The Mobile User Acquisition Show

We talked earlier about how you should minimize the cost of creative testing whenever possible. Today we talk about the flip side of low cost - how do you ensure low cost isn't giving you junk results? How you do this is by testing your creative testing process, which I explain in today’s episode. We go into this - and every other aspect of creative testing post-ATT in our new book: The Defin...

“Build an amazing product,” they say - but what the hell does that objectively mean? Today’s episode is an extract from our new case study Growing to 4X UA budgets profitably, with 150% ROAS post-ATT, which is a deep dive of 11 different strategies that our team employed to grow an app 4x post-ATT.  Our journey toward scaling the app began, not with platitudes like ‘build an amazing product’, but...

Where should you run your creative tests - and how should you make this decision? We break this down, with actual math of testing setups, in today’s episode. We go into this - and every other aspect of creative testing post-ATT in our new book, which you can download for free: The Definitive Guide to Meta Creative Testing post-ATT . Check out the show notes here: https://mobileuseracquisitionshow....

Why do a small number of ads get most of the spend on Meta? In this episode, we’ll talk about why this is good for your ads - and discuss the probabilistic Bayesian testing paradigm as well, which so you understand how Meta’s algos make these decisions so you can construct your creative testing process more intelligently. We break this down in today’s episode. We go into this - and every other asp...

Our guest today is Andre Kempe, CEO at Admiral Media, a performance marketing agency and Admiral Studios, the creators of walletads.io, a Web3 advertising platform.  In today's episode, we talked about strategies for marketing in the Web3 world. We discuss Web3-specific channels, challenges and pitfalls about NFT projects that Andre worked on. We also discussed what the future holds for marke...

Today’s episode is the recorded version of a webinar we hosted with Liftoff on Winning Creative Strategies for Games. Our guests were Ayşe Duygu Haykir , Sr. Marketing Manager-Game at Codeway Studios, Jasmine Bautista , Senior Digital Designer at Liftoff Mobile, Faith Price, Director of Growth Marketing at DoubleDown Interactive and Rhiannon Price , Head of Performance Creative at The Sandbox. In...

Resumes - and cover letters are the equivalent of candidates putting on suits - they don't tell you how a candidate is going to do in YOUR company. So how did we achieve close to zero voluntary attrition in 4+ years? Check out this episode to learn our process. And, we've also added our questionnaires to candidates in the show notes. Feel free to use/adapt them. Check out the show notes...

Our guest today is Michael Taylor. Mike is the Co-Founder at Vexpower, a platform with simulator based courses for marketers that want to get more technical. Previously, he also worked as the Co-Founder at Ladder. In today’s episode, we discuss meme-mapping. We talk about how advertisers benefit from existing frameworks and insights when planning creatives rather than looking to be more creative o...

User reviews are gold. But they’re not just something that’s “good to see”. There are so many ways to leverage them for your app and in this episode we discuss this. We also talk about how user reviews offer deep insights that no brainstorming session would offer simply because it’s straight from the user and it like addresses their pain points or challenges.  Check out this episode to get our rec...

Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous - an app focused on building healthy habits.  In today’s conversation, Nataliia shares her first hand experience in operating as a marketer in the midst of the war in Ukraine. While this episode isn't about tips-and-tactics on mobile marketing, we hope that it offers perspective that can only come from having lived through t...

We’ve gone days wondering why ads that you typically expect to perform extremely well tank for hyperlocal apps.  If you’ve been in a similar situation, we have some tried and tested hacks for you.  In this episode, we explain why Meta likes to penalize hyperlocal ads - and we also share some strategies to mitigate the impact of this penalty. Check out this episode for more: https://mobileuseracqui...

Our guest  is Joshua Lu, Investing Partner with Games Fund One by Andreessen Horowitz.  In this episode, we talk about all about games, their early days, various elements that contribute to designing great games, including habit forming experiences that contribute to the games experience, and Josh’s personal opinions on making, growing and learning about games.  Today’s interview is a masterclass...

 We have two amazing guests to offer two very different perspectives about a theme that has always been very fascinating: Influencer Marketing and the Economics of Internet Fame. Sophia Yeh, is a YouTuber, TikToker, influencer and Influencer Manager. Sophia literally grew up with YouTube and started making videos in high school and took off on the YouTube platform as a teenager, making really cool...

In today’s episode we discuss the ideal schema set up on SKAN for subscription apps. Why is the 24-hour timer in SKAN of any particular importance to subscription apps? Because the later an event happens, the lower the chance of it being captured by SKAN. We’ve also included a sample conversion schema in the show notes. You can check out our episodes around SKAN here: https://mobileuseracquisition...

In this episode, Lexi takes us through her process of getting to the bottom of trends that shape the mobile app economy. She talks about how she and her team form hypotheses, how they choose which ones to pursue, the datasets they look at for different verticals and hypotheses, and much much more. This is a fascinating episode on how to think about and deconstruct macro-level data to understand ho...

Apps and marketers are increasingly paying attention to UGCs and live action videos to leverage the candor and spontaneity of these videos that drives massive performance and engagement. Yet so much of this is a blue-sky space, and the playbook is being written in front of us - be it scripts, structures, layouts and much more. Check out this episode with Ngozi Ogbonna , VP Marketing at Mosaic Grou...

How is SKAN 4.0 going to be favorable to subscription apps? What’s going to change? (And just as importantly: what won't change?) How are the postbacks going to look in SKAN 4.0? In this episode we dive into all of these details and also outline how subscription apps can prepare to leverage SKAN 4.0 - and how it might just let you track conversions from trial to payment, as also first renewal...

Happy New Year!  We’re excited to be back after our break for the holidays. At the Mobile UA Show, we had a great 2022 with some amazing guests that shared their ideas and insights with us.  We’re excited to kick off 2023 with our iconic prediction series: the Mobile Growth crystal ball. This year, we have forecasts from pioneers in the industry like Peggy Anne Salz, Reggie Singh of Adjust, Bessie...

Just a quick note from the team at the Mobile UA show that we’re taking a short break for the holidays - and will be back in the new year! We’re cooking up the 2023 Mobile Growth Handbook - and also a number of cool and interesting projects that we’ll be excited to share with you soon! Have a great holiday season and happy new year!

In our previous episodes in the UGC-series, we spoke about the elements that are required to plan a shoot and how to get the messaging right with the content and structure. In this episode, we’re diving into direction.  How can you direct a shoot remotely? How do you recruit actors? How do you negotiate with them? And so much more. Check out this episode to learn more: https://mobileuseracquisitio...

Our guest today is Victoria Repa. This episode is a re-release of an older episode from our previous podcast How Things Grow.  Victoria is the founder and CEO of BetterMe, a fitness app based out of Ukraine. I’m very excited to have Victoria on the show because she has such an incredibly unconventional background and story that I find very very inspiring. In this interview, we talk about Victoria’...

Our guest today is Ekaterina Gamsriegler , Head of Growth and Marketing at Mimo - an app to help people learn coding. We cover so much ground around subscription monetization. Ekaterina talks about how the iOS privacy changes provided the early impetus for monetization experiments, and describes the different levers that impact monetization. She describes the nuances of optimizing trial screens, h...

Our guest today is Brian Balfour - and today’s episode is a rebroadcast from our older podcast How Things Grow. Brian is seen as one of the most influential people in growth today. He has to his credit some truly astounding accomplishments and growth, both as a practitioner, as well as an instructor and teacher.  In this fascinating conversation, Brian not only talks about his own experiences and...

Before the whole mess of ATT, the one genre that bore the brunt of “no-tracking” privacy regulations were kids apps. That also meant that they had the opportunity to learn how to overcome the challenges of IDFA way before most other apps. In today’s episode, we’re in conversation with Todd Kane, VP of Growth at Homer Learning. We dive into how Todd and his team unlocked web-based flows to stay way...

Hypercasual games: the genre that turned most mobile phone owners into gamers. Our next episode on the Mobile UA Show is a re-broadcast of an older episode from How Things Grow. Here, Shamanth is in conversation with Jon Hook, CMO at PlayEmber. In this episode, they discuss the evolution of hypercasual from the early days of Snake on the Nokias to games that took over the app store charts. Check o...