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A Beginners Guide to UA: The Fundamentals by Matej Lancaric
Feb 12, 2025
Matej Lancaric, a User Acquisition and Creatives Consultant, breaks down the fundamentals of mobile user acquisition. He highlights key metrics and essential terms crucial for marketers. Topics include the significance of data integrity and the challenges posed by privacy changes. Matej also discusses the interplay between creativity and paid, owned, and earned media. Plus, there are insights on how AI is reshaping marketing strategies, all served in a fun, relaxed vibe reminiscent of a 4 a.m. conference chat.
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Quick takeaways
- Understanding key metrics like conversion rate and cost per install is essential for optimizing mobile user acquisition strategies effectively.
- Prioritizing data integrity and adapting to privacy changes is crucial for making informed decisions in user acquisition campaigns.
Deep dives
Understanding Mobile User Acquisition
Mobile user acquisition (UA) is vital for driving new users to apps through marketing and advertising strategies. Key concepts like app store optimization (ASO), which enhances app visibility, and attribution, which assigns value to user actions throughout their journey, form the foundation of effective UA. Understanding churn rates, impressions, and organic installs is crucial, as these metrics gauge user retention and the effectiveness of promotional efforts. As the landscape evolves, familiarity with UA fundamentals becomes essential for aspiring marketers in the mobile app industry.
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