🍪How to run a soft launch in a post-ATT world, with Faith Price, Head of Paid UA(DoubleDown Interactive) 🎮

The Mobile User Acquisition Show

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 introduction of the ATT.

It was impossible to estimate results with no prior data points. Measurement was broken with SKAN. These were among the very many challenges which Faith had to address. Today she pulls the curtains back on the many learnings which she shares in this interview.

For a very instructive look at how the soft launch playbook has changed post ATT, please check out this episode with Faith Price.

KEY HIGHLIGHTS

🔍 The research that went into estimating CPIs for Faith’s latest soft launch

⬆️ The impact of higher CPIs on the soft launch process

🧮 The disruption of measurement post ATT impacted soft launches

🗝 Why launching post ATT meant having fewer partners

📤 How to approach conversion values

📱 The challenges with conversion values for an IAP based app

💎 Why custom conversion values worked better

🧱 How conversion values are architected

🎞 How to approach optimization for social channels

📊 How a BI team can significantly help improve measurement

📝 Comparing between measurement techniques

🎢 What was different during the recent soft launch vs. pre ATT

☎️ What were some conversations within teams like when soft launch metrics were so different from predicted or projected?

🔖 Faith’s advice for marketers for a successful post-ATT launch.

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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/how-to-run-a-soft-launch-in-a-post-att-world-with-faith-price-doubledown-interactive/

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