The Mobile User Acquisition Show

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://mobileuseracq...

“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 w...

"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...

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: incre...

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...

“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....

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 exper...

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-fou...

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, ru...

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 l...

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...

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 typica...

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...

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 ID...

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...

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 priv...

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...

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 ‘...

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 e...

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 re...

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 d...

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 p...

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...

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 🤖...

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 im...