How do you go from 0 to 50 million installs in 50 days?In today’s episode on the Mobile UA Show, we speak to Wilson Kriegel about the meteoric rise of Draw Something, a pictionary app that allows you to play with friends asynchronously. We go into details of how the company was close to shutting down and how they gave this game all they had and released a game that went viral and got the parent company acquired in just a few weeks following that.Tune in to get some fascinating insights from behind the scenes of one of the wildest rides in mobile growth.This episode has been re-released from our previous podcast, How Things Grow.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/draw-something-zynga-wilson-kriegel/KEY HIGHLIGHTS🤭 Facebook’s game Cupcake Corner👣 Beginnings at OMGPop🎒 The reason OMGPop decided to move to mobile games from Facebook👘 Challenges faced during Facebook’s gold rush💼 The internal expectation of Draw Something before launch💂🏻 The moment they knew it was going to be a hit product💃🏻 How the team improved the virality of the game🧘🏻‍♀️ How does an acquisition process happen in five to six weeks?🛌🏼 The repercussions of turbulent times in the industry🤳🏽 The experience at Picsart**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In the previous two parts of this series, we saw how to install Robyn and run demo code. We also looked at the key components of the environment, as also of the code itself.In today’s episode, we take a look at the results obtained from running the demo code on Robyn. Our Senior Mobile Marketing Manager Virendra Shekhawat will show us the outputs of the models and the information we can get from the different plots.The video is here: https://youtu.be/vbfVL3jXSQoIn case you missed them, here are the first two parts of the series: Part 1: https://youtu.be/3RnDfC1usZcPart 2: https://youtu.be/rsn12wFqjlwCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-understanding-the-models/**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Two weeks ago we released an episode that outlined setting up and getting started with Facebook's Robyn. As a next step in this “how to” series, we will show you how to run a code on the setup.Our Senior Mobile Marketing Manager Virendra Shekhawat takes us through the process of running a code on Robyn in the Youtube video that is linked to this episode. Make sure you check out the video to understand the variables on the system as well.Stay tuned for part 3 of the series where we'll discuss interpretations, outcomes and insights from these.if you missed the previous video in this series check it out here -Part 1: Introducing Robyn & setting up the environment: https://youtu.be/3RnDfC1usZcCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-running-the-code**Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone’s mind is - “when is it gonna drop?” In today’s episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple’s WWDC presentation to tell us when we might expect the change to hit. Check out this short but impactful episode to understand what we’re looking at going forward.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skadnetwork4-0-roman-garbar-tenjin/**Note:Mobile Growth LabWe launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

A couple of weeks ago, we released an episode on measuring iOS post-ATT performance using spreadsheet-based MMM. Since we’ve received a lot of interest around the topic, we decided to release a “how-to” series to assess iOS performance by implementing Facebook’s open source code, Robyn. If you got started with a basic spreadsheet based model, this is a great next step to refining the media mix model through a more sophisticated code-based system.Today’s episode is part 1 in the series - Introducing Robyn & setting up the environment.We have a Youtube video linked in the show notes that will take you through the entire process of setting up Robyn in just a few minutes.The Youtube video is here: https://youtu.be/3RnDfC1usZcCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/facebook-robyn-mmm-setup/**Note:Mobile Growth LabWe launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

In today’s episode, we’re featuring Annica Lin, VP Growth at Sable, a financial services company. Annica has spent quite a few years in the field of performance marketing for consumer fin-techs like Stash, Policygenius & Thimble. Outside of work, Annica is a passionate runner and has successfully completed many marathons and ultra-marathons. In today’s conversation, we talk about the advent of the Brave browser and ad network and discuss the varied strategies that are employed by Brave to ensure that users enjoy privacy while advertisers have the privilege of targeted ads, by making use of web 3 based protocols. We cover quite a few FAQs around the Web 3 space and delve into her experience with working on the Brave network. We also discuss some of the challenges and limitations Brave ads have as of today.This episode is really fascinating because it opens the door to a new wave of advertising that is just emerging, and could very much present a big opportunity for the early adopters. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/web-3-ads-brave-network-annica-lin-sable/**Note:1.  Mobile Growth LabDoors are open to the third edition of our workshop series The Mobile Growth Lab, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022. We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.Register for the workshop here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Today’s episode is a re-release from our older podcast - How Things Grow.Our guest is Eric Seufert. Eric is the Founder of Heracles Media and Mobile Dev Memo, the author of the book Freemium Economics, and one of the foremost experts on mobile user acquisition today. Eric has worked on an incredibly wide variety of apps in very different capacities and he's seen it all from the early days where you could buy bot installs to hit the top 10 ranks on iTunes, to today's increasingly sophisticated world of automation and post-identifier growth. While this particular interview is from a couple of years ago, and some of the specifics have changed in the light of ATT and post-privacy platform changes, a lot of the history and insight that Eric provides in this interview is very instructive - for in the past lie the seeds of the future, and reviewing this history of where we’ve come from helps us contextualize and prepare for a post-identifier future.By the way, Eric is also a guest mentor for our workshop series Mobile Growth Lab - and everyone that registers by the 25th of July 2022 will receive his 2 hour workshop ATT survival guide. If you’d like to sign up, go to MobileGrowthLab.com.KEY HIGHLIGHTS🌰 Eric’s transition from analytics to UA🧃 Self-learning that happened through a blog that eventually opened doors🤿 Common misconceptions between ASO & SEO🕹 How UA on mobile different from other media🛠 The biggest mistakes made in UA during the early days👾 AppGratis that closed down after a policy change by Apple🧉 Bot installs were definitely a thing back in the day🧊 The evolution of apps in terms of being professional and how it impacts their presence on the App Store 🐧 Working at Rovio on the Angry Birds franchise 🐥How the Angry Birds crossover became a hit 🔧 The kinds of challenges that companies will present to a consultant 📌 Agamemnon and what made it a distinct Saas product in the UA industry ✂️ The low down on programmatic - why it’s challenging & how to make it workCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/mobile-user-acquisition-eric-seufert-mobile-dev-memo/**Note:1.  Mobile Growth LabDoors are open to the third edition of our workshop series The Mobile Growth Lab, designed to help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world. The workshop kicks off on the 26th of July, 2022. We have some exciting sessions planned and also some awesome guest mentors - Matej, Thomas, Claire & Eric.Sign up for the free pre-course email series here: https://mobilegrowthlab.com/mgl3/Register for the workshop here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Mobile marketers have been in the dark during the past couple of months over the measurement mess in iOS. MMMs have been around for a while to help with channel attribution. Recently, Facebook released their open source code Robyn to build MMMs, which we’ve written and spoken about. Today’s episode talks about Google’s solution: their LightweightMMM library.In today’s episode, Michael Taylor, Co-Founder of Vexpower walks us through Google’s LightweightMMM, how it’s different from Robyn, and how it’s set up. This audio episode is an introduction to the  video walkthrough on Youtube, where Mike takes you through a screenshare of LightweightMMM and how it’s configured. KEY HIGHLIGHTS🌰 How is Facebook’s Robyn different from traditional MMMs🧃 Why Facebook’s Robyn seems to more acceptable than traditional MMMs🤿 Robyn’s open source makes it an easier model to learn🕹 The entry of Google’s LightweightMMM🛠 Understanding the Bayesian model, and how it’s different.🛠 A Bayesian model is more descriptive when compared to an MMM on ExcelCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/google-lightweight-mmm-mike-taylor-vexpower/The Youtube video is here:  https://youtu.be/oRYN0V6sPlM**Note:1.  In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.Sign up for the waitlist here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In today’s episode, we’re re-broadcasting another episode from our previous podcast, How Things Grow.Our guest is Gina Gotthilf, co-founder at Latitud, a platform dedicated to supporting entrepreneurs and companies in Latin America. Prior to this, Gina worked as VP Marketing/Growth at Duolingo and worked as International Marketing, Growth and Community lead at Tumblr. In this episode, Gina talks about how she began her career in growth marketing despite having a degree in Philosophy and not a lot of quantitative skills. She describes how learnt a lot on the job through Googling and trying-things-out. She learned and grew her skills to a point where she was able ascend to a position and steer Duolingo’s growth from 3 million installs to 200 million installs with very little paid marketing: Gina describes her journey in this episode. We talk about her start with Duolingo, how she drove international growth through PR, how she transitioned to product growth, some of the very unconventional product experiments and wins that drove widespread adoption for Duolingo - and much much more. KEY HIGHLIGHTS🌰 The meeting with Barack Obama🧃 Launching Tumblr in Brazil & other parts of Latin America🤿 The Global Ginga 🚵 Getting hired by Duolingo as a consultant🎧 Building the Duolingo brand What were the first priorities to grow the brand?🎰 Staying away from paid advertising initially🚊 How did different markets across the world react to Duolingo?⛩ Challenges faced in foreign countries🚀 How did Tim Ferriss impact the brand🎢 The transition from PR to growth🎡 How the team picked experiments to apply to Duolingo🕹 How Duolingo’s gamification came about🛠 Adapting the product to suit international markets**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/growth-language-app-gina-gotthilf-duolingo-latitud/**Note:1.  In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.Sign up for the waitlist here: https://mobilegrowthlab.com/2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

SKAN is here to stay: but what happens to mobile measurement a few months or years down the line?Today’s episode is the recorded version of a webinar that folks at Singular hosted a few weeks ago. The panelists included me, Sherry Lin - Group Manager, Marketing Technology Operations at Lyft, Nick Blake - VP, EMEA at LiftOff, Gadi Eliashiv - CEO & Co-Founder at Singular. Our panel was moderated by John Koetsier - columnist at Forbes.In today’s episode we look at ramifications of SKAN and some of the ways marketers are managing it - while preparing for future iterations of both SKAN and Google’s Privacy Sandbox. How does Google’s Privacy Sandbox differ from SKAN? How are marketers using incrementality, media mix models and retargeting? How do they expect this to change in the near future, and distant future? We look into the crystal ball and talk about ways to be prepared for the future of UA and measurement. KEY HIGHLIGHTS🎬 Preparing for Google’s Privacy Sandbox🤾 How does the Privacy Sandbox differ from the SKAD network?🧩 The biggest challenge in preparing and adapting to the Privacy Sandbox🏵 Is fingerprinting here to stay?🚧 Why has conversion model management been difficult?🏖 Have targeting or creative strategies changed post ATT?🌅 What are data clean rooms?🎁 How has incrementality worked for the industry?🧮 Are marketers leveraging Media Mix Modeling?🔍 Role of an MMP in future🔈 Retargeting solutions that can be helpful**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/future-of-ua-webinar-skan-privacy-sandbox/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Adam Lovallo – and today’s episode is a re-post from our other podcast How Things Grow which ran for a while before we started the Mobile UA show.We’re now featuring some of the most popular episodes from How Things Grow – especially as these contain some riveting stories and lessons for mobile marketers. Adam is the founder of Grow.co and also at Thesis. Before Adam started his conference and his agency, he cut his teeth in the whirlwind that was the daily deal space. He worked at LivingSocial, where he came in as an intern, and grew to be the head of UA and growth, managing 9 figure budgets and a team of 15 people. He saw the company grow from four to 5000 people. He saw from close up the meteoric rise, slow down, crash and steady state settling of the daily deal space. In this episode, we talk about LivingSocial’s beginnings as one of the leading Facebook app developers in the world. This was far before LivingSocial launched its first daily deal. We go into the unexpected rise of the daily deals business, the signs that it had started to slow down and how it all panned out. This is not just a fascinating story, but also has some incredibly valuable lessons from the signs that Adam saw at the time about the unsustainability of the daily deals model, about how incredibly challenging it was to transition from a business with digital products to what was essentially one that served local businesses digitally.Adam’s experiences tell us all about the journey – and we’re excited to re-present this episode to you today. KEY HIGHLIGHTS🩰 The beginnings of LivingSocial💼 How LivingSocial made products for the Facebook apps that went viral🤜🏻 Keeping up with the Facebook ecosystem was hard and unsustainable for everyone👰🏻 Common mistakes that developers made when leveraging Facebook at the time🏂🏻 How did other social platforms perform when compared to Facebook?🏄🏻‍♂️ The transition of LivingSocial into the deals space🥐 Online businesses vs. local businesses🥧 Adam’s responsibilities as the company was transitioning🌯 Scaling budgets & cities🥣 Impact of data from different countries🧘‍♂️ When did things start slowing down? 🎫 The red flags that Adam saw🎳 Impact of businesses with high fixed costs🎭 Merchant retention issues⚓️ How downsizing affected the morale of employees🛶 The beginning of Grow.co**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/daily-deals-livingsocial-adam-lovallo-grow-co-thesis/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest for today’s episode is Grace Ouma-Cabezas. Grace is a growth consultant at Go & Co, her own firm. Grace has previously headed growth at Poppy Seed Health, an app that supports individuals during pregnancy and post-partum. In this episode, Grace shares how using raw, vulnerable creatives that spoke directly to the pains, hopes and fears of their users: pregnant women, resulted in dramatic performance gains. She talks about the insights that led to this creative strategy, the actual production process of these ads – and how her team decided to keep the user experience as real and genuine as possible, even when these resulted in ads that were not sexy or happy, and even when these resulted in occasional ad disapprovals by platforms.  In a world of clickbait-y, sales-focused creative strategy, Grace brings a unique perspective on the importance of authenticity, vulnerability and genuineness – and I highly recommend this interview for anyone looking to broaden their creative perspectives. KEY HIGHLIGHTS🤰🏻 Why Poppy Seed Health followed a non-linear path to portray pregnancy🌵 How absence of IDFA informed the creative strategy🐚 Unique depictions that drove growth and why🍁 Building creatives that are favored by the algorithm on Facebook🌼 Authentic creatives that were challenged by ad networks🌊 The process of producing authentic ads👨🏽‍🎤 Recruiting creators for UGCs**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/creative-strategy-grace-ouma-cabezas-poppy-seed-health/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We’ve been talking about SKAN for a while now. However, it’s worth mentioning that SKAN isn’t the only game in town, which is one reason why mobile marketers have a tough time comparing performance metrics across different sources.In today’s episode, Shamanth runs us through the different non-SKAN sources of measurement like Apple Search, Google UAC, Fingerprinting and web-to-app to name a few. He explains why it’s quite impossible to read the same data on these different sources – and what the best course of action is in situations like this.KEY HIGHLIGHTS🥗 SKAN isn’t the essence of measurement🍎 Apple Search 🧉 Google UAC🎽 Relying on probabilistic matching⚾️ Attribution on web-to-app🎨 Different SKAN sources will have different results**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skan-measurement-ios-14-sources/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

At Rocketship HQ, we’ve been an async team since the beginning. Most of the folks we hire come from traditional office spaces and it does take them a while to get the hang of our no-meeting culture. How do we make this work? One of the key factors that makes this all tick is that we spend time writing, not talking. In this episode on the Mobile UA Show, Shamanth gives us a comparison between a writing-first culture and meeting-first one,  and also tells us why going meeting-first can be particularly disastrous in a remote work environment. **Check out the show notes here:https://mobileuseracquisitionshow.com/episode/remote-working-culture-writing/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

This episode is the recorded version of the webinar “Omnichannel strategies for a post-IDFA world: winning strategies for web and app based products in 2022”, hosted by Rocketship HQ and Ruckus.Panelists included Grace Ouma-Cabezas, Head of Growth at Poppy Seed Health, Evan Woods, General Manager at DT.Co, Matej Lancaric, Growth Consultant and me, Shamanth Rao. The panel was moderated by Anish Shah of Ruckus. We discussed how ATT has impacted web businesses and app businesses, what strategies have worked for our panelists for creative, measurement, channel mix and much much more. Check out this episode to understand what you can learn from web products and app products, irrespective of whether you are on web or app yourself. KEY HIGHLIGHTS⚖️ Comparing the system pre and post-ATT.🎯 How has performance changed over the last year in terms of metrics?⏰ Why the first 24 hours data is important💎 How bigger, established companies were at an advantage 🦴 What kinds of creatives are working well now?🛍 How to make decisions about creative investment How spend and creative strategy are related🧪 How channel mix has an impact🎧 The shift to Tiktok and TV🎲 Web pages seem to bring about more conversions📈 The evolution of ad networks📻 Paid partnerships with content creators🎢 Investing in incrementality solves some of the problems with measurement**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/omnichannel-strategies-web-app-idfa-2022/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest for today’s episode is Dora Trostanetsky. Dora is a seasoned mobile marketing professional with over 10 years of experience in performance marketing in both B2B & B2C spaces. She currently leads Growth Marketing at Trade Republic, a FinTech app that is in the investing space.In today’s conversation Dora tells us about an interesting channel that is quite often overlooked in UA - affiliate marketing. She talks about the opportunities with affiliate marketing and  outlines details about how to get started, how to scale, common pitfalls and challenges - and much much more. If you have considered affiliate marketing for your app, I’d highly recommend this episode.KEY HIGHLIGHTS🌞 How to evaluate if affiliate marketing can be a strong channel🕸 Understanding the web of affiliate marketing🌩 When to move from third party partnerships to direct partnerships🚗 A typical user journey for users coming in via affiliates🏖 A tried and tested user journey that worked for Dora’s team🛤 How is attribution different in affiliate marketing?🧰 Best practices to scale affiliates as a channel❌ Common mistakes made with affiliates.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/affiliate-marketing-ua-dora-trostanetsky-trade-republic/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant & Lisa Kennelly – CMO at Fishbrain. The panel was moderated by me, Shamanth Rao, Founder & CEO at Rocketship HQ.We discuss a number of things around subscription apps like partnerships, exploring offline channels, measurement disruptions, web based flows and so much more in this episode.If you’re working with a subscription app, I highly recommend this episode , because there are some great takeaways to help you with tackling head on the realities of subscription growth in 2022.KEY HIGHLIGHTS:⭐️ Challenges for subscription apps in 2022🌨 Aggressive paywalls are not the primary way going forward.🍉 How the advertising channel mix is changing in 2022 How schemas for subscription apps differ🧇 Dissecting post backs in iOS 15 and why they are not useful.🥜 The effectiveness of probabilistic models🥤 Understanding multiple measurement paradigms🧉 Incrementality based measurements for subscription apps🥎 Exploring web flows for subscription apps🥊 The importance of first party data🎨 App payment policy changes by Apple**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/subscription-apps-webinar-liftoff-vungle-rocketshiphq/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization?In today’s episode, we’re in conversation with Robbie Kellman Baxter, author of the books  "The Membership Economy” and “The Forever Transaction,” and founder of Peninsula Strategies. What’s fascinating is that Robbie has worked with offline and non-digital subscription services as well as SaaS and consumer subscription companies, including Netflix in the relatively early days of their subscription model. She is able to connect the dots of the elements that make for a great subscription business and experience, be it online or offline, in app or on the web.KEY HIGHLIGHTS🧮 What it means to “optimize the product for forever”.🍯 People in an organization will optimize for whatever metric you give them, so it’s important to pick the right ones.🥢 What made Netflix’s adoption of the subscription model pioneering.🍀 How Netflix teams reflected their priorities in their internal dashboards.🍄 The story of how an acquisition team’s strategy hobbled the retention team’s work.🥮 How critical it is to offer the right incentives to newly acquired users.🐰 Why pricing is not the most important issue when building a membership model.🏄🏿‍♂️ Addressing the risk of cannibalization.🌵 Free trial or Freemium? When to pick what.🌨 How large companies pivoted their products to subscription models successfully.🍶 How Adobe approached the transition to subscription models.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/subscription-apps-growth-robbie-kellman-baxter/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Your UGC video might be really well produced and slick, but does it have the necessary content and structure to ensure that it actually performs well and converts?In our previous episode on UGCs we talked about how to plan a shoot right – and today we’ll talk about getting the content and structure of a UGC ad right. From messaging sequences to video cuts to ending a video right, we cover it all.We share hard-won learnings from making, testing and analyzing over 1000 UGC ads. These insights are based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives. KEY HIGHLIGHTS 📝 Determine the right sequence for your UGC💡 How to incorporate visual cues into your video📱 App walkthrough – yay or nay🛺 Use the right number of actors🪓 To cut or not to cut🎁 Using the right motivator🛋 The best way to show the CTA🎙 Selecting the background music💌 Deciding on an end card📈 End with a high**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-live-action-videos-2-content-structure/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT. One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement. As it turns out, that does not have to be the case - and we can very much build an MMM using spreadsheets, as our Senior Mobile Marketing Manager Virendra Shekhawat found out. In today’s episode, we describe how we built an MMM using spreadsheets for post-ATT measurement. To dive in deeper, you can look at a Youtube video where Virendra walks you through an actual case study and explains the approach in much more detail. Although you can certainly go deeper using code and solutions like Facebook’s Robyn, this is a great way to get started in your efforts to measure performance more clearly post ATT.Based on the model by Mike Taylor in his blog post: https://www.saxifrage.xyz/post/econometrics-gsheetsLink to Youtube video here: https://bit.ly/mmm-spreadsheet-model**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/mmm-marketing-mix-models-ios-14-att/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Every app is making UGCs these days. So how do you make one that not only stands out, but also helps generate strong ROAS, and helps your marketing to scale?We’ve made and analyzed over a thousand UGC/live action videos - so we’ve made mistakes with grainy lighting, shaky cams and everything else so you don't have to. This week’s episode is the first of a series in which we give you a peek into our internal UGC process. ,  Today’s episode focuses on planning for(and nailing) the shoot - and includes the checklist we use internally to ensure we have strong, performant UGC style videos. Today’s episode is based on insights from Aditya Prakash Iengar, Creative Strategist at RocketShip HQ, who has worked on a lot of these creatives. KEY HIGHLIGHTS🎥 What is UGC?👨🏽‍🎤 Find the right user✅ Determine the best UGC format for you📱 Shooting with a camera phone 💡 Finding the right lighting for your actor📸 How to shoot the phone screen🎥 No shaky cams📞 How to get clear audio🖼 The frame is important - so describe it🖥 Describe the device to be used👀 Making the UGC looks unscripted🥽 Expect the unexpected**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/ugc-user-generated-content-live-action-videos/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Have you been fishing around for new channels to improve your UA?This episode happens to be the perfect way to slide into spring. Today we talk to Lisa Kennelly, CMO at Fishbrain about her growth strategies on an app that caters to what would appear to a very niche audience - fishing enthusiasts.Tune in to listen to Lisa discussing how she explored alternate channels to partner with offline and drive users to the app’s features, and how these sometimes are actually more trackable than digital channels. If you’re looking to dip your toes into offline marketing or partnerships, this is definitely an episode to check out.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/going-where-the-fish-are-making-the-leap-to-offline-partnerships-lisa-kennelly-cmo-fishbrain/**Note:Join The Mobile Growth Slack. A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

What happens to naughty SDKs that do what they aren't supposed to do?In the second episode of our “Google’s Privacy Sandbox for Android explained” series, we talk about SDK Runtime - Google’s proposed solution to SDKs-gone-wild.SDKs are a convenient feature for most app developers. However, some SDKs tend to gather user data in ways that app developers aren't privy to. SDK runtime is expected to be a step towards limiting the power of SDKs.Check out this episode where our CEO Shamanth throws more light on this subject.KEY HIGHLIGHTS What is an SDK?🔬 The components of an SDK code are unknown🎈 Developers can’t control an SDK🧮 How SDK runtime solves this problem🔍 How SDK developers may evolve going forward**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/google-privacy-sandbox-android-sdk-runtime/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

How exactly does #useracquisition work in Web3 games?In this week’s episode, Stardust COO Atif Khan takes #theMobileUAShow host Shamanth Rao on a deep dive into the world of Web3 and blockchain gaming. How do Web3 games stack up against F2P and console games? How exactly does building a strong community help? And what exactly is the role of NFTs in blockchain gaming?Check out the full episode for more.KEY HIGHLIGHTS💰 How to build a billion-dollar brand in just a few months🧩 Community is important, but it’s one piece of the puzzle🔗 Does community really define the brand, or the other way around🔱 Successful UA involves using a three-pronged marketing strategy🤑 The incentive you get for spending time in a blockchain game💱 How NFT transferability can work in Web3 games📊 The analytics that need to come to the world of blockchain gaming 💪 The UA channels that will work well for Web3 games🙌 How many people actually own NFTs📈 What even multi-billion dollar companies must do to grow further💡 The “aha” moment for blockchain gaming📤 Takeaways on branding for an indie game dev📢 How NFTs drive pre-registrations for a still-unreleased game💕 Why Web3 game devs are more open to sharing than traditional game cos👀 The most important factor from the LTV standpoint**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/growth-strategies-for-web3-games-community-is-only-one-piece-of-the-puzzle-with-atif-khan-coo-stardust/**Note: We’re excited to announce that we’ve had two BIG launches last week!1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We have a very special episode lined up for you today. We invited some amazing women and asked each some questions about how they faced obstacles while shattering glass ceilings, and paved the way for more women to follow suit. We hope this episode helps women who may be facing challenges in their field of work. And with women leaders comprising nearly half of our guests on the show in 2021, we hope to keep The Mobile User Show Acquisition Show an inclusive and diverse show with actionable and tactical insights for everyone.In today’s episode, our guests are,Allison Schiff, Managing Editor at AdExchanger, known for her insightful writing in the ad tech space.Aurora Klaeboe Berg, COO at Medal TV, who was formerly a key leader that drove the growth of the game series Fun Run that took the world by storm a few years ago.Colette Nataf, CEO & Co-Founder at Lightning AI, who also dons the hat of Head of Growth at Mile IQ.Faith Price, Head of Paid UA, who has worked on more app launches than most of us.Mireia Rivero, Innovation and Growth Marketer at Social Point, who is at the bleeding edge of all new initiatives and innovations in marketing.Paula Neves, Senior Product Manager at Square Enix, who is one of the most insightful folks we know when it comes to drawing out qualitative insights about games, and using them for growth. AndPeggy Anne Salz, Analyst & Founder at Mobile Groove who is an accomplished writer at Forbes. **Check out the show notes here:https://mobileuseracquisitionshow.com/episode/shattering-ceilings-the-many-paths-to-leadership-taken-by-women-leaders-in-mobile-marketing-with-allison-schiff-adexchange-aurora-klaeboe-berg-medal-tv-collete-nataf-mile-iq-lightning-ai-faith-price-d/**Note: We’ve had two BIG launches last month!1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

How many channels have you really considered when developing your user acquisition strategy for your mobile game?Our guest on this week’s episode is UA and marketing consultant Matej Lancaric. Matej shares his views on everything from multiple UA channels, optimization techniques post ATT and how he uses incrementality analysis to maximize his UA strategy.Check out this episode on some tactical insights on diversifying your UA mix.KEY HIGHLIGHTS⛏ What happens if you’re running your UA on only one channel❗ Why you can’t rely only on Facebook anymore for UA💪 The scale at which you should start diversifying your UA portfolio🆕 The basis on which you should start adding new channels💸 How your monetization model defines your diversification strategy✅ The right approach to diversifying your optimization strategy🔗 Things to remember when choosing an ad network🥇 Which diversification should come first – channel or optimization 👀 Working with SKAN in your diversified UA mix🔧 How to build a custom schema within SKAN🧐 Comparing UA channels post IDFA🔌 How incrementality helps when diversifying your UA portfolio📝 What to keep in mind when running incrementality tests**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/diversifying-your-ua-mix-in-a-post-att-world-why-when-and-how-with-matej-lancaric-user-acquisition-marketing-consultant/**Note: We’ve had two BIG launches last month!1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Apple’s privacy policy changes disrupted the ad industry and left us all in the dark, working around a broken measurement system. As expected, Google is following suit. While their approach is less ham-handed than Apple’s, it still can bring forth significant disruption in the mobile app ecosystem. In our first episode of the Android series, we dive deep into the impact of Topics API of Google’s Privacy Sandbox and understand how Google has charted out changes in ad targeting, and what that could mean for marketers.KEY HIGHLIGHTS🎭 What is the Topics API?🧩 Why is the system structured this way?🔦 How will the Topics API affect performance on Android?**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/googles-privacy-sandbox-for-android-explained-the-topics-api-and-how-it-changes-ad-targeting/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

How do you successfully make the switch from B2C to B2B? Should you go from focusing on one category to branching out to other possibilities? And how exactly are prediction games and NFTs connected?Get the lowdown from Matt Bailey, founder and CEO of GameOn, our guest on this week’s episode. KEY HIGHLIGHTS💲 How betting on a relatively less mature market can lead to success😷 The repercussions of Covid🤝 Always be open to taking on clients from outside your industry📊 The kind of data a prediction game really needs🤼‍♂️ What the competition is like in your category🤔 Can prediction games apply to any industry🏆 How status and recognition is just as important as rewards🎨 How a game tech company works with NFTs💰 Unlocking capital by going public🙍 The challenges of heading a public company**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/from-b2c-to-zero-to-b2b-including-a-real-housewives-detour-with-matt-bailey-founder-ceo-gameon/**Note: We’re excited to announce that we’ve had two BIG launches last week!1. The Mobile Growth Handbook 2022 is packed with incredible insights along with tried and tested strategies, this book is the perfect tool to learn from and hone your growth plans for this year. We feature hand-selected insights from the smartest mobile growth marketers.We have over 100 pages of insights that can be accessed at all times (as soon as you sign up). Download the book now and get a head start on your growth strategies. https://mobileuseracquisitionshow.com/mobile-growth-handbook-2022/2. The Mobile Growth Slack: A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 150 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up. In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing team from scratch, and the qualities he looked for in every hire he made. He’s also got some key advice for those of you struggling with UA in a post-ATT world. Check out the episode for a deep dive into the mind of a growth marketing leader. KEY HIGHLIGHTS👁️ Why you should keep an eye on your app’s initial organic traction🎬 When you should start investing in your startup’s UA functions📈 The highest-ROI activities you should focus on initially🗝️ Creative – a key component of UA👴🏻 Why many companies still run legacy systems👀 The best time to start hunting for the best MMP📊 You really need a sophisticated reporting system☝ The one piece of infrastructure you need to scale up⛐ Why acquiring to your current LTV might not be the best strategy🤝 How a MarTech manager can help in your UA post-ATT👨‍👦 The best proxy for the attribution of the past👍 Using SKAN data to get the best possible estimates😥 Building a long tail of channels might not be a good idea🙋 One of the first roles you should hire for💪 Essential qualities to look for when hiring talent for your UA team🔮 Agencies vs full-timers vs contractors 🏃 What’s better than hiring someone junior just to execute✔ Overseeing the agency relationship – things to watch for🎨 When hiring an agency for your creative production makes sense➕ Incrementality in a nutshell🔌 What an early stage company can do with incrementality that a mature company can’t**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-build-a-mobile-marketing-function-from-scratch-with-simon-vishnevskiy-head-of-paid-acquisition-dave/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

How do you make cross-promos work in a post-ATT world?David Philippson, CEO and co-founder of Dataseat, gives us the lowdown on how exactly cross-promos can be deployed effectively. In a post-IDFA reality, with ad networks having pretty much lost the third party data advantage, David says cross-promos can help game studios monetize and retain their users better, even those users who are already high value users. Check out the episode to get the low down on exactly how the post ATT landscape has changed the outlook for cross promos. KEY HIGHLIGHTS⏳ Cross-promos have been around for over a decade🏡 Why is it becoming important for gaming companies to move cross-promos in-house💪 How the post-IDFA world has been a catalyst for cross-promos⇩ When it makes sense to show cross-promo ads even to your high value users.➰ Why cross-promos within a gaming company should be reciprocal🔎 Why companies should focus on portfolio LTV rather than gaming LTV👍 How can first party data help in cross-promos💭 Why game companies need to rethink their marketing strategy around cross-promos👀  It’s going to be important to have a consistent, universally understood index for first party data💣 Why your mediation company’s lack of support for all SDK can harm cross-promos🔌 What exactly is an ‘adapter’, and how does it work in mediation📈 The return on opportunity cost as an important metric**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-ascendance-of-cross-promos-in-a-post-att-world-with-david-philippson-ceo-and-co-founder-dataseat/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Ever thought that each SKAN update from Apple is making measurement more and more ambiguous?We’re back to delving into SKAN in this latest episode with Piyush Mishra. Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming about in iOS 15 and how that makes the landscape even more complex. He encourages marketers to be smart about measuring the data that’s being brought in through different channels and campaigns.If you’re ready to nerd-out on SKAN, there’s nothing better than this episode right now!KEY HIGHLIGHTS🌱 The beginnings: SKAN 1.0☂️ Evolution of SKAN from 2.0 to 3.0🕶 When SKAN gained popularity🐣 Learnings from conversion value testing🎊 The shift towards prediction based events 📝 Revenue based vs. non-revenue based predictions🔎 The reason why probabilistic is sticking around📉The challenges in comparing different channel performances👀 How are some advertisers working with conversion values🔍 Attribution models that are worth looking in to🎁 The changes coming with iOS 15🩺  Postbacks and their significance**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skan-a-playbook-for-today-and-the-future-with-piyush-mishra-lead-growth-manager-product-madness/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our first guest of 2022 is Faith Price. Faith heads the paid UA team at DoubleDown Interactive and has spent a large part of her career managing UA and ASO. She has managed over 20 soft launches throughout her career. Yet, her most recent launch was a very unique challenge for her – because this was the first one she managed after Apple’s introduction of the ATT. It was impossible to estimate results with no prior data points. Measurement was broken with SKAN. These were among the very many challenges which Faith had to address. Today she pulls the curtains back on the many learnings which she shares in this interview.For a very instructive look at how the soft launch playbook has changed post ATT, please check out this episode with Faith Price.KEY HIGHLIGHTS🔍 The research that went into estimating CPIs for Faith’s latest soft launch⬆️ The impact of higher CPIs on the soft launch process🧮 The disruption of measurement post ATT impacted soft launches🗝 Why launching post ATT meant having fewer partners📤 How to approach conversion values📱 The challenges with conversion values for an IAP based app💎 Why custom conversion values worked better🧱 How conversion values are architected🎞 How to approach optimization for social channels📊 How a BI team can significantly help improve measurement📝 Comparing between measurement techniques🎢 What was different during the recent soft launch vs. pre ATT☎️ What were some conversations within teams like when soft launch metrics were so different from predicted or projected?🔖 Faith’s advice for marketers for a successful post-ATT launch.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-run-a-soft-launch-in-a-post-att-world-with-faith-price-doubledown-interactive/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Why is the buzzword for 2022 “retention marketing”? How is the play-to-earn model going to grow next year?Cross promotions are on the rise. Will the move to self-publishing be worth it?We are here with the final episode of the Mobile Growth Crystal Ball series. Today we have Peggy Anne Salz (Mobile Groove) going into retention marketing, Keith Kawahata (AppLovin) who tells us about the play-to-earn model in games, Cameron Thom (Adikteev) who shares his thoughts on cross promotion and Jon Hook (BoomHits) bringing to the table his take on developers self-publishing their games.KEY HIGHLIGHTS🎈 Retention marketing – the new buzzword of 2022🔋 The economics behind retention vs. acquisition🛎 Retention strategies for 2022 🔍  Web 3 – the latest emerging trend🌊 The popularity of crypto gaming🏹 The business model that allows all stakeholders to monetize a game📣 Factors that contributed to the rise of cross promotion💰 Performance retargeting was not universally adopted🎤 Data science can help predict user behavior🚴🏻‍♂️ The presence of self-serve tech platforms to facilitate self-publishing🧦 A community to help fund game developers to self-publish**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-3-peggy-anne-salz-keith-kawahata-cameron-thom-jon-hook/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Will creative processes march back in-house?Is the grass greener on the other side of Facebook UA?How are game developers going to look at payments on gaming apps?The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof (ironSource) on bringing creative processes in-house, Nataliia Drozd (Fabulous) on newer UA channels and Jerome Turnbull (AppLovin) on alternate payment options for gaming apps.KEY HIGHLIGHTS🕶 Creatives become more important with the automation of UA 💼 End-to-end control over creative process with an in-house team🧦 Data sharing internally is easier and without risk 🚴🏻‍♂️  Faster production time with an almost simultaneous feedback with an in-house creative team🌊 Why web-to-app strategies will get a boost going ahead🏹 The switch from Facebook to other platforms for UA🎤 How Tik Tok leverages creatives💰 The beginnings of alternate payment methods on mobile games**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-2-homecoming-of-the-creative-process-newer-ua-sources-in-the-gang-alternate-payment-methods/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Can AI breathe life into creatives? What does 2022 look like for subscription apps?Will there be a blow up because Apple hasn’t really kept its word on “no fingerprinting”?Welcome to the first episode of our Mobile Growth Crystal Ball series, in which we ask the smartest folks we know in Mobile Growth about their predictions for 2022. In our first episode today, please welcome our featured guests Danika Wilkinson(SocialPoint), who talks about how creative automation will proliferate(and the place for human insight in the landscape); Andy Carvell(Phiture), who holds the magnifying glass to the components of subscription optimization that will emerge; and John Koetsier(Forbes), who predicts a blow up on iOS due to fingerprinting grey-areas. Danika, Andy and John have some fantastic forecasts for the year 2022. Take notes as you make plans for 2022.KEY HIGHLIGHTS🛠 The new breed of tools to help automate creative strategy🎨 How the tools will impact creative strategy👩🏻‍💻 The importance of human insight to get creative wins🏂🏻 The evolution of growth marketers in 2022🎧 What does the competition look like for subscription apps🎰 How to ace subscriber acquisition🛋 The rise of predictive modeling📝 Retaining your users through valuable content☎️ Re-targeting churned users📱 A list of tech and tools that will help with subscription optimization📬 Did Apple stick to “no fingerprinting”? What about app tracking transparency?📜 How do marketers still get the data if not from Google & Facebook?**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-mobile-growth-crystal-ball-2022-predictions-part-1-creative-automationdanika-wilkinson-socialpoint-subscription-optimizationandy-carvell-phiture-an-ios-scandaljohn-koetsier-forbes/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Jayvian Hong. Jayvian heads Strategic Partnerships at Miniclip. Over the past few years, Jayvian has developed deep partnerships with the App Store and Google Play Store. These partnerships obviously weren’t formed overnight but took time, effort and patience. While initially she and her team had to work hard to find their footing with the big platforms, Jayvian and her team’s persistence and strategy eventually paid off.  Today, she is a mentor on a program that the Play Store has in place to support indie studios.Jayvian also co-founded Game Changers, a monthly webinar series that features exceptional women in the gaming industry and revolves around leadership, game design, marketing and much more. In today’s episode, Jayvian recalls the initial years of her partnership with both the App Store and Google Play Store and shares some strategies for game developers to build crucial relationships with the big platforms that can drive more than just featuring-based installs.KEY HIGHLIGHTS:🥁 The beginnings of Jayvian’s collaboration with app platforms 🕋 Why app platforms are considered to be black boxes 🤗 When did app platforms become receptive of Jayvian’s communication🎰 The criteria to qualify for a shot at getting featured on the app platforms 📉 What has more impact while pitching? Stories or metrics📓 How to prep app platforms for an app launch💪🏼Is featuring on an app platform as powerful as it used to be? 🎮How Jayvian worked with Google Play to tap into the Indian gaming market🎭 Common mistakes made by developers when pitching their products to app platforms👩‍🎤 How indie developers can take the first steps to establishing an association with app platforms**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-build-lasting-partnerships-with-itunes-and-google-play-app-stores-with-jayvian-hong/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

A few weeks ago, we released an episode on balancing monetization and retention. We talked about improving user experience to enhance retention by getting rid of monetization. However, this does not always work. We did say that it’s not a one size fits all solution. In this episode, we talk about another hack that can be used to improve your app’s retention – adding monetization barriers. Sounds confusing, but it’s a strategy that has worked successfully.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-monetization-barriers-can-improve-retention/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

MMM based incrementality models: Is it the light at the end of the tunnel?Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly. However, it’s not always hunky-dory. There have been quite a few challenges that we encountered on the way. On the upside, we’ve also figured out how to overcome these challenges.In this episode, we go over the key limitations of employing MMM based incrementality analysis and include steps to mitigate these limitations.**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/4-challenges-of-mmm-based-incrementality-models-and-how-to-mitigate-them/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Jon Hook. Jon is the CEO at BoomHits, a mobile game publisher with many hits in the hypercasual and idle genres. In today’s episode, Jon tells us about how the hypercasual genre has evolved to the point where it’s approaching saturation in the form that it currently is - and outlines the next stage of its evolution - hybrid casual.  Our conversation flows around the new dynamics involved in monetization, game design, unit economics, hiring, publishing, and much more in all things hybrid. I highly recommend this to anyone interested in moving to hybrid games and also to those that are currently working within the genre.KEY HIGHLIGHTS🎮  Factors that contributed to the rising popularity of the hypercasual games🎰  How the unit economics differs for hypercasual and hybrid games💰 Key motivators for players to spend $ on IAPs Tips to move from a hypercasual to a hybrid game 💻 What resources should developers look at adding to build a hybrid game📓 The different publishing strategies for both the genres⛔️ Common mistakes to avoid when moving from a hypercasual to a hybrid genre**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-hybrid-games-combine-the-simplicity-of-hypercasual-and-depth-of-casual-games/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

How many times did you think to yourself “Well, that 60 min meeting could’ve been a 5 min email!”?Today's guest is Brett Nowak. Brett is the founder of Liquid & Grit, a product research company for games that creates actionable reports about new game features and industry trends for game developers. Prior to this, Brett spent a big chunk of his career working with different gaming studios.Today we discuss the zero meeting workplace - a system that’s provided efficiency, flexibility and quality of life to both employers and employees. Brett highlights examples from his own experience implementing this culture in his own team as it has grown to 46 people - showing just what is possible if you just question assumptions. Much like we did after our last interview with Brett on hiring, we at Rocketship HQ implemented some of these practices as a completely asynchronous team spread across the world. This is perhaps a peek into what the future holds for workspaces - and there are lessons here for everyone, irrespective of whether you’re remote, in-office or somewhere in between.KEY HIGHLIGHTS🤝 What  inspired Brett to initially minimize meetings⚖️ How meetings bring about bias in the workplace📈 How to operationalize processes to scale your company🔺 The change begins at the top💰 Doing away with meetings makes the company more profitable🗂 Documenting all processes smoothens out logistics⚒ Tools to support the no-meeting workspace Emotional cues still work only face to face 🛍 Workplace banter doesn’t contribute to profitability 🧩 The elements of making the zero meeting workplace concept a success🤼‍♂️  Weekly review meetings are unnecesary for the most part**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-zero-meeting-workplace-with-brett-nowak-founder-at-liquid-and-grit/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

What does it take for an indie studio founded by someone with no game design experience  to achieve 100 million downloads?Our guest in today’s episode is Sheetal Bairamadgi. Sheetal is the founder of Crikey, a game studio based in Sydney. Sheetal began her career as a digital marketing manager, and after working with a number of apps during her tenure as Chief Marketing Officer at Leadbolt, Sheetal decided to  start her own gaming studio, Crikey. Crikey has a number of games to its credit, and the most popular one is Phone Case DIY which got 100 million downloads within a couple months of release.In today’s episode, Sheetal takes us through the journey of how she envisioned Crikey and how she and her team refined the processes of their ideation and research from their early games that got lukewarm responses to their first big hit. This conversation again proves that it is possible to build hit games by focusing on research, processes and data, even if you don’t have much formal game design experience. Key Highlights:👾 What inspired Sheetal to transition from ad tech to game development?👩🏻‍💻 Why Sheetal picked hypercasual games to get started with🎮 The key challenges and learnings with Crikey's first game.📝 The research process used by the Crikey team for coming up with game ideas.💡Great ideas can come from anywhere - and from anyone on the team.📱Even the app icons can make a huge difference to a game's performance.💯 How the Crikey team learned to improve upon their processes and games as they built new games.🙌🏽 Who Sheetal's first hire was - and why.🥇 The roots of Crikey's first hit game - and how the idea developed into the actual game.🔙 What Sheetal would do differently if she had to start all over again.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-use-structured-tgifs-to-build-a-100-million-download-game-from-scratch-with-sheetal-bairamadgi-founder-at-crikey/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Is there a secret to achieving better retention?Marketers and app developers are often asked the same question - how can we improve retention?Unfortunately, while there is no magic formula for this, in today’s episode, we’re sharing one strategy that helped us improve retention rates which further rippled into better monetization. This could be something worth trying if you are working on improving your retention rates as well.**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-find-the-balance-between-monetization-and-retention/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Danika Wilkinson is a product marketer at Social Point, where she is responsible for the overall, high level marketing strategy of one of their games. She strategises all aspects of game marketing, and guides UA specialists in performance analysis and optimisations.Today’s conversation is an update on a topic that we discussed with Danika the last time we spoke with her on the Mobile User Acquisition Show. Today we talk about how she and her team completely  revamped  their creative process – and broke out of a creative rut.We go in depth about what inspired them to hit the reset button, what the elements of the reset looked like, what some of their challenges were, and how Danika brought different teams together to work towards a single goal to revamp their creative process. There are so many insights in this conversation for those of us that are often hesitant to bring about big changes in workflow, and for those of us wanting to unlock new creative winners for their marketing – and I highly recommend this.Key Highlights💡 The inspiration behind resetting Social Point’s creative process🏆 Creative winners are usually the result of a process and not ideas 🏃🏽‍♀️ The new framework for ideating new concepts📆 The testing process had a fixed timeline that all members were aware of🎤 How Danika’s team overcame the miscommunication between the creative and UA teams through data literacy🏄‍♀️ The different challenges and biases in creative testing🚗 Moving from an IPM centric testing to a CPI centric📱 How has the testing process changed for iOS post ATT🎭 How company culture influences changes in workflow Creative diversity reduces the risk of losing profitability **Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-break-out-of-a-creative-rut-by-resetting-your-processes-with-danika-wilkinson-product-marketing-manager-social-point/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

LTV: a metric that is central to marketing decisioning. While it is an important metric to decide further budget allocations, it’s important to understand that there is no one single objective way to define this. In this short episode, we outline the different ways in which LTV can be defined - there is no one single correct way, and why it’s important to be clear about exactly what definition we’re talking about. **Check out the show notes here: https://mobileuseracquisitionshow.com/episode/why-your-ltv-might-differ-from-your-analysts-ltv/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In today’s episode, we’re in conversation with Jerome Turnbull. Jerome is Vice President of Growth at AppLovin where he helps fuel user acquisition and ad monetization for the games made by AppLovin's partner studios. Jerome played a key role during the launch of Project Makeover- a game that topped the charts in just 4 days of launching with over 5 million downloads. Today, we deconstruct how Jerome and his team mapped out the launch strategy for Project Makeover, especially in a time of significant inflexion with Apple’s privacy policy changes on the horizon - and during the hyper-competitive Q4.There are so many learnings and gems in here - not only about launching, but also about launching and growing an app in an uncertain, challenging time: and I’m excited to present this episode to you. KEY HIGHLIGHTS🕹 How metrics differ for hyper casual games vs. match-3 games🔧 The benefits of fine-tuning during the pre-launch phase 📆 The impact of the hyper-competitive Q4 when launching an app📣 Is cross promotion within and across other studios beneficial?🏃🏽‍♀️Player motives that were tested out before launch of Project Makeover👥 The team structure during the launch of Project Makeover**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-anatomy-of-a-breakout-launch-learnings-from-project-makeover-with-jerome-turnbull-vp-of-growth-applovin/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

App Store Optimization is often discussed as a key component in app scaling strategies. In this episode, we see why this isn’t really the best way to grow an app. Shamanth also highlights that the difference in search behaviours on Google vs. an app store is what led to ASO taking a backseat in his methods.**Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment.In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes - this edition helps you build a strategy based on the realities of ATT and a post-identifier world.The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra. Go here to sign up: mobilegrowthlab.com**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/app-store-optimization-is-not-a-strategy-for-scaling-growth/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short gaming clips among friends. She was previously the co-founder and CEO of Megacool, which was acquired by Medal.tv in 2019. Before starting Megacool she held the position as VP of Business and Marketing at Dirtybit, the Norwegian indie game studio sensation behind the successful Fun Run game series. She holds an MSc in CommTech Engineering and Entrepreneurship from the Norwegian University of Science and Technology. She is deeply passionate about helping game studios succeed and giving back to the Nordic entrepreneurial ecosystem.In today’s episode Aurora tells us about the unique challenges of starting a developer focused product - and getting adoption from scratch. She tells us about her unique and counterintuitive approach to starting her company even before she knew what the company would do - and her approach to figuring out what the company would eventually do - by actually listening to users. She also tells us about the unique challenges and opportunities with referrals and virality - and how these can unlock tremendous growth in a time of escalating acquisition costs. For a unique perspective into bootstrapping, figuring out a product, scaling, virality, referrals and much much more, we’re thrilled to have Aurora on the show.⚒ Why Aurora and her team built 1 prototype per week for 10 weeks.🩺 How Aurora and her team gathered user feedback to decide what to build.⏳ SDK fatigue and how to overcome it☔️ The common mistakes that apps make while considering viral flows.🛹KPIs that impact a referral flow.📱The power of dark social.**Note: As you may have seen, the second cohort of our workshop series, Mobile Growth Lab is now open for enrolment. In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes - this edition helps you build a strategy based on the realities of ATT and a post-identifier world. The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra.Go here to sign up: mobilegrowthlab.com**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-build-a-hit-developer-facing-product-with-aurora-klaeboe-berg-coo-medal-tv/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today's episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and marketing have come a LONG way since then - with platform and algo changes, and of course Apple's privacy policy changes, this article is a useful reminder that many of the fundamentals and principles underlying scaling haven't changed all that much - and there are some principles here that I hope will be helpful for you in your own scaling efforts.Link to original article on the Liftoff blog here: https://liftoff.io/blog/scaling-user-acquisition/ Link to show notes here: https://mobileuseracquisitionshow.com/episode/how-puzzlesocial-grew-ua-spend-from-zero-to-1-5-million-per-monthand-got-acquired-by-zynga/ **Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! In the first edition, we helped over 40 attendees: See the mapPrepare the groundworkMove forwardFind acceleration We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)**