Business of Apps Podcast #249: "The Modern UA Funnel: From Acquisition to Unstoppable Retention" App Promotion Summit NYC panel
You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line.
In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determine whether a user becomes a one-and-done trial or a compounding revenue cohort.
In this special episode, we’re syndicating the App Promotion Summit NYC 2025 panel The Modern UA Funnel — from Acquisition to Unstoppable Retention. It’s a real-world look at how UA has changed — not just in channels, but in how teams measure success, attribute value, and design creative that bridges acquisition, activation and loyalty.
From ATT- pressure to creative fatigue to first-party signal strategy — this is where modern growth teams are now placing their bets.
Moderated by Nicole Weiss, Founder of Brass Finch, the panel of experts included:
- Vincent Eterlet, Senior Director of Marketing at Fubo
- 🎗️ Jonathan Reich 🎗️, CEO of ZEDGE
- the shift from measuring ROAS to measuring incremental value across the user lifecycle
- full-funnel UA as one system — not acquisition vs retention teams
- how creative testing now needs first-party signals, not broad meta heuristics
- turning trial users into long-term revenue cohorts through moments that matter
- durable growth during ATT era — building compounding retention loops instead of chasing cheap installs