The Mobile User Acquisition Show

Wondering about the right way to run misleading ads post ATT?  We feel you. And that’s why we have Liliya Gafitulina & Bogdan Khashiev on the Mobile UA Show today to talk about their how misleading ads fit into the creative strategy for the many games handled by AdQuantum. In today’s episode they pull back the curtains on user motivations that inform creative strategy. We dive deep into mislea...

Is MMM a complete solution for mobile marketers out there? Today’s episode is a recorded version of a webinar that we did along with the folks at Singular. We discuss all about MMM and how marketers are using it as part of their toolkit, how it has evolved from being a traditional tool used by large companies to something that’s being implemented by most of the mobile growth industry post-ATT. The...

Apps are used by people, not algorithms. In today’s episode of the Mobile UA Show, we’re in conversation with Hannah Parvaz, Co-Founder at Aperture, a mobile-focused growth agency. Hannah has spent a good part of her career going out into the market and getting into real conversations with app users.  In this episode we talk about how it’s important to design an app’s qualitative marketing strateg...

Our guest today is Tobias Boerner. Tobias is the Co-Founder at Wallet Ads, Appic and Admiral Studio. In today’s episode, we talk about Wallet ads, and how users’ history on the blockchain allows hyper-targeting of ads to them on web 3.  We talk about brands in the ecosystem that are leveraging this feature and we also talk about the potential for spam too. For a peek into the future, check this ep...

In July 2021, right after WWDC 2021 we recorded an episode predicting the possibilities that Custom Product Pages would unlock for marketers. For more than a year, these possibilities remained unrealized - because the Custom Product Pages were unavailable on Facebook.  All of that has changed as of September 2022 - with the introduction of Custom Product Pages on Facebook. With this, the biggest c...

In today’s episode, Shamanth is in conversation with Dan Riaz, who witnessed the rise of the ride-sharing industry. Dan talks about various strategies that the team at Lyft implemented to scale the app from 4 to 24 cities, and beyond. Today’s episode features some wild stories and important lessons from the early days of a now ubiquitous industry - and we’re excited to bring this to you today.  Ch...

In today’s episode, Shamanth is in conversation with Selina Tobaccowala, Founder at Evite & Gixo (both of which have been acquired). who talks to us about her experiences as an entrepreneur from the early days of the internet boom, the following bust - and all the way to today.  She talks about how she and her team were among the earliest to systemically study and drive virality while at Evite...

So you got ridiculously high CPAs on your SKAN campaigns? In today’s episode, we break down the reason why this happens, and explain why it might not be a sign of bad performance. Check out this episode to understand why a CPA of $40 pre-ATT can jump to $1000+ post-ATT on SKAN. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-threshold-high-cpa-skadnetwork/ ** N...

What separates a good referral program from a great one? In today’s episode, a re-release of our episode on our erstwhile podcast How Things Grow, we have one of the foremost experts on referral flows and virality: Dominic Coryell, whose experience as a founder of Talkable informed so many of his insights and learnings about referrals. We talk about how to gamify referrals, the key components of r...

How do you go from 0 to 50 million installs in 50 days? In today’s episode on the Mobile UA Show, we speak to Wilson Kriegel about the meteoric rise of Draw Something, a pictionary app that allows you to play with friends asynchronously.  We go into details of how the company was close to shutting down and how they gave this game all they had and released a game that went viral and got the parent...

In the previous two parts of this series, we saw how to install Robyn and run demo code. We also looked at the key components of the environment, as also of the code itself. In today’s episode, we take a look at the results obtained from running the demo code on Robyn. Our Senior Mobile Marketing Manager Virendra Shekhawat will show us the outputs of the models and the information we can get from...

Two weeks ago we released an episode that outlined setting up and getting started with Facebook's Robyn. As a next step in this “how to” series, we will show you how to run a code on the setup. Our Senior Mobile Marketing Manager Virendra Shekhawat takes us through the process of running a code on Robyn in the Youtube video that is linked to this episode. Make sure you check out the video to...

Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone’s mind is - “when is it gonna drop?”  In today’s episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple’s WWDC presentation to tell us when we might expect the change to hit.  Check out this short but impactful episode to understand what we’re looking...

A couple of weeks ago, we released an episode on measuring iOS post-ATT performance using spreadsheet-based MMM.  Since we’ve received a lot of interest around the topic, we decided to release a “how-to” series to assess iOS performance by implementing Facebook’s open source code, Robyn. If you got started with a basic spreadsheet based model, this is a great next step to refining the media mix mo...

In today’s episode, we’re featuring Annica Lin, VP Growth at Sable , a financial services company. Annica has spent quite a few years in the field of performance marketing for consumer fin-techs like Stash, Policygenius & Thimble.  Outside of work, Annica is a passionate runner and has successfully completed many marathons and ultra-marathons.  In today’s conversation, we talk about the advent...

Today’s episode is a re-release from our older podcast - How Things Grow. Our guest is Eric Seufert. Eric is the Founder of Heracles Media and Mobile Dev Memo, the author of the book Freemium Economics, and one of the foremost experts on mobile user acquisition today.  Eric has worked on an incredibly wide variety of apps in very different capacities and he's seen it all from the early days w...

Mobile marketers have been in the dark during the past couple of months over the measurement mess in iOS. MMMs have been around for a while to help with channel attribution.  Recently, Facebook released their open source code Robyn to build MMMs, which we’ve written and spoken about. Today’s episode talks about Google’s solution: their LightweightMMM library. In today’s episode, Michael Taylor, Co...

In today’s episode, we’re re-broadcasting another episode from our previous podcast, How Things Grow. Our guest is Gina Gotthilf, co-founder at Latitud, a platform dedicated to supporting entrepreneurs and companies in Latin America. Prior to this, Gina worked as VP Marketing/Growth at Duolingo and worked as International Marketing, Growth and Community lead at Tumblr.  In this episode, Gina talks...

SKAN is here to stay: but what happens to mobile measurement a few months or years down the line? Today’s episode is the recorded version of a webinar that folks at Singular hosted a few weeks ago. The panelists included me, Sherry Lin - Group Manager, Marketing Technology Operations at Lyft, Nick Blake - VP, EMEA at LiftOff, Gadi Eliashiv - CEO & Co-Founder at Singular. Our panel was moderate...

Our guest today is Adam Lovallo – and today’s episode is a re-post from our other podcast How Things Grow which ran for a while before we started the Mobile UA show. We’re now featuring some of the most popular episodes from How Things Grow – especially as these contain some riveting stories and lessons for mobile marketers.  Adam is the founder of Grow.co and also at Thesis. Before Adam started h...

Our guest for today’s episode is Grace Ouma-Cabezas . Grace is a growth consultant at Go & Co, her own firm. Grace has previously headed growth at Poppy Seed Health, an app that supports individuals during pregnancy and post-partum.  In this episode, Grace shares how using raw, vulnerable creatives that spoke directly to the pains, hopes and fears of their users: pregnant women, resulted in dr...

We’ve been talking about SKAN for a while now. However, it’s worth mentioning that SKAN isn’t the only game in town, which is one reason why mobile marketers have a tough time comparing performance metrics across different sources. In today’s episode, Shamanth runs us through the different non-SKAN sources of measurement like Apple Search, Google UAC, Fingerprinting and web-to-app to name a few. H...

At Rocketship HQ, we’ve been an async team since the beginning. Most of the folks we hire come from traditional office spaces and it does take them a while to get the hang of our no-meeting culture.  How do we make this work? One of the key factors that makes this all tick is that we spend time writing, not talking.  In this episode on the Mobile UA Show, Shamanth gives us a comparison between a w...

This episode is the recorded version of the webinar “Omnichannel strategies for a post-IDFA world: winning strategies for web and app based products in 2022”, hosted by Rocketship HQ and Ruckus. Panelists included Grace Ouma-Cabezas , Head of Growth at Poppy Seed Health, Evan Woods , General Manager at DT.Co, Matej Lancaric , Growth Consultant and me, Shamanth Rao . The panel was moderated by Anis...

Our guest for today’s episode is Dora Trostanetsky. Dora is a seasoned mobile marketing professional with over 10 years of experience in performance marketing in both B2B & B2C spaces. She currently leads Growth Marketing at Trade Republic, a FinTech app that is in the investing space. In today’s conversation Dora tells us about an interesting channel that is quite often overlooked in UA - aff...