A big change that’s coming to SKAdNetwork with iOS 15 is one that’s under-the-hood - and it’s significant because it addresses a big shortcoming of SKAdNetwork right now by allowing apples-to-apples comparison between all networks - including Facebook, Google and other SANs.In today’s episode we explain the mechanics of how things work now, how they’ve shifted from the way they used to - and why it is a huge deal for advertisers.Highlights💎 How attribution for SANs have worked until now - with and without SKAdNetwork.❇️ SANs grade their own homework right now.🌪️ What changes with iOS 15.🎀 Why this change matters for advertisers. ⛅ The one exception to this change.Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! In the first edition, we helped over 40 attendees: See the 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.)**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-no-more-self-attributing-networks-sans-how-skadnetwork-will-allow-more-objective-campaign-measurement-soon/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.KEY HIGHLIGHTS🤺  How you needed to adapt to LAT remained unchanged since 2016 until this year.🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status.🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple.🧪 The mechanics of user level data measurement and tracking without the IDFAs.🔍 The Ad Services framework doesn’t require an MMP.🐶  The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now.🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA.🤽 Search tab campaigns can actually work for returning users.🛍️ The somewhat ambiguous Ads Personalization setting.🥝 How the new-returning-open structure that helps maximize scale on ASA.🧱 What’s coming with iOS 15.⚙️ Are budgets shifting to ASA after ATT enforcement?**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Media mix modeling is being touted as one of the ways forward in the post-IDFA world, as advertisers reel and reevaluate their spend allocation models entirely. However, there are inherent requirements for media mix to not only work and generate useful results, but also be implemented in the first place. In this episode, we talk about those challenges, why they are challenges in the first place, and why we disagree with any solution being touted as a sinecure to the exclusion of all others. KEY HIGHLIGHTS⛳ How data volume is central to the effectiveness of media mix modeling⏰ Media mix modeling is not always a good use of your time🖖 The simple solutions will beat overkill every time**An announcement:On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”. This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/are-media-mix-models-the-future-of-post-idfa-mobile-marketing-not-for-the-vast-majority/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today we’ll talk about big changes that have just come to AAA campaigns on Facebook - which should alleviate many of the concerns about AAA that we had shared earlier on this podcast. These could be a big deal, especially on iOS with the recent privacy changes.Highlights:💨 While AAA can be hugely powerful, they also have had some critical limitations.⚙️ Facebook is changing AAA to give more control to advertisers.📷 Three changes to AAA we found in the wild:Age targetingAudience exclusionCity targeting**An announcement:On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”. This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/much-awaited-changes-to-facebooks-automated-app-ads-aaa-campaigns-audience-exclusion-age-targeting-city-targeting/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Apple is finally set to introduce A/B testing to its app store, and it has come not a minute too soon. Mobile marketers have used alternative ways to get these results, and they have not been the best solutions for many reasons. With this new release imminent, in this episode, we set expectations of what is and isn’t possible.Key highlights⛏️ No more hacky A/B testing workarounds🏄 What to expect from Product Page Optimization**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-ab-testing-finally-arrives-on-itunes-with-product-page-optimization-whats-possible-and-what-isnt/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Seems organic, but is paid. Long user funnel, with high CTR.In this episode, with our guest, Violeta Pirnog, Senior Performance Marketing Manager at Blinkist,  we are unpacking the bundle of seeming contradictions that are native ads on Facebook. Right from user flows to testing parameters, Violeta takes us meticulously through the art of the soft sell. We are used to attention-grabbing creative ads doing the heavy lifting for conversions, so it hits differently when we hear how articles take on that mantle. How do you track events? What do you test? How do you optimize performance? Which placements do you go for? Bursting with questions? So were we! Check out this incredibly insightful episode.KEY HIGHLIGHTS📈 The change in user perception of native vs non-native ads🖊️ Ad to app: the extended user flow of a native ad campaign🦙 There’s a lot of BI in the background for native ad performance optimization🍚 The subtle components of a native ad campaign🎚️ How to decide if native ads are the right channel for your product🎭 The performance of different native ad placements on Facebook🏦 How to use Instant Experience as a litmus test🖼️ What the testing framework for native ads looks like🤝 The efficacy of automated vs manual testing🧪 The surprising result of testing Taboola and Outbrain content flows on Facebook🖊️ Headlines, creatives, article content and more: the variables of a native ad campaign**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-native-ad-flows-with-landing-pages-articles-win-out-over-direct-to-appstore-flows-with-violeta-pirnog-senior-performance-marketing-manager-at-blinkist/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Among the big changes that are coming with iOS 15 are custom product pages, which offer the ability to customize app store pages for different audiences. In this episode we review some use cases for custom product pages, discuss implications for analytics and tracking. We are excited to try out custom product pages, and explore the added opportunity to design end-to-end user flows from ad to app download.  Having said that, we do see one big caveat because of Apple's privacy thresholds.Key highlights💅 Custom product pages is not the same as ASO or A/B testing🍕 How to slice and dice your data for different product pages⚖️ Will privacy thresholds help or hamper this new feature**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-how-custom-product-pages-could-dramatically-impact-ua-strategy-with-examples/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We are excited today to welcome Nahir Garcia, head of user acquisition at Etermax, creators of the successful series of games Trivia Crack. [Note: this is the English version of the Spanish episode that we released a few weeks ago].In today’s episode, Nahir tells us about the types of influencers out there, how to evaluate their fit with a game, how to give guidelines, how to schedule campaigns, how to measure performance - and so much more.If you’re curious about what it’s like to work with influencers at a large scale, this episode is going to be great for you. KEY HIGHLIGHTS🚀 Influencer marketing opens up more user discovery channels🔍 The challenges of finding the right influencers🤩 How disparate categories can have surprising results🍬 The intersection of game goals and audience interest is the sweet spot🎭 How to revisit established performance metrics in this new paradigm🤝 Brand enhancement vs performance marketing🤹 Campaigns are partially bets and partially certainties**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-scale-non-gaming-audiences-for-games-via-influencers-with-nahir-garcia-head-of-user-acquisition-at-etermax/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Apple’s privacy thresholds in SKAdNetwork have been obfuscating conversion values - and preventing advertisers from getting an accurate read on performance, especially on Facebook. Facebook recommended ensuring that you hit at least 128 installs a day per campaign so you can overcome Apple's privacy thresholds.Will hitting the 128 install daily threshold solve your problems? How does this privacy threshold apply to channels other than Facebook - ad networks and SANs?We try to answer these questions in this episode, based on what we are observing.Key highlights💍 What happens if you do hit 128 installs a day per campaign? 🧐The difference between Facebook and other networks. 🧶 Why do other networks behave differently from Facebook?💪 How are we responding?**Check out the show notes here:  https://mobileuseracquisitionshow.com/episode/the-curious-case-of-facebooks-128-install-recommendation-how-to-address-skadnetworks-privacy-threshold-limitations/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We’re 2 months into ATT - and more of the dust has settled. Many advertisers are continuing to see challenges with their performance right now as the actual impact of traffic without user-level data is becoming increasingly visible. Yet, there are some strategies and opportunities available still. Based on our review of 15+ accounts across verticals and different budget levels, we see some elements that are common to accounts that are relatively happy with where they are now - that we recommend to folks looking to ameliorate their recent performance issues.[By the way, these are also some of the key recommendations we’ve given in some of our recent free office hours sessions, which you can read about at https://rocketshiphq.com/officehours/ - and have gone into in much more detail and depth in our workshop Mobile Growth Lab ( http://MobileGrowthLab.com ), whose recorded sessions we are making publicly available now).]Here you go on our top 6 recommendations for advertisers looking to combat performance deterioration. Key highlights🧬 Use blended metrics as a source of truth📲 Optimize for installs (or upstream events) on FB💪 Consolidate AEO campaigns (and skip VO)🧐 Lean in to other SANs🌐 Web flows🌄 Ad networks/DSPs outside of SAN (at larger budgets)**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/whats-working-now-post-att-ios-14-5-in-mobile-user-acquisition-6-opportunities-to-address-performance-deterioration/  **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Sophie Vo, studio and game lead at Voodoo, and founder of Rise and Play, a knowledge sharing platform for leaders in the gaming industry. In our conversation today, we talk about Sophie’s experience building a new gaming studio focused on producing casual games within Voodoo, a company better known in the hyper casual space. In today’s conversation, Sophie tells us about how she started building her studio from scratch - and the completely unexpected challenges she had to face along the way. She talks about the skepticism about her business model, the fundamental differences between casual and hypercasual games that she saw could threaten the future of her studio, and a ticking clock that her team was building against. She talks about the shock of the pandemic on her then budding team - and the emotional upheaval it caused. She talks about the critical conversations she had to have - with her leadership and her team - when she realized that she was being asked difficult questions about what their team was buildingThis is an incredible warts-and-all conversation, and I felt this was an inspiring and instructive conversation - especially since Sophie was very candid and transparent about her challenges and struggles, as much as she was about what she did about these challenges.We’re so glad to bring you this conversation today.KEY HIGHLIGHTS✨ The priorities for growing a brand new team🔭 Why preparation for the long-term is the only strategy to have🔑 The key to LTV is retention🦘 The leap from casual to hyper casual**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/zero-to-launch-how-to-actually-build-a-casual-gaming-studio-from-scratch-with-sophie-vo-studio-game-lead-at-voodoo/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Este es nuestro segundo episodio del Mobile User Acquisition Show en Español. (An English version of this episode will follow shortly!).Estamos emocionados de dar la bienvenida a Nahir Garcia, la jefa de adquisición de usuarios en Etermax, los creadores de la exitosa serie de juegos Trivia Crack. Hoy hablaremos sobre un tema en que Nahir tiene una perspectiva única - como trabajar con influencers a gran escala. Hoy hablaremos con Nahir sobre cómo identificar influencers y sus audiencias, como dar pautas a las influencers para las campanas, como rastrear las métricas de estas campanas - y cómo estructurar un calendario de marketing de influencers a gran escala para crecer un juego a millones de usuarios. Nahir nos hablará en esta edición en español del programa, y también nos hablará en una edición en inglés sobre el mismo tema, que publicaremos pronto. Estoy especialmente interesado en compartir su valioso punto de vista. Por eso entrevistamos a Nahir en dos idiomas.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/en-espanol-como-contratar-influencers-a-gran-escala-con-nahir-garcia-la-jefa-de-adquisicion-de-usuarios-en-etermax/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

This episode was inspired by a discussion I’ve had online recently. I’ve seen this stated at times - that developers should diversify their user acquisition channel mix. Investing is given as an analogy - the argument is made that a diversified portfolio is safer than one that isn't.BUT this is BAD advice for any app or product that isnt at massive scale(or ~$100k/month) - I say more in this episode.Key highlights🔬 Focus on SANs at low scale (<$50k/month)📡 Concentrate your channel mix to ensure algorithms have enough signal to perform🤔 Contextual advantages of ad networks are hard to realize at small scale🏁 Diversify *only* after you tap out SAN trafficShow notes: https://mobileuseracquisitionshow.com/episode/why-you-shouldnt-diversify-your-user-acquisition-mix-early-on/ Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

“If multiple app stores do the same thing(as Apple did with ATT), I see this as a disruption to business.”Now that the IDFA rug has well and truly been pulled from advertisers’ feet, there has been a scramble to refactor strategies and create new protocols. But, as Jayne Peressini points out, Apple iOS is just one platform. What happens if other platforms follow suit, and also pull the plug on existing protocols? Her recommendation is a revolutionary one: build a decision engine in-house. It is not easy, it takes a ton of expertise, it will take a huge amount of time and resources. It may also take some wrangling with existing DSPs. But it can be worth it. Check out our amazing conversation about in-housing decision engines, and effectively future-proofing your UA strategy for potential curveballs. KEY HIGHLIGHTS📈 How to future-proof growth strategy⚖️ The case for bringing the decision engine in-house✅ We still have to be SKAdNetwork compliant🏗️ How to build bidder as a service in-house🤝 The shift of UA towards engagement and retention👩‍🔬 The expertise necessary to build a decision engine**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-build-a-bidding-decision-engine-to-future-proof-your-user-acquisition-activity-with-jayne-peressini-senior-director-mobile-marketing-and-growth-at-electronic-arts/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Last week, we talked about what’s up with Facebook - and this week we’re taking a look at what’s happening with Google post iOS 14.5/ATT. What is changing, what is working with creatives, reporting and day to day ops - and what is a big hot mess right now? It’s been just over a month since Apple pulled the trigger on iOS 14.5 - and in this episode we wanted to highlight the key changes that we are seeing with Google Ads/UAC.**By the way, we go into this in much much more detail in our workshop series Mobile Growth Lab - where we share case studies, examples and data around what is happening. Recorded sessions from the Mobile Growth Lab are available right now. See more details here: https://www.notion.so/Mobile-Growth-Lab-2021-Recorded-Sessions-7132fcdf1d8b4d98a4a91c624423b94f (You can also just join the waitlist for the next edition here: http://MobileGrowthLab.com ).**KEY HIGHLIGHTS🛠️ We’re able to run campaigns & optimize for events without Firebase🌼 Way more ‘modeled’ events🎚️ No hard cap on 8 campaigns🧮 No tROAS. Only tCPA, tCPI🗺️ No such thing as conversion value mapping or setup🔌 No way to plug in MMPs - at least right now🔥 Reporting is a huge mess⌛ 5 day delay in reportingShow notes: https://mobileuseracquisitionshow.com/episode/the-state-of-google-ads-uac-post-att-ios-14-5-8-big-changes-challenges/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

What’s happening with Facebook? What is changing, what is working with creatives, reporting and day to day ops - and what is a big hot mess right now? It’s just under a month since ATT and iOS 14.5 - and we have a clear early read of what is happening. In today’s episode we survey the landscape of Facebook ads post ATT - and speak about the key challenges and opportunities we see.**By the way, we go into this in much much more detail in our workshop series Mobile Growth Lab - where we share case studies, examples and data around what is happening. Recorded sessions from the Mobile Growth Lab are available right now. See more details here: https://www.notion.so/Mobile-Growth-Lab-2021-Recorded-Sessions-7132fcdf1d8b4d98a4a91c624423b94f (You can also just join the waitlist for the next edition here: http://MobileGrowthLab.com ).**Highlights📊 No purchase data for some apps.🚫No breakdowns between redownloads and new users.❌No clear metrics at ad group and creative level🌪️Reporting is still a mess✔️Install optimization is working relatively well.🚧Non iOS 14 campaigns(targeting IDFA users) are still working.🔄Persona and interest based creative pairing is making progress.🔢Blended numbers still provide strong guidance.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-state-of-facebook-ads-post-ios-14-5-att-4-challenges-4-opportunities/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Highly specific or customized SKAdNetwork conversion schemas can be relevant and useful - primarily because these are a good indicator of eventual LTVs of users. However there are aspects of these custom schemas that definitely need to be thought through for them to be relevant - some of which considerations we talk through in this mini-episode.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-make-compound-synthetic-conversion-value-schemas-work-in-skadnetwork-ios14/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

“We discovered that the more words we put in front of people, the better return on ad spend we were getting.”Our guest today is Stevie Lutgen, Sr. Manager UA at Radish Fiction. In our conversation today, we talk about the importance of copy(especially long copy) in reaching and retaining valuable audiences. In a world where emphasis is placed on creating short digestible snippets of content, we were surprised to hear that Radish uses paragraphs and paragraphs of text in their most successful ads. In our conversation today, Stevie walks us through the process of selecting, testing, and refining ad copy to best represent their product. We also look at how framing and identifying ‘hooks’ can be so pivotal to performance. This week’s episode is a masterclass in how words, narratives and framing can so dramatically impact performance in a world where they are almost taken for granted.KEY HIGHLIGHTS📈 Why more copy has correlated with stronger ROAS for Radish.📚What Radish’s ads look like - and how they ended up with text-heavy ads.🖼 Framing matters more than the story itself.🧪Watching Netflix for research.👏How stories become ads: who on the team owns what part of the process.📓How stories and narratives work for UAC🎥 Telling stories on Snap and TikTok☎️ How Radish is dealing with the absence of deep linking post iOS 14.5**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-words-to-shatter-short-attention-spans-stevie-lutgen-user-acquisition-radish-fiction/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

"Oh, if we turn off the spigot, is it going to tank our growth?"When practically all UA mixes involve Facebook, it is rare to come across a strategy that doesn’t use it at all. Trang Dao, VP Growth at Atom Finance, talks to us about how they made the decision to remove Facebook—and all paid social—from their UA strategy altogether. We talk about getting management buy-in, the importance of channel diversification, how to restructure processes and how to pick the right digital channels to make sure that growth continues unabated. KEY HIGHLIGHTS🔱 Why Facebook shouldn’t be your only channel🚩 The importance of channel diversification🌿 There are channel options for every company size 🎓 Why products which need education are not a great fit for paid social🏗️ How to rebuild the infrastructure to transition out of Facebook🧗 Manpower intensive channels take a while to ramp up🤑 Publishers follow demonstrated success🚓 Dealing with the potential of fraud with affiliate traffic💅 You need to counteract churn with product management to balance low initial signals🎛️ The few but predictable levers for targeting on pre-install ads💡 How to use mobile web in the face of iOS 14 and ATT changesCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-break-up-with-facebook-the-opportunities-and-challenges-of-an-unusual-acquisition-channel-mix-with-trang-dao-vp-of-growth-at-atom-finance/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Adam Lovallo, CEO and founder of Thesis, host of the MAU [Talk] podcast, and founder of grow.co. Adam was our first guest on How Things Grow, and his episode on the rise and fall of daily deals was a very interesting behind-the-scenes peek into a roller-coaster of time that he lived through. Today, we are excited to talk to him about a subject that he feels strongly about: incrementality. We start with talking about what incrementality testing is, how to identify signs of underlying issues in campaigns, and why Facebook and Google reported numbers can be problematic. Adam then goes on to describe prescriptions on how UA teams can solve incrementality issues, discussing the efficacy and potential outcomes of each. Finally, we talk about the role of MMPs, how iOS 14 plays into the picture, the critical importance of channel mix in budgeting and performance decisions, and the importance of seemingly old-school ways to measure performance like blended CPAs or marketing-as-percentage-of-sales. This is a masterclass in understanding the true impact of your marketing, and an unmissable episode for anyone who has questions about how to diagnose issues and implement fixes in their strategy. Enjoy! KEY HIGHLIGHTS🤔 What are incremental conversions🚩 The first signs of an incrementality issue💥 Results from an incrementality test can be startling to advertisers💊 Prescriptions to fix incrementality issues🔀 Why you should change up your channel mix🙋 Self-attributing channels are configured to take credit⛔ The limitations of MMPs with tracking🌎 How geographic targeting can generate clean data🧮 The importance of using blended numbers to determine CACCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/is-your-cac-10x-what-it-should-be-how-to-surface-incrementality-issues-in-your-paid-ua-with-adam-lovallo-ceo-and-founder-of-thesis/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

After IDFA’s deterministic paradise, SKAdNetwork and the move to probabilistic targeting can feel like fumbling in the dark—and like we are stepping back in time. In today’s episode, we talk about the mechanics of how lookalike and post-install event optimization used to look, in order to understand exactly what will be changing, and more importantly what impact that change will have. In spite of these changes, we will have lookalikes - and we will have optimization for post install events. In this episode we talk about how these will look going forward.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-will-lookalikes-and-post-install-event-optimization-work-under-att-skadnetwork/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

“Nobody's going to listen to audio. Even the biggest publishers in the world have only a couple of minutes per session per day on their websites. With audio being sequential and immersive, it’s going to be very hard to build anything engaging in the space” - these were some of the words that folks told our guest Govind Balakrishnan, CEO and founder of Curio Labs, when they were starting out.In our chat today, we talk about how they questioned - and overcame these assumptions. In this episode of the Mobile User Acquisition Show, we talk about how Curio defined a new genre and category of apps: right from experimenting with user journeys, to identifying non-obvious signals for habit formation to overcome entrenched assumptions to define and grow within a new category. This is an unmissable episode about partnerships, user experience, onboarding and so much more from a pioneer in the audio space.KEY HIGHLIGHTS🎶 All audio is not synonymous with podcasting🏋️‍♂️ What are the jobs that Curio does for users?⏰ Time shifting in audio consumption🤩 Users of your product are your best advocates🤔 The tradeoff between choice and discoverability📋 People appreciate clarity in terms and conditions🛣️ How to build a pathway for users to experience products📡 How to identify non-obvious habit formation signals☯️ Activation and revenue are connected but require different ways of thinking🧘 The three dimensions of content that resonateCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/zero-to-category-leading-how-habit-formation-can-fast-forward-subscription-growth-in-an-uncharted-genre-with-govind-balakrishnan-ceo-and-cofounder-of-curio-labs/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

What makes someone pay $60,000 for a counter-strike skin? Why do folks shell out small and big money for digital collectibles - and for looking good in a virtual world? In this insightful conversation with Joanna frota Kurkowska, data insights analyst at G2A, we delve into player motivations, the evolution of fashion in gaming, the increasing proliferation of virtual worlds in our day to day experiences - and much much more. Although our conversation starts with the intersection of fashion and gaming, it moves into different realms of player psychology, drivers for the rise in aesthetics in games, and how developers should all be reimagining games as social and community platforms.KEY HIGHLIGHTS🌅 Early games didn’t have aesthetics👀 When visual experiences became important🎎 How JRPGs spearheaded the fashion movement in gaming💍 Digital accessories can cost wildly different amounts👟 The drivers for the rise of in-app fashion purchases🤑 The pandemic played its part in driving up mobile gaming spend💎 Player motivations for buying expensive digital accessories👯 How games have evolved to be social platforms💃 Digital experiences are making up for the lack of real-life ones🎁 The factors that make in-app items more or less valuable🔫 Successful collaborative games are mostly violent🛍️ How e-commerce can see a significant shift if games are made as social platforms😳 Why ads would find a more engaged audience in games🤩 How Covet Fashion engages its community on YouTube🏗️ It is possible to build games with the community💅 The factors a fashion company should consider when venturing into games✨ How designers in fashion companies and gaming companies can create magic🔮 Fashion brands should find their niche🧚 How games can be less intrusive platforms than social networks for brandsCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/playing-in-style-how-gaming-fashion-are-becoming-increasingly-intertwined-with-joanna-frota-kurkowska-digital-insights-analyst-at-g2a-com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Can attribution modelling dispel the darkness in a post-IDFA world? When we had IDFAs and deterministic attribution, this sort of estimation based modeling was not necessary. However, as it is curtains on IDFAs, attribution modelling could be a way to retain marketing metrics like LTV and ROAS. How is this possible? Will it be accurate?We find out in our conversation with Chris Farm today, co-founder and CEO of Tenjin, in which we talk about what data we do have at our disposal, and how to make the most of it to build attribution models - from simple spreadsheet ones to more sophisticated ones. KEY HIGHLIGHTS🏃‍♀️ How attribution has shifted to Apple🧐 The gaps in ROI metrics for developers⚙️ How attribution modelling works📥 The inputs of an attribution model and the downstream metrics they impact💭 Let’s not forget the IDFV💪 The IDFV is more powerful that you would expect🤼 Signal-based vs deterministic🌱 How to start with a simple model and then refine with layered variables🚗 The drivers of model accuracy and inaccuracy🎯 We need to change how we define accuracy 🙋 Last-click is just one possible model 🔍 It is possible to create models without postbacks💡 How to work with aggregate data for good decision-making🏝️ Why attribution modeling is unnecessary when running a single channel 🕹️ Attribution modelling is especially suited to gaming companies ⚖️ The difference between attribution modeling and last-touch🦄 Why true multi-touch still doesn’t exist📝 How to create a V1 model in Excel🦸 Developers will rise to the challengeCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/the-power-of-attribution-modeling-to-calculate-ltvs-in-a-post-idfa-world-with-chris-farm-co-founder-and-ceo-at-tenjin/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Today, we are excited to present a very special episode. Highlights from our new book: The Mobile Growth Handbook 2021 Edition. We have collected the best insights from 90+ episodes of the Mobile User Acquisition show, and compiled them into this book. It is a treasure trove of wisdom from some of the smartest folks in mobile, who are on the frontlines of growth. There are 11 sections in total, running the gamut from strategy and UA channels, to growth engineering and virality. There is a dedicated section on iOS 14 strategy as well, which as we all know is especially relevant right now. Link to download the book: https://mobileuseracquisitionshow.com/mobile-growth-handbook-2021/Check out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-mobile-growth-handbook-2021-edition/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

What happens under the hood of SKAdNetwork? Sure, there is the timer and there are the conversion values - but what is changing under the hood, and what does it mean to you as a marketer or publisher?In today’s interview, David Phillipson takes us through the process of attribution on SKAdNetwork, and how it differs from our existing paradigm(and where it remains the same). He talks through the lifecycle of a bid in an SKAdNetwork paradigm, how publishers can become SKAdNetwork compatible, and how the bidding logic is set to be dramatically different going forward. This is a fantastic episode for insights into SKAdNetwork, and much more besides. Absolutely unmissable!KEY HIGHLIGHTS🔧 How the attribution is going to change under-the-hood🎬 The journey of value starts with the bid request⌛ Then and now: what has changed with the bid request🖋️ Why every DSP has to have a unique signature2️⃣ Tale of two SKAdNetwork variables🙃 We will still have last touch attribution⏲️ Delay in the SKAdNetwork timer is detrimental to advertising🦴 The anatomy of a postback🎁 Attribution data is stored on the device👍 MMPs will still have value; it’ll be different🔍 Why granular postback data is important🔙 There is a precedent for aggregate reporting🙋 What is info.plist🌸 How info.plist is central to attribution3️⃣ 3 things publishers need to become SKAdNetwork compatible🧐 The questions to ask when trialling a DSP🏝️ No man’s land: The current state of attribution🦋 What has changed in the bid request logic🌐 How the web can provide a template for mobile marketing🐝 Why cross pollination of data couldn’t happen on the web🏆 Who has the most data used to win🦸🏻‍♂️ The move towards privacy is a good one🔭 The unexplored potential of mobile web🌁 How to estimate your mobile web results without precise attributionCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/a-day-in-the-life-of-an-skadnetwork-bid-with-david-philippson-ceo-and-founder-of-dataseat/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

How does the performance team at Adobe cope with going remote almost overnight, and subsequently the prospect of getting back to office after a year?Our guest today, Seth Berman, talks about the challenges of moving a large team seamlessly to remote almost overnight. In today’s interview, he shares the learnings he has experienced as a leader in ensuring the mental wellbeing of his team, and also about moving back to office, and the new paradigm the team, leadership and the company have to navigate together.KEY HIGHLIGHTS🦋 The changed mindset with respect to remote work🗺️ Opportunities and threats of hiring talent located anywhere in the world🔥 The impact of easily accessible top talent🇺🇸 The continuing trend of US jobs being offshored💻 The grand equalizer of a video meeting🚗 No one misses commuting✍️ How a writing culture is conducive to remote work📧 Asynchronous work is the key to successful remote work🌄 The rise of Slack and Zoom💐 How to be fair to everyone🏋️ How managerial overhead is set to increase in hybrid situations🗣️ Why remote workers will lose out on micro interactions⚖️ The challenges of remote work and the undeniable benefits🥰 The rise of empathyCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/the-opportunities-and-challenges-of-moving-in-person-teams-remote-and-back-again-with-seth-berman-senior-director-performance-marketing-at-adobe/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Adam Hadi, VP of Marketing at Current. Adam has been a guest before on the show - and has been a guest on our other show How Things Grow, and we are thrilled to have him back. Adam talks about how Current has gone beyond Facebook and Google, exploring additional channels - both online and offline. He discusses why they did this - and how they account for complexities of a typical user’s acquisition and adoption path, how they use a mix of messaging and channels effectively to build trust, and how they think about measuring and tracking impact in the absence of precisely attributable data. This is very much a masterclass on adapting to the uncertain, unclear paradigm that a transition to offline marketing often entails. Enjoy!KEY HIGHLIGHTS📋 How attribution has changed at Current🤯 Attribution becomes more complex with more channels🌳 The impact of a long product lifecycle on attribution 🤲 How Current serves an underrepresented group🏦 Why banking is a high retention sector🤝 Building trust is very important in fintech🗺️ The different paths to becoming a customer📍 It is important to know where your customers are🧗 Mapping out the multi-step user journey 🌈 Different strokes for different categories 👍 Leveraging the implied trust of offline and traditional channels🧨 Why influencers generate a huge boost🍊 Apples and oranges: hyper casual and fintech🎨 The spectrum of direct response☑️ How to draw the right conclusion from the wrong marketing move🎚️ The nuances of fintech products🚀 The impetus to embrace offline channels🎢 Understanding the stakes of apps↕️ Banking naturally lends itself to measuring uplift⚖️ Different challenges for changing scales🧩 Putting the pieces of user attribution puzzle together🎤 Qualitative insight from customer interviews is very enlightening⏳ The importance of predictive events for optimizing a long acquisition cycle 🔮 Data Science is the future Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-offline-marketing-for-a-mobile-app-with-adam-hadi-vp-of-marketing-at-current/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

App clips were a feature that got a lot of buzz when Apple announced iOS 14 at the last WWDC - but these haven’t seen a lot of widespread adoption. This was an incredibly cool and slick experience for consumers - and very useful for developers - so what happened? What could have been ways to make this work? And should you still care? We answer these questions in today’s episode.****Also: in case you missed it, we’re hosting a workshop series Mobile Growth Lab to get marketers and leaders ready for iOS 14’s App Tracking Transparency changes. See more details here: http://bit.ly/MobileGrowthLab2021 Check out the show notes here: https://mobileuseracquisitionshow.com/episode/whatever-happened-to-ios-14-app-clips-what-apple-could-have-learned-from-playable-ads/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Paul Bowen, the GM at AlgoLift, has 20 years of experience in digital advertising and among the folks we look to for his expertise on SKAdNetwork.In our conversation today, Paul breaks down the various ways in which developers need to think about measurement for SKAdNetwork. He touches upon the complexities and limitations of the conversion value framework - and how it might be used along with IDFV based data to infer probabilistically the value or LTVs of users or campaigns. This is an episode with quite a few technical details and nuances, and we strongly recommend listening to it carefully to absorb all the wisdom Paul has shared. Enjoy!KEY HIGHLIGHTS🌱 How SKAdNetwork came about🔄 Everything revolves around the conversion value6️⃣ 64 combinations of 6-bit conversion values🔮 How to align conversion values to predict LTV for different apps🌅 Early purchase behavior is a good LTV indicator for games💰 Monetization in the first week helps to determine the appropriate conversion value💸 It can be more challenging to understand the LTV for an app with no day 0 monetization 🤩 The best indicator of LTV is past spending behavior🔗 Developers should crack the connection between in-app engagement events and LTV📶 The 3 data signals needed to define conversion value🤖 The challenge of programming an LTV signal to trigger a conversion value🎯 The trade off between accuracy and campaign optimization⌛ How long is too long to wait for accurate attribution?⏰ The debate around Facebook’s 24-hour attribution window🌐 The impact of 24-hour attribution window on other ad networks📋 Day 1 data is not enough for campaign attribution🥠 Day 1 behavior is definitely not enough to predict LTV🧩 Who owns the conversion value pieces of the ecosystem🙃 Why some developers want to bypass the MMPs for postbacks✈️ How postbacks travel from ad networks to developers💔 This is not the time to break away from MMPs📊 Breaking down probabilistic campaign attribution💾 The 2 data sets needed to define a probabilistic attribution model🍰 The 0-100% structure of a probabilistic model🏗️ The skill sets needed to build these models📈 Building the model isn’t challenging; extrapolating it isCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/more-than-just-conversion-values-how-to-make-the-most-of-your-skadnetwork-data-with-paul-bowen-gm-at-algolift-by-vungle/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Evan Horowitz, CEO at Movers+Shakers, a creative agency specialising in branding campaigns on TikTok. Evan and his team have spearheaded massive campaigns on the platform, resulting in many campaigns with over a billion views - and a total of 90 billion views across their campaigns (by the way, we’ll talk about the math of how that’s possible in this episode). Evan was an early adopter of TikTok as a marketing channel, and has seen its growth into an established brand channel over the last couple of years. In today’s conversation, he breaks down his team’s process for creating and architecting viral video campaigns - and speaks to the idiosyncrasies of the TikTok algorithm that results in hypervirality, resulting in billions of views. He also speaks to how virality-driven storytelling can be compressed into a 15-second time span - and so much more. KEY HIGHLIGHTS🎶 TikTok is about musical storytelling🤗 How Movers+Shakers embraced TikTok🧝‍♀️ The e.l.f. campaign was the biggest campaign in US TikTok history for quite some time🎼 How the original song for the e.l.f. campaign hit #4 on Spotify’s global viral chart🎺 The chart-topping brand anthem that played before NBA games🧑‍🎤 Original music was ground-breaking in the beginning📖 No brands have any sort of guidelines for music🆕 The fundamental difference of content creation on TikTok and other platforms🤯 User-generated content that *also* goes viral is the secret behind the billion+ views🌟 The e.l.f. campaign had 5 million user generated videos, all of which had the potential to go viral.🧮 How to count TikTok campaign views🤖 Understanding the TikTok’s algorithm🌎 Everyone has their own curated world on TikTok🌺 How organics factors into performance🎉 It is possible to architect virality🧪 Science vs. art in brand campaigns🍳 The recipe for architecting a viral challenge🎰 The levers to pull after launching a campaign💰 Allocation of TikTok budgets📺 Media products on TikTok exist🧬 Virality is not a guaranteed outcome📍 The huge potential of the ad placement on the Discover page⏳ It is early days for quantitative modelling🎨 Influencer selection is an art🎭 How to frame a narrative arc in 15-seconds🎬 5 questions to ask when getting started on TikTok⛔ All brands are not a fit for the platform 💫 Brand strategy has to intersect with the type of content on TikTok to achieve success🔑 Consistent content is key🙋 TikTok also offers direct response campaignsCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-hit-90-billion-views-on-tiktok-with-evan-horowitz-ceo-at-moversshakers/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Allison Schiff, senior editor at AdExchanger. Allison writes about mobile, Facebook, cross-device measurement, and the app economy, with an increasing focus on privacy and its regulation. We've covered the upcoming iOS 14 privacy changes that are impacting primarily the app economy in a lot of detail in other episodes. Today, we're going to talk about very similar privacy trends in the web space, which have happened in a manner that's very comparable to what's happening on the apps front; except that some of the changes on the web far precede what's happening with the iOS 14. In today's conversation. Alison dissects how privacy has evolved in the web space, what the key browsers are implementing, how that impacts businesses—and web businesses—the world over, and more importantly, what to expect in the near future. For a great contextualization of what's happening across the digital space, both in apps as well as on the web, this is a great episode to know and understand exactly what's going on.KEY HIGHLIGHTS💰 Why Chrome raked up because of changes in Safari⏳ A history of privacy on browsers✋ Safari’s Intelligent Tracking Prevention vs. Firefox’s Enhanced Tracking Prevention🎠 Companies tried to workaround ITP and failed⏰ Mozilla’s privacy changes predate Apple’s🍪 The difference between a first, second and third party cookie📍 First party cookies are also tracking cookies👾 Breaking down the Facebook pixel⛔ How blocked cookies affect advertizing⚔️ The end of cross-site tracking🤑 The effect of personalized advertising changes on publisher revenue🥠 The rise of cookie-less solutions🤦 Ad tech is being shaken up🤖 Unified ID 2.0 by Trade Desk💣 There’s going to be an effect on programmatic🧲 Advertisers will switch to Facebook and Google in the short term⚡ Contextual will get more attention🗞️ Why media companies are generating user value🦸 Big publishers may save the day💸 Smaller publishers are in for a rough ride🆔 2021: The year of identityCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-web-privacy-changes-and-tracking-prevention-are-shaping-the-future-of-web-advertising-with-allison-schiff-senior-editor-at-adexchanger/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Gina Kwong, a Senior User Acquisition Manager at EA. She focuses on global growth for EA’s mobile titles, and has great experience in creative testing especially across channels. With the advent of Facebook AAA, many marketers have been sceptical about its efficacy for UA. Gina is one of the few marketers that not only advocates for using AAA for UA, but has also achieved great success in doing so. We are excited to feature Gina’s insights today, as she takes us through her process of setting up campaigns on Facebook AAA, and how they can be used to test creatives - addressing many of the reservations many folks(including ourselves) have had until this point. Tune in to this episode for a completely different perspective on Facebook AAA, and a primer on how to make them work for you.KEY HIGHLIGHTS👬🏼 Facebook AAA is just like Google UAC🎰 Marketers are already working with reduced levers on Google UAC💨 Facebook AAA initially looked like a fast and efficient alternative to lookalike campaigns⚖️ How to evaluate creative performance using the UI🌐 Expect discrepancies between a self-attributing network and internal data🚧 The changes to the Facebook API may not be there yet💯 Why 100 creatives was reduced to 50👌 The optimum number of creatives to maximize effectiveness of the campaign🏆 How to structure a campaign to surface winning creatives🎛️ The downsides to having too many creatives in a campaign🔄 When to refresh creatives in a campaign🎭 The efficacy of testing creatives in AAA vs. lookalike campaigns📜 How AAA handles the bias between historical and new creatives🗺️ How to mitigate the risk of one geo-language optimization🧺 Putting all eggs in the AAA basket isn’t recommended🎡 The product life cycle determines the campaigns🏘️ Using country clustering to test in multiple geos🏃🏻‍♂️ The case for running different types of campaigns at the same time🧑‍🤝‍🧑 Factoring in audience overlap into a campaign strategy🎚️ The balance between audience overlap and performance💰 There are days when learning will be costly💸 How to think about a high CPA with respect to the product📅 Using higher funnel events to amplify algorithm optimization🖼️ How to think about creative testing with AAA🧪 It is important to be open to testing in multiple scenarios📈 Spend and conversion do not always correlate exactly⚓ Using AAA to correct for historic creative bias🧱 Structure campaigns for scale based on geo and regional observations🔭 The case from moving from broad to narrow during optimization⚙️ User exclusion doesn’t work perfectly; and why that’s ok🆗 How fewer levers could be a positive thing📖 Learning can be achieved on conservative campaigns🦺 Multiple ways to mitigate risk on Facebook AAA campaigns🎆 Best practices for scaling campaigns 👗 Facebook can take multiple changes in a week🔆️ Why it is important to keep campaign changes to less than 30% 📶 How to think about scale responsiblyCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-facebook-aaa-campaigns-with-gina-kwong-senior-ua-manager-at-electronic-arts/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Hey everyone! A very happy new year to you and yours! After what’s been an intense, crazy year for very many of us, I hope 2021 brings you new beginnings and new steps forward.Just wanted to give you all a quick heads up - we’re taking a very short break from the Mobile UA show - we will be back in the next week or so.We are also working on some exciting and cool stuff - including a collection ‘Best of the Mobile UA show’ featuring some of the sharpest insights from the podcast so far. We have a couple of other initiatives that we hope will serve you better - and help you become smarter, sharper marketers to ride the wave of all that’s coming in 2021.We’ll look forward to bringing you this - and much much more in 2021.A very happy new year - and here’s to a bigger and more hopeful 2021!Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-mobile-user-acquisition-show-takes-a-break/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Este es nuestro primer episodio experimental de Mobile User Acquisition Show en Español. Hoy vamos a hablar sobre cómo los anunciantes de páginas web pueden adaptarse a los cambios en la política de privacidad de Apple para iOS 14.En los episodios anteriores en Inglés, hemos hablado sobre el impacto de esta política para las aplicaciones - principalmente porque el IDFA será menos efectivo. Todo el sistema de atribución estará bajo los parámetros del sistema de Apple llamado SKAdNetwork.En este episodio, vamos a hablar sobre el impacto de esta politica en los sitios web - a traves del IDFA y las cookies.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/como-los-anunciantes-web-pueden-adaptarse-a-los-cambios-en-la-politica-de-privacidad-de-apple-para-ios-14/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

In today’s episode, we take a detour from growth marketing into professional growth with Holly Chen. Holly is a digital marketer and growth advisor, consulting with companies on how to unlock scale and establish growth strategies. She was on our podcast earlier this year - on one of our more insightful episodes to date, where she spoke of how she helped Slack set up cross channel attribution to reverse a declining growth trajectory on mobile.But today we are talking about Holly’s new project, Ceiling Breakers, a group coaching program for people from underrepresented communities to accelerate their careers into leadership roles. Holly talks about what inspired Ceiling Breakers and how she has been personally impacted by working with leading edge coaches. She outlines why and how guided introspection in the presence of a skilled coach can enable underrepresented leaders to embrace their authentic identities - and step into their power as leaders. This is a fascinating episode on how powerful guided reflection can be in breaking down systemic barriers to diversity.  KEY HIGHLIGHTS🥳 Introducing Ceiling Breakers🕯️ Why inspired Holly to start her coaching initiative🔗 The link between a growth mindset and leadership 🧩 Characteristics of a growth mindset🔭 Understanding the larger context of work✊🏿 How the BLM movement galvanized uncomfortable conversations🧑‍🏫 The power of leadership coaching👔 There is more to work than work🤹🏻 Skills are only a fraction of what makes up work⛔ 3 obstacles faced by underrepresented communities in the workplace🙃 How people overcorrect to battle stereotypes👬🏾 Why having a like role model is linked to adopting a leadership style🌿 One leadership style doesn’t fit all🗣️ How to deal with the negative inner voices🧺 The wide buffet that is the coaching space📚 Reading about leadership doesn’t prepare you for a trigger moment☯️ Below the line vs above the line leadership👀 How coaches encourage a different perspective🦋 Work and life are both impacted by deep personal changes🧑‍💻 Why coaches from the same industry understand issues better➿ The two-fold advantage of group coaching🧱 The importance of building a community💪 How to embrace your diversity as a strength💬 Hearing others’ stories builds empathy📝 How it is possible to learn from observing coaching in practiceCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-skilled-coaches-can-help-underrepresented-leaders-break-through-ceilings-with-holly-chen-founder-of-ceiling-breakers-formerly-at-slack-google/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

In today’s episode we will cover the mechanics of how conversion values get incremented in SKAdNetwork. This was one of the open questions from my session at the App Promotion Summit on How to implement SKAdNetwork in a Post-IDFA World. We couldn't dive into this in detail in the main session - so I promised to cover this in a podcast episode - here it is! (Note: this is a 101 episode as it delves into some fundamental concepts that folks at the session asked for clarity on - so if you’re conversant with these fundamentals, please feel free to skip this.)KEY HIGHLIGHTS📊 Understanding conversion values with SKAdNetwork➕ How values are incremented 64 times🚶‍♀️ Correlation the user journey to the conversion value#️⃣ Binary vs decimal number systems🧮 The math behind conversionCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/skadnetwork-101-understanding-the-mechanics-of-the-updateconversionvalue-method/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guest today is Natalie Drozd, app marketing expert. Her specialisation lies in App Store optimization, and growing apps through organic and paid marketing. In our conversation today, Natalie breaks down her strategies for unearthing the hidden levers in managing what can often appear to be a very opaque black box - Google UAC. She explains how to manage bids, creatives and audiences to drive performance even when there aren't explicit ways to do so. I took a ton of notes from this episode that we were able to implement directly - and I highly recommend this episode as a masterclass in making sense of Google UAC. As a note: As some of you may know, we had had Natalie on the show a few weeks ago. For various reasons we had to remove that episode - and re-record. This is the revised/finished product - enjoy!KEY HIGHLIGHTS🎰 3 levers you can influence on Google UAC🎚️ High bids do not guarantee high value users📍 Placements are key to performance.😎 How you can use bidding to influence placements🔃 The tradeoff between broad and targeted audiences - and how they are impacted by placements/bids🔬 Breaking down the 3 UAC placements🎛️ How you should choose your mix of placements depending on your goals of ROAS and scale⚖️ How to use bids to prioritise outcomes🏇 The competition aspect of placements📹 Using YouTube for brand-building☯️ The differences between passive and active marketing and the impact on conversions🌱 Why YouTube is the place for growth🎡 The product lifecycle informs ad goals🧲 The stability of IAP-based campaigns🎟️ Google’s minimum event volume threshold🤹 CPA campaigns on Play search and Play browse; CPM campaigns on AdMob🎞️ How to run video only and display only campaigns📽️ Running video-only ads on YouTube for less competition🏁 Different campaigns for the same event will compete with each other📡 Google’s machine learning uses signals from your app🗄️ Machine learning is not AI🔝How to bid for maximum value🎄 Seasonality impacts performance🌎 The many factors to consider when targeting worldwide users🏘️ The way to structure ad groups correctly🛍️ Choosing the right event for the region depending on market size🎚️ Event volume is critical🔬 How to test new creatives in UAC🗣️ The value of YouTube comments; even the bad ones👍 All engagement is good engagement🛒 Testing campaigns in non-core geos📅 Why you shouldn’t make changes to campaigns more than once a week🍂 Don’t forget about weekly seasonality🗺️ How to structure worldwide campaign📝 How to track changes to campaigns effectively💅 100k: the number of changes that Google is making to your ad🤑 Google is invested in marketer success➕ Turning Google’s knowledge everything into a positiveCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/thinking-out-of-the-black-box-to-win-with-google-uac-with-natalie-drozd-redux/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Our guests today are Brian Krebs and Anthony Cross. Brian is the founder and CEO of MetricWorks, and Anthony formerly at Big Fish Games. In today’s conversation they offer very interesting perspectives on why SKAdNetwork isn’t enough - and what it needs to be supplemented by in order for mobile measurement to truly reflect the value of marketing efforts.In today’s conversation, we reflect on why measurement in a world where marketing is influenced by multiple variables has no clear and easy answers - certainly none seemingly as simple as the solutions that deterministic measurement offered. The solution then is to embrace the multiple variables involved - and use an approach that is a mix of SKAdNetwork, econometric modeling and intelligent experimentation.Key highlights: 🌓 Why last touch attribution does not give the whole picture🏋️‍♂️ Incrementality is THE criteria for marketing effectiveness🤏 The limitations of SKAdNetwork signals for measurement🧮 Top statistics-based approaches to measuring incrementality that work🍼 How statistical models rely on IDFAs to be useful🧨 No-IDFA is going to blow up the measurement landscape📚 Big Fish used multiple sources of data in a custom dashboard to solve for attribution💡 How Big Fish used data science to get marketing insights🦋 Using data science to comparing LTV curves through a gaming app launch cycle to amp up ROAS◀️ Reverse engineering LTV curves to inform ad spend decisions🗺️ Mapping in-app events to monetisation and retention opportunities💸 Spend needs to tie back to business, and LTV is the only way to do that📍 Where to apply econometric modelling in marketing🎨 How to use media mix models for marketing🏗️ How to build models that calculate impact and outcomes💯 Micro and macro level factors to consider for accurate predictions🍃 How seasonality and trends impact lift⚙️ Tweaking factors to generate insights about what-if scenarios👋 The journey from deterministic to probabilistic has already begun🧪 Testing successful campaigns with interrupted time series can give counterintuitive results💪 How the post-IDFA landscape is strengthening the case for incrementality testing🔻 The opportunity cost for interrupted time series experiments⚖️ The careful balance in ITS experiments🔎 Why models are necessary alongside experiments for real validation 🧱 How to construct an econometric model by choosing the right variables📅 Why daily data is better than weekly data for training models in spite of the increased noise📈 The value of seasonality and trends encoding in models🔮 The key to good prediction for granularity in each event 🔬 Understanding counterfactual experiments and setting baselines🥇 Why incrementality testing is the gold standard now but not post-IDFA👬🏻 The two-fold team buy-ins for testing🤝 Why transparent partners are very important to a UA team🌌 Why experiments are tied to a certain level of scale🚼 Why single apps don’t have to worry about incrementality till scale 👌 The tried and tested approach to learning how to modelCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-econometric-models-to-supplement-skadnetwork-for-mobile-measurement-in-ios-14-with-brian-krebs-and-anthony-cross/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Facebook recently made its Automated App Ads(AAA) available for all advertisers - as a part of its broader push toward having greater automation drive advertising performance.As of this writing, we see a number of challenges with AAA due to which we don't recommend doubling down on AAA. In this episode, we explain how AAA works - and what some of the challenges with it are.KEY HIGHLIGHTS🤖 What are Facebook’s Automated App Ads🦾 The optimisation that AAA automates⚗️ The introduction of liquidity📏 Why CPA is not necessarily the right metric to use🤷 AAA doesn’t leverage your existing knowledge of your users🧭 Navigating the learning phase is tricky🔌 Why knowing when to pull the plug is uncertain🧺 AAA is like putting all your eggs in one basket🌁 How performance data is obfuscated😵 There’s no way to know what’s going wrong, when something's going wrong🎯 Target exclusion is not quite there yet🌅 It’s early days yet; AAA will get better🌏 Test in non-critical geos⚖️ How to choose the right type of campaigns for testing☔ Using split tests is the prudent path forwardCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/5-reasons-why-facebooks-automated-app-ads-aaa-arent-ready-for-prime-time-yet/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

We’re very excited to present a very special episode - highlights from The Definitive Guide To Marketing In a Post-IDFA World.As some of you may know, we released the book last week - featuring highlights from over 500 minutes of audio, featuring some of the smartest folks in mobile that we’ve had a chance to speak to on the Mobile User Acquisition Show.On today’s episode, we feature the most impactful quotes from the book. These are also highlights from some of the previous episodes of the Mobile User Acquisition Show that deal with the privacy changes coming with iOS 14.These feature some of the smartest folks in mobile who’ve been guests on the Mobile UA show, including: John Koetsier, Thomas Petit, David Philippson, Maor Sadra, Eric Seufert, Nimrod Zuta, Pau Quevedo, Andy Carvell, Kevin Bravo, Gadi Eliashiv, Nebojsa Radovic, Colette Nataf, Gabe Kwakyi, Warren Woodward, and Mark Loranger.KEY HIGHLIGHTS👁️ The very real dangers of easily-accessible IDFAs😇 Apple has an agenda with the iOS 14, and it isn't pure altruism📈 How making the IDFA useless pushes Apple’s revenue up🧠 The ideal demographic for advertisers to target is the same that knew to turn off IDFAs📍 Limit ad tracking actually meant more invasive tracking📐 Measurement was always tricky🌗 Why attribution only presents a partial picture📊 Why relying on LTV was not great to begin with💰 How IDFAs are going to fundamentally change app UA economics💵 Predicting ad revenue will be uncertain for the moment🤖 Preparing for changes in the programmatic landscape🔦 How post-IDFA strategies will have a renewed focus on retention and reengagement🗓️ Understanding the opportunities of the conversion value framework in SKAdNetwork💭 4 considerations to customise your conversation value framework🧩 How MMPs will evolve to still be a critical component of the measurement infrastructure🏁 Why causal inference can address some of the issues with SKAdNetwork🌫️ How IDFAs are going to change the game for publishers.🌊 How to use web flows for UA and what to expect🎨 Optimizing for creative hits is vital🦾 Using automation as a part of your UA playbook👍 Do whatever you need to do to maximise consent🧰 Tools to have in your marketing arsenal: pre-permissioning and win-backs📲 Why in-app bidding may carry the day💲 Why uncertain times are not the right time to look for capital💥 Post-IDFA is a time to focus inward and reassess the impact at a business levelCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/highlights-from-the-definitive-guide-to-marketing-post-idfa-world/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Colette Nataf is the founder and CEO at Lightning AI. In today’s conversation, Colette describes 3 potential scenarios: best case, worst case and somewhere in the middle - and talks through how we might prepare for the worst. She illustrates the possibilities with the experience of a company that is using web-based flows for their UA today in a pre-iOS-14 world, and outlines exactly how the different aspects of user acquisition might change come January. KEY HIGHLIGHTS🔱  The best, the worst and the middle case scenarios for iOS 14🔒 How a privacy app manages growth without a single SDK🌱 It is possible to grow without sophisticated attribution🧮 Old school tracking with UTM parameters🍂 The longer the funnel, the greater the drop-offs💨 Targeting without conversion data doesn’t exist🌎 Macro trends impact CPMs🎬 Why it is a good idea to prep the user for a new flow🔚 It is end times for broad targeting👬🏻 No user level data means lookalikes will not work🧶 Interest-based targeting will become more prominent🗓️ How to set up a web-based flow🗄️ The critical importance of stitching together data from different sources🚫 Things that marketers should not attempt💍 Marriage of convenience: marketing courts engineering🤖 Bringing data science into the fold🌪️ Prepare for the worst, even though it may not happen🌟 Facebook will not remain a superstar🌈 Which are the new channels on the block?🖥️ The potential return of display advertising🦋 How marketing teams will change and evolve.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-drive-web-based-user-flows-for-your-ios-14-user-acquisition-with-colette-nataf-ceo-and-founder-at-lightning-ai/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

By day, Cassie Chernin is the director of UA at Scopely and passionate about running Facebook and Google ads for her apps. But this year, she has decided to put her prodigious tech talent towards a different cause. Cassie volunteers for the not-for-profit, Tech for Campaigns, which brings together top tech talent to work towards driving electoral change at the grassroots level. In our conversation today, Cassie describes what she does, how her background in marketing is helping support her political work, how her work helps drive grassroots support for the candidates she’s working with, and how her efforts are driving systemic change. KEY HIGHLIGHTS📥 Why Cassie joined Tech for Campaigns💻 Tech expertise to effect electoral change🧑🏿‍🤝‍🧑🏽 How teams are set up at Tech for Campaigns📧 How email campaigns work for political campaigns#️⃣ Even political email campaigns have KPIs🎯 Super targeted campaigns drive impact👍 Why endorsements are a valuable tool in the email marketing arsenal⛏️ How to mine the campaign for insights and messages🌱 Grassroots level campaigns have ripple effects🙃 What are leading indicators that a state might flip?  Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-a-band-of-volunteer-marketers-help-drive-political-change-with-cassie-chernin-volunteer-at-tech-for-campaigns/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

David Barnard started developing apps soon after the first iPhone was released. In the last 12 years, he has seen each minor and major change play out in the appstores - from the first paid apps and their price drops - to the explosion of freemium - to the advent of subscriptions. In today’s episode, he tells the stories of living through the roller coaster that the appstore has been.If you’re wondering as to what relevance details from a decade ago will have to our world today, this episode will help you think about the unseen forces that influence what we see on our phones, and about how Apple’s policies have influenced the kinds of apps that flourish. Just as important, all of this helps contextualize the looming privacy changes that will effectively deprecate the IDFA in iOS 14.This episode provides a fascinating and in-depth look at how the last decade helps us learn about what’s ahead - and we’re excited to present it.KEY HIGHLIGHTS💼 David’s background2️⃣ 2 primary reasons why the App Store was a game-changer in 2008-09🛡️ Introducing the App Store: a platform consumers trusted🧶 App Store enabled indie developers💸 Price played a huge role in galvanising the App Store🗿 The Stone Age of monetisation💰 Why the only way to earn from an app was to have a paid app🤑 What “free apps are free” meant for monetisation🍎 How the smallest of Apple’s decisions shaped the app marketplace📊 The tale of 2 top charts📸 Exposure: How curation influenced market economics📲 Limited monetisation led to mass market apps✨ With subscription, you get sophistication⛔ The limited scope of early ad-monetisation🎮 Games were big winners⌛ The timeline of how the platform and the marketplace evolved together🆓 The advent of in-app purchases - and the freemium/free-to-play model🥕 Subscriptions and in-app purchases changed the incentives for developers♾️ Value is the biggest driver of the subscription economy🧯 Apple’s new IDFA policy is to offset some of the ills of the monetisation models⚠️ Freemium isn’t evil; but it brought about unintended consequences🔜 The future of the app economy is value-driven subscriptions💞 How Tinder is an example of a subscription that also has consumable purchasesCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/a-brief-history-of-app-store-monetization-with-david-barnard-developer-advocate-at-revenuecat/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Danika Wilkinson is a product marketer at Social Point, where she is responsible for the overall, high level marketing strategy of one of their games. She strategises all aspects of game marketing, and guides UA specialists in performance analysis and optimisations.In our conversation today, Danika goes deep into the specifics of their creative process - and outlines how their very different processes for Facebook and other channels have been dramatically effective. She walks us through not just how her team’s tests are structured, but also about how their testing process has changed their workflow dramatically for the better.KEY HIGHLIGHTS🔀 Why Danika and her team use a custom DSP for creative testing. . 🧮 The specific testing process on the DSP that results in reliable results. . 🏆 Purchasing set impressions for new creatives through sub-publishers yields clear IPM results for which creatives work—and which don’t. 🔬Mitigating risk by rolling out creatives starting from low to high risk partners. 💸 The key difference between low risk partners and high risk ones. 🕸️ Creatives that have good IPMs in testing are likely to work in like campaigns. 🎉 Creatives that perform well in MAI campaigns can do well in AEO and VO campaigns as well. 💡Ideas come from everywhere.🤓Using hypotheses to shortlist and prioritise creative development. 🌿For Facebook, weed out the creatives with terrible IPM - and treat MAI tests as a screening for VO and AEO.🌟 Remember, Facebook rewards quality. ⏳ You can extend the life of a winning campaign with variations. Up to a point. 🚀 How to give internal creative teams the space and energy to ideate about new concepts. 🔍 The ideal lens to look at creatives with is through your player persona. 🦋 Beauty in ads lies in the eyes of the user. 🃏 Why tacky ads workCheck out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-set-up-a-high-impact-creative-process-on-and-off-facebook-with-danika-wilkinson-product-marketer-at-social-point/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Brett Nowak is the founder of Liquid & Grit, a product research company for games, that creates actionable reports about new game features and industry trends for game developers. In our interview today, Brett describes his unique approach to hiring. He has developed an interview and onboarding process guaranteed to remove biases, get the best person for each role, and thus develop a quality team that involves almost no talking or in-person interaction with the candidates. Today, we dive into this fascinating and counterintuitive approach to hiring.KEY HIGHLIGHTS👥 What inspired Brett’s zero-touch hiring process.0️⃣ What the zero-touch hiring process looks like - and what it optimizes for.📡 How a remote hiring process eliminates biases; even unknown ones. ⛰️ Using lean methodology to build a topnotch team. 🏃🏿‍♂️ Why it is important to emphasize diligence over domain expertise.🌠  Does experience correlate with performance?💬 Examples of responses to a test in Liquid & Grit’s hiring process.🌎 Top talent exists everywhere. Even on Craigslist. 🤐 Liquid & Grit’s zero-touch onboarding process. Is it weird not to talk to a human during onboarding?🍪 Almost everything can be templatized. 👎 The surprising way that emotional attachment is a liability. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/the-zero-touch-interview-process-for-hiring-superstars-with-brett-nowak-founder-at-liquid-grit/  **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

Claire Rozain is the user acquisition manager at the UK-based firm, Product Madness. Her experience spans a wide range of mobile apps; right from dating to gamesOn the show today, Claire underlines the critical importance of using live ops to increasing the user life time value even if users already have a strong LTVNote: The opinions and views shared in this episode are the interviewee’s - and they aren’t in any way connected to the views of the company Product Madness.KEY HIGHLIGHTS⏫ User LTV can always be extended.  🔑 Key strategies to extend LTV. 🔔 The impact a push notification can have.⛩️ Why UA and CRM should not be siloed.📛 It is so important to use personalisation to connect with users🔱 Three things to get right: timing, frequency and message. 🎇 The key types of live ops events. 🙋 The best way to understand what users want? Ask them!🧩 Why user segments are crucial for crafting great experiences. 🎭 Incentives can be a double-edged sword. Striking a balance can be tricky. 🤭 Common mistakes marketers make when organising live ops. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-live-ops-events-to-extend-user-ltv-with-claire-rozain-user-acquisition-manager-at-product-madness/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

John Koetsier sees the effects of the imminent IDFA changes in iOS 14 happening in real-time. As a Forbes columnist, he has seen from close up the changes in the mobile ad tech ecosystem over many years that have led us to this point.In our keynote chat, organised by Mobile Growth Summit, John shares his speculations about the reasons why Apple is executing such a huge shift in its IDFA policy. What are the pressures and/or motivations at play here? In examining these reasons, we can perhaps predict trends of big tech. Apple’s actions will not stand alone; Google and Facebook are sure to not only react, but to come up with their own policies. We talk about the future of privacy, and how it collides with targeted marketing. And more importantly, where does ad tech go from here? KEY HIGHLIGHTS🔒  Privacy has always been critical for Apple.👎 Why Apple views ad tech negatively.😈 What might bad actors do with readily accessible IDFAs?⚡ How IDFAs were an improvement for privacy in user tracking, but still dangerous. 🗣️ Politics plays a bigger role than you think. 📊 Cambridge Analytica 2.0?⚔️ Big Tech frenemies: Apple, Google, and Facebook.🦸 Champion of the little guy? Apple and its optics.⁉️ Why too many privacy choices is as good as no choice at all.⏰ What may have precipitated the extension of Apple’s deadline.🏋️ Why Facebook’s decision to opt out is a power move. ⏭️ Be prepared: Android is probably next. ☯️ The huge distinction between HAVING an ad network and BEING an ad network. 🔐 How differential privacy may be the answer. 🌍 Privacy is a global trend and ad tech has to adapt to survive.Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/mgs-deep-dives-idfa-the-unseen-forces-behind-apples-idfa-policy-changes-with-john-koetsier-columnist-at-forbes**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co