In this episode, we dive into the elusive goal of achieving a 10% Day 365 retention rate in mobile apps. With so few apps reaching this milestone, I’ll outline the three proven paths to boost long-term retention: harnessing daily habits, fostering social connections, and delivering deep content. Tune in to discover how these strategies can drive not only retention but also LTV and ROAS, helping your app stand out in a competitive market.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/3-paths-day-365-retention-10-percent/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, we explore the limitations of contextual targeting in mobile advertising. While matching ads with relevant content sounds promising, only past purchase behavior truly predicts conversions. I’ll break down why self-attributing networks that leverage purchasing data perform better and how to prioritize these networks over context-based DSPs.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/contextual-targeting-why/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, we explore why early-stage founders should resist the temptation to diversify their ad spend across too many channels. While it may seem like a good strategy, spreading your budget thin can hinder growth. I’ll walk you through the mechanics of ad algorithms, explaining why fewer channels can lead to better results. We’ll dive into the importance of focusing on self-attributing networks and how driving more conversions in one or two places can accelerate learning and performance. Tune in to understand how optimizing your ad strategy early on sets the foundation for scaling successfully across multiple platforms.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/early-stage-diversify/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, we dive into the complexities of incrementality testing in digital marketing. While measuring incrementality is widely recommended, it’s not a cure-all solution. I’ll break down the four key challenges you need to be aware of, from isolating the impact of multiple sources to dealing with inconclusive results.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/incrementality-4-challenges/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, Anton Bernstein unpacks the strategies behind building thriving virtual communities and empowering creators on platforms like HighRise. Anton explains how user-generated content and immersive social experiences drive engagement and shares insights on monetizing through cosmetics and in-game purchases. He also breaks down the development of creator tools that allow users to build and monetize their own games and experiences. Additionally, Anton discusses the balance between early monetization and fostering long-term social connections. This conversation is packed with actionable insights for anyone interested in virtual worlds, creator economies, and platform growth.KEY HIGHLIGHTS🔑 The development of Highrise as a virtual world platform was driven by the desire to connect users through immersive social experiences.📊 User-generated content (UGC) plays a central role in the growth and engagement of the Highrise community, enabling users to create and monetize their own content.💵 Highrise Studio, a tool for creators, allows users to build games and experiences within the platform, providing monetization opportunities through creator-driven economies.🔮 The platform’s monetization strategy primarily focuses on cosmetic items, which users purchase to express their identity and enhance their social presence.🎁 Weekly events and mini-games are run on Highrise to offer top-tier cosmetic rewards, incentivizing user participation and driving engagement.🧨 A key challenge for the platform has been balancing early monetization with fostering long-term social connections among users.💈 Virtual worlds and social platforms are evolving to include more cooperative gameplay elements to facilitate social connections between users.📍The platform is working to reduce the barriers for users to become creators by offering accessible tools and running regular game jams.🕹 The transition from speculative NFT-driven models to a focus on creating virtual goods and communities that hold real, sustained value within the platform has been a significant learning point.📟 The creative flywheel at Highrise revolves around attracting users, converting them into creators, and having those creators build experiences that attract more users, thereby reinforcing growth.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ugc-creator-economies-anton-bernstein/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/***Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

 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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

🚀 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 panelists for 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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.

Thanks for tuning in all through 2023. We look forward to 2024!

🚀 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.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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. **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.**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**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

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.comhttp://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.comhttp://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.comhttp://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.comhttp://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- Four psychological 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.comhttp://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.comhttp://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.comhttp://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.comhttp://RocketShipHQ.com/blog