The Mobile User Acquisition Show

Our guest today is Alice Guillaume . Alice is the Senior Director of Marketing at AppLovin where she heads up AppLovin’s in-house creative studio, SparkLabs, where she and her team build creatives for Lion Studios, for gaming studios worldwide, and for AppLovin’s partner studios to help developers grow their businesses. I'm excited to have Alice primarily because she's seen and experienc...

When we talk to people about advice that is unhelpful or frustrating to them, something that frequently comes up is ‘fix the product’ - or ‘build an amazing product’ or ‘have a strong product before you spend on UA’. This is all good - except - if you pardon my French, WTF does that even mean?  Today, we’re going to break down what we look for when we evaluate ‘a strong product’. We’re going to sh...

Today we have a very topical and very insightful episode for you guys. We answer the question- What's it like to be on the inside of an app that is seeing breakout growth in the middle of the crisis that we are in right now. Bunch is an app that allows users to video chat while they play games. Over the last couple of weeks, Bunch has seen a massive increase in usage and engagement. With the...

Our guest today is Samuel Hulick, user onboarding consultant and founder at UserOnboard. I’ve wanted to interview Samuel for a long long time. I’ve read Samuel’s work for over 7 years now. I love his onboarding teardowns of many many apps that are both incredibly instructive and very hilarious. Always incisive, always insightful - I’ve enjoyed so much of Samuel’s work. My interview with Samuel tod...

Today’s episode is a mini-episode - and it punctuates our regular weekly programming of interviews, which will continue next Wednesday. These mini-episodes are short vignettes based on mobile user acquisition topics or themes that we think could be helpful or instructive for you folks. This mini-episode is a mini-case study, and describes a phenomenon we saw recently - and were able to diagnose. C...

Our guest today is Michail ‘Mishka’ Katkoff, the Head of Studio at Rovio. Mishka has worked on hit games at Zynga, Supercell, Digital Chocolate and FunPlus - and is the founder of the very popular and very insightful Deconstructor of Fun blog that is very much an authority on the gaming space - I definitely recommend checking it out if you haven't done so already. In today’s episode, we ask a...

Our guest today on the Mobile User Acquisition Show is Andy Carvell, the co-founder and partner at the Berlin based mobile growth consultancy Phiture. Before founding Phiture, Andy led the retention team at Soundcloud, where he helped drive some massive experimentation-driven growth. He is also known for his Mobile Growth Stack, a framework that I’ve found impressive in both its comprehensiveness...

Our guest today is Lomit Patel, VP of growth at IMVU. Prior to IMVU, Lomit managed growth at many early stage startups including Roku which had an IPO, TrustedID which was acquired by Equifax, Texture which was acquired by Apple & EarthLink. Lomit is a frequent speaker at different conferences and has been recognized as a Mobile Hero by Liftoff. Lomit has also authored the book Lean AI: How In...

Our guest today is Sharath Kowligi, the director of Ad Monetization at GameHouse and advisor to Rocketship HQ. Sharath works on improving monetization and yield for a portfolio of over 35 apps, and no, that is not a typo. Sharath has an incredible wealth of experience both on monetization as well as user acquisition and growth. In the past, he managed user acquisition and growth for Bash Gaming, w...

My guest today is Anette Staloy, the VP of Business & Marketing at Dirtybit, the Norwegian studio behind the successful Fun Run titles for mobile (125+ mill downloads). She joined the company almost 5 years ago, and has had a key role in growing the company from 8 to 22 employees. Anette is also co-founder of Women in Games Norway. I’m excited for this conversation because Anette & her tea...

My guest today is Adam Hadi, the VP of Marketing at the mobile bank Current. Adam began his career as an economist at the Bureau of Labor Statistics and made his way into mobile app marketing for The Topps Company. Since then, he’s headed up marketing for leading apps such as Draft, Quidd and now Current – and advised a host of other apps on influencer marketing. Adam’s experiences are fascinating...

Often the duopoly of Facebook & Google just don't suffice to meet all your UA needs. Sometimes you need to hit scale that’s far bigger than Facebook and Google can provide, even if these come together with Snapchat, Apple, Pinterest & other self-attributing networks.  Programmatic advertising can be a wide blue ocean opportunity for advertisers seeking scale - but it is also one that...

One element of Facebook ads that can come across as monolithic or opaque is bidding - at the outset, it can appear simplistic - you either increase bids or drop them, and that is what it is. However the way Facebook’s(and any other ad tech platform’s) algorithm works is that the bid isn't the only thing that matters - relevance does just as much. In this episode, I’ll walk you through some of...

Today I’m going to talk about how to set ad set level budgets - and how to distribute your overall budgets across all your ad sets.  This is a common conundrum when you are setting up campaigns & ad sets -> do you set up a lot of ad sets with very low budgets? This ostensibly lets you test more creatives & audiences. Or do you set up a very few ad sets with high budgets? This lets you g...

My guest today is Georgy Natsvlishvili, Head of Organic Growth at Glovo. I’m very excited to have Georgy because he & his team take a very very expansive view of organic growth - and cover a terrain that is far more significant than mere keyword optimization that most folks speak about when they talk about ASO. Georgy and his team have done some very impressive work in quantifying organic grow...

Competitive challenges in Q4 are well known and much spoken about - often with some trepidation about being priced out by big brands that escalate spends during this time.  Yet the flip side of this dynamic are the opportunities in Q1. January and the post-holiday season phase often presents significant opportunities for mobile marketers because of the unique dynamics inherent in it. Here are the...

Because there's no direct way to measure or quantify your app store optimization efforts, it can be easy to rely on keyword rankings as a measure of progress. Here's why that can be problematic. Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/what-not-to-track-while-measuring-the-impact-of-app-store-optimizationaso/ ** Get more mobile user...

One of the key challenges with app store keyword optimization activity is that it isn’t easily measurable or quantifiable. In this video we talk about what the best approach is for assessing your ASO performance - and walk you through what assumptions & estimates you’re going to have to make. Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-do...

Creative tests on Facebook can be challenging to execute - especially since there is no clear official documentation around this. We explain here how we do it and what considerations are the most important for creative tests that drive results. Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/how-to-run-creative-tests-on-facebook/ ** Get more mobile u...

My guest today is Steve P. Young. Steve is the founder and CEO of AppMasters. Steve is one of the best known experts on ASO in the world today - and he’s helped many many apps kickstart their organic growth. He’s also the host of the very popular AppMasters podcast and Youtube channel. Something that Steve is very very good at is getting his clients featured by Apple. This can often be a game chan...

My guest today is Matej Lancaric. Matej is the Director of User Acquisition at SuperScale and a mobile user acquisition consultant who has worked on UA for many hypercasual games. In the past he headed mobile UA for Boombit and Pixel Federation, and is one of the leading experts on UA, particularly for hypercasual games. I’ve been fascinated by hypercasual games - mainly because of the order of ma...

This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent in growth - that includes digital marketing, product, analytics, and design. KEY HIGHLIGHTS What are some of the key challenges Anish’s clients face while hiring talent. How a founder looking to hire growth talent should begin to cultivate relationships to plan to bring this...

This episode features Eric Seufert, founder at Heracles, founder at QuantMar, and founder at MobileDevMemo.com . Eric is perhaps one of the smartest people in mobile user acquisition today - in this episode Eric walks us through how to model out an app's DAU. Key highlights Why systematic modeling of growth is crucial to an app. What inputs Eric recommends for systematic modeling of growth. H...

What do you do when your app's redesign provokes a massive user backlash - and your rating drops from 4.5 to 2.3? Mirela Cialai (Director of Mobile Marketing- Zinio) faced this challenge some time ago - here's the story of how she dealt with it and got Zinio's app ratings back to 4.5 (and Zinio back into the top 50 ranks in its category on iTunes). Check out the full transcript and...

Facebook's split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain which ads perform well and which dont? Here are 3 reasons why we prefer & recommend not using this functionality. Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/3-reasons-why-we-dont-use-facebooks-split-test-funct...