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Welcome to the Mobile User Acquisition Show, in which we talk about how to use mobile user acquisition strategies to grow your app quickly and capital-efficiently. Each episode includes strategies, tips and pointers from the leading edge of mobile user acquisition that can help you unlock tremendous growth for your app.The Mobile User Acquisition Show is produced by the team at RocketShip HQ. With 8 figure UA spends managed and over 10,000 ads produced, we deliver profitable growth for break ...
 
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show series
 
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 e…
 
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 imp…
 
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 …
 
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 tod…
 
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 capacitie…
 
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 LightweightMM…
 
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 Comm…
 
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 & …
 
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 …
 
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…
 
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 U…
 
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 …
 
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,…
 
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 chan…
 
Today’s episode is the recorded version of a webinar we hosted in association with Liftoff+Vungle. The webinar was titled “Winning Strategies for Subscriptions Apps in 2022” and the panelists were Carolin Rohte – Performance Marketing Manager at Yazio, Hichem Belouizdad – Senior New Business CSE at Liftoff + Vungle, Thomas Petit – growth consultant…
 
Subscriptions are ubiquitous today. From streaming services to wellness to F&B and productivity, most of us have subscriptions to match our lifestyles. But have you ever wondered just how much thought goes into the layers of subscription apps - from pricing to marketing, to early user experience to ongoing personalization? In today’s episode, we’re…
 
Your UGC video might be really well produced and slick, but does it have the necessary content and structure to ensure that it actually performs well and converts? In our previous episode on UGCs we talked about how to plan a shoot right – and today we’ll talk about getting the content and structure of a UGC ad right. From messaging sequences to vi…
 
We’ve talked about Marketing Mix Models(MMMs) on this podcast before - and they can absolutely be an effective tool to combat the measurement loss post ATT. One challenge that we faced and heard about has been that MMMs and incrementality based models are really hard to implement. As it turns out, that does not have to be the case - and we can very…
 
Every app is making UGCs these days. So how do you make one that not only stands out, but also helps generate strong ROAS, and helps your marketing to scale? We’ve made and analyzed over a thousand UGC/live action videos - so we’ve made mistakes with grainy lighting, shaky cams and everything else so you don't have to. This week’s episode is the fi…
 
Have you been fishing around for new channels to improve your UA? This episode happens to be the perfect way to slide into spring. Today we talk to Lisa Kennelly, CMO at Fishbrain about her growth strategies on an app that caters to what would appear to a very niche audience - fishing enthusiasts. Tune in to listen to Lisa discussing how she explor…
 
What happens to naughty SDKs that do what they aren't supposed to do? In the second episode of our “Google’s Privacy Sandbox for Android explained” series, we talk about SDK Runtime - Google’s proposed solution to SDKs-gone-wild. SDKs are a convenient feature for most app developers. However, some SDKs tend to gather user data in ways that app deve…
 
How exactly does #useracquisition work in Web3 games? In this week’s episode, Stardust COO Atif Khan takes #theMobileUAShow host Shamanth Rao on a deep dive into the world of Web3 and blockchain gaming. How do Web3 games stack up against F2P and console games? How exactly does building a strong community help? And what exactly is the role of NFTs i…
 
We have a very special episode lined up for you today. We invited some amazing women and asked each some questions about how they faced obstacles while shattering glass ceilings, and paved the way for more women to follow suit. We hope this episode helps women who may be facing challenges in their field of work. And with women leaders comprising ne…
 
How many channels have you really considered when developing your user acquisition strategy for your mobile game? Our guest on this week’s episode is UA and marketing consultant Matej Lancaric. Matej shares his views on everything from multiple UA channels, optimization techniques post ATT and how he uses incrementality analysis to maximize his UA …
 
Apple’s privacy policy changes disrupted the ad industry and left us all in the dark, working around a broken measurement system. As expected, Google is following suit. While their approach is less ham-handed than Apple’s, it still can bring forth significant disruption in the mobile app ecosystem. In our first episode of the Android series, we div…
 
How do you successfully make the switch from B2C to B2B? Should you go from focusing on one category to branching out to other possibilities? And how exactly are prediction games and NFTs connected? Get the lowdown from Matt Bailey, founder and CEO of GameOn, our guest on this week’s episode. KEY HIGHLIGHTS 💲 How betting on a relatively less mature…
 
Ever wondered what it takes for a Round B startup with no mobile marketing function to get to an IPO and be featured on best-of lists? Or perhaps you’ve been struggling to hire key growth marketing people for your own start-up. In this episode, Simon Vishnevskiy, Head of Paid Acquisition at Dave, shares his methods on building a mobile marketing te…
 
How do you make cross-promos work in a post-ATT world? David Philippson, CEO and co-founder of Dataseat, gives us the lowdown on how exactly cross-promos can be deployed effectively. In a post-IDFA reality, with ad networks having pretty much lost the third party data advantage, David says cross-promos can help game studios monetize and retain thei…
 
Ever thought that each SKAN update from Apple is making measurement more and more ambiguous? We’re back to delving into SKAN in this latest episode with Piyush Mishra. Piyush talks about the evolution of SKAN, predictions based on conversion values, performance comparison between channels and much more. He also tells us about the changes coming abo…
 
Our first guest of 2022 is Faith Price. Faith heads the paid UA team at DoubleDown Interactive and has spent a large part of her career managing UA and ASO. She has managed over 20 soft launches throughout her career. Yet, her most recent launch was a very unique challenge for her – because this was the first one she managed after Apple’s introduct…
 
Why is the buzzword for 2022 “retention marketing”? How is the play-to-earn model going to grow next year? Cross promotions are on the rise. Will the move to self-publishing be worth it? We are here with the final episode of the Mobile Growth Crystal Ball series. Today we have Peggy Anne Salz (Mobile Groove) going into retention marketing, Keith Ka…
 
Will creative processes march back in-house? Is the grass greener on the other side of Facebook UA? How are game developers going to look at payments on gaming apps? The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof (ironSource) on bringing creative processes in-house, Na…
 
Can AI breathe life into creatives? What does 2022 look like for subscription apps? Will there be a blow up because Apple hasn’t really kept its word on “no fingerprinting”? Welcome to the first episode of our Mobile Growth Crystal Ball series, in which we ask the smartest folks we know in Mobile Growth about their predictions for 2022. In our firs…
 
Our guest today is Jayvian Hong. Jayvian heads Strategic Partnerships at Miniclip. Over the past few years, Jayvian has developed deep partnerships with the App Store and Google Play Store. These partnerships obviously weren’t formed overnight but took time, effort and patience. While initially she and her team had to work hard to find their footin…
 
A few weeks ago, we released an episode on balancing monetization and retention. We talked about improving user experience to enhance retention by getting rid of monetization. However, this does not always work. We did say that it’s not a one size fits all solution. In this episode, we talk about another hack that can be used to improve your app’s …
 
MMM based incrementality models: Is it the light at the end of the tunnel? Post IDFA, we were quite skeptical about employing MMM based incrementality analyses in our measurements. Our opinions have changed over time and today, we believe that these models have helped us in our measurements significantly. However, it’s not always hunky-dory. There …
 
Our guest today is Jon Hook. Jon is the CEO at BoomHits, a mobile game publisher with many hits in the hypercasual and idle genres. In today’s episode, Jon tells us about how the hypercasual genre has evolved to the point where it’s approaching saturation in the form that it currently is - and outlines the next stage of its evolution - hybrid casua…
 
How many times did you think to yourself “Well, that 60 min meeting could’ve been a 5 min email!”? Today's guest is Brett Nowak. Brett 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. Prior to this, Brett spent a big chunk of his ca…
 
What does it take for an indie studio founded by someone with no game design experience to achieve 100 million downloads? Our guest in today’s episode is Sheetal Bairamadgi. Sheetal is the founder of Crikey, a game studio based in Sydney. Sheetal began her career as a digital marketing manager, and after working with a number of apps during her ten…
 
Is there a secret to achieving better retention? Marketers and app developers are often asked the same question - how can we improve retention? Unfortunately, while there is no magic formula for this, in today’s episode, we’re sharing one strategy that helped us improve retention rates which further rippled into better monetization. This could be s…
 
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. Today’s conversation is an update on a topic that we discussed with Danika the last…
 
LTV: a metric that is central to marketing decisioning. While it is an important metric to decide further budget allocations, it’s important to understand that there is no one single objective way to define this. In this short episode, we outline the different ways in which LTV can be defined - there is no one single correct way, and why it’s impor…
 
In today’s episode, we’re in conversation with Jerome Turnbull. Jerome is Vice President of Growth at AppLovin where he helps fuel user acquisition and ad monetization for the games made by AppLovin's partner studios. Jerome played a key role during the launch of Project Makeover- a game that topped the charts in just 4 days of launching with over …
 
App Store Optimization is often discussed as a key component in app scaling strategies. In this episode, we see why this isn’t really the best way to grow an app. Shamanth also highlights that the difference in search behaviours on Google vs. an app store is what led to ASO taking a backseat in his methods. ** Note: As you may have seen, the second…
 
Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short gaming clips among friends. She was previously the co-founder and CEO of Megacool, which was acquired by Medal.tv in 2019. Before starting Megacool she held the position as VP of Business and Marketing at Dirtybit, the Norwegian…
 
Today's episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and marketing have come a LONG way since then - with platform and algo changes, and of course Apple's privacy policy changes, this article is a useful reminder that many of the fundamentals and principles underlying scaling haven't changed all that m…
 
In one of our previous episodes, we discussed how media mix modelling might not be the best bet post-IDFA. However, some of you have reached out to say that it isnt quite as black and white - and that media mix models could be more widely applicable than what we’d outlined. To throw some more light on this, we have Brian Krebs, founder and CEO of M…
 
Today’s episode is a recording of a webinar hosted by Singular and moderated by John Koetsier. We were joined by Eran Friedman from Singular, Pedro Ponce de Leon from Liftoff, and Ben Holmes from Adcolony. This episode (and webinar) gives you the low down on everything that’s happening and working across the iOS ecosystem a few months after the int…
 
A big change that’s coming to SKAdNetwork with iOS 15 is one that’s under-the-hood - and it’s significant because it addresses a big shortcoming of SKAdNetwork right now by allowing apples-to-apples comparison between all networks - including Facebook, Google and other SANs. In today’s episode we explain the mechanics of how things work now, how th…
 
The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical. Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit. Thomas is an independent m…
 
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