The Mobile User Acquisition Show

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 differ...

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...

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 wo...

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 proc...

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 t...

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 games On 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 LTV Note: The opinions and views shared in this episode are the interviewee’s - and...

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. W...

Andy Carvell is the co-founder of the growth consulting firm 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 was built on a 15-year career developing mobile products.  In today’s conversation, Andy outlines the impact of privacy changes in iO...

Our guest today is Gonzalo Fasanella, Chief Marketing Officer at Tactile Games. Gonzalo and his team have taken a strikingly unconventional approach to user acquisition and growth - by running ads that emphasize short, dramatic vignettes of stories rather than gameplay. Today we’re thrilled to dive into how they think about their strikingly original creatives, how their teams are structured to dri...

Kevin Bravo is among the few people we know who have pulled SKAdNetwork apart to study how it works. In our conversation today, Kevin talks offers a minute understanding of literally the bits and bytes of how to make use of SKAdNetwork conversion values to offer as much insight as possible within the limited capabilities of iOS 14  . As changes are imminent, app developers are going to have to tap...

There’s speculation and worry about what marketing will look like in a post-IDFA world - especially since laser-focused targeting of high-value users on platforms like Facebook has been so incredibly successful. But there is no reason that the future should be entirely gloomy without this ability to laser-target users. We’ve all been in a world without hyper-targeting; we just have to look back to...

Our guest today is Erich Detert, senior performance marketing manager at InnoGames.  Copy is often overlooked because of the great focus on visual creatives, and therefore becomes a missed opportunity for marketers to connect with and persuade potential users. In our conversation today, Erich underlines the critical importance of ad copy in performance marketing, and shares his observations of how...

We’ve discussed at length about the upcoming changes in mobile measurement as a result of IDFA becoming opt-in in iOS 14. A critical aspect of navigating this change is about managing user consent to make the most of the options in iOS 14. In this episode, we talk about what you can do with consent flows – and why it matters for your iOS 14 strategy. Key highlights:  📋 Why getting consent matters...

Our guest today is Sandra Wu , paid content marketer at Blinkist . In today’s interview, Sandra dispels many of the misconceptions about using these marketing channels. Starting from suggesting an entirely different approach to these ads and understanding the place it occupies in the funnel, to selecting the right metrics to measure success and critically evaluating if paid content marketing is in...

Our guest today is Paula Neves, product manager at Square Enix. We discuss how psychological models are integral for understanding user personas, which in turn give us data and insights on how to attract, engage and motivate different kinds of users - and change what oftentimes is the essence of a game itself. This is very much a masterclass in gamer psychology - and we’re thrilled to present our...

Our guest today is Maor Sadra, co-founder & CEO at Incrmntal. In today’s episode, we dive into how last touch attribution has always been fraught with inaccuracies and how it measuring incrementality might just be the best way to understand what the true impact of your digital marketing is. Key Highlights: 🥴 Why last touch attribution has always been problematic 🧐 What led to Uber being susc...

The pursuit of free growth is much talked about & lauded. However, it's worth keeping in mind that every form of growth comes with some cost attached. In this mini-episode, we explain why that is the case (even if you're not reliant on paid acquisition). We'll be back with our regular programming of interviews starting next week. Check out the show notes here: https://mobileuser...

One of the casualties of iOS 14 and the post-IDFA world will be the concept of LTV as it exists in the current paradigm. In today's mini-episode, we argue that even though the LTV has had a veneer of precision, there was still quite a bit of subjectivity involved in decision making driven by LTVs. LTV has been a made up number - in many ways; and its loss will not be the end of the world. Key...

Today’s mini-episode features an article we wrote for our friends at Phiture for their blog Mobile Growth Stack . We talk about some of the limitations of the d1, d7, d30 metrics - especially in evaluating the health of users who have been in your app for a long time already; and we recommend 3 other metrics that fill in the gaps. Key Highlights: 👀 d1, d7 etc. metrics tell you how your new users...

Our guest today is Mark Loranger , co-founder of Braavo Capital . Today, we dive into the different financing options for every company, and how VC funding isnt the only financing option for app developers. We’ll look at how app developers should think about financial decisions in the wake of the upcoming changes to the app economy starting with iOS 14. Key Highlights: 🙅‍♂️ There’s no one-size-fi...

Our guest today is George Natsvlishvili , Head of Organic Growth at Glovo . Georgy is a repeat guest on the Mobile User Acquisition Show - and I’m thrilled for today’s episode because Georgy and his team are doing what very few teams do, which is automating their ASO KPIs. Very many teams leave this aside as not very actionable or trackable - and this episode is very instructive for the potential...

In today’s episode, we have an all star panel featuring the smartest folks we know. The episode features Eric Seufert from Mobile Dev Memo , mobile growth consultant Thomas Petit , and Nebojsa Radovic from N3TWORK . What are advertisers solving for? What kind of advertisers will be the most and least impacted? Of the solutions proposed, what’s real and what isn't? Each of our superstar guests...

Our guest today is Gadi Elisahiv , co-founder and CEO at Singular . Gadi is among the folks who has been deeply involved in conversations about IDFA deprecation - and what the world can look like post iOS 14. Today we talk about what might happen to MMPs - and how we might work with SKAdNetwork in a post-IDFA world. Key Highlights: 👉🏽Fingerprinting, attribution hash, and customized popups - can...

Our guest today is Gabe Kwakyi , co-founder and CEO at Incipia . I am excited for today’s episode as I have been following Gabe’s blog for years now where I have learned invaluable information and skills with regard to mobile marketing strategies.  Today, Gabe and I will discuss the concept that they call the creative hit rate and how to define quantifiable goals for a creative team. Additionally,...

Our guest today is David Philippson , CEO of DataSeat , which offers in-house programmatic capabilities and a custom bidding algorithm to app advertisers. David earlier founded one of the first MMPs, Ad-X Tracking, which they sold to Criteo in 2013.  We’re excited to host David because he’s seen the evolution of tracking on mobile from the very early days. He’s had a ringside view into the forces...