MobileUA show

Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-to-build-a-hit-developer-facing-product-with-aurora-klaeboe-berg-coo-medal-tv/">🧰 How to build a hit developer-facing product-with Aurora Klæboe Berg, COO at Medal TV ⚒</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short […]
The post 🧰 How to build a hit developer-facing product-with Aurora Klæboe Berg, COO at Medal TV ⚒ appeared first on Mobile User Acquisition Show.

Today’s guest Aurora Klæboe Berg is the COO of Medal.tv. Medal.tv is the largest platform for recording and sharing short 
The post 🧰 How to build a hit developer-facing product-with Aurora Klæboe Berg, COO at Medal TV ⚒ appeared first on Mobile User Acq

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 indie game studio sensation behind the successful Fun Run game series. She holds an MSc in CommTech Engineering and Entrepreneurship from the Norwegian University of Science and Technology. She is deeply passionate about helping game studios succeed and giving back to the Nordic entrepreneurial ecosystem.



In today’s episode Aurora tells us about the unique challenges of starting a developer focused product &#8211; and getting adoption from scratch. She tells us about her unique and counterintuitive approach to starting her company even before she knew what the company would do &#8211; and her approach to figuring out what the company would eventually do &#8211; by actually listening to users. She also tells us about the unique challenges and opportunities with referrals and virality &#8211; and how these can unlock tremendous growth in a time of escalating acquisition costs. For a unique perspective into bootstrapping, figuring out a product, scaling, virality, referrals and much much more, we’re thrilled to have Aurora on the show.



**



Note: As you may have seen, the second cohort of our workshop series,&nbsp;Mobile Growth Lab&nbsp;is now open for enrolment.



In our last cohort, we had 40+ growth marketers, leaders and practitioners join in our live sessions to learn how to prep for the impending IDFA changes &#8211; this edition helps you build a strategy based on the realities of ATT and a post-identifier world.



The workshop also features guest sessions by our superstar guest mentors Aurora Klaeboe Berg, Thomas Petit, Matej Lancaric, Paula Neves and Maor Sadra. Go here to sign up:&nbsp;mobilegrowthlab.com



















ABOUT AURORA:

LinkedIn&nbsp; | MEDAL TV | Careers at MEDAL TV



ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube







KEY HIGHLIGHTS



 Why Aurora and her team built 1 prototype per week for 10 weeks.



 How Aurora and her team gathered user feedback to decide what to build.



 SDK fatigue and how to overcome it



 The common mistakes that apps make while considering viral flows.



KPIs that impact a referral flow.



The power of dark social.







KEY QUOTES



Make the sharing experience enjoyable



For Fun Run, it was more around all the funny moments that happen when you&#8217;re playing with friends, like moments where you&#8217;re pulling a friend back with a magnet right before you&#8217;re crossing the finish line. In the Adult Coloring Book for instance, sharing just a screenshot of the final moment is not as unique as sharing the time lapse of you actually constructing that drawing.



Don’t expect your users to go through multiple steps of promoting your product




The user needs to say &#8211; I want to record something and then they say- I want to stop whatever is happening and now I want to share this potentially multiple megabit file through a social network. And there are so many steps, as well as places along the way where the user would drop. We thought- our game is so cool, there needs to be a better way. And so we knew we needed to differentiate from that. What came out of that was that we focused on only sharing highlights and making it as easy as possible to share those highlights. I read a study a while ago that people&#8217;s attention span on mobile is like eight seconds. And so we kept the recordings to 15 seconds, and our default is five.



Show them what to do



A story I like to tell when I get a question like that is back in 2014-2015, when I was still with Dirtybit we had this big game studio that was building an ad network at the time, approach us and tell us about this concept

🧰 How to build a hit developer-facing product-with Aurora Klæboe Berg, COO at Medal TV ⚒

Today&#8217;s episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-puzzlesocial-grew-ua-spend-from-zero-to-1-5-million-per-monthand-got-acquired-by-zynga/">💡How PuzzleSocial Grew UA Spend From Zero to $1.5 Million per Month(and got acquired by Zynga)💲</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

Today&#8217;s episode is a reading of <a href="https://liftoff.io/blog/scaling-user-acquisition/" target="_blank" rel="noreferrer noopener">an article</a> I wrote for our friends at Liftoff in 2019. While mobile and marketing have come a LONG way since then &#8211; with platform and algo changes, and of course Apple&#8217;s privacy policy changes, this article is a useful reminder that many of the fundamentals and principles underlying scaling haven&#8217;t changed all that much &#8211; and there are some principles here that I hope will be helpful for you in your own scaling efforts.



Link to original article here: <a href="https://liftoff.io/blog/scaling-user-acquisition/" target="_blank" rel="noreferrer noopener">https://liftoff.io/blog/scaling-user-acquisition/ </a>



**



Note: We’re excited to announce the second edition of our live workshop series,&nbsp;<a href="http://mobilegrowthlab.com/">Mobile Growth Lab</a>, to help marketers, leaders and execs prep for a post-IDFA world!&nbsp;



In the first edition, we helped over 40 attendees:&nbsp;



<ul><li>See the map</li><li>Prepare the groundwork</li><li>Move forward</li><li>Find acceleration&nbsp;</li></ul>



We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like&nbsp;web-based flows, creative strategy, conversion values, prep for iOS 15, and more.&nbsp;







 <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666">
<img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">
<img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2">
</a>

<a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS82NDA5MzAucnNz">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="198" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>





 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



FULL TRANSCRIPT BELOW 



“We should spend zero dollars for now.” I went to the whiteboard and wrote the number “0.” We were trying to figure out how much we should spend on our user acquisition initiatives. I recommended that we not grow at all.



In the spring of 2015, I joined a small app developer called PuzzleSocial as the Director of Growth. Our team was just five full-time people including me, and a couple of contractors. Our DAU numbers were small compared to the bigger games that I had worked on in the past.



My mandate was to help grow and scale the game, but here I was, recommending that we actually not spend on growing the app.



That was intentional. We eventually ended up spending – and increasing our spend from 0 to $1.5 million per month. Consequently, we grew our daily active users 7x in under a year – a trajectory that resulted in our acquisition by Zynga.



It was a lot of trial-and-error before we made it work. Here are some of the key strategies that were successful for us.



<h2>1. Nail retention before thinking of user acquisition</h2>



As you can imagine, the decision not to spend and grow was hard for me as the new Director of Growth. Yet I knew it was the right thing to do.



Our retention wasn’t quite there, and we didn’t know if our ad spend would come back in its entirety. But we were confident that after we nailed the retention piece, we would get to a point of sustainable economics and spend money with confidence.



<h2>2. Measure what truly matters</h2>



After we improved our retention, we opened up our acquisition efforts. Still, we knew we had to spend responsibly. We had an LTV model that would tell us whether we were making our money back.



At the same time, LTVs and CPIs would be meaningless if we had no cash in the bank. We had to tread with care because LTVs represent revenues that would accrue over a 12-month period – and we would have to keep track of the metrics that ensured our short and long-term financial sustainability.



Other than LTV and CPI, we obsessed over the following metrics:



<ul><li>Retention.&nbsp;We made sure to acquire only high-retention users. We had built a high-retaining game, and we wanted to make sure our users experienced it fully. This meant saying “no” to incentivized traffic, cheap traffic or geo’s that wouldn’t necessarily work long-term.</li><li>DAU&nbsp;and&nbsp;revenue growth. We looked at our high-level metrics every day and asked ourselves, “are our user acquisition efforts driving DAU growth and revenue growth?” As we saw our DAU and revenue curves slowly trend upwards, we became more comfortable spending and investing in our user acquisition activity. Then, we gradually ramped our spending up from zero to five figures, six figures and then seven figures per month.</li><li>Cashflow. Especially in our early days, we kept an eagle eye on our cash. As a small company, we couldn’t risk coming close to running out of cash. Once we built up enough of a revenue cushion, this pressure diminished, but without a doubt, cashflow was a key determinant of how much we were willing to spend.</li></ul>



<h2>3. Test quickly and double down on what works</h2>



As we grew our user acquisition efforts, we tested channels quickly and aggressively. In the beginning, we started with three core channels while separately running one or two small-scale experimental channels at a time.



When we began to see consistently strong performance from a new channel we tested, we would immediately double down on it. We spent our effort and time on creatives, analytics, strategy and planning, and increased our investment in the new channels to make them work. This was how we scaled our UA spend on&nbsp;<a href="https://liftoff.io/">Liftoff</a>&nbsp;to over $200k per month.



<h2>4. Diversify across multiple formats</h2>



Still, we needed to spend responsibly. Just because we were starting to see revenue growth, we couldn’t take our foot off the pedal. We still looked at our revenue and DAU charts daily, and kept moving up and to the right. We expanded to newer user acquisition channels, making sure we were investing in all ad formats – videos, social, search, playable and display – and tailored our strategy for each format.As we slowly opened up our channel mix, our DAUs and revenues increased. We grew our spending to $1.5 million per month, had 15 UA partners in our acquisition mix and were acquired in 2016.



If you have a strong product with the potential to scale and grow, I hope you’ll find some of the above strategies helpful in informing your own user acquisition strategy.
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-puzzlesocial-grew-ua-spend-from-zero-to-1-5-million-per-monthand-got-acquired-by-zynga/">💡How PuzzleSocial Grew UA Spend From Zero to $1.5 Million per Month(and got acquired by Zynga)💲</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

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 much – and there are some principles here that I hope will be helpful for you in your own scaling efforts.
Link to original article here:  https://liftoff.io/blog/scaling-user-acquisition/ 
**
Note: We’re excited to announce the second edition of our live workshop series, Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world! 
In the first edition, we helped over 40 attendees: 
See the map
Prepare the groundwork
Move forward
Find acceleration 




We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like web-based flows, creative strategy, conversion values, prep for iOS 15, and more. 























ABOUT ROCKETSHIP HQ:
Website | 
LinkedIn  | Twitter | YouTube

FULL TRANSCRIPT BELOW




“We should spend zero dollars for now.” I went to the whiteboard and wrote the number “0.” We were trying to figure out how much we should spend on our user acquisition initiatives. I recommended that we not grow at all.
In the spring of 2015, I joined a small app developer called PuzzleSocial as the Director of Growth. Our team was just five full-time people including me, and a couple of contractors. Our DAU numbers were small compared to the bigger games that I had worked on in the past.
My mandate was to help grow and scale the game, but here I was, recommending that we actually not spend on growing the app.
That was intentional. We eventually ended up spending – and increasing our spend from 0 to $1.5 million per month. Consequently, we grew our daily active users 7x in under a year – a trajectory that resulted in our acquisition by Zynga.
It was a lot of trial-and-error before we made it work. Here are some of the key strategies that were successful for us.
1. Nail retention before thinking of user acquisition
As you can imagine, the decision not to spend and grow was hard for me as the new Director of Growth. Yet I knew it was the right thing to do.
Our retention wasn’t quite there, and we didn’t know if our ad spend would come back in its entirety. But we were confident that after we nailed the retention piece, we would get to a point of sustainable economics and spend money with confidence.
2. Measure what truly matters
After we improved our retention, we opened up our acquisition efforts. Still, we knew we had to spend responsibly. We had an LTV model that would tell us whether we were making our money back.
At the same time, LTVs and CPIs would be meaningless if we had no cash in the bank. We had to tread with care because LTVs represent revenues that would accrue over a 12-month period – and we would have to keep track of the metrics that ensured our short and long-term financial sustainability.
Other than LTV and CPI, we obsessed over the following metrics:
Retention. We made sure to acquire only high-retention users. We had built a high-retaining game, and we wanted to make sure our users experienced it fully. This meant saying “no” to incentivized traffic, cheap traffic or geo’s that wouldn’t necessarily work long-term.
DAU and revenue growth. We looked at our high-level metrics every day and asked ourselves, “are our user acquisition efforts driving DAU growth and revenue growth?” As we saw our DAU and revenue curves slowly trend upwards, we became more comfortable spending and investing in our user acquisition activity. Then, we gradually ramped our spending up from zero to five figures, six figures and then seven figures per month.
Cashflow. Especially in our early days, we kept an eagle eye on our cash. As a small company, we couldn’t risk coming close to running out of cash. Once we built up enough of a revenue cushion, this pressure diminished, but without a doubt, cashflow was a key determinant of how much we were willing to spend.




3. Test quickly and double down on what works
As we grew our user acquisition efforts, we tested channels quickly and aggressively. In the beginning, we started with three core channels while separately running one or two small-scale experimental channels at a time.
When we began to see consistently strong performance from a new channel we tested, we would immediately double down on it. We spent our effort and time on creatives, analytics, strategy and planning, and increased our investment in the new channels to make them work. This was how we scaled our UA spend on Liftoff to over $200k per month.
4. Diversify across multiple formats
Still, we needed to spend responsibly. Just because we were starting to see revenue growth, we couldn’t take our foot off the pedal. We still looked at our revenue and DAU charts daily, and kept moving up and to the right. We expanded to newer user acquisition channels, making sure we were investing in all ad formats – videos, social, search, playable and display – and tailored our strategy for each format.As we slowly opened up our channel mix, our DAUs and revenues increased. We grew our spending to $1.5 million per month, had 15 UA partners in our acquisition mix and were acquired in 2016.
If you have a strong product with the potential to scale and grow, I hope you’ll find some of the above strategies helpful in informing your own user acquisition strategy.
The post 💡How PuzzleSocial Grew UA Spend From Zero to $1.5 Million per Month(and got acquired by Zynga)💲 appeared first on Mobile User Acquisition Show.

Today’s episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and […]
The post 💡How PuzzleSocial Grew UA Spend From Zero to $1.5 Million per Month(and got acquired by Zynga)💲 appeared first on Mobile User Acquisition Show.

Today&#8217;s episode is a reading of an article I wrote for our friends at Liftoff in 2019. While mobile and 
The post 💡How PuzzleSocial Grew UA Spend From Zero to $1.5 Million per Month(and got acquired by Zynga)💲 appeared first on Mobile User Acquisit

Today&#8217;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 &#8211; with platform and algo changes, and of course Apple&#8217;s privacy policy changes, this article is a useful reminder that many of the fundamentals and principles underlying scaling haven&#8217;t changed all that much &#8211; and there are some principles here that I hope will be helpful for you in your own scaling efforts.



Link to original article here:  https://liftoff.io/blog/scaling-user-acquisition/ 



**



Note: We’re excited to announce the second edition of our live workshop series,&nbsp;Mobile Growth Lab, to help marketers, leaders and execs prep for a post-IDFA world!&nbsp;



In the first edition, we helped over 40 attendees:&nbsp;



See the mapPrepare the groundworkMove forwardFind acceleration&nbsp;



We’ll cover all that (updated for the reality of the post-IDFA world) and many requested topics like&nbsp;web-based flows, creative strategy, conversion values, prep for iOS 15, and more.&nbsp;
























ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



FULL TRANSCRIPT BELOW



“We should spend zero dollars for now.” I went to the whiteboard and wrote the number “0.” We were trying to figure out how much we should spend on our user acquisition initiatives. I recommended that we not grow at all.



In the spring of 2015, I joined a small app developer called PuzzleSocial as the Director of Growth. Our team was just five full-time people including me, and a couple of contractors. Our DAU numbers were small compared to the bigger games that I had worked on in the past.



My mandate was to help grow and scale the game, but here I was, recommending that we actually not spend on growing the app.



That was intentional. We eventually ended up spending – and increasing our spend from 0 to $1.5 million per month. Consequently, we grew our daily active users 7x in under a year – a trajectory that resulted in our acquisition by Zynga.



It was a lot of trial-and-error before we made it work. Here are some of the key strategies that were successful for us.



1. Nail retention before thinking of user acquisition



As you can imagine, the decision not to spend and grow was hard for me as the new Director of Growth. Yet I knew it was the right thing to do.



Our retention wasn’t quite there, and we didn’t know if our ad spend would come back in its entirety. But we were confident that after we nailed the retention piece, we would get to a point of sustainable economics and spend money with confidence.



2. Measure what truly matters



After we improved our retention, we opened up our acquisition efforts. Still, we knew we had to spend responsibly. We had an LTV model that would tell us whether we were making our money back.



At the same time, LTVs and CPIs would be meaningless if we had no cash in the bank. We had to tread with care because LTVs represent revenues that would accrue over a 12-month period – and we would have to keep track of the metrics that ensured our short and long-term financial sustainability.



Other than LTV and CPI, we obsessed over the following metrics:



Retention.&nbsp;We made sure to acquire only high-retention users. We had built a high-retaining game, and we wanted to make sure our users experienced it fully. This meant saying “no” to incentivized traffic, cheap traffic or geo’s that wouldn’t necessarily work long-term.DAU&nbsp;and&nbsp;revenue growth. We looked at our high-level metrics every day and asked ourselves, “are our user acquisition efforts driving DAU growth and revenue growth?” As we saw our DAU and revenue curves slowly trend upwards, we became more comfortable spending and investing in our user acquisition activity. Then, we gradually ramped our spending up from zero to five figures, six figures and then seven figures per month.Cashflow. Especially in our early days, we k

💡How PuzzleSocial Grew UA Spend From Zero to $1.5 Million per Month(and got acquired by Zynga)💲

This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-to-hire-superstar-growth-leaders-with-anish-shah-ceo-at-bring-ruckus/">🤝How to hire superstar growth leaders &#8211; with Anish Shah (CEO at Bring Ruckus)⭐️</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent […]
The post 🤝How to hire superstar growth leaders – with Anish Shah (CEO at Bring Ruckus)⭐️ appeared first on Mobile User Acquisition Show.

This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent 
The post 🤝How to hire superstar growth leaders &#8211; with Anish Shah (CEO at Bring Ruckus)⭐️ appeared first on Mobile User Acqu

This episode features Anish Shah, CEO of Bring Ruckus, a firm focused on attracting, vetting and recruiting the best talent in growth &#8211; that includes digital marketing, product, analytics, and design.























ABOUT ANISH:

LinkedIn&nbsp; | Twitter | Bring Ruckus


ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



KEY HIGHLIGHTS







The key challenges Anish’s clients face while hiring talent.



How a founder looking to hire growth talent should begin to cultivate relationships with potential growth hires.



Why brilliant growth hires at the wrong stage of a company’s growth can not only set back a company’s growth but also its culture.



What top growth candidates look for in a company.



What a common unsavory experience is among top growth candidates.



Why Anish doesn’t advise CEOs to go out and pitch growth hires that they’d make millions – and what he advises them to say instead.



Why job boards are not ideal for recruiting the best candidates.&nbsp;



How Anish advises companies to differentiate themselves and why that is so important&nbsp;



KEY QUOTES



Superstars are scarce



You just have such a small pool to choose from of people who’ve got the background of building up popular companies, of running all the channels, of really having that level of muscle memory. So, if there’s 100 companies trying to hire 40 people, what do you do then?



The stark difference in company culture



Within a big company, you can rain down a little bit of terror on the employees below you, and you can get away with that. Within a startup, when you do that, it really demotivates people because you need to have that passion in there. So it can not only set back your traction, but it can also set back your culture, and it’s just really demotivating the people on the ground floor who are doing all the day to day work.



How not to incentivize people to join



So these days, when I’m really trying to convince the best people to join one of our clients, I don’t go out there saying, “Oh my god, you’re going to make millions off this equity.” It’s 2020, nobody’s making millions off equity anymore. It’s not 2009.



What matters to growth superstars



I really pitch them that, “Hey, look, meet the CEO, make sure you grow a good relationship with them; and look, I’m letting the CEO know as well that they need to take care of you.” These are the 3 or 4 pitfalls that I can foresee happening in the role potentially. If you do not take care of this set of growth hire, and so you need to be very aware of that.



An often overlooked opportunity when hiring



You might go to a company’s careers page and they all look the same, you have that same team photo where everyone’s throwing their arms up in the air and everyone says the same things about themselves that every other company does. But those pages are really an opportunity for you to differentiate yourself, not just look like everyone else, don’t just look at every other company and try to emulate it. Figure out what’s super unique about you and what’s super unique about your culture and dive into it.



FULL TRANSCRIPT BELOW: 



Shamanth: I’m very excited to welcome Anish to the Mobile User Acquisition Show. Anish, welcome to the show.



Anish: Thank you. I’m excited to be here.



Shamanth: Awesome Anish. There’s so much of your work that I’m very, very curious about, especially because I would think it’s a very challenging job for yourself and for your clients because growth talent is so scarce, as I’ve myself seen, just in my own experience in the growth world. So tell us this, what are some of the key challenges that your clients face when it comes to hiring growth talent?



Anish: Yeah, absolutely. Really the key challenge is supply and demand. Particularly in a city like New York, growth hires are more in demand than I think in any other city, and everyone is looking to hire the exact same people. S

🤝How to hire superstar growth leaders – with Anish Shah (CEO at Bring Ruckus)⭐️

ABOUT ERIC: LinkedIn&#160; &#124; Twitter &#124; Heracles Media &#124; MobileDevMemo &#124; QuantMar High growth, low growth, no growth: systematic growth [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-to-model-out-an-apps-dau-with-eric-seufert-founder-at-heracles-quantmar-mobiledevmemo/">💭How to model out an app&#8217;s DAU &#8211; with Eric Seufert (Founder at Heracles, Quantmar &#038; MobileDevMemo👥</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

This episode features Eric Seufert, founder at Heracles, founder at QuantMar, and founder at MobileDevMemo.com . Eric is perhaps one of the smartest people in mobile user acquisition today – in this episode Eric walks us through how to model out an app’s DAU.

















ABOUT ERIC:

LinkedIn  | Twitter | Heracles Media | MobileDevMemo | QuantMar
High growth, low growth, no growth: systematic growth with DAU replacement
ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter




KEY HIGHLIGHTS




Why a systematic modeling of growth is crucial to an app.
The key functions of a growth team.
What inputs Eric recommends for a systematic modeling of growth
How to think about the DAU gap to be closed — and the UA effort required to close it
How granular or high-level a model should be — how Eric recommends thinking about this 
Applying retention profiles to different user groups to track growth
How to identify shortfalls to hit certain DAU or revenue targets




KEY QUOTES
The reason to have a quantitative system for app growth
If you think about a growth team that isn’t managing growth to some standard or some projection or some business requirement, then they’re just doing stuff right there – just bringing new users into the app or to the product – but without any kind of eye towards a business objective.
The core objectives of an mobile growth team
So, if you think about what a growth team does is really two things. One, it exploits some set of channels to the new users and cool products, and it optimizes those – that’s the ongoing thing. And then, the other thing is, it builds towards some models or some expectations of revenue growth.
Using user behaviour to predict revenue
When you break that user base out into atomic units, which are users, you can group them in ways that help you understand how those groups are going to make money, and how the revenue is going to change over time.  Also, how those groups are going to decay and shrink over time just as the natural sort of via gravitational pull of retention – retention decay.
How to think about granularity
I think the way you do that is to determine which of those dimensions are actionable from a user acquisition standpoint. Because if you think about this exercise as a way to come up with an imperative for UA, everything about this exercise is basically telling me how many new users that you bring into my target. So, the whole point of this is to tell me, “hey, I need this many users tomorrow, this many users the day after that, all the way through to the end of the month to hit my revenue target.” That’s my user acquisition roadmap so to speak, that’s my user acquisition imperative. 
Scientific targeting
Now when you predict these user bases out by groups, you can be strategic about, “well, actually I only need to acquire this many Facebook users to find out how they monetize and retain versus acquiring as many users on Google because they retain and monetize worse, I can get to my goal.” You know, with this shorter path, going with the higher quality users is probably going to cost more, but you bake all of this into a broader P&L model, and then you just get certain scientific results such as how you break this out and optimize the composition. 
FULL TRANSCRIPT BELOW




Shamanth: I’m very excited to welcome Eric Seufert to the Mobile User Acquisition Show. Eric, welcome to the show! 
Eric: Thank you so much for having me.
Shamanth: Glad to have you on the show. In this episode, we are going to talk about one of the very many things that you are very good at, one of the very many things that you are considered an expert in, which is applying analysis and analytics to mobile apps. Specifically, we are going to talk about how to model out DAU for an app, and we will talk about what that means. But before that, can you tell us why it is important to systematically manage growth for an app via a quantitative model?
Eric: That’s a very good question, and I think you kind of answer it in the way that you asked it. Why would you want to systematically manage growth? 
If you think about a growth team that isn’t managing growth to some standard or some projection or some business requirement, then they’re just doing stuff right there – just bringing new users into the app or to the product – but without any kind of eye towards a business objective.
I think, and it is depending on the sort of elevation that a person sits within a growth team or within a company, this may or may not be something that they have to worry about, but like myself, having kind of managed a bunch of growth teams: in my career, being able to execute against some sort of business objectives, which is yoked to the overall success and growth of the company, is the imperative of someone who leads the growth team. 
So, if you think about what a growth team does is really two things. One, it exploits some set of channels to the new users and cool products, and it optimizes those – that’s the ongoing thing. And then, the other thing is, it builds towards some models or some expectations of revenue growth.
And for mobile-first companies, user acquisition is singularly that engine of growth – it is the source of the users. You might have other stuff on top of that, you might have ASO, an out-of-home strategy, and brand building stuff. But for mobile-first companies like that, this singular driver of revenue growth is the user acquisition. So, you can’t be doing that in a non-methodical, non-systematic way because then there’s no way to ensure or scientifically implement that growth model that you have which is made up of those business objectives.
Shamanth: Yeah, and it’s so crucial to have that be quantified and very objectively laid out, as you pointed out. What would you recommend be the key inputs or elements to such a quantitative model that a company or an app might use to project out DAU growth? 
Eric: Sure, so I wrote an article about this a few months ago. It’s called, “High Growth, Low Growth, No Growth,” and it kind of goes through it. I shared a bunch of code, and you can run the code yourself – it’s a python script, and it’s running these simulations. I kind of walked through that problem set in the post. The idea would be, we kind of have some sense of how the user base is on any given day. If you just look at the user base as a whole, as a model, you’d say, “Okay, this user base generates this much money a day.” 
So maybe yesterday, the user base generated this much money, and my goal is to make that much money times two by the end of the year or the month. Well, if I know, on a daily basis, that’s how the user base changes in size, I can kind of guess…build some primitive model to see if I’m going to get to that times two value by the end of the month. Then, 
when you break that user base out into atomic units, which are users, you can group them in ways that help you understand how those groups are going to make money, and how the revenue is going to change over time.  Also, how those groups are going to decay and shrink over time just as the natural sort of via gravitational pull of retention – retention decay.
Once you know that, if you said, “okay, I’ve got this model, if I broke it out into the atomic units, which are like cohorts grouped by acquisition source, grouped by country, grouped by platform, grouped by whatever, and I see this user base as it was yesterday.” If I didn’t add any new users, I could understand, just based on my understanding of the historical precedent of retention for those groups: how many of these users would exist by the end of the month.
From there you can see, “okay, well, this is how much money I’m going to have, given that now your users came into the user base – only these users existed are grouped in all these different ways – groups in ways that allow me to apply retention profiles to them. I could see how my revenue is going to shrink over time or how it is going to evolve over time, and I can know or at least project and estimate how much money that user base will generate at the end of the month. And then, I could see what’s the shortfall or gap? And once I know the gap, if I know the retention profiles, then I have a rough idea of how these different groups monetize, and I understand how many new users have to be added every day in order to hit my revenue target. And then, I can estimate how much that costs and work that into an overall P&L model and company model. That’s starting from the atomic unit of the user, you sort of roll up all the way to, “hey, we have a business here, this is what the business is like.” 
Shamanth: Right. So, I like that you’re phrasing ‘the atomic unit of the user.’ So you have a certain number of users coming in from different sources, and they decay over time according to the gravitational pull of the retention curve. And you would say, “this many users remained after X number of days, and this is the shortfall we need to make up for to hit a certain DAU target.” That sounds about right? 
Eric: Yeah, pretty much.
Shamanth: As a follow-up question on that, Eric. As you said, the users are the atomic unit. So to speak, you can break down by the different dimensions you said, right? So you can break down by country, by source, or even by campaigns. But, I’m curious though. How do you decide what level of granularity makes sense for a specific app? I asked that because you could basically say, “well I’m going to pick users who come in from one specific creative and maybe that’s only five users today, and that’s not very meaningful.” And you might also say, “well, I’m going to take all users coming into an app which could be 10,000 users all of whom have very different properties, right?” So, how do you think about the level of granularity at which you recommend breaking down the atomic unit of users to model out the DAU in the manner that you just described?
Eric: That’s a great question. 
I think the way you do that is to determine which of those dimensions are actionable from a user acquisition standpoint. Because if you think about this exercise as a way to come up with an imperative for UA, everything about this exercise is basically telling me how many new users that you bring into my target. So, the whole point of this is to tell me, “hey, I need this many users tomorrow, this many users the day after that, all the way through to the end of the month to hit my revenue target.” That’s my user acquisition roadmap so to speak, that’s my user acquisition imperative. 
Now, I’ve got this imperative, which is essentially some set of marching orders about how many new users that you need to bring in. What I want to do is break that user base out into these groups that are targetable on a UA basis, so that I can analyze their retention profiles and their monetization profiles kind of independently. And then, that way I’ll be able to build this model in a way that agglomerates all that up into that top line number that I need to add. 
You could think about as, “okay well, if my users from the US that I acquired on Facebook monetize and retain much better than users that I acquired from Germany in Google AdWords, then I need fewer of those to hit my goal.” And then, you can figure out the best mix of those users based on cost. The very easiest implementation, or the least kind of skated implementation of this, is to take the whole user base again, as a monolith, and then just say, “okay well, this user base shrinks this much every day without any new users. So, I need to add this many new users at the sort of global level.” The problem with that is you don’t really know what the composition of that user base is. 
Let’s say that 30% is made up of Facebook users, 30% made up of AdWords users, and 30% made up of UAC users, you’d have to try to somehow match that composition in a way that you acquired users. 
Now when you predict these user bases out by groups, you can be strategic about, “well, actually I only need to acquire this many Facebook users to find out how they monetize and retain versus acquiring as many users on Google because they retain and monetize worse, I can get to my goal.” You know, with this shorter path, going with the higher quality users is probably going to cost more, but you bake all of this into a broader P&L model, and then you just get certain scientific results such as how you break this out and optimize the composition. 
Shamanth: I think that’s a very helpful way of thinking about it in terms of how actionable all of this granularity is from a user acquisition perspective, and I think that’s something that’s a reminder that I certainly need from time to time because it’s easy to dive into the models. But I think it’s helpful to zoom out and think about what is it that we are trying to achieve through these models as it worked. Cool, Eric. So, I think that was extremely instructive. So thank you for being on this episode of the Mobile User Acquisition Show. 
Eric: Yup. Thank you so much for having me.




A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post 💭How to model out an app’s DAU – with Eric Seufert (Founder at Heracles, Quantmar & MobileDevMemo👥 appeared first on Mobile User Acquisition Show.

ABOUT ERIC: LinkedIn  | Twitter | Heracles Media | MobileDevMemo | QuantMar High growth, low growth, no growth: systematic growth […]
The post 💭How to model out an app’s DAU – with Eric Seufert (Founder at Heracles, Quantmar & MobileDevMemo👥 appeared first on Mobile User Acquisition Show.

ABOUT ERIC: LinkedIn&#160; &#124; Twitter &#124; Heracles Media &#124; MobileDevMemo &#124; QuantMar High growth, low growth, no growth: systematic growth 
The post 💭How to model out an app&#8217;s DAU &#8211; with Eric Seufert (Founder at Heracles, Quan

This episode features Eric Seufert, founder at Heracles, founder at QuantMar, and founder at MobileDevMemo.com . Eric is perhaps one of the smartest people in mobile user acquisition today – in this episode Eric walks us through how to model out an app’s DAU.



















ABOUT ERIC:

LinkedIn&nbsp; | Twitter | Heracles Media | MobileDevMemo | QuantMar


High growth, low growth, no growth: systematic growth with DAU replacement

ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter











KEY HIGHLIGHTS







Why a systematic modeling of growth is crucial to an app.



The key functions of a growth team.



What inputs Eric recommends for a systematic modeling of growth



How to think about the DAU gap to be closed &#8212; and the UA effort required to close it



How granular or high-level a model should be &#8212; how Eric recommends thinking about this&nbsp;



Applying retention profiles to different user groups to track growth



How to identify shortfalls to hit certain DAU or revenue targets



KEY QUOTES



The reason to have a quantitative system for app growth



If you think about a growth team that isn’t managing growth to some standard or some projection or some business requirement, then they’re just doing stuff right there – just bringing new users into the app or to the product – but without any kind of eye towards a business objective.



The core objectives of an mobile growth team



So, if you think about what a growth team does is really two things. One, it exploits some set of channels to the new users and cool products, and it optimizes those – that’s the ongoing thing. And then, the other thing is, it builds towards some models or some expectations of revenue growth.



Using user behaviour to predict revenue



When you break that user base out into atomic units, which are users, you can group them in ways that help you understand how those groups are going to make money, and how the revenue is going to change over time.&nbsp; Also, how those groups are going to decay and shrink over time just as the natural sort of via gravitational pull of retention – retention decay.



How to think about granularity



I think the way you do that is to determine which of those dimensions are actionable from a user acquisition standpoint. Because if you think about this exercise as a way to come up with an imperative for UA, everything about this exercise is basically telling me how many new users that you bring into my target. So, the whole point of this is to tell me, “hey, I need this many users tomorrow, this many users the day after that, all the way through to the end of the month to hit my revenue target.” That’s my user acquisition roadmap so to speak, that’s my user acquisition imperative.&nbsp;



Scientific targeting



Now when you predict these user bases out by groups, you can be strategic about, “well, actually I only need to acquire this many Facebook users to find out how they monetize and retain versus acquiring as many users on Google because they retain and monetize worse, I can get to my goal.” You know, with this shorter path, going with the higher quality users is probably going to cost more, but you bake all of this into a broader P&amp;L model, and then you just get certain scientific results such as how you break this out and optimize the composition.&nbsp;



FULL TRANSCRIPT BELOW



Shamanth: I’m very excited to welcome Eric Seufert to the Mobile User Acquisition Show. Eric, welcome to the show!&nbsp;



Eric: Thank you so much for having me.



Shamanth: Glad to have you on the show. In this episode, we are going to talk about one of the very many things that you are very good at, one of the very many things that you are considered an expert in, which is applying analysis and analytics to mobile apps. Specifically, we are going to talk about how to model out DAU for an app, and we will talk about what that means. But before that, can you tell 

💭How to model out an app’s DAU – with Eric Seufert (Founder at Heracles, Quantmar & MobileDevMemo👥

What do you do when your app&#8217;s redesign provokes a massive user backlash &#8211; and your rating drops from 4.5 [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-to-improve-an-apps-rating-from-2-3-to-4-5-with-mirela-cialai-director-of-mobile-marketing-zinio/">💫How to improve an app&#8217;s rating from 2.3 to 4.5 &#8211; with Mirela Cialai (Director of Mobile Marketing- Zinio)⬆️</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

What do you do when your app’s redesign provokes a massive user backlash – and your rating drops from 4.5 to 2.3? Mirela Cialai (Director of Mobile Marketing- Zinio) faced this challenge some time ago – here’s the story of how she dealt with it and got Zinio’s app ratings back to 4.5 (and Zinio back into the top 50 ranks in its category on iTunes). 
























ABOUT MIRELA:

LinkedIn  | Twitter | Zinio
ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

KEY HIGHLIGHTS
What caused Zinio’s iTunes rating to plummet to 2.3.
How Zinio identified the key issues that resulted in their users’ unhappiness. 
Zinio decided to stop all paid marketing (less than 10% of visitors that landed on Zinio’s app page would have downloaded the app due to poor rating).
Zinio identified the “silent majority” of happy users and targeted them with prompts to rate the app. 
Zinio ran tests on a small portion of different user segments, and then ramped up the successful campaigns to the entire segment 
What apps should do when they are going through a redesign so as to mitigate impact and minimize the possibility of negative backlash.
KEY QUOTES
Ratings can change dramatically overnight
So when we noticed that our average rating dropped so significantly, that’s when we realized we had a problem.So we basically started reading each review that was posted after the migration. We started sending out surveys and we managed this way to identify the most frequent topics that the customers were complaining about, which turned out to be some of the features that were left out from the old apps. For example, the ability to delete multiple publications at the same time or the ability to download multiple publications at the same time.
How ratings affected paid marketing decisions
So we basically completely stopped doing any paid marketing during this time as it would’ve been a waste of our money. We all know that ratings affect the conversion rate from impressions to installs. Less than 10% of visitors that landed on our app page would have downloaded our app because our rating was so bad.
Identifying happy customers from in-app actions
When is a Zinio user most likely to be very happy with their experience in the app? And to this question, we came up with several answers. At the moment, it could be right after they made a purchase or after they interacted with the content by bookmarking an article or sharing an article or after several consecutive sessions in a very short amount of time.
Concerted effort paid off
In a few months we were able to recover and even surpass the average rating pre migration. So pre migration, our average rating was 4.2, immediately after post migration we dropped to 2.1, within a few months increased to 2.3, and currently we are at 4.5 stars. And also our app store rating has also increased, and now we are in top 20 within our category.
User segmentation to solve the ratings problem
You looked at 20 segments that were likely to be pleased with the app experience, tested app rating prompts on a small segment of these, and really doubled down on what was working.
How to prepare for ratings after a redesign
I would say, first of all, they should brace for impact because it’s coming. I would definitely start by identifying the most popular features, sending a survey, finding as many channels as possible to communicate with your user base and your fans to alert them of the coming changes through all the possible channels: email, social, and in app.  Also, offer instant and easy access to customer support so users can get a good response. Offer as many non-public feedback channels as possible. Try to divert the negative feedback from the app store and prepare as many negative scenarios as possible.
FULL TRANSCRIPT BELOW: 
Shamanth: I’m very excited to welcome Mirela Cialai to the Mobile User Acquisition Show.




Mirela: I’m very happy to get involved – hopefully the information we’re going to provide today will be very useful for the listeners. So today I’m going to talk about our app. Zinio is the world’s first and largest digital newsstand. We have a portfolio of over 6,000 magazines in digital format, which are being distributed through our online newsstand and mobile apps for iOS and Android. To date we have delivered over half a billion magazine issues to customers from 200 countries. We have pretty much most of the top brands globally. I will give a couple of examples: National Geographic, Time, The Economies, GQ, Vogue and many, many others.




Shamanth: Yeah, and that’s precisely why we are here because you manage mobile marketing on a very, very humongous scale. And the specific part that I do want to dig into is a turn around that I think is very, very impressive. The Zinio app’s rating had dropped to 2.3, and you had to get it back up to 4.5. Right. And I think it’s such a cool and interesting and compelling story that I would love to dig into. Before we get to that, I would love for you to tell us why the app rating actually dropped to 2.3.

Mirela: Sure. So we were funded in 2001 which means we’ve been around for 18 years and through out this time we redesigned our website and apps several times. We all know that are vital for any user facing apps in order to stay fresh and current in a very fast changing market, but more often than not redesigns feel very unwelcomed, resulting in angry users who leave negative app reviews and give a low star ratings. 




This is actually what we went through last year when we had a complete platform upgrade and server migration, which resulted in a public backlash for several reasons – primarily because we left out some of the features that our existing users enjoyed a lot. So as a result, a significant number of our most loyal users started posting negative reviews in the app store and gave us one and two stars, which ultimately caused our average rating to drop in just a couple of months. I would also mention the fact that the lower ratings ended up affecting our app store ranking. Pre-upgrade we were in the top 40 within our category – and post upgrade, we ended up in the top 500.




Shamanth: That sounds scary to go through. Especially since your best users are basically having this mutiny – and certainly a complete revamp, a complete redesign can be pretty dramatic. It can be a very intense period. And now you’re having to deal with this customer backlash. How did you guys identify the sources of the problem? Actually you’re seeing all these reviews. How do you identify what the key issues were? 

Mirela: We are constantly monitoring our ratings, our reviews and constantly answering the reviews. 
So when we noticed that our average rating dropped so significantly, that’s when we realized we had a problem.So we basically started reading each review that was posted after the migration. We started sending out surveys and we managed this way to identify the most frequent topics that the customers were complaining about, which turned out to be some of the features that were left out from the old apps. For example, the ability to delete multiple publications at the same time or the ability to download multiple publications at the same time.
So, I mean, these were our most loyal users. They’d been with us for years. So obviously in their libraries they had thousands of magazines. So when we removed that feature, well, the reaction was not exactly pleasant.

Shamanth: Out of curiosity, did this not come up in the research process before the redesign at all? 




Mirela: Unfortunately not. You know, I mean, it’s such a big project. As I mentioned, it was a redesign–so front end, back end, server migration, all the data had to be migrated. It was a huge amount of work. 

Shamanth: I can imagine that that level of complexity that goes into a redesign across, you know, hundreds of thousands of users, hundreds of magazines, I can imagine it’s easy to get some of these decisions off and that can very adversely impact the user experience in a way that you wouldn’t necessarily foresee. So your ratings dropped to 2.3 in a very short period of time, in a couple of months. And while the rating set down, how did your growth trajectory change? How did your paid marketing spend change while that rating was down? 

Mirela: 
So we basically completely stopped doing any paid marketing during this time as it would’ve been a waste of our money. We all know that ratings affect the conversion rate from impressions to installs. Less than 10% of visitors that landed on our app page would have downloaded our app because our rating was so bad.
We knew that basically it would’ve been a waste of money getting users to our page and not getting any installs.
Shamanth: Right–so step one, we’re going to stop spending. You’re gonna stop getting new users. That wasn’t going to be enough because the rating was still at 2.3. What next? How did you address the problem of a 2.3 rating? 




Mirela: Well, first of all, once we were able to identify the main reasons customers were complaining, which are the features I mentioned, we added those to our roadmap, and our development team started working again, and they introduced those features as soon as they were able to do that.
We took care of the immediate problem. And then the second step, we were focusing on identifying the silent majority. That would be the satisfied users who would rarely leave ratings and reviews. Even though they are very happy with their experience, they’re happy with the app–they just don’t, you know, they don’t feel compelled to express that happiness on public channels. So we wanted to identify those people and sort of encourage them to write us. 




So we did several brainstorming sessions and we tried to come up with different scenarios on how to find those happy customers. So basically the question we were trying to answer was– 
when is a Zinio user most likely to be very happy with their experience in the app? And to this question, we came up with several answers. At the moment, it could be right after they made a purchase or after they interacted with the content by bookmarking an article or sharing an article or after several consecutive sessions in a very short amount of time.




This could all be interpreted as signs that they were very pleased with the experience. So we create several audiences based on these specific events: purchase completed, article shared, etc. We identified up to, I think, 20 segments. And then in each of these segments, we run tests on a very small portion–I think 15% of each segment. And after 12 months, we looked at the results and chose the top three winning segments, which was where the audience delivered the highest percentage of five star ratings. And then for those three segments, we ramped up the campaigns to the entire audience–100% of the audience for each segment. 
In a few months we were able to recover and even surpass the average rating pre migration. So pre migration, our average rating was 4.2, immediately after post migration we dropped to 2.1, within a few months increased to 2.3, and currently we are at 4.5 stars. And also our app store rating has also increased, and now we are in top 20 within our category.




Shamanth: I think that’s so impressive. Not just because of the magnitude of the results and the change, but also because of the very structured process you took to get that, right? 
You looked at 20 segments that were likely to be pleased with the app experience, tested app rating prompts on a small segment of these, and really doubled down on what was working. 
Out of curiosity, if you’re comfortable sharing, what were the top three segments? 

Mirela: From what I remember, the top one was the users that had just completed a purchase. Number two was users that had a high number of sessions within weeks, and I can’t remember the third one.

Shamanth: I know it was a while ago, that’s certainly impressive how scientifically and how methodically you approached this. And if you’re open to sharing, what did the prompt look like? You prompted these guys to rate. Was there anything around the messaging that you can recollect? 

Mirela: The message was very simple. We were basically asking would you rate Zinio five stars, and there were 2 options: yes and no. That’s it.

Shamanth: That is simple. That didn’t really require rocket science to get to that point. You needed to do a lot of analysis to understand how to really move the needle on these ratings. 

Mirela:  I should also mention that we actually tested several creatives on very small segments, and this was actually the winning message. The one that I mentioned–would you rate Zinio?




Shamanth: Right. What were some of the ones that did not win that may have surprised you?




Mirela: The other ones had a lot more copy in the creative. So, we said let’s “ok, let’s just reduce the copy.” Make them a very simple creative – put five stars in there and ask– “would you rate us five stars?” That’s it.




Shamanth: Keep it simple. Sometimes you don’t need to get very fancy. Yeah, and Mirela, what advice do you have for folks who are about to embark on a redesign and want to make sure they don’t go to 2.3 rating? 




Mirela: 
I would say, first of all, they should brace for impact because it’s coming. I would definitely start by identifying the most popular features, sending a survey, finding as many channels as possible to communicate with your user base and your fans to alert them of the coming changes through all the possible channels: email, social, and in app.  Also, offer instant and easy access to customer support so users can get a good response. Offer as many non-public feedback channels as possible. Try to divert the negative feedback from the app store and prepare as many negative scenarios as possible.
You can imagine, maybe the password reset is not going to work or maybe the login did not recognize–and have a plan for each possible scenario.




Shamanth: Plan for the best. Prepare for the worst. Not everyone’s going to be able to bounce back from 2.3 to 4.5, but you did. Amazing for you, Mirela. Thank you for being on the Mobile User Acquisition Show and sharing your time with us today. 




Mirela: Oh no, thank you so much for the invite and always, always happy to get involved. Wonderful.
A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post 💫How to improve an app’s rating from 2.3 to 4.5 – with Mirela Cialai (Director of Mobile Marketing- Zinio)⬆️ appeared first on Mobile User Acquisition Show.

What do you do when your app’s redesign provokes a massive user backlash – and your rating drops from 4.5 […]
The post 💫How to improve an app’s rating from 2.3 to 4.5 – with Mirela Cialai (Director of Mobile Marketing- Zinio)⬆️ appeared first on Mobile User Acquisition Show.

What do you do when your app&#8217;s redesign provokes a massive user backlash &#8211; and your rating drops from 4.5 
The post 💫How to improve an app&#8217;s rating from 2.3 to 4.5 &#8211; with Mirela Cialai (Director of Mobile Marketing- Zinio)⬆️ appea

What do you do when your app&#8217;s redesign provokes a massive user backlash &#8211; and your rating drops from 4.5 to 2.3? Mirela Cialai (Director of Mobile Marketing- Zinio) faced this challenge some time ago &#8211; here&#8217;s the story of how she dealt with it and got Zinio&#8217;s app ratings back to 4.5 (and Zinio back into the top 50 ranks in its category on iTunes). 























ABOUT MIRELA:

LinkedIn&nbsp; | Twitter | Zinio

ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



KEY HIGHLIGHTS



What caused Zinio’s iTunes rating to plummet to 2.3.



How Zinio identified the key issues that resulted in their users’ unhappiness.&nbsp;



Zinio decided to stop all paid marketing (less than 10% of visitors that landed on Zinio’s app page would have downloaded the app due to poor rating).



Zinio identified the “silent majority” of happy users and targeted them with prompts to rate the app.&nbsp;



Zinio ran tests on a small portion of different user segments, and then ramped up the successful campaigns to the entire segment&nbsp;



What apps should do when they are going through a redesign so as to mitigate impact and minimize the possibility of negative backlash.



KEY QUOTES



Ratings can change dramatically overnight



So when we noticed that our average rating dropped so significantly, that’s when we realized we had a problem.So we basically started reading each review that was posted after the migration. We started sending out surveys and we managed this way to identify the most frequent topics that the customers were complaining about, which turned out to be some of the features that were left out from the old apps. For example, the ability to delete multiple publications at the same time or the ability to download multiple publications at the same time.



How ratings affected paid marketing decisions



So we basically completely stopped doing any paid marketing during this time as it would’ve been a waste of our money. We all know that ratings affect the conversion rate from impressions to installs. Less than 10% of visitors that landed on our app page would have downloaded our app because our rating was so bad.



Identifying happy customers from in-app actions



When is a Zinio user most likely to be very happy with their experience in the app? And to this question, we came up with several answers. At the moment, it could be right after they made a purchase or after they interacted with the content by bookmarking an article or sharing an article or after several consecutive sessions in a very short amount of time.



Concerted effort paid off



In a few months we were able to recover and even surpass the average rating pre migration. So pre migration, our average rating was 4.2, immediately after post migration we dropped to 2.1, within a few months increased to 2.3, and currently we are at 4.5 stars. And also our app store rating has also increased, and now we are in top 20 within our category.



User segmentation to solve the ratings problem



You looked at 20 segments that were likely to be pleased with the app experience, tested app rating prompts on a small segment of these, and really doubled down on what was working.



How to prepare for ratings after a redesign



I would say, first of all, they should brace for impact because it’s coming. I would definitely start by identifying the most popular features, sending a survey, finding as many channels as possible to communicate with your user base and your fans to alert them of the coming changes through all the possible channels: email, social, and in app.&nbsp; Also, offer instant and easy access to customer support so users can get a good response. Offer as many non-public feedback channels as possible. Try to divert the negative feedback from the app store and prepare as many negative scenarios as possible.



FULL TRANSCRIPT BELOW:&nbsp;



Shamanth: I’m very excited to welcome M

💫How to improve an app’s rating from 2.3 to 4.5 – with Mirela Cialai (Director of Mobile Marketing- Zinio)⬆️

Facebook&#8217;s split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/3-reasons-why-we-dont-use-facebooks-split-test-functionality/">🙅🏻‍♀️3 reasons why we don&#8217;t use Facebook&#8217;s split test functionality🌓</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

Facebook&#8217;s split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain which ads perform well and which don&#8217;t? Here are 3 reasons why we prefer &amp; recommend not using this functionality.



 <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666">
<img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">
<img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2">
</a>

<a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS82NDA5MzAucnNz">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="198" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>



<div style="height:39px" aria-hidden="true" class="wp-block-spacer"></div>







 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://howthingsgrow.co/">How Things Grow</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



FULL TRANSCRIPT BELOW:&nbsp;



Today I&#8217;m going to talk about Facebook&#8217;s split that stool and why it isn&#8217;t the most optimal to use on your campaigns. Now at the outset the slipped as tool does appear to be perfect. It allocates equal number of Impressions to each ad variant and rough each ad variant has roughly similar spend so similar exposure so you get as close to an apples-to-apples comparison between the ads as you can.&nbsp; 



Now there are three problems with this approach. Let&#8217;s look at each of them number one equal Impressions to add each ad variant if great, but that&#8217;s not how ads work in the wild. Let&#8217;s say you have five to 10 ads in a Facebook ad set they do not get the same number of Impressions which the best ad gets the Lion&#8217;s Share of Impressions and the rest get far fewer and therefore You run a split test. It does not matter how your ads are going to perform in the wild and that isn&#8217;t such a thing as the best ad and we can talk about that in a different video. But for a purpose they&#8217;ve often seen that the venice of a split test often on the best performers in regular be seeing and sets Right?&nbsp; 



Now problem number two, which is using split test. Click tests are expensive. You need a lot of money to run a split test compared to a regular ad set where you run multiple ads and Dustin&#8217;s now, let&#8217;s see how this happens. Let&#8217;s assume you have five variants that you want to A/B test against each other this type them up at Facebook split test. Let&#8217;s assume we have a CPA of $50. Now in order to get to 30 conversions per ad to get statistical significance you need to get 30 conversions x CPA 50 x 5 ads that is $7,500 to run this particular split test. That for the vast majority of advertisers can be forbidden to run just on a creative test. Even if you don&#8217;t make the first statistical significance, you still have to&nbsp; wait for each of your five radians enough data and God forbid. If you have more than five radians to test and I can cost you thousands dollars. Even if you don&#8217;t read for full statistical significance, and of course in this approach you are still not getting reliable results comparable to those you get you would get from running ads in the wild.&nbsp; 



Now to get on to problem number three that split test Right? If you run a split test, you aren&#8217;t really contributing to the learning phase of each ad sets. This is because as you end a split test you have to end up pausing the underperformers and running only the winning variant. And when you run the winning variant, you either have to run it with other ads in this case. You are learning phase gets reset all you just have to run it by itself. It&#8217;s not optimal because you can&#8217;t say you don&#8217;t really want to run one ad pad set. Right? So really after you run any sort of Facebook split test. Your learning face is going to get reset no matter what and you know, you&#8217;re going to run ads in the wild without a split test anyway and your learnings during the split tests aren&#8217;t really going to count for anything. So for these three reasons, we typically do not run split test within Facebook. 



To recap number one a split test does not mimic add behavior in the wild and number two it&#8217;s expensive and number three it is not optimal for contributing to Facebook&#8217;s learning phase Right? 



But these reasons, we typically recommend doing Facebook creative testing within the normal ad sets add all your ad variance to a normal ad sets and let Facebook surface the highest best performer to the top and if something under performs you pause the underperformers, let the next best ad set surface to the top control its performance through biddings and optimizations. That&#8217;s why we try not to use Facebook split test too.



A REQUEST BEFORE YOU GO I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666?uo=4">iTunes</a>, <a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">Overcast</a>, <a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">Spotify</a> or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better. Thank you – and I look forward to seeing you with the next episode!
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/3-reasons-why-we-dont-use-facebooks-split-test-functionality/">🙅🏻‍♀️3 reasons why we don&#8217;t use Facebook&#8217;s split test functionality🌓</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

Facebook’s split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain which ads perform well and which don’t? Here are 3 reasons why we prefer & recommend not using this functionality.
















ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

FULL TRANSCRIPT BELOW: 
Today I’m going to talk about Facebook’s split that stool and why it isn’t the most optimal to use on your campaigns. Now at the outset the slipped as tool does appear to be perfect. It allocates equal number of Impressions to each ad variant and rough each ad variant has roughly similar spend so similar exposure so you get as close to an apples-to-apples comparison between the ads as you can. 




Now there are three problems with this approach. Let’s look at each of them number one equal Impressions to add each ad variant if great, but that’s not how ads work in the wild. Let’s say you have five to 10 ads in a Facebook ad set they do not get the same number of Impressions which the best ad gets the Lion’s Share of Impressions and the rest get far fewer and therefore You run a split test. It does not matter how your ads are going to perform in the wild and that isn’t such a thing as the best ad and we can talk about that in a different video. But for a purpose they’ve often seen that the venice of a split test often on the best performers in regular be seeing and sets Right? 




Now problem number two, which is using split test. Click tests are expensive. You need a lot of money to run a split test compared to a regular ad set where you run multiple ads and Dustin’s now, let’s see how this happens. Let’s assume you have five variants that you want to A/B test against each other this type them up at Facebook split test. Let’s assume we have a CPA of $50. Now in order to get to 30 conversions per ad to get statistical significance you need to get 30 conversions x CPA 50 x 5 ads that is $7,500 to run this particular split test. That for the vast majority of advertisers can be forbidden to run just on a creative test. Even if you don’t make the first statistical significance, you still have to  wait for each of your five radians enough data and God forbid. If you have more than five radians to test and I can cost you thousands dollars. Even if you don’t read for full statistical significance, and of course in this approach you are still not getting reliable results comparable to those you get you would get from running ads in the wild. 




Now to get on to problem number three that split test Right? If you run a split test, you aren’t really contributing to the learning phase of each ad sets. This is because as you end a split test you have to end up pausing the underperformers and running only the winning variant. And when you run the winning variant, you either have to run it with other ads in this case. You are learning phase gets reset all you just have to run it by itself. It’s not optimal because you can’t say you don’t really want to run one ad pad set. Right? So really after you run any sort of Facebook split test. Your learning face is going to get reset no matter what and you know, you’re going to run ads in the wild without a split test anyway and your learnings during the split tests aren’t really going to count for anything. So for these three reasons, we typically do not run split test within Facebook.




To recap number one a split test does not mimic add behavior in the wild and number two it’s expensive and number three it is not optimal for contributing to Facebook’s learning phase Right?




But these reasons, we typically recommend doing Facebook creative testing within the normal ad sets add all your ad variance to a normal ad sets and let Facebook surface the highest best performer to the top and if something under performs you pause the underperformers, let the next best ad set surface to the top control its performance through biddings and optimizations. That’s why we try not to use Facebook split test too.
A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post 🙅🏻‍♀️3 reasons why we don’t use Facebook’s split test functionality🌓 appeared first on Mobile User Acquisition Show.

Facebook’s split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain […]
The post 🙅🏻‍♀️3 reasons why we don’t use Facebook’s split test functionality🌓 appeared first on Mobile User Acquisition Show.

Facebook&#8217;s split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain 
The post 🙅🏻‍♀️3 reasons why we don&#8217;t use Facebook&#8217;s split test functionality🌓 appeared first on Mobile Use

Facebook&#8217;s split test functionality lets you run AB tests within the Facebook ads manager. Surely this should help you ascertain which ads perform well and which don&#8217;t? Here are 3 reasons why we prefer &amp; recommend not using this functionality.


























ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



FULL TRANSCRIPT BELOW:&nbsp;



Today I&#8217;m going to talk about Facebook&#8217;s split that stool and why it isn&#8217;t the most optimal to use on your campaigns. Now at the outset the slipped as tool does appear to be perfect. It allocates equal number of Impressions to each ad variant and rough each ad variant has roughly similar spend so similar exposure so you get as close to an apples-to-apples comparison between the ads as you can.&nbsp;



Now there are three problems with this approach. Let&#8217;s look at each of them number one equal Impressions to add each ad variant if great, but that&#8217;s not how ads work in the wild. Let&#8217;s say you have five to 10 ads in a Facebook ad set they do not get the same number of Impressions which the best ad gets the Lion&#8217;s Share of Impressions and the rest get far fewer and therefore You run a split test. It does not matter how your ads are going to perform in the wild and that isn&#8217;t such a thing as the best ad and we can talk about that in a different video. But for a purpose they&#8217;ve often seen that the venice of a split test often on the best performers in regular be seeing and sets Right?&nbsp;



Now problem number two, which is using split test. Click tests are expensive. You need a lot of money to run a split test compared to a regular ad set where you run multiple ads and Dustin&#8217;s now, let&#8217;s see how this happens. Let&#8217;s assume you have five variants that you want to A/B test against each other this type them up at Facebook split test. Let&#8217;s assume we have a CPA of $50. Now in order to get to 30 conversions per ad to get statistical significance you need to get 30 conversions x CPA 50 x 5 ads that is $7,500 to run this particular split test. That for the vast majority of advertisers can be forbidden to run just on a creative test. Even if you don&#8217;t make the first statistical significance, you still have to&nbsp; wait for each of your five radians enough data and God forbid. If you have more than five radians to test and I can cost you thousands dollars. Even if you don&#8217;t read for full statistical significance, and of course in this approach you are still not getting reliable results comparable to those you get you would get from running ads in the wild.&nbsp;



Now to get on to problem number three that split test Right? If you run a split test, you aren&#8217;t really contributing to the learning phase of each ad sets. This is because as you end a split test you have to end up pausing the underperformers and running only the winning variant. And when you run the winning variant, you either have to run it with other ads in this case. You are learning phase gets reset all you just have to run it by itself. It&#8217;s not optimal because you can&#8217;t say you don&#8217;t really want to run one ad pad set. Right? So really after you run any sort of Facebook split test. Your learning face is going to get reset no matter what and you know, you&#8217;re going to run ads in the wild without a split test anyway and your learnings during the split tests aren&#8217;t really going to count for anything. So for these three reasons, we typically do not run split test within Facebook.



To recap number one a split test does not mimic add behavior in the wild and number two it&#8217;s expensive and number three it is not optimal for contributing to Facebook&#8217;s learning phase Right?



But these reasons, we typically recommend doing Facebook creative testing within the normal ad sets add all your ad variance to a normal ad sets and let Facebo

🙅🏻‍♀️3 reasons why we don’t use Facebook’s split test functionality🌓

One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/why-we-dont-run-google-uac-on-smaller-mobile-user-acquisition-budgets/">⚠️Why we don&#8217;t run Google UAC on smaller mobile user acquisition budgets👌🏽</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google UAC can take significant budgets to make work &#8211; in this episode we explain why this is the case &#8211; and provide some numbers to illustrate this. 



 <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666">
<img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">
<img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2">
</a>

<a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS82NDA5MzAucnNz">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="198" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>



<div style="height:39px" aria-hidden="true" class="wp-block-spacer"></div>







 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://howthingsgrow.co/">How Things Grow</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



FULL TRANSCRIPT BELOW: 



Today, I&#8217;m going to talk about Google UAC and why we do not typically recommend it for relatively early stage apps. By this I mean typically apps that have anything under 5000 to 20,000 dollars a month in spend. Now for very many app developers, this can come as a surprising recommendation &#8211; after all isn&#8217;t Google among the biggest companies in the world?&nbsp; 



Doesn&#8217;t Google get such a huge chunk of its revenue from ads? And doesn&#8217;t it own one of the most powerful advertising engines from the world? That is all true. However, Google&#8217;s UAC (Universal App Campaign) is very, very much a black box. What that means is that it&#8217;s so reliant on machine learning and artificial intelligence that it&#8217;s very, very much geared towards seeing large advertisers succeed because it really requires a large volume of data for any advertisers to start to see success with.&nbsp; 



Let me illustrate with more specifics. Now, let&#8217;s take an example where we have a Google UAC campaign. And let&#8217;s assume your CPA is $50. Google typically recommends that you get at least 10 conversions per day for this campaign and that would mean you want to have a daily budget of at least $500. Now, that&#8217;s assuming you&#8217;ve hit the CPA of $50 going out the gate which you are not guaranteed to hit.&nbsp; 



So you have a daily budget of something like $700 or $800 a day to account for CPAs over $50. And additionally Google&#8217;s learning phase takes anywhere from three to five weeks before the campaign start to stabilize, before you start to see stable numbers, before you start to see reliable metrics coming back in terms of your CPA.&nbsp; 



Now if you were to assume that at the very least this is taking 20 days for the learning to be completed, and if you have to assume anything from $700 to $800 a day multiplied 20 days &#8211; that&#8217;s really $14,000 spent just on your learning phase before your ROIs and your CPAs come within the range that want them to be. So that $14,000 &#8211; $15,000 budget can be extremely high for most app developers.&nbsp; 



Now while we&#8217;ve seen very low CPIs, very low CPA for app developers, this is typically a very, very risky proposition for the vast majority of apps unless they tend to have very low CPAs that they want to optimize for. For this reason, we typically don&#8217;t recommend using Google UAC campaigns for most app developers as they go out of the gate.&nbsp;



A REQUEST BEFORE YOU GO I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666?uo=4">iTunes</a>, <a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">Overcast</a>, <a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">Spotify</a> or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better. Thank you – and I look forward to seeing you with the next episode!
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/why-we-dont-run-google-uac-on-smaller-mobile-user-acquisition-budgets/">⚠️Why we don&#8217;t run Google UAC on smaller mobile user acquisition budgets👌🏽</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google UAC can take significant budgets to make work – in this episode we explain why this is the case – and provide some numbers to illustrate this. 
















ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

FULL TRANSCRIPT BELOW: 
Today, I’m going to talk about Google UAC and why we do not typically recommend it for relatively early stage apps. By this I mean typically apps that have anything under 5000 to 20,000 dollars a month in spend. Now for very many app developers, this can come as a surprising recommendation – after all isn’t Google among the biggest companies in the world? 




Doesn’t Google get such a huge chunk of its revenue from ads? And doesn’t it own one of the most powerful advertising engines from the world? That is all true. However, Google’s UAC (Universal App Campaign) is very, very much a black box. What that means is that it’s so reliant on machine learning and artificial intelligence that it’s very, very much geared towards seeing large advertisers succeed because it really requires a large volume of data for any advertisers to start to see success with. 




Let me illustrate with more specifics. Now, let’s take an example where we have a Google UAC campaign. And let’s assume your CPA is $50. Google typically recommends that you get at least 10 conversions per day for this campaign and that would mean you want to have a daily budget of at least $500. Now, that’s assuming you’ve hit the CPA of $50 going out the gate which you are not guaranteed to hit. 




So you have a daily budget of something like $700 or $800 a day to account for CPAs over $50. And additionally Google’s learning phase takes anywhere from three to five weeks before the campaign start to stabilize, before you start to see stable numbers, before you start to see reliable metrics coming back in terms of your CPA. 




Now if you were to assume that at the very least this is taking 20 days for the learning to be completed, and if you have to assume anything from $700 to $800 a day multiplied 20 days – that’s really $14,000 spent just on your learning phase before your ROIs and your CPAs come within the range that want them to be. So that $14,000 – $15,000 budget can be extremely high for most app developers. 




Now while we’ve seen very low CPIs, very low CPA for app developers, this is typically a very, very risky proposition for the vast majority of apps unless they tend to have very low CPAs that they want to optimize for. For this reason, we typically don’t recommend using Google UAC campaigns for most app developers as they go out of the gate. 
A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post ⚠️Why we don’t run Google UAC on smaller mobile user acquisition budgets👌🏽 appeared first on Mobile User Acquisition Show.

One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google […]
The post ⚠️Why we don’t run Google UAC on smaller mobile user acquisition budgets👌🏽 appeared first on Mobile User Acquisition Show.

One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google 
The post ⚠️Why we don&#8217;t run Google UAC on smaller mobile user acquisition budgets👌🏽 appeared first on Mobile User Acquisition Show.

One of the more common requests we get from smaller developers is to run ads on Google UAC. Unfortunately, Google UAC can take significant budgets to make work &#8211; in this episode we explain why this is the case &#8211; and provide some numbers to illustrate this. 


























ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



FULL TRANSCRIPT BELOW: 



Today, I&#8217;m going to talk about Google UAC and why we do not typically recommend it for relatively early stage apps. By this I mean typically apps that have anything under 5000 to 20,000 dollars a month in spend. Now for very many app developers, this can come as a surprising recommendation &#8211; after all isn&#8217;t Google among the biggest companies in the world?&nbsp;



Doesn&#8217;t Google get such a huge chunk of its revenue from ads? And doesn&#8217;t it own one of the most powerful advertising engines from the world? That is all true. However, Google&#8217;s UAC (Universal App Campaign) is very, very much a black box. What that means is that it&#8217;s so reliant on machine learning and artificial intelligence that it&#8217;s very, very much geared towards seeing large advertisers succeed because it really requires a large volume of data for any advertisers to start to see success with.&nbsp;



Let me illustrate with more specifics. Now, let&#8217;s take an example where we have a Google UAC campaign. And let&#8217;s assume your CPA is $50. Google typically recommends that you get at least 10 conversions per day for this campaign and that would mean you want to have a daily budget of at least $500. Now, that&#8217;s assuming you&#8217;ve hit the CPA of $50 going out the gate which you are not guaranteed to hit.&nbsp;



So you have a daily budget of something like $700 or $800 a day to account for CPAs over $50. And additionally Google&#8217;s learning phase takes anywhere from three to five weeks before the campaign start to stabilize, before you start to see stable numbers, before you start to see reliable metrics coming back in terms of your CPA.&nbsp;



Now if you were to assume that at the very least this is taking 20 days for the learning to be completed, and if you have to assume anything from $700 to $800 a day multiplied 20 days &#8211; that&#8217;s really $14,000 spent just on your learning phase before your ROIs and your CPAs come within the range that want them to be. So that $14,000 &#8211; $15,000 budget can be extremely high for most app developers.&nbsp;



Now while we&#8217;ve seen very low CPIs, very low CPA for app developers, this is typically a very, very risky proposition for the vast majority of apps unless they tend to have very low CPAs that they want to optimize for. For this reason, we typically don&#8217;t recommend using Google UAC campaigns for most app developers as they go out of the gate.&nbsp;



A REQUEST BEFORE YOU GOI have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better.Thank you – and I look forward to seeing you with the next episode!
The post ⚠️Why we don&#8217;t run Google UAC on smaller mobile user acquisition budgets👌🏽 appeared first on Mobile User Acquisition Show.

⚠️Why we don’t run Google UAC on smaller mobile user acquisition budgets👌🏽

If you&#8217;re starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-to-structure-your-first-facebook-ad-account-if-youre-an-indie-developer-with-limited-budgets/">👩🏽‍💻How to structure your first Facebook ad account if you&#8217;re an indie developer with limited budgets💰</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

If you&#8217;re starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This episode walks you through the 3 key components that matter the most. 



 <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666">
<img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">
<img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2">
</a>

<a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS82NDA5MzAucnNz">
<img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="198" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2020/10/1_P9Zm_4dL5GFmSqsG9xQixw.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>



<div style="height:39px" aria-hidden="true" class="wp-block-spacer"></div>











 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://howthingsgrow.co/">How Things Grow</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



 FULL TRANSCRIPT BELOW:&nbsp; 



Now as we structure and account for an indie developer that has never run paid marketing before I try to stay mindful of the three key pillars of user acquisition:



<ul><li>Audience</li><li>Economics</li><li>Creators </li></ul>



And with that length, let&#8217;s look at the specific setup that we recommend for somebody just starting out.



<ol><li>Audience &#8211; Now if you have some organic usage, engagement purchases. We almost always recommend setting up your first ad set. So as to Target one percent look-alikes of your existing purchases or engages or people who complete some deeper funnel event. Now, if you do not have any purchasing data or engaged ata just because you&#8217;re so new we typically recommend starting with interest targeting and as soon as you have about a 100 &#8211; 200 deeper funnel events, switching to 1% look alike. Again, I typically recommend especially if you have very small budget two and a half to five thousand a month starting with one or a maximum of to add sets just so you&#8217;re not spending your budgets too thin. </li><li>Big dimension of user acquisition economics of bidding. Again, our approach here is very analogous to our approach to structuring audiences. Which is if we have purchaser data or deeper funnel event data then we almost always optimized for purchases or deeper funnel events. If these are not available, we optimized for installs and switch the deeper funnel events as soon as we have about a hundred to two hundred events. </li><li>Key dimension creatives. Again, this can be challenging for a lot of Indie developers because if you have never made ads before where do you begin? Fortunately you have comparable and competitive creators available for review in the Facebook ads Library. It&#8217;s hard for me to imagine a time when you couldn&#8217;t access your competitors creatives and now you can just Google for Facebook ads library, and you should be able to find competitor creators out there. And once you have competitors creatives and you have an understanding of what messaging is working, what imager is working, you don&#8217;t necessarily have to hire engage a designer right out of the gate. You could use any of the stock image sites. Like unsplash.com or pixabay.com which allow free stock images and you could certainly use those as starting point.&nbsp;</li></ol>



 And as you gather learnings as you get a couple of purchases under your belt you can look at engaging freelance designers from websites like upwork.com and so you can have more customized creators. So those are the key first steps. You need to take to get started with mobile user acquisition on Facebook and in structuring your first Facebook ads and structuring a first Facebook account. These aren&#8217;t necessarily rocket science, but given the plethora of bells and whistles available in the Facebook interface often times it&#8217;s important to be very, very cognizant of the few critical pieces that matter to you.



A REQUEST BEFORE YOU GO I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666?uo=4">iTunes</a>, <a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">Overcast</a>, <a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">Spotify</a> or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better. Thank you – and I look forward to seeing you with the next episode!
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-to-structure-your-first-facebook-ad-account-if-youre-an-indie-developer-with-limited-budgets/">👩🏽‍💻How to structure your first Facebook ad account if you&#8217;re an indie developer with limited budgets💰</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

If you’re starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This episode walks you through the 3 key components that matter the most. 
















ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

 FULL TRANSCRIPT BELOW:  
Now as we structure and account for an indie developer that has never run paid marketing before I try to stay mindful of the three key pillars of user acquisition:
Audience
Economics
Creators

And with that length, let’s look at the specific setup that we recommend for somebody just starting out.
Audience – Now if you have some organic usage, engagement purchases. We almost always recommend setting up your first ad set. So as to Target one percent look-alikes of your existing purchases or engages or people who complete some deeper funnel event. Now, if you do not have any purchasing data or engaged ata just because you’re so new we typically recommend starting with interest targeting and as soon as you have about a 100 – 200 deeper funnel events, switching to 1% look alike. Again, I typically recommend especially if you have very small budget two and a half to five thousand a month starting with one or a maximum of to add sets just so you’re not spending your budgets too thin.

Big dimension of user acquisition economics of bidding. Again, our approach here is very analogous to our approach to structuring audiences. Which is if we have purchaser data or deeper funnel event data then we almost always optimized for purchases or deeper funnel events. If these are not available, we optimized for installs and switch the deeper funnel events as soon as we have about a hundred to two hundred events.

Key dimension creatives. Again, this can be challenging for a lot of Indie developers because if you have never made ads before where do you begin? Fortunately you have comparable and competitive creators available for review in the Facebook ads Library. It’s hard for me to imagine a time when you couldn’t access your competitors creatives and now you can just Google for Facebook ads library, and you should be able to find competitor creators out there. And once you have competitors creatives and you have an understanding of what messaging is working, what imager is working, you don’t necessarily have to hire engage a designer right out of the gate. You could use any of the stock image sites. Like unsplash.com or pixabay.com which allow free stock images and you could certainly use those as starting point. 





And as you gather learnings as you get a couple of purchases under your belt you can look at engaging freelance designers from websites like upwork.com and so you can have more customized creators. So those are the key first steps. You need to take to get started with mobile user acquisition on Facebook and in structuring your first Facebook ads and structuring a first Facebook account. These aren’t necessarily rocket science, but given the plethora of bells and whistles available in the Facebook interface often times it’s important to be very, very cognizant of the few critical pieces that matter to you.
A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post 👩🏽‍💻How to structure your first Facebook ad account if you’re an indie developer with limited budgets💰 appeared first on Mobile User Acquisition Show.

If you’re starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This […]
The post 👩🏽‍💻How to structure your first Facebook ad account if you’re an indie developer with limited budgets💰 appeared first on Mobile User Acquisition Show.

If you&#8217;re starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This 
The post 👩🏽‍💻How to structure your first Facebook ad account if you&#8217;re an indie developer with limited budgets💰 appe

If you&#8217;re starting out with mobile user acquisition on Facebook, what is the exact account structure that we recommend? This episode walks you through the 3 key components that matter the most. 






























ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



 FULL TRANSCRIPT BELOW:&nbsp; 



Now as we structure and account for an indie developer that has never run paid marketing before I try to stay mindful of the three key pillars of user acquisition:



AudienceEconomicsCreators



And with that length, let&#8217;s look at the specific setup that we recommend for somebody just starting out.



Audience &#8211; Now if you have some organic usage, engagement purchases. We almost always recommend setting up your first ad set. So as to Target one percent look-alikes of your existing purchases or engages or people who complete some deeper funnel event. Now, if you do not have any purchasing data or engaged ata just because you&#8217;re so new we typically recommend starting with interest targeting and as soon as you have about a 100 &#8211; 200 deeper funnel events, switching to 1% look alike. Again, I typically recommend especially if you have very small budget two and a half to five thousand a month starting with one or a maximum of to add sets just so you&#8217;re not spending your budgets too thin.Big dimension of user acquisition economics of bidding. Again, our approach here is very analogous to our approach to structuring audiences. Which is if we have purchaser data or deeper funnel event data then we almost always optimized for purchases or deeper funnel events. If these are not available, we optimized for installs and switch the deeper funnel events as soon as we have about a hundred to two hundred events.Key dimension creatives. Again, this can be challenging for a lot of Indie developers because if you have never made ads before where do you begin? Fortunately you have comparable and competitive creators available for review in the Facebook ads Library. It&#8217;s hard for me to imagine a time when you couldn&#8217;t access your competitors creatives and now you can just Google for Facebook ads library, and you should be able to find competitor creators out there. And once you have competitors creatives and you have an understanding of what messaging is working, what imager is working, you don&#8217;t necessarily have to hire engage a designer right out of the gate. You could use any of the stock image sites. Like unsplash.com or pixabay.com which allow free stock images and you could certainly use those as starting point.&nbsp;



And as you gather learnings as you get a couple of purchases under your belt you can look at engaging freelance designers from websites like upwork.com and so you can have more customized creators. So those are the key first steps. You need to take to get started with mobile user acquisition on Facebook and in structuring your first Facebook ads and structuring a first Facebook account. These aren&#8217;t necessarily rocket science, but given the plethora of bells and whistles available in the Facebook interface often times it&#8217;s important to be very, very cognizant of the few critical pieces that matter to you.



A REQUEST BEFORE YOU GOI have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shama

👩🏽‍💻How to structure your first Facebook ad account if you’re an indie developer with limited budgets💰

Why you cant use UTM tags and cookies to attribute traffic on mobile -&#62; and why a device ID based [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-mobile-attribution-differs-from-web-attribution/">😯How mobile attribution differs from web attribution🤖</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

Why you cant use UTM tags and cookies to attribute traffic on mobile -&gt; and why a device ID based approach is effective. 



<a href="https://podcasts.apple.com/us/podcast/how-mobile-attribution-differs-from-web-attribution/id1483448666?i=1000453430453"><img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/+U0OpT4ZMk"><img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://open.spotify.com/episode/6glr8YpozeH59MchquhLk2"><img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>



<div style="height:39px" aria-hidden="true" class="wp-block-spacer"></div>









 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://howthingsgrow.co/">How Things Grow</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



FULL TRANSCRIPT BELOW:



I&#8217;m going to talk about attribution on mobile and specifically why the approaches to attribution that work on the web don&#8217;t typically work on mobile. So a client of mine asked why wouldn&#8217;t you just use a URL and add UTM parameters at the end and be done with it. Just the way you would do it on the web.&nbsp; 



Good question Right? For context this particular developer had been running campaigns on Facebook ads. They&#8217;ve been tracking performance. We Facebook SDK and they wanted to expand into new channels and that&#8217;s when I said you got to use attribution. And their response really was why can&#8217;t we just attribute the same way that we&#8217;re doing on the web. 



Now, here&#8217;s the distinction. On the web, if you want to track multiple sources of traffic you would depend what are called UTM parameters. For instance if your website is called let&#8217;s say that website.com, you&#8217;re going to say <a href="http://website.com?utm_source=facebook&amp;utm_medium=newusers&amp;utm_campaign=blackfriday">http://website.com?utm_source=facebook&amp;utm_medium=newusers&amp;utm_campaign=blackfriday</a> 



You should reach out to them and talk to Them to ascertain which one is the best fit for you? In your analytics system, right? The different UTM parameters get passed into a cookie and this data gets recorded by analytics systems. Now, here&#8217;s how mobile is different. The primary reason is that you cannot have cookies on mobile you are not able to track cookies via on mobile devices basically, right?&nbsp; 



So for instance if you had URL that was like, <a href="https://itunes.apple.com/us/app/appname/idNUMBER?utm_source=facebook&amp;utm_medium=newusers&amp;utm_campaign=blackfriday">https://itunes.apple.com/us/app/appname/idNUMBER?utm_source=facebook&amp;utm_medium=newusers&amp;utm_campaign=blackfriday</a> and a user clicked on this link or clicked on an ad that had this particular link embedded. She would go to the app store and then install the app unlike a user&#8217;s flow through a web browser. There&#8217;s no way for cookies to basically record the source campaign medium while a user goes from URL to an app store to an app just because the App Store is what has been popularly called a walled garden this essentially makes it impossible for the UTM parameters that you record at at impression time and the click time to be persistent during install or during a post install event or behavior.&nbsp; 



How do you solve this problem? You cannot use cookies. You cannot use the approach that works on the web. The solution is to use attribution systems or mobile measurement partners that use device identifiers to basically attribute users. Now. This is an approach that&#8217;s very different from what happens on the web and yet this is what&#8217;s going to work for mobile, right?&nbsp; 



Now here&#8217;s why this is important. Each mobile device has a unique device identifier&nbsp;



IDFA for iOS devices Android IDs for Android devices and by tracking and matching a device identifier from before and install to after an install. Each installed can be traced back to its source. Each purchase can be traced back to its source each whatever event you want to try can be traced back to its source. Here&#8217;s how this would work in practice an advertiser sets up a unique attribution link or sets up an ad in a system like Facebook that directs a user to the iTunes store or the Google Play Store whenever the user clicks on this particular ad or clicks on the link the attribution system records, the user&#8217;s device ID, which could be an IDFA or Android ID now the attribution system tracks this. Let&#8217;s say the user clicks on this ad goes to the iTunes Store installs the app then install and opens the app. The first time the user opens the app the mobile measurement Partners SDK gets initialized and the moment that happens the attribution SDK records the device ID of the user that has installed an open the app, right? So your attribution system says, oh this was User who clicked on this link and this is the exact same user who is installing this particular app and three days from now if the user makes a purchase&nbsp;



then this is the exact same user that&#8217;s actually making a purchase as well.&nbsp; 



And therefore the attribution system says, oh this user saw this particular ad in this particular campaign made up made an install and made a purchase and therefore we know what the user funder looks like. And of course the end result is very similar to what you would have on the web because you have different sources, different media and campaigns and you&#8217;re able to evaluate which one drove how many installs which one drove how many purchases and you basically are able to compare which source is performing better than the other.&nbsp; 



And eventually even though the end result is similar to what you would have on the wed. The approach you&#8217;re taking on mobile is very distinct and how you get started with attribution. You have to integrate the SDK of an attribution provider or the mobile measurement or a mobile measurement partner some of the more prominent ones as of the time of this recording our Adjust, Appsflyer, Kochava, Singula. You should reach out to them and talk to them to ascertain which is the best fit for you.



A REQUEST BEFORE YOU GO I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666?uo=4">iTunes</a>, <a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">Overcast</a>, <a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">Spotify</a> or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better. Thank you – and I look forward to seeing you with the next episode!
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/how-mobile-attribution-differs-from-web-attribution/">😯How mobile attribution differs from web attribution🤖</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

Why you cant use UTM tags and cookies to attribute traffic on mobile -> and why a device ID based approach is effective. 









ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

FULL TRANSCRIPT BELOW:
I’m going to talk about attribution on mobile and specifically why the approaches to attribution that work on the web don’t typically work on mobile. So a client of mine asked why wouldn’t you just use a URL and add UTM parameters at the end and be done with it. Just the way you would do it on the web. 




Good question Right? For context this particular developer had been running campaigns on Facebook ads. They’ve been tracking performance. We Facebook SDK and they wanted to expand into new channels and that’s when I said you got to use attribution. And their response really was why can’t we just attribute the same way that we’re doing on the web.




Now, here’s the distinction. On the web, if you want to track multiple sources of traffic you would depend what are called UTM parameters. For instance if your website is called let’s say that website.com, you’re going to say http://website.com?utm_source=facebook&utm_medium=newusers&utm_campaign=blackfriday




You should reach out to them and talk to Them to ascertain which one is the best fit for you? In your analytics system, right? The different UTM parameters get passed into a cookie and this data gets recorded by analytics systems. Now, here’s how mobile is different. The primary reason is that you cannot have cookies on mobile you are not able to track cookies via on mobile devices basically, right? 




So for instance if you had URL that was like, https://itunes.apple.com/us/app/appname/idNUMBER?utm_source=facebook&utm_medium=newusers&utm_campaign=blackfriday and a user clicked on this link or clicked on an ad that had this particular link embedded. She would go to the app store and then install the app unlike a user’s flow through a web browser. There’s no way for cookies to basically record the source campaign medium while a user goes from URL to an app store to an app just because the App Store is what has been popularly called a walled garden this essentially makes it impossible for the UTM parameters that you record at at impression time and the click time to be persistent during install or during a post install event or behavior. 




How do you solve this problem? You cannot use cookies. You cannot use the approach that works on the web. The solution is to use attribution systems or mobile measurement partners that use device identifiers to basically attribute users. Now. This is an approach that’s very different from what happens on the web and yet this is what’s going to work for mobile, right? 




Now here’s why this is important. Each mobile device has a unique device identifier 
IDFA for iOS devices Android IDs for Android devices and by tracking and matching a device identifier from before and install to after an install. Each installed can be traced back to its source. Each purchase can be traced back to its source each whatever event you want to try can be traced back to its source. Here’s how this would work in practice an advertiser sets up a unique attribution link or sets up an ad in a system like Facebook that directs a user to the iTunes store or the Google Play Store whenever the user clicks on this particular ad or clicks on the link the attribution system records, the user’s device ID, which could be an IDFA or Android ID now the attribution system tracks this. Let’s say the user clicks on this ad goes to the iTunes Store installs the app then install and opens the app. The first time the user opens the app the mobile measurement Partners SDK gets initialized and the moment that happens the attribution SDK records the device ID of the user that has installed an open the app, right? So your attribution system says, oh this was User who clicked on this link and this is the exact same user who is installing this particular app and three days from now if the user makes a purchase 
then this is the exact same user that’s actually making a purchase as well. 




And therefore the attribution system says, oh this user saw this particular ad in this particular campaign made up made an install and made a purchase and therefore we know what the user funder looks like. And of course the end result is very similar to what you would have on the web because you have different sources, different media and campaigns and you’re able to evaluate which one drove how many installs which one drove how many purchases and you basically are able to compare which source is performing better than the other. 




And eventually even though the end result is similar to what you would have on the wed. The approach you’re taking on mobile is very distinct and how you get started with attribution. You have to integrate the SDK of an attribution provider or the mobile measurement or a mobile measurement partner some of the more prominent ones as of the time of this recording our Adjust, Appsflyer, Kochava, Singula. You should reach out to them and talk to them to ascertain which is the best fit for you.
A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post 😯How mobile attribution differs from web attribution🤖 appeared first on Mobile User Acquisition Show.

Why you cant use UTM tags and cookies to attribute traffic on mobile -> and why a device ID based […]
The post 😯How mobile attribution differs from web attribution🤖 appeared first on Mobile User Acquisition Show.

Why you cant use UTM tags and cookies to attribute traffic on mobile -&#62; and why a device ID based 
The post 😯How mobile attribution differs from web attribution🤖 appeared first on Mobile User Acquisition Show.

Why you cant use UTM tags and cookies to attribute traffic on mobile -&gt; and why a device ID based approach is effective. 





















ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



FULL TRANSCRIPT BELOW:



I&#8217;m going to talk about attribution on mobile and specifically why the approaches to attribution that work on the web don&#8217;t typically work on mobile. So a client of mine asked why wouldn&#8217;t you just use a URL and add UTM parameters at the end and be done with it. Just the way you would do it on the web.&nbsp;



Good question Right? For context this particular developer had been running campaigns on Facebook ads. They&#8217;ve been tracking performance. We Facebook SDK and they wanted to expand into new channels and that&#8217;s when I said you got to use attribution. And their response really was why can&#8217;t we just attribute the same way that we&#8217;re doing on the web.



Now, here&#8217;s the distinction. On the web, if you want to track multiple sources of traffic you would depend what are called UTM parameters. For instance if your website is called let&#8217;s say that website.com, you&#8217;re going to say http://website.com?utm_source=facebook&amp;utm_medium=newusers&amp;utm_campaign=blackfriday



You should reach out to them and talk to Them to ascertain which one is the best fit for you? In your analytics system, right? The different UTM parameters get passed into a cookie and this data gets recorded by analytics systems. Now, here&#8217;s how mobile is different. The primary reason is that you cannot have cookies on mobile you are not able to track cookies via on mobile devices basically, right?&nbsp;



So for instance if you had URL that was like, https://itunes.apple.com/us/app/appname/idNUMBER?utm_source=facebook&amp;utm_medium=newusers&amp;utm_campaign=blackfriday and a user clicked on this link or clicked on an ad that had this particular link embedded. She would go to the app store and then install the app unlike a user&#8217;s flow through a web browser. There&#8217;s no way for cookies to basically record the source campaign medium while a user goes from URL to an app store to an app just because the App Store is what has been popularly called a walled garden this essentially makes it impossible for the UTM parameters that you record at at impression time and the click time to be persistent during install or during a post install event or behavior.&nbsp;



How do you solve this problem? You cannot use cookies. You cannot use the approach that works on the web. The solution is to use attribution systems or mobile measurement partners that use device identifiers to basically attribute users. Now. This is an approach that&#8217;s very different from what happens on the web and yet this is what&#8217;s going to work for mobile, right?&nbsp;



Now here&#8217;s why this is important. Each mobile device has a unique device identifier&nbsp;



IDFA for iOS devices Android IDs for Android devices and by tracking and matching a device identifier from before and install to after an install. Each installed can be traced back to its source. Each purchase can be traced back to its source each whatever event you want to try can be traced back to its source. Here&#8217;s how this would work in practice an advertiser sets up a unique attribution link or sets up an ad in a system like Facebook that directs a user to the iTunes store or the Google Play Store whenever the user clicks on this particular ad or clicks on the link the attribution system records, the user&#8217;s device ID, which could be an IDFA or Android ID now the attribution system tracks this. Let&#8217;s say the user clicks on this ad goes to the iTunes Store installs the app then install and opens the app. The first time the user opens the app the mobile measurement Partners SDK gets initialized and the moment that happens the attribution SDK records the device ID

😯How mobile attribution differs from web attribution🤖

You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly. Do these [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/the-non-obvious-benefits-of-icon-changes/">🤙🏽The non-obvious benefits of icon changes🔄</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly.



Do these really help or impact business or metrics? This episode explains how these icon swaps are impactful.



<a href="https://podcasts.apple.com/us/podcast/the-non-obvious-benefits-of-icon-changes/id1483448666?i=1000453430451"><img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/+U0OqgOTF0"><img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://open.spotify.com/episode/3CRSqs6UHd5ouccHBWDfyR"><img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>



<div style="height:39px" aria-hidden="true" class="wp-block-spacer"></div>









 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://howthingsgrow.co/">How Things Grow</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



FULL TRANSCRIPT BELOW:&nbsp;



We will talk about the non-obvious benefits of icon changes. You perhaps seen apps and games change icons for specific seasons and occasions and an app icon with a Santa hat. Yes, an app icon with pumpkins or spiders. Of course. Are these cute? Sure! Are these catchy? Certainly! Do these really impact business? Do they really move your metrics? I wasn&#8217;t sure. You know, and I thought probably not until I actually looked at the metrics and the only reason I noticed this was because for one of the games that I was working on we tracked reactivations in our internal database. In other words, one of the key metrics we would track was the number of users who had lapsed or the number of users who had not been active in the app for over 60 days but had returned to the app in the last 7 days. 



And then I looked at this data and made a correlation with when we change icons. I noticed that every time we will make an icon change without changing anything in our product or CRM strategy. We would immediately see a very dramatic increase in our reactivations. Of course, surprised me at the time but once I stop to think about it this started to make sense when a user sees a completely different icon on the home screen. They&#8217;re going to wonder if there&#8217;s something new or interesting in the app and they&#8217;re immediately prompted to open the app to check it out. Even if they haven&#8217;t seen the app for a long time.&nbsp; 



Of course, this doesn&#8217;t just have to be a seasonal icon. This could certainly reflect new content in the app, new content at a certain level or a new character being introduced in the app, you know, there are very many possibilities, but I think it&#8217;s helpful to know and realize that an icon swap is not just cute but can also drive significant reactivations.&nbsp;



A REQUEST BEFORE YOU GO I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666?uo=4">iTunes</a>, <a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">Overcast</a>, <a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">Spotify</a> or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better. Thank you – and I look forward to seeing you with the next episode!
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/the-non-obvious-benefits-of-icon-changes/">🤙🏽The non-obvious benefits of icon changes🔄</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly.
Do these really help or impact business or metrics? This episode explains how these icon swaps are impactful.









ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

FULL TRANSCRIPT BELOW: 
We will talk about the non-obvious benefits of icon changes. You perhaps seen apps and games change icons for specific seasons and occasions and an app icon with a Santa hat. Yes, an app icon with pumpkins or spiders. Of course. Are these cute? Sure! Are these catchy? Certainly! Do these really impact business? Do they really move your metrics? I wasn’t sure. You know, and I thought probably not until I actually looked at the metrics and the only reason I noticed this was because for one of the games that I was working on we tracked reactivations in our internal database. In other words, one of the key metrics we would track was the number of users who had lapsed or the number of users who had not been active in the app for over 60 days but had returned to the app in the last 7 days.




And then I looked at this data and made a correlation with when we change icons. I noticed that every time we will make an icon change without changing anything in our product or CRM strategy. We would immediately see a very dramatic increase in our reactivations. Of course, surprised me at the time but once I stop to think about it this started to make sense when a user sees a completely different icon on the home screen. They’re going to wonder if there’s something new or interesting in the app and they’re immediately prompted to open the app to check it out. Even if they haven’t seen the app for a long time. 




Of course, this doesn’t just have to be a seasonal icon. This could certainly reflect new content in the app, new content at a certain level or a new character being introduced in the app, you know, there are very many possibilities, but I think it’s helpful to know and realize that an icon swap is not just cute but can also drive significant reactivations. 
A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post 🤙🏽The non-obvious benefits of icon changes🔄 appeared first on Mobile User Acquisition Show.

You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly. Do these […]
The post 🤙🏽The non-obvious benefits of icon changes🔄 appeared first on Mobile User Acquisition Show.

You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly. Do these 
The post 🤙🏽The non-obvious benefits of icon changes🔄 appeared first on Mobile User Acquisition Show.

You’ve perhaps seen apps and games change icons for specific seasons and occasions. Cute, yes? Absolutely. Catchy? Certainly.



Do these really help or impact business or metrics? This episode explains how these icon swaps are impactful.





















ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



FULL TRANSCRIPT BELOW:&nbsp;



We will talk about the non-obvious benefits of icon changes. You perhaps seen apps and games change icons for specific seasons and occasions and an app icon with a Santa hat. Yes, an app icon with pumpkins or spiders. Of course. Are these cute? Sure! Are these catchy? Certainly! Do these really impact business? Do they really move your metrics? I wasn&#8217;t sure. You know, and I thought probably not until I actually looked at the metrics and the only reason I noticed this was because for one of the games that I was working on we tracked reactivations in our internal database. In other words, one of the key metrics we would track was the number of users who had lapsed or the number of users who had not been active in the app for over 60 days but had returned to the app in the last 7 days.



And then I looked at this data and made a correlation with when we change icons. I noticed that every time we will make an icon change without changing anything in our product or CRM strategy. We would immediately see a very dramatic increase in our reactivations. Of course, surprised me at the time but once I stop to think about it this started to make sense when a user sees a completely different icon on the home screen. They&#8217;re going to wonder if there&#8217;s something new or interesting in the app and they&#8217;re immediately prompted to open the app to check it out. Even if they haven&#8217;t seen the app for a long time.&nbsp;



Of course, this doesn&#8217;t just have to be a seasonal icon. This could certainly reflect new content in the app, new content at a certain level or a new character being introduced in the app, you know, there are very many possibilities, but I think it&#8217;s helpful to know and realize that an icon swap is not just cute but can also drive significant reactivations.&nbsp;



A REQUEST BEFORE YOU GOI have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better.Thank you – and I look forward to seeing you with the next episode!
The post 🤙🏽The non-obvious benefits of icon changes🔄 appeared first on Mobile User Acquisition Show.

🤙🏽The non-obvious benefits of icon changes🔄

I’m very excited to introduce to you a brand new podcast &#8211; the mobile user acquisition show, in which we [&#8230;]
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/presenting-the-mobile-user-acquisition-show/">✨Presenting the Mobile User Acquisition Show💫</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

I’m very excited to introduce to you a brand new podcast &#8211; 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.&nbsp;



The mobile user acquisition podcast is presented by me &#8211; Shamanth Rao, mobile growth leader and the founder and CEO of the boutique growth consulting firm <a href="https://rocketshiphq.com/">RocketShip HQ</a>.&nbsp;



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. I have some very interesting and exciting episodes lined up for you &#8211; and I&#8217;m excited to share those with you soon!



<a href="https://podcasts.apple.com/us/podcast/presenting-the-mobile-user-acquisition-show/id1483448666?i=1000453430452"><img class="" src="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" width="144" height="54" srcset="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=2&amp;resize=144%2C54&amp;ssl=1" src-orig="https://i0.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/available-on-itunes-logo.jpg?zoom=1.25&amp;resize=139%2C52&amp;ssl=1" scale="2"></a>

<a href="https://overcast.fm/+U0OrBimHA"><img class="" src="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://i1.wp.com/howthingsgrow.co/wp-content/uploads/2017/12/overcast-link.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>

<a href="https://open.spotify.com/episode/5fU2kTZLXIuubm19bA0ffy"><img class="" src="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" width="142" height="52" srcset="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=2&amp;resize=142%2C52&amp;ssl=1" src-orig="https://mobileuseracquisitionshow.com/wp-content/uploads/2019/11/spotify-icon.png?zoom=1.25&amp;resize=150%2C55&amp;ssl=1" scale="2"></a>



<div style="height:39px" aria-hidden="true" class="wp-block-spacer"></div>







 ABOUT ROCKETSHIP HQ:
<a href="https://rocketshiphq.com/">Website</a>&nbsp;| 
<a href="https://howthingsgrow.co/">How Things Grow</a>&nbsp;| 
<a href="https://www.linkedin.com/company/rocketship-hq">LinkedIn</a>&nbsp; | <a href="https://twitter.com/RocketShip_HQ">Twitter</a> | <a href="https://www.youtube.com/channel/UCbHv8_eNUkHu9WrTGyZ9Bsw">YouTube</a> 



A REQUEST BEFORE YOU GO I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it <a href="https://podcasts.apple.com/us/podcast/the-mobile-user-acquisition-show/id1483448666?uo=4">iTunes</a>, <a href="https://overcast.fm/itunes1483448666/the-mobile-user-acquisition-show">Overcast</a>, <a href="https://open.spotify.com/show/486fJG3Fahk3daam8i7WM0">Spotify</a> or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better. Thank you – and I look forward to seeing you with the next episode!
The post <a rel="nofollow" href="https://mobileuseracquisitionshow.com/episode/presenting-the-mobile-user-acquisition-show/">✨Presenting the Mobile User Acquisition Show💫</a> appeared first on <a rel="nofollow" href="https://mobileuseracquisitionshow.com">Mobile User Acquisition Show</a>.

I’m very excited to introduce to you a brand new podcast – 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. 
The mobile user acquisition podcast is presented by me – Shamanth Rao, mobile growth leader and the founder and CEO of the boutique growth consulting firm RocketShip HQ. 
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. I have some very interesting and exciting episodes lined up for you – and I’m excited to share those with you soon!









ABOUT ROCKETSHIP HQ:
Website | 
How Things Grow | 
LinkedIn  | Twitter | YouTube

A REQUEST BEFORE YOU GO
I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. 
Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews & I want to make this podcast better.
Thank you – and I look forward to seeing you with the next episode!
The post ✨Presenting the Mobile User Acquisition Show💫 appeared first on Mobile User Acquisition Show.

I’m very excited to introduce to you a brand new podcast – the mobile user acquisition show, in which we […]
The post ✨Presenting the Mobile User Acquisition Show💫 appeared first on Mobile User Acquisition Show.

I’m very excited to introduce to you a brand new podcast &#8211; the mobile user acquisition show, in which we 
The post ✨Presenting the Mobile User Acquisition Show💫 appeared first on Mobile User Acquisition Show.

I’m very excited to introduce to you a brand new podcast &#8211; 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.&nbsp;



The mobile user acquisition podcast is presented by me &#8211; Shamanth Rao, mobile growth leader and the founder and CEO of the boutique growth consulting firm RocketShip HQ.&nbsp;



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. I have some very interesting and exciting episodes lined up for you &#8211; and I&#8217;m excited to share those with you soon!



















ABOUT ROCKETSHIP HQ:
Website&nbsp;| 
How Things Grow&nbsp;| 
LinkedIn&nbsp; | Twitter | YouTube



A REQUEST BEFORE YOU GOI have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify or wherever you get your podcast fix. This podcast is very much a labor of love &#8211; and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show. Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth at rocketshiphq.com. We read all reviews &amp; I want to make this podcast better.Thank you – and I look forward to seeing you with the next episode!
The post ✨Presenting the Mobile User Acquisition Show💫 appeared first on Mobile User Acquisition Show.