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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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 adsGet more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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/influencersGet more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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.comhttp://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 GrowCheck 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 adviceGet more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://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.comhttp://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-strategyThe 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.comhttp://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.comhttp://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.comhttp://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 appsCheck 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.comhttp://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.comhttp://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 negotiationsNote:Mobile Growth LabWe 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 LabWe 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 searchesNote:Mobile Growth LabWe 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 ReforgeNote:Mobile Growth LabWe 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 marketingNote:Mobile Growth LabWe 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 yearsNote:Mobile Growth LabWe 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 AdQuantum. 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 TikTokCheck out the episode here: https://mobileuseracquisitionshow.com/episode/creative-srategy-ad-quantum-liliya-gafitulina-bogdan-khashiev/Note:Mobile Growth LabWe 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 & incrementalityNote:Mobile Growth LabWe 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 teamsNote:Mobile Growth LabWe 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 outhttps://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 concernsNote:Mobile Growth LabWe 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 LabWe 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 bikesNote:Mobile Growth LabWe 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 sessionsNote:Mobile Growth LabWe 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