.
❎How nearly all user acquisition and nearly all campaigns are a form of retargeting
⚖️Behavioral vs contextual bidding -- what will prevail post IDFA?
🔒What does it take to achieve performance with contextual targeting?
💭Which advertisers will be affected by the changes the most?
💢How will hypercasual be impacted?
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/a-brief-history-of-device-identification-with-david-philippson/
**
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Our guest today is Cassie Chernin, an experienced UA professional who has had a career in multiple technology companies across various industries.
Today, rather than talk about Mobile User Acquisition, we are going to focus on exactly how companies, especially predominantly white companies, can drive more diversity and work to eliminate inherent biases against not only the black, indigenous and people of color communities, but also women. Cassie shares some of her own experiences as a woman in the tech industry as well as some helpful tips and insights on how to think about and use your privilege.
Key Highlights:
⚖️Why Cassie chose to speak about privilege and dealing with it rather than user acquisition.
🤓How Cassie started thinking about her privilege, and understanding it.
🤝What does it mean to be an ally?
🧠How Cassie suggests that people educate themselves about privilege.
📚Cassie’s reading list.
🤷🏻♀️What does privilege in the workplace look like?
👯♀️What exactly is culture fit -- and Cassie’s take on it.
⚡️Culture add vs culture fit.
🔄How both women and men must change to create a more productive conversation and workplace.
🗣How Cassie cultivated her outspokenness and directness.
🤔What Cassie recommends thinking about and confronting behind-the-scenes decision making in a company.
⚠️What Cassie recommends about the phrase: ‘work hard, play hard’.
👎🏻Shortcomings of the tech industry with regards to the expected culture.
🙅🏽♂️A mentor does not have to be someone above you - and how Cassie suggests finding mentors.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/what-people-of-privilege-can-do-to-drive-diversity-with-cassie-chernin/
**
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The dust has settled on the apocalypse. It's clear that the post-IDFA world is here to stay. Marketing isn't going away, mobile apps aren't going away - however we need a new way to operate in the new post-IDFA paradigm. This session offers a playbook - and outlines some of our key recommendations for adapting your mobile marketing strategy. We offer concrete examples, outline exactly how things will be different - and describe what you need to do to adapt.
Key Highlights:
⚙️How does SKAdNetwork work?
⚖️How is conversion tracking different with SKAdNetwork vs. MMPs?
💰How might you define ‘conversion value’ in SKAdNetwork?
🔺How does targeting change under SKAdNetwork(vs. the current paradigm)?
🏗How does campaign structure change with SKAdNetwork(vs. the current paradigm)?
🤑How do you measure and report on performance under SKAdNetwork?
SLIDES FROM PRESENTATION HERE
**
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/skadnetwork-201-a-guide-for-marketers-for-running-user-acquisition-in-a-post-idfa-world/
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Our guest today is Pau Quevedo, Lead (Programmatic Trading) at Goodgame Studios. We’re thrilled to have Pau today because he’s had tremendous success with programmatic both on web and mobile platforms, and we couldn't think of anyone better to speak to about how the programmatic ecosystem will be impacted by the impending IDFA deprecation.
Key Highlights:
💪🏽The main drivers of performance on programmatic.
⚖️The differences between self-served DSPs, managed DSPs, ad networks, and bidders.
🤩The most important piece of information in a programmatic bidstream.
📝The 2 paradigms in programmatic: probabilistic and deterministic.
🖥Machine learning models significantly lag IDFA-based deterministic models.
⛔️Why in-housing programmatic can be a huge challenge.
🤝What questions Pau recommends asking a potential programmatic partner - and what is the most important question in a pre-IDFA-deprecation world.
🤓How Pau’s experience buying programmatic media on the web can inform how things might change with programmatic on mobile post IDFA.
☠️How web advertisers have coped with the upcoming deprecation of third party cookies.
👀The most important challenge for web brand advertisers in a post-cookie world.
👤How first party data can be useful in a post-IDFA world.
📈How CPIs and CPMs might change post IDFA-deprecation.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-navigate-programmatic-advertising-in-a-post-idfa-world-with-pau-quevedo-lead-programmatic-trading-at-goodgame-studios/
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You’ve probably noticed by now: many apps (and websites) prompt you to sign in via Facebook. While it may often seem like a simple ask to make of a user, signing in via Facebook can have significant ramifications for an app’s retention metrics.
In today’s episode, we’ll look at why Facebook connect matters - and 3 ways to significantly drive retention.
This was a blogpost that we wrote for our friends Phiture for their blog Mobile Growth Stack. They do some great work on mobile growth - and have some great writing up on their blog(including the original Mobile Growth Stack) - so do check them out.
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/mini-episode-three-reasons-why-and-how-facebook-connect-can-drive-retention/
Check out the original blogpost here on the Mobile Growth Stack blog.
https://phiture.com/mobilegrowthstack/three-reasons-why-and-how-facebook-connect-can-drive-retention/
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Our guest today is Nebojsa Radovic, Growth Lead for the N3twork Scale Platform at N3twork. I’m excited to have Nebo, as he’s known, today because I’ve known him for many many years - and he’s one of the smartest folks in UA. Nebo talks not just about UA - but also the extended ecosystem in which it can be most effective. We explore how collaboration with product, design and analytics teams can unlock tremendous performance in UA teams.
Key Highlights:
💡How Nebo's UA team learned to understand how the game performs to unlock growth opportunities
👥How UA and game teams can work together to change the appeal of the game, improve onboarding, or build new games
🥅The ultimate goal is to improve the revenue and ROAS of the game.
🔄How a seamless flow between an ad, the App Store, and the game itself can impact retention and long-term monetization
⏰What works on UA changes as a game grows older.
🎣How a product team can think about ‘hooks’ that can attract users to a game.
🗣The importance of developing a common language between product and UA teams.
🛠How game team metrics like DAU, ARPDAU and retention are often a function of UA strategies.
🤔How the different infrastructure of UA and game teams is different can be a challenge
👀Thinking about analytics and design teams organizationally - along with game and UA teams.
🤖Designing in-game characters that can convert well on the UA front.
💪🏽The importance of a product marketing manager - and the kind of meeting cadence that makes sense for seamless collaboration.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/winning-together-how-to-unify-product-and-user-acquisition-teams-with-nebojsa-radovic-growth-lead-at-n3twork-inc/
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On this episode of the Mobile User Acquisition Show, we wanted to share some updates based on Apple’s announcements from WWDC that have the potential of having a significant impact on the mobile app ecosystem. The IDFA, which has formed the backbone of much of mobile ad tech infrastructure, will be rendered basically useless effective September 2020. We will dive into mobile marketers’ most pressing questions surrounding this monumental change.
Key Highlights:
🤔What exactly is this Apple update?
📚The history leading up to this decision
📱What is the SKAdNetwork?
⚠️What will happen to the different elements of the mobile ad ecosystem? - MMPs, Facebook and Google, DSPs, SDK ad networks, Android, and you and me
📍Impact on ROAs and CPM without user level data
🏃🏽♂️The expectation that Google will likely follow Apple’s track
🔄Marketing team transition from last click focused to incrementality focused
🛠Very different tools for a post IDFA world
💭Looking forward to an era of challenges, change, and opportunity
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/rip-idfa:-how-to-navigate-a-post-idfa-world-with-ios-14/
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Our guest today is Michael Jessen, Senior User Acquisition Specialist at Socialpoint. I’m excited for this episode because Michael’s team does something in-house that very few teams do, which is make playables. This is something that they do at significant volumes - and have seen massive performance from - and I’m thrilled to dive into their experience today.
Key Highlights:
💡What inspired Michael and his team to look at in-housing playables.
📄What teams and resourcing are required to in-house playables.
💻How templates and variants are defined for each game.
🛠What the most important elements to test are.
🔌What the inputs - and the outputs of the playable tool are.
📊How Michael and his team measure performance of playables - and the key metrics they track.
📉How metrics can help identify drop off points in playable.
⚠️The challenges of making in-house playables for smaller companies
✅How videos, playables, end cards and in-game experiences can be a single unified experience.
📲What the impact of in-housing playables has been.
Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-in-house-playable-production-with-michael-jessen-senior-user-acquisition-specialist-at-socialpoint/
**
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Our guest today is Kentaro Sugiura, former Head of User Acquisition in APAC at BoomBit and founder of his own game studio Evelong Games. I’m excited for this interview because Kentaro is among the few people who has transitioned from being a game marketer to a game developer. In this interview we discuss what it’s like to be creating your own mobile game studio without a technical background - and how it’s often easy to start making classic games.
Key Highlights:
🎲The most important element of running a classic game.
💯Classic games have very strong long term retention.
🗣How Kentaro found development resources to build his first game. What his communication with his developers was like.
🤔Should you build a game from scratch or buy source code online to customize it?
💪🏽How Kentaro maximizes organics for his apps.
🎨How Kentaro thinks about creatives for his marketing.
📲Finding opportunity by keeping marketing strategy simple and effective
📈Does long term LTV matter for optimizing a classic game?
⚙️What sort of analytics is best for a small game studio.
👯Does this same approach work for a hyper casual game?
⚖️What sort of scale Kentaro is at with revenue and spend.
🤷🏽♂Why more people don't start their own game studios.Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-start-a-game-studio-with-a-500-budget-with-kentaro-sugiura-founder-at-evelong-games-former-head-of-user-acquisition-in-apac-at-boombit/
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With over 800 million monthly active users, TikTok is now the 3rd largest social media platform, just behind Facebook and Instagram. As a channel that is starting to emerge for mobile UA, the potential is massive.
What is cool about TikTok is that it has opened up immense creative possibilities for marketers. It certainly has inspired wholly new ways to think about creatives for TikTok - but these strategies for what we call TikTok style videos are equally effective on other platforms.
Today we'll look at 5 key ingredients of winning TikTok style videos - and how you might be able to apply these to your own creatives.
Winning With Creatives:
✅Character driven, narrative driven
🎵Lead with music and movement
💃Portray primary emotions
👌Exaggeration is good.
⛰️Raw, unpolished, unfiltered
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/mini-episode-5-key-elements-for-winning-with-tiktok-style-creatives/
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What do you do when your revenues fall off a cliff? Today, we get to the bottom of things - and point to a way out.
I'm joined by Sharath Kowligi, Director of Ad Monetization at GameHouse and advisor to RocketShip HQ. This deep dive is based on a discussion that Sharath and I had with the founder of an app sometime ago(we're keeping the app's identity anonymous - although the learnings and takeaways from this discussion are widely applicable).
In this deep dive, we will discuss some of the specific factors at play that caused this app's revenue to drop 75%, and what we see as the ways forward to help them recover ground. While it's easy to think organics are hard to impact, this is a masterclass in how they can be moved and impacted, especially when they are central to an app's financial future.
Key Highlights:
😵 The immediate issue with refunds that the app was facing.
🤷♂️ What happens when an app’s rating goes below 4.
🤑 Why paid advertising isn’t always the answer if organics drop on account of ratings.
🤭 What Google’s bad behavior thresholds are.
🔢 What metrics Sharath recommends looking at to diagnose organic drops.
📋 Benchmark organic to paid ratios for Android and iOS.
😲 How Apple perceives ‘bad behavior’ metrics as compared to Google.
🔓 Oftentimes just playing by Google’s rules unlocks a ton of organic traffic.
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/welp-our-revenues-dropped-75-and-they-were-all-organic-with-sharath-kowligidirector-of-ad-monetization-at-gamehouse/
**
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My guest today is Anish Shah. Anish is the founder and CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent in growth.
Today’s episode is one that is very very significant to me. Yes of course, black, Latino and underrepresented folks have vocalized their frustrations against structural racism in American society. I’ve had some personal acquaintance with this sort of systemic racism in many contexts - without going into too much detail, I’ll just say some of these jeopardized my home, livelihood and career in ways that at the time seemed irreparable.
For these reasons, everything that’s happening in America today has been very much on my mind - as is the most important question: what do we do about it?
I’m glad to have on the show today Anish, who has thought clearly about racial bias and the subtle forms it takes - from the perspective of having seen hundreds of executive hiring decisions from up close.
For folks who are asking themselves - “how did we get here? And what can we do about systemic racism in our own companies and professional communities?,” perhaps this episode will provide some answers.
Key Highlights:
👀 What Anish sees as key patterns of bias when companies he works with are looking to hire a senior level exec.
🤩 What most startup founders look for in key hires.
🚵 Why more diversity in VC can lead to more diversity among founders - and thus to more diversity among hires.
👨 What characterizes founders who are typically open to overcoming their biases.
🙋♂️ What founders can do once they do realize they may have some bias in their hiring processes.
🤔 What form of bias is much more common than ethnicity or gender.
👩 For a company that notices they have very few women on their team, is it a good idea to only interview women for their next open role?
3️⃣ How to think about culture fit - and the three elements that can make for a clearer definition of culture fit.
👍How hiring outside the mold can be beneficial to a company.
✅ There is truth to the fact that underrepresented people are frequently disenfranchised.
⛔ What underrepresented people can do as they choose not to work for a company that is not diverse.
🔎 How networking can empower underrepresented folks in their job search.
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-hire-the-best-and-dismantle-systemic-biases-against-black-latino-brown-folks-in-your-company-with-anish-shah-founder-ceo-at-bring-ruckus/
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Our guest today is Natalie Rozenblat, Marketing Strategist at the mobile marketing consultancy Incipia. Natalie and her team have unlocked some significant wins on TikTok - about which she’s written a case study as well. In this interview, we uncover the ingredients of what makes for an effective TikTok strategy - and identify the keys to capitalizing on what is still an early stage platform that is very much exploding.
Key Highlights:
🎨The challenges with creative approval on TikTok.
⭕️What the safe zone is - and why it matters.
⬇️TikTok’s download card - and why its timing matters for marketers.
🤔What happens when you click on the download card - as compared to when you click on the ad or when you swipe up.
⚖️The pros and cons of automatic creative optimization
⚡️How to use and optimize TikTok’s ad tags
🏷How interest-based audiences with relevant ad tags can be mapped to ad creatives.
💡Thinking outside the box to build an organic presence even if you aren't ready to run ads
🔐The components of high-performing creatives
👩🏽💻Crafting a cost-efficient influencer marketing strategy - by reaching out directly to TikTok users.
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-nail-mobile-user-acquisition-on-tiktok-with-natalie-rozenblat-marketing-strategist-at-incipia/
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Our guest today is Warren Woodward, Co-Founder & Chief Growth Officer at Upptic.
In 2010 Warren quit his day job in the film industry to go full time into building a one-man performance marketing agency, quickly pivoting to mobile around the dawn of the App Store. He has since built marketing divisions and launched massive apps for companies like Nexon, Wargaming and Blastworks. In 2019 Warren co-founded Upptic, a company focused on providing growth services and growth automation technology to app developers.
I’m excited for this interview because Warren describes a solution to a significant pain point for marketers - how to optimize their performance on rewarded video networks where there are thousands of source apps. Today I’m thrilled to explore the elegant and effective approach to cut through this complexity that Warren describes.
Key Highlights:
🗣️ What an engineer at a big ad tech company said that made Warren realize as to what the incentives of ad tech companies were.
🤖 What ad tech algorithms typically optimize for.
🔗 What channels is it worth building your own algorithm for.
📋 The key rules that Warren recommends using for optimizing rewarded video networks.
🤔 How to find statistical significance in decisions based on these rules if data is skewed by outliers.
💸 Advertisers can lose a lot of money on the long tail of unexplored inventory.
📟 How a marketer should begin to approach codifying their work.
👨💻 The different levels of automation that a marketer can pursue based on their resource availability.
💯 The optimal workflow - and the fallback workflow that between them can work with nearly every partner.
🤷♂️ Do the rules of the algorithm need to change for a completely new network?
📈 Does this approach of building rules based on performance of supply pools work on programmatic traffic?
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/how-to-build-your-own-algorithm-to-drive-ua-performance-with-rewarded-video-networks-with-warren-woodwardco-founder-at-upptic/
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Our guest today is Miray Alanlar, former Mobile Product Marketing Manager at Mozilla. Miray has a wealth of experience in mobile over many years - and something she has particular expertise in is onboarding experiences and improving retention through the first 30 days of a user’s journey, so much of which I’m thrilled about diving into with her today.
Key Highlights:
💡 Where marketers should look for ideas to help improve their onboarding flow.
🎬 The key components of user onboarding flow.
🎨 The key types of messages that can be tested in creatives.
👥 What extended onboarding means - and how to segment users for extended onboarding.
💭 How to think about multiple channels - and which user segments they are appropriate for.
🎯 How to think about automation - and what user segments to target with it.
🙅♂️ When you should not automate your onboarding messaging.
Check out the full transcript and show notes here: https://mobileuseracquisitionshow.com/episode/the-first-30-days-how-to-improve-your-early-retention-with-miray-alanlarformer-mobile-product-marketing-manager-at-mozilla/
**
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Our guest today is Holly Chen, growth advisor and the former Global Head of Digital Marketing at Slack. Before that, she led growth for Google Store & Google B2B websites, served as a product manager at Gucci, and had a brief stint at the UN.
I’m excited for this interview because we look at one of the most admired brands of the last few years. We take a closer look at how they looked at mobile marketing while accounting for the numerous complexities of B2B marketing - including longer sales cycles, multiple touchpoints before sale. In the process of orienting their growth to mobile, they turned around a declining mobile growth trajectory - in what I find a very impressive effort.
Key Highlights:
🧗 How mobile fits into a B2B buyer’s journey for Slack - and why it’s challenging to measure.
📉 Why a decline in mobile growth in 2017 was puzzling for Slack - and how they realized this was an opportunity.
🚶 The first steps Slack took toward capitalizing on the mobile opportunity - and the success metrics they picked.
🔗 The interdependence of mobile and desktop products at Slack.
⏱️ How Slack attributed and measured the impact of the mobile marketing program.
🖐️ What multi-touch attribution is - and how Google Analytics can be a starting point for products that are considering adopting multi-touch attribution.
🏢 The infrastructure needed to be in place for multi-touch attribution.
🤔 How Slack’s teams thought about mitigating the risks of multi-touch attribution.
👨💼 How Holly and her team approached getting executive support for the mobile marketing program.
🗓️ Some of the day to day tactical elements that had to change as Slack oriented itself more toward mobile.
🔥 The impact of the shift toward mobile.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-slack-reversed-a-declining-mobile-growth-trajectory-on-mobile-by-setting-up-cross-channel-attribution-with-holly-chen-former-global-head-of-digital-marketing-at-slack/
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Our guest today is Nadav Ashkenazy, General Manager at Supersonic Studios. Supersonic Studios is a subsidiary company of ironSource, and has had 5 games that have hit #1 on iTunes - and this is just a few months after its launch.
I’m excited for today’s interview because Nadav pulls back the curtain on the ingredients of a blockbuster launch - and the exact process and circumstances that go into a top 10 launch. More importantly, he explains why attaining a top rank on the app stores might NOT be a worthwhile goal in and of itself.
For these and many other insights into what it looks like at the top of the app store charts, I’m very excited to present today’s interview.
Key Highlights:
🤔 Why hitting #1 on iTunes is not a good goal - and what is a better goal instead
📈 Given that iTunes has deemphasized the top charts, how impactful is a top rank on the app stores?
📉 How much has the k-factor associated with a top rank dropped in the current app store compared to the previous version of app stores?
🎮 How Supersonic decides which games to promote.
💰 How Supersonic runs early marketability tests and soft launches to validate a game’s long term profitability.
🚀 When Supersonic launch a game, the key risk is that they may be paying too much for a top rank position.
👀 How Supersonic looks at the allocating installs between organics, paid and cross promo during a launch.
🧮 What metrics Supersonic’s teams are looking at during a launch - and what their launch cadence looks like.
🗺️ How Supersonic evaluate different geos during a launch.
🙋♂️ Do Android charts behave differently from iOS charts?
👨💻 How Supersonic’s UA teams are structured so as to drive post-launch growth.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-hit-the-no-1-rank-on-the-itunes-app-store-with-nadav-ashkenazy-gm-at-supersonic-studios/
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"There are as many ways to test creatives as there are to skin cats." - old jungle saying.
Today, we’ll look at two different, and equally successful, approaches to creative testing – one led by us, and the another by our friends at Miri Growth. We hope that by discussing the differing advantages and disadvantages of each method we can identify the main levers in the process, and in turn, inspire you to establish your own best practices.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/two-ways-to-skin-a-cat-with-adam-turowski-miri-growth-and-shamanth-rao-rocketship-hq/
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Our guest today is Jorge Canga, CMO at eGoGames, and Founder at Kaizen Internet.
In today’s episode, we dive into an aspect of mobile growth that seems to have defied complete automation - ad monetization. We look at how ad monetization works - and understand why manual waterfall optimization can outperform completely automated optimization. We also explore other nuances and facets of ad monetization - and understand the levers that can often help easily drive 30%+ improvements in ARPDAU.
Key Highlights:
🤔 What is ad mediation?
🙋♂️ How mediation layers are connected to individual ad SDKs.
💡 Why prioritizing a waterfall algorithmically or programmatically can lead to suboptimal revenues.
📊 How eCPM floors work.
📞 How different calls in the waterfalls work.
🙆♂️ How many waterfalls an app should set up - and how an app should think about this.
👨🏫 How an ad monetization manager needs to find the right balance between fill rate and eCPM floors.
💵 Why ARPDAU is a more important metric than eCPM floor or fill rates.
🎮 How the depth of a game’s content pipeline defines its ad monetization strategy.
💰 How some games are built around rewarded videos.
🤷♂️ In-app ads can result in churn - and also incremental monetization: how developers should think about this.
🙅♂️ Why blacklisting competitors may not always be a good idea.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-improve-your-arpdau-by-30-by-optimizing-your-ad-monetization-waterfall-with-jorge-canga/
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Our guest today is Josh Burns, founder of DigitalDevConnect. Josh founded DigitalDevConnect to partner with game developers, game publishers, and service providers to support key business areas including strategy, market intelligence, marketing, game publishing, business operations, product management and business development. Josh’s specialty is in advising game developers and publishers, and helping them crack international markets. Josh also curates the Gaming Insiders newsletter.
Key Highlights:
🤔How apps should begin thinking about international expansion.
🙇Many developers tend to overthink internationalization by considering local partners when typically Western channels with local inventory can be the best place to begin.
🙋How a developer should prioritize among the 200+ countries they could be localizing in - and what their first steps should be.
📋Why getting an iOS app to be approved to be live in China can often take 100-200 pages of paperwork.
🌀Why the foreign developer approval process in China is almost humorously complex.
🎫The regulation change that will kick in on July 1.
📉Why the number of companies releasing foreign games in China has declined over time.
😐Why does China make it so hard to publish an app?
😓There is significant consolidation in Android app stores in China - yet there are challenges in operating here.
🔨How featuring works in the Android stores in China.
🕹Some examples of games that have transitioned well to the Chinese market.
🤷♂️What might happen after July 1, after which you have to have a license to be on iOS in China.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/100-page-documents-source-code-printouts-and-more-how-to-crack-international-expansion-with-josh-burnsfounder-a-digital-dev-connect/
**
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Our guest today is Beth Gilmore, is a marketing consultant and founder at The New Department. Beth has an incredible wealth of experience in the programmatic space from her work as the Head of Commercial Partnerships at MoPub.
In today’s conversation, Beth shares some fascinating insights about how many levers marketers have to understand and unpack their programmatic performance, if they only dive deep enough to understand what happens under the hood. From understanding what happens even before an ad is shown to being able to influence where in a publisher’s inventory an ad is shown, there’s so much possibility that this conversation highlights for advertisers - and I’m thrilled to uncover so much goodness in today’s interview.
Key Highlights:
🤔 Why it’s important to understand what parameters a DSP takes into consideration in formulating their bids.
😲 Why a bidder might correctly identify a bid request that might drive an install or purchase - and yet lose an auction.
🤷 Why a bidder might win a bid request and might not end up showing an impression.
⏳ What the lifecycle of an ad is like - from when it’s loaded in the system to when it’s eventually shown.
🔅 How bidding on lowest-priced inventory can be suboptimal in driving performance.
🗄️ What the best way is to think about privacy or confidentiality concerns around sharing data with DSPs.
💡 Why DSPs sometimes may not have access to high performing inventory from publishers - and how they should address this situation.
💯 What session depth means - and why it’s important for a marketer to be mindful of this.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/unboxing-the-black-box-moving-the-hidden-levers-that-drive-programmatic-performance-with-beth-gilmorefounder-at-the-new-department-former-head-of-commercial-partnerships-at-mopub/
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Our guest today is Colette Nataf, CEO & Co-Founder at Lightning AI. Lightning AI helps advertisers find target audiences and advertise to them on Facebook and Google. Lightning AI has worked with more than 500 ad accounts and has managed more than $100M in ad spend.
I’m excited for today’s episode because Colette is among the few folks I know that’s transitioned from a user acquisition service to a user acquisition product. She’s not only taken what to many can be a significant leap - but has also grown her business at Lightning AI very substantially since then. Additionally of course, she’s always been a source of great advice to me -> and I couldn't be more thrilled to feature her today.
Key Highlights:
🔑 Some of the key triggers that inspired Colette to start automating user acquisition work.
🔄 How Colette mapped out her personal process as a precursor to automating it.
🕹️ What resources should a marketer find once they understand what to automate.
⏰ Figuring out Facebook’s documentation can sometimes be a very time consuming process.
🏆 The most common early win for most marketers who are looking at automation.
📈 Are products with very high CPAs just bad candidates for automation?
👨🏫 What a marketer can do to educate themselves to be ready for automation.
🛠️ Building the mindset of understanding processes is as important as building hard skills around analysis.
⚖️ Why scaling audiences via automation can be challenging - and how Lightning AI approaches this.
👩🏫 How learnings from audiences can inform creatives.
📊 How parts of creative iteration and execution can be automated.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/taking-the-leap-how-to-get-started-with-automating-your-user-acquisition-with-colette-natafceo-at-lightning-ai/
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Our guest today is Matej Lancaric. Matej is the Director of User Acquisition at SuperScale and a mobile user acquisition consultant who has worked on a number of games. He’s worked on soft-launches, on massively scaled campaigns - and on everything in between while managing over $10 million in user acquisition spend.
In today’s episode, we dive into the art of the soft launch - and look at the 3 key stages of a soft launch, and why it’s important to nail every one of these.
Also: Matej is teaching the course ‘Soft launch strategy for mobile games’ at the Mobile Dev Memo Academy. If you are interested in going much deeper into soft-launches - and dive into every aspect of soft-launches - from ASO to UA to early testing, you should definitely check out his course on the Mobile Dev Memo Academy at http://mdm.academy.
Key Highlights:
📲 What goes into the technical stage of a soft launch.
👀 What metrics to look for in the technical stage of a soft launch.
⏳ What metrics to look for in the retention stage of a soft launch.
🤩 Why it’s preferable to soft launch on Google Play before iOS.
💸 What metrics to look for in the monetization stage of a soft launch.
🔎 What volume of payers to aim for in the monetization stage.
✅ Why it’s important to do the retention test before the monetization test.
💭 Does this way of thinking about soft launches change for subscription apps or ad monetized apps?
😮 The common mistakes that developers make with soft launches.
⏱️ Why it’s important to ideally look at a six month time frame for soft launches.
🤦♂️ One outcome of a soft launch might be that you have to kill your app.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/three-steps-to-a-killer-soft-launch-with-matej-lancaricdirector-of-ua-at-superscale/
**
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Our guest today is Bozo Jankovic, Business Development Manager at GameBiz, a boutique consultancy firm for games.
Bozo works with F2P game developers, helping them grow the business by monetizing their games with ads. Some of his clients include studios such as Wargaming, Creative Mobile, Nanobit, Two Desperados. etc..
This is also the third episode of the Mobile Dev Memo Academy preview series. Bozo is also presenting the course Ad Monetization 101 for the Mobile Dev Memo Academy - so if you want to go deeper, do definitely check out his course on mdm.academy.
This is also our first episode on ad monetization -> and today we’ll talk about an underappreciated yet emerging opportunity in ad monetization - native ads. This is a topic that I’m very very curious about - primarily because it used to be something that used to be accessible only to big brands with massive teams and budgets, but of late this has become much more available to smaller advertisers and app developers.
Key Highlights:
💡 The 3 stages of evolution of early native ads.
💯 The best known native ad examples - Barack Obama, Farmville, Pokemon Go.
👨🏻💻 How recent incarnations of native ads are accessible to smaller game developers.
🤔 The factors that an app should consider evaluating the opportunity with native ads.
👀 Most native demand comes from brands - not from games or performance advertisers.
🎥 How CPMs for native ads compare to rewarded video or interstitial ads.
👌 Why native ads may not be a natural fit for performance advertisers.
🧐 Do native ads cannibalize your rewarded video, interstitial and banner ads?
🙋 Why revenue impact shouldn’t be the primary criteria for assessing the viability of native ads for a game.
😅 The key pitfalls that a developer should watch out for while evaluating native ads.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-capitalize-on-the-native-ad-opportunity-with-bozo-jankovicbusiness-development-manager-at-gamebiz/
**
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Welcome to the second episode of the Mobile Dev Memo Academy preview series.
Our guest today is Eric Seufert. Eric is the founder of Heracles and Mobile Dev Memo. Eric is a media strategist and quantitative marketer who has spent his career working for transformative consumer technology and media companies, including Skype and Rovio. Eric most recently sold his mobile advertising analytics company, Agamemnon, to the mobile gaming company N3TWORK.
In today’s episode, we get into a macroeconomic perspective on what the current pandemic means for the mobile app economy - and how we might see the world change over the next couple of months. This is absolutely something that Eric has a great deal of perspective on - and I’m thrilled to have him share these.
Also: Eric is teaching the course ‘Introduction to Marketing Cohort Analysis’ for Mobile Dev Memo Academy. Check his course out on http://mdm.academy - alongside the other courses taught by some of the smartest folks in mobile. Of course, Eric is the brain behind the Mobile Dev Memo Academy - huge props to him for helping make this project happen.
As the pandemic makes massive changes to the retention and monetization profiles of apps, these courses are perhaps timely in helping you adapt, learn and upskill - and I highly recommend checking these out.
Key Highlights:
🏦 While the pandemic is driven by exogenous non-economic forces, it likely does exacerbate structural weaknesses in the economy.
🌪 The pandemic is like Hurricane Katrina hitting every metro area in the world at the same time.
📅 What trends are visible from Silicon Valley layoff lists.
🤔 Will the app economy’s low-priced digital goods(IAPs) be impervious to recessionary forces?
📲 How the ad supported apps are impacted by the increased engagement - and the recessionary forces.
📑 Why it might become important to shift thinking from a ROAS standpoint to a profitability standpoint.
💡 Why the current crisis might see a migration of advertisers to Facebook and Google from other ad networks.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/inside-the-storm-what-the-coronavirus-pandemic-means-for-the-mobile-app-ecosystem-with-eric-seufertfounder-at-heracles-and-mobile-dev-memo-mdm-academy-preview-special/
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Welcome to the first episode of the Mobile Dev Memo Academy preview series.
Our guest today is Thomas Petit. Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (inc. 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day, spending 7 digits on the platform directly and also run audits on many other accounts, is certified by Apple, SearchAdsHQ & ASOdesk - and is a regular public speaker on the topic.
In today’s episode, we dive into a crucial but underappreciated aspect of user acquisition on Apple Search(and also elsewhere) - LAT - or Limit Ad Tracking. Limit Ad Tracking essentially means you cant track your users because their IDFAs show up as zero. In this masterclass, Thomas shows us ways to think about and make estimations to understand and capitalize on LAT, which can have a significant impact on user acquisition strategy.
Also: Thomas is teaching the course ‘Apple Search Ads: Beyond The Basics’ for Mobile Dev Memo Academy. If you are interested in going much deeper into LAT and all things Apple Search related, you should definitely check out his course on the Mobile Dev Memo Academy at http://mdm.academy.
Key Highlights:
🤔 Why there can be a 30 to 70% difference between Apple Search and MMPs.
👀 What LAT is - and how these users are marked by Apple and Google. Why LAT installs don't get seen in MMPs.
🚧 How different channels handle LAT. Why LAT can sometimes mean that a significant portion of your audience is unreachable on Facebook and Instagram.
⛰ Geowise, OS-wise and vertical wise differences in LAT-on percentages.
🔞 Apple turns on LAT by default for anyone under 18.
🤷♂️ How a marketer might find out what percentage of users have LAT turned on.
💸 Why avoiding targeting users with LAT on can be more expensive than targeting them.
👍 How Thomas recommends bidding for LAT on users vs. all users.
📈 How Thomas recommends estimating LTV/retention/monetization of LAT on users in the absence of perfect tracking.
🙅♂️ Why attributing organic revenue to LAT on users can potentially open up a Pandora’s box.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/the-mysterious-lat-and-how-to-tame-it-with-thomas-petitgrowth-consultant/
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Our guest today is Alice Guillaume. Alice is the Senior Director of Marketing at AppLovin where she heads up AppLovin’s in-house creative studio, SparkLabs, where she and her team build creatives for Lion Studios, for gaming studios worldwide, and for AppLovin’s partner studios to help developers grow their businesses. I'm excited to have Alice primarily because she's seen and experienced so much from working on creatives for a wide variety of games on AppLovin’s client base as well as for Lion studios, which is something I'm very, very curious about, especially given the massive success they've had lately.
Key Highlights:
🎮 What player motivations are - and how they apply to creative design.
💭 How to do directed brainstorming to improve creatives.
🎨 What elements in a creative drive high volumes, and what drive high quality.
⚖️ Why creative tests can be a powerful way to evaluate marketability before the launch of a game.
🧱 Why Alice recommends using raw unpolished creatives for marketability tests.
🎩 Why every designer on the SparkLabs team needs to wear the hat of a performance marketer.
🤔 How Alice thinks about creatives whose performance is inexplicable - and seem to have no clear reason for doing well.
💯 Why ads that seem to be unrelated to gameplay can sometimes work well.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-build-high-performance-creative-teams-with-alice-guillaumesenior-director-of-marketing-at-applovin/
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When we talk to people about advice that is unhelpful or frustrating to them, something that frequently comes up is ‘fix the product’ - or ‘build an amazing product’ or ‘have a strong product before you spend on UA’.
This is all good - except - if you pardon my French, WTF does that even mean?
Today, we’re going to break down what we look for when we evaluate ‘a strong product’. We’re going to share our 6 point checklist of key metrics that you can review and benchmark to assess if your product is strong enough for you to consider doing paid UA.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/mini-episode-wtf-does-fix-the-product-mean-our-6-question-checklist-to-assess-ua-readiness/
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Today we have a very topical and very insightful episode for you guys. We answer the question- What's it like to be on the inside of an app that is seeing breakout growth in the middle of the crisis that we are in right now.
Bunch is an app that allows users to video chat while they play games. Over the last couple of weeks, Bunch has seen a massive increase in usage and engagement. With the DAUs growing many folds and the app breaking it to the top hundred overall on iTunes in nine countries and top 10 in four countries at the time of recording.
In today's episode, I'm excited to welcome Selcuk Atli, the CEO of Bunch, and Harsh Kher, the product manager at Bunch to get to know and see what it's like to be in the midst of very heady growth right now.
Key Highlights:
📈 Bunch’s growth trajectory prior to March - and what they started seeing in their metrics in mid-March.
2️⃣ The two trends that Bunch sits at the confluence of that likely drove a surge in their usage.
👥 How the age and gender composition of Bunch’s user base shifted literally overnight.
💭 How users’ nostalgia might be a reason they’re adopting Bunch.
🤝 Bunch’s onboarding and activation rates are higher than before in spite of there being no change in the product.
⚙️ Keeping the servers up is the highest priority right now.
💸 Infrastructure costs start to go up with sudden growth.
💡 The qualitative & quantitative factors the Bunch team sees that suggest that this growth trajectory could be sustainable long-term.
👨💻 How Harsh’s role has evolved and changed from being a growth intern/analyst.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/inflection-breakout-growth-in-the-midst-of-the-coronavirus-crisis-with-selcuk-atliceo-and-harsh-khergrowth-analytics-at-bunch-live/
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Our guest today is Samuel Hulick, user onboarding consultant and founder at UserOnboard.
I’ve wanted to interview Samuel for a long long time. I’ve read Samuel’s work for over 7 years now. I love his onboarding teardowns of many many apps that are both incredibly instructive and very hilarious. Always incisive, always insightful - I’ve enjoyed so much of Samuel’s work. My interview with Samuel today pinpoints how crucial user onboarding is - and outlines how to improve both upstream and downstream user retention dramatically by improving your app’s user onboarding experience.
**Key Highlights:
🤝 The ‘educational moments’ that Samuel looks for when he analyzes an app or product’s onboarding. 🤔 Why Samuel recommends thinking of software as a service rather than a good for sale or an object. 🧭 Why Samuel recommends letting users feel in control rather than taking them on a tour of the product’s features. 👉 Why Samuel suggests thinking about boiling down your business model to supporting human motivation - or helping people do what they want to do. ↘️ How Samuel recommends reducing stress in onboarding experiences that sometimes need to be long drawn - for instance, banks or fitness apps. ☝️ Why it’s important to wrap every ask in the context of why a user is better off for having done it. 👥 Why it’s important to build different user segments based off of the kinds of things that people are trying to do, rather than the kinds of people that they are. 🔄 Why it’s important to value an existing onboarding process and get insights from it before changing it. 💯 The concept of POP or ‘point of payoff’. ℹ️** How some products and apps are customizing the onboarding experience based on information they collect earlier in the process.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-win-with-user-onboarding-with-samuel-hulickfounder-at-useronboard/
**
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Today’s episode is a mini-episode - and it punctuates our regular weekly programming of interviews, which will continue next Wednesday.
These mini-episodes are short vignettes based on mobile user acquisition topics or themes that we think could be helpful or instructive for you folks.
This mini-episode is a mini-case study, and describes a phenomenon we saw recently - and were able to diagnose.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/mini-episode-welp-i-dont-see-my-google-uac-installs-in-my-mmp/
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Our guest today is Michail ‘Mishka’ Katkoff, the Head of Studio at Rovio. Mishka has worked on hit games at Zynga, Supercell, Digital Chocolate and FunPlus - and is the founder of the very popular and very insightful Deconstructor of Fun blog that is very much an authority on the gaming space - I definitely recommend checking it out if you haven't done so already.
In today’s episode, we ask a very important question - how to build a studio that can make genre-defining hit games. Even though game mechanics are powerful forces, what can truly drive massive and sustainable growth are culture, processes and teams that drive high-performing studios - a perspective that I’m excited to dig into today. I’m truly thrilled to get Mishka’s insights distilled from hundreds of games from tens of studios in our interview today.
Key Highlights:
🤔 Why is it important to know and understand how to build a successful studio, versus, say how to make successful game mechanics?
🎮 The seven elements that make for a great studio.
✅ Why ‘right sized’ teams are important to a great studio.
👨🏻💻 Why Mishka values software and art over presentations.
🎨 Why Mishka considers an art director a key early hire.
❌ The one common characteristic of unsuccessful games.
📐 How engineers, designers and business people on teams look at problems from very different perspectives.
💭 Why a PM or businessperson-driven culture can find it hard to release anything genre-defining.
✌️ How to change the composition and leadership of studio teams as a game matures.
💯 How to think about being design driven vs. metrics driven.
Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-build-genre-defining-gaming-studios-with-michail-mishka-katkoff-head-of-studio-at-rovio-founder-at-deconstructor-of-fun/
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Our guest today on the Mobile User Acquisition Show is Andy Carvell, the co-founder and partner at the Berlin based mobile growth consultancy Phiture. Before founding Phiture, Andy led the retention team at Soundcloud, where he helped drive some massive experimentation-driven growth. He is also known for his Mobile Growth Stack, a framework that I’ve found impressive in both its comprehensiveness and simplicity.
In today’s conversation we talk about in-app messages, which can sometimes be underappreciated as a retention strategy especially compared to PNs and emails. Andy outlines why they work, when they work - and talks about the tremendous impact they can have. He gives the example of a 4000%+ uplift in engagement that they helped drive even when they were untargeted. I’m very excited for an in-depth view into an underrated but very powerful strategy that this interview with Andy provides.
Key Highlights:
💬 What are in-app messages?
⚡️ The typical use cases for in-app messages - and how they are a part of a multi-channel strategy for Phiture.
💯 The 4000%+ engagement lift that Phiture saw when they tested completely untargeted in-app messages for promoted books for Blinkist.
💪 Why in-app messages are powerful - and how to measure their impact - both positive and negative.
😰 How over time in-app messages can get fatigued.
💰How to think about users’ propensity to purchase or lapse - and to think about predictive messaging.
💡 Some of the more surprising things that Andy has seen with in-app messaging.
🏁 For an app that has never tested in-app messaging, where Andy recommends beginning - and what he sees as low hanging fruit.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/4000-engagement-lift-from-early-tests-the-superpowers-of-in-app-messaging-with-andy-carvellco-founder-at-phiture/
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Our guest today is Lomit Patel, VP of growth at IMVU. Prior to IMVU, Lomit managed growth at many early stage startups including Roku which had an IPO, TrustedID which was acquired by Equifax, Texture which was acquired by Apple & EarthLink. Lomit is a frequent speaker at different conferences and has been recognized as a Mobile Hero by Liftoff. Lomit has also authored the book Lean AI: How Innovative Startups Use Artificial Intelligence to Grow, which is a fascinating deep dive into the wild crazy world of automated marketing - the book comes out this week. We link to that in the show notes, so definitely check it out. In today's episode, we dive into how Lomit and his team run incredibly sophisticated re-engagement ads.
We are going to dive into why paid re-engagement is necessary even when there are other organic options available. We talked about how to employ re-engagement across very different points of the user journey, how to measure the impact of re-engagement and we get a peek into the AI based creative testing and optimization system that Lomit & his team used to drive some incredible performance. This is a fascinating peek behind the curtain of an incredibly sophisticated marketing machine.
Key Highlights:
💸 Why spend money on retargeting when you’ve already spent money on acquiring users.
3️⃣ The three key segments Lomit recommends retargeting - and why.
📧 Why push notifications and emails can’t reach all the users that you might want to retarget.
👬🏼 How Lomit recommends setting target KPIs for retargeting different segments of users based on their behavioral profiles.
📈 What incrementality is - and why it matters.
🤔 Why Lomit recommend going after different sets of retargetable users on different channels.
📱 Why IMVU shifts communication from paid retargeting to emails & PNs after a user’s first 7 days post-install.
👨💻 The user behavior inputs that let IMVU use AI to build personalized creatives.
🚋 How deeply understanding the ideal user journey helps IMVU craft personalized ads for users at each stage of the user journey.
💯 How Lomit thinks about building vs. buying AI technology - and how maintaining an in-house system can be a challenge.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-supercharge-your-retargeting-ads-with-automated-personalization-with-lomit-patelvp-of-growth-at-imvu/
**
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Our guest today is Sharath Kowligi, the director of Ad Monetization at GameHouse and advisor to Rocketship HQ. Sharath works on improving monetization and yield for a portfolio of over 35 apps, and no, that is not a typo. Sharath has an incredible wealth of experience both on monetization as well as user acquisition and growth. In the past, he managed user acquisition and growth for Bash Gaming, where he worked alongside me. Bash Gaming was acquired for 170 million.
Sharath also worked for Pretty Simple and has advised many companies on different aspects of growth. Something that Sharath has done an incredible amount of work on, has been App Store testing. He has run over 200 app store conversion experiments and that's what I'm excited to dive into with him today.
Key Highlights:
🔎 Why most apps don't run app store tests.
🤔 How Google Play store has become so much more important than about 5 years ago.
🚀 For an app that’s never tested anything before, where Sharath recommends beginning.
🆕 How Sharath and his team uncovered a ‘new and interesting’ idea for an icon that was a big win.
💡 How Sharath recommends generating ideas for experiments.
🎨 Why dramatically different designs sometimes have no impact on metrics.
📁 How a cadence of testing helps teams gain respect for each other - and how it helps avoid a culture of red button-green button testing.
🤝 How to run effective team meetings.
🤷♂️ How Sharath recommends testing if Android results are portable to iTunes.
🔥 What metrics Sharath recommends using to evaluate results of AB tests.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/learnings-from-200-app-store-conversion-tests-with-sharath-kowligi-head-of-ad-monetization-at-gamehouse/
**
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My guest today is Anette Staloy, the VP of Business & Marketing at Dirtybit, the Norwegian studio behind the successful Fun Run titles for mobile (125+ mill downloads). She joined the company almost 5 years ago, and has had a key role in growing the company from 8 to 22 employees. Anette is also co-founder of Women in Games Norway.
I’m excited for this conversation because Anette & her team have had experiences that are a direct counterpoint to a very public position that I’ve had. In many articles and forums online I’ve stated that distribution on mobile is very very hard without paid marketing - for many reasons. Yet Anette and her team at Dirtybit crossed 100+ million installs for the Fun Run series of games with no paid marketing whatsoever - by relying primarily on their community to capitalize on a surprising burst of early virality.
Yes, mobile is primarily pay-to-play today -> but this conversation with Anette showcases what circumstances let you evade the primarily pay-to-play nature of the mobile app ecosystem.
Key Highlights:🔥How FunRun ended up trending worldwide on Twitter and became the top downloaded app on the iTunes charts in 2012.
⚡️How the DirtyBit team discovered that the virality had originated in high schools in America.
🎨Why the DirtyBit offices have one wall designated for fan art.
🤝What DirtyBit’s approach to community and live ops is like today.How DirtyBit works with in-game ambassadors - and how they incentivize them.
💰Why DirtyBit started thinking about paid UA in 2017.
🔎 What Anette and her team did when they noticed the older versions of Fun Run were cannibalizing the newer ones.
🚀Is it realistic to expect to attain massive organic growth a la Fun Run in 2020?
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/100-million-installs-with-zero-paid-user-acquisition-spend-with-anette-staloyvp-of-business-marketing-at-dirtybit/
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My guest today is Adam Hadi, the VP of Marketing at the mobile bank Current. Adam began his career as an economist at the Bureau of Labor Statistics and made his way into mobile app marketing for The Topps Company. Since then, he’s headed up marketing for leading apps such as Draft, Quidd and now Current – and advised a host of other apps on influencer marketing. Adam’s experiences are fascinating because with his background in quantitative performance-focused marketing, he would be an unlikely proponent of branding in marketing - yet in his present role at Current, he has championed driving performance while being very brand-focused, even without massive budgets. In this conversation, we dive into why branding matters, especially for high-involvement products like fintech apps - and how Adam approaches this. As someone that, much like Adam, is very performance-focused, this was a refreshing & new perspective on marketing.
Key Highlights:
- As someone with a predominantly performance marketing background, what made Adam aware of the importance of branding.
- Why branding is far less important for games than it is for high-involvement, emotional products like fintech apps.
- How Current’s brand and performance marketing efforts are integrated.
- Why complete focus on performance can erode your brand - and eventually hurt performance.
- How Adam recommends approaching branding for a performance marketer that is looking to become more brand-conscious.
- How the evolution of mobile has resulted in the natural shift to an increasing emphasis on branding.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/why-you-need-to-protect-your-brand-in-a-relentlessly-performance-focused-world-with-adam-hadivp-of-marketing-at-current/
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Often the duopoly of Facebook & Google just don't suffice to meet all your UA needs. Sometimes you need to hit scale that’s far bigger than Facebook and Google can provide, even if these come together with Snapchat, Apple, Pinterest & other self-attributing networks.
Programmatic advertising can be a wide blue ocean opportunity for advertisers seeking scale - but it is also one that is fraught with risks, because you’re essentially bidding on CPM, and are building on ML/AI capabilities of DSPs to drive performance for you. We untangle some of the many challenges that programmatic advertising can often present - and I have with me one of the foremost experts on programmatic/DSP buying today.
I interview Misha Syrotiuk, the Head of Ad Networks & programmatic for UA at Huuuge Games - and we talk about many things programmatic, and discuss how to unlock scale outside the duopoly.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-unlock-scale-outside-the-duopoly-with-misha-syrotiukhead-of-ad-networks-programmatic-for-ua/
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One element of Facebook ads that can come across as monolithic or opaque is bidding - at the outset, it can appear simplistic - you either increase bids or drop them, and that is what it is. However the way Facebook’s(and any other ad tech platform’s) algorithm works is that the bid isn't the only thing that matters - relevance does just as much. In this episode, I’ll walk you through some of the math behind bidding for ad auctions - and how to impact its different components.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/why-bidding-isnt-everything-the-simple-math-behind-winning-ad-auctions/
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Today I’m going to talk about how to set ad set level budgets - and how to distribute your overall budgets across all your ad sets.
This is a common conundrum when you are setting up campaigns & ad sets -> do you set up a lot of ad sets with very low budgets? This ostensibly lets you test more creatives & audiences.
Or do you set up a very few ad sets with high budgets? This lets you get more data - and more statistically significant data.
Where indeed is the sweet spot? This episode shows you how to think about this. We also look at:
-> The relationship between target CPA and ad set budgets.
-> How to think about campaign budgets for a CBO.
See here the spreadsheet template from the video that you can make a copy of and use. http://bit.ly/AdSetBudgeting
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-set-ad-set-level-budgets/
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My guest today is Georgy Natsvlishvili, Head of Organic Growth at Glovo. I’m very excited to have Georgy because he & his team take a very very expansive view of organic growth - and cover a terrain that is far more significant than mere keyword optimization that most folks speak about when they talk about ASO. Georgy and his team have done some very impressive work in quantifying organic growth - across keyword optimization, conversion optimization, improving ratings - and even SEO(and no, that’s not a typo). They’ve driven significant conversion rate improvements, massive rating improvements - and saved over $3mm in marketing spend through their optimizations. We dive into an immense breadth of topics in this very fascinating interview.
KEY HIGHLIGHTS:
- How Georgy recommends quantifying impact of keyword optimization
- How improving ratings from 3.2 to 4.3 improved not just organic conversions but also performance of paid campaigns.
- How Glovo’s team improved ratings from 3.2 to 4.3
- An example of an App Store screenshot that Georgy expected to see winning but didn’t win.
- What tools Georgy recommends for app store conversion testing – and the problems he sees with third party tools.
- The ASO KPI dashboard that lets Glovo track and monitor their key organic metrics.
- How Georgy’s team can now avoid delays with their tech team when they want to make simple changes to popups.
- Why Glovo does SEO activity to drive organic traction for their app.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-save-3mm-in-marketing-budgets-through-app-store-optimizationwith-george-natsvlishvili-head-of-organic-growth-at-glovo/
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Competitive challenges in Q4 are well known and much spoken about - often with some trepidation about being priced out by big brands that escalate spends during this time.
Yet the flip side of this dynamic are the opportunities in Q1. January and the post-holiday season phase often presents significant opportunities for mobile marketers because of the unique dynamics inherent in it. Here are the 3 key opportunities that mobile marketers can capitalize on.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/the-q1-opportunity-3-factors-that-can-unlock-growth/
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Because there's no direct way to measure or quantify your app store optimization efforts, it can be easy to rely on keyword rankings as a measure of progress. Here's why that can be problematic.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/what-not-to-track-while-measuring-the-impact-of-app-store-optimizationaso/
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One of the key challenges with app store keyword optimization activity is that it isn’t easily measurable or quantifiable. In this video we talk about what the best approach is for assessing your ASO performance - and walk you through what assumptions & estimates you’re going to have to make.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-do-you-quantify-the-impact-of-app-store-keyword-optimization-aso-activity/
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Creative tests on Facebook can be challenging to execute - especially since there is no clear official documentation around this. Weexplain here how we do it and what considerations are the most important for creative tests that drive results.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-run-creative-tests-on-facebook/
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My guest today is Steve P. Young. Steve is the founder and CEO of AppMasters. Steve is one of the best known experts on ASO in the world today - and he’s helped many many apps kickstart their organic growth. He’s also the host of the very popular AppMasters podcast and Youtube channel. Something that Steve is very very good at is getting his clients featured by Apple. This can often be a game changer for an app - and can result in thousands of downloads. In this interview Steve breaks down his process and gives us the inside track on exactly how to pitch Apple for a feature.
KEY HIGHLIGHTS
- The difference between Apple and Google in how they evaluate apps for featuring.
- How one of Steve’s clients drove 8000 downloads before they even launched.
- How an app can prepare before pitching Apple for featuring.
- How to cold email app store managers at Apple – and the key components of a cold email pitch.
- One of the most effective subject lines for cold emails.
- How to capitalize on an Apple feature to magnify the impact from featuring.
- Why Steve recommends going to WWDC to pitch app store managers
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-get-your-app-featured-on-the-apple-itunes-store-with-steve-p-young-founder-ceo-at-appmasters/
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My guest today is Matej Lancaric. Matej is the Director of User Acquisition at SuperScale and a mobile user acquisition consultant who has worked on UA for many hypercasual games. In the past he headed mobile UA for Boombit and Pixel Federation, and is one of the leading experts on UA, particularly for hypercasual games. I’ve been fascinated by hypercasual games - mainly because of the order of magnitude difference some hypercasual games have in their performance compared to other genres - be it in CPIs, IPMs or install volumes. In this interview, I sit down with Matej to understand what forces drive these tremendous metrics and contribute to the scale of hypercasual games.
KEY HIGHLIGHTS
- What sort of metrics hypercasual games are able to achieve.
- Why broad targeting is effective for hypercasual games.
- What sort of creatives are the best for hypercasual.
- What campaign structure and ad set setup Matej recommends.
- What the ideal audience size is for each ad set.
- What strategy works best for UAC, and what is the best way to structure different ad formats within UAC.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-unlock-massive-scale-with-hypercasual-games-with-matej-lancaric-director-of-user-acquisition-at-super-scale/
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This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent in growth - that includes digital marketing, product, analytics, and design.
KEY HIGHLIGHTS
- What are some of the key challenges Anish’s clients face while hiring talent.
- How a founder looking to hire growth talent should begin to cultivate relationships to plan to bring this growth hire in.
- Why brilliant growth hires at the wrong stage of a company’s growth can not only set back a company’s growth but also its culture.
- What top growth candidates look for in a company.
- What one of the most common unsavory experiences is among top growth candidates.
- Why Anish doesn’t advise CEOs to go out and pitch growth hires that they’d make millions – and what he advises them to say instead.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-hire-superstar-growth-leaders-with-anish-shah-ceo-at-bring-ruckus/
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This episode features Eric Seufert, founder at Heracles, founder at QuantMar, and founder at MobileDevMemo.com . Eric is perhaps one of the smartest people in mobile user acquisition today - in this episode Eric walks us through how to model out an app's DAU.
Key highlights
- Why systematic modeling of growth is crucial to an app.
- What inputs Eric recommends for systematic modeling of growth.
- How to think about the DAU gap to be closed – and the UA effort required to close it.
- How granular or high-level should a model be? How Eric recommends thinking about this.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-model-out-an-apps-dau-with-eric-seufert-founder-at-heracles-quantmar-mobiledevmemo/
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What do you do when your app's redesign provokes a massive user backlash - and your rating drops from 4.5 to 2.3? Mirela Cialai (Director of Mobile Marketing- Zinio) faced this challenge some time ago - here's the story of how she dealt with it and got Zinio's app ratings back to 4.5 (and Zinio back into the top 50 ranks in its category on iTunes).
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-improve-an-apps-rating-from-2-3-to-4-5-with-mirela-cialai-director-of-mobile-marketing-zinio/
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Facebook's split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain which ads perform well and which dont? Here are 3 reasons why we prefer & recommend not using this functionality.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/3-reasons-why-we-dont-use-facebooks-split-test-functionality/
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One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google UAC can take significant budgets to make work - in this episode we explain why this is the case - and provide some numbers to illustrate this.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/why-we-dont-run-google-uac-on-smaller-mobile-user-acquisition-budgets/
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If you're starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This episode walks you through the 3 key components that matter the most.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-to-structure-your-first-facebook-ad-account-if-youre-an-indie-developer-with-limited-budgets/
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You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly.
Do these really help or impact business or metrics? This episode explains how these icon swaps are impactful.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/the-non-obvious-benefits-of-icon-changes/
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Why you cant use UTM tags and cookies to attribute traffic on mobile -> and why a device ID based approach is effective.
Check out the full transcript and show notes here:
http://mobileuseracquisitionshow.com/episode/how-mobile-attribution-differs-from-web-attribution/
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I’m very excited to introduce to you a brand new podcast - the mobile user acquisition show, in which we talk about how to use mobile user acquisition strategies to grow your app quickly and capital-efficiently.
The mobile user acquisition podcast is presented by me - Shamanth Rao, mobile growth leader and the founder and CEO of the boutique growth consulting firm RocketShip HQ.
Each episode includes strategies, tips and pointers from the leading edge of mobile user acquisition that can help you unlock tremendous growth for your app. I have some very interesting and exciting episodes lined up for you - and I'm excited to share those with you soon!
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