The Mobile User Acquisition Show 💔 How to break up with Facebook: the opportunities and challenges of an unusual acquisition channel mix - with Trang Dao, VP of Growth at Atom Finance ⚖️
"Oh, if we turn off the spigot, is it going to tank our growth?"
When practically all UA mixes involve Facebook, it is rare to come across a strategy that doesn’t use it at all.
Trang Dao, VP Growth at Atom Finance, talks to us about how they made the decision to remove Facebook—and all paid social—from their UA strategy altogether.
We talk about getting management buy-in, the importance of channel diversification, how to restructure processes and how to pick the right digital channels to make sure that growth continues unabated.
KEY HIGHLIGHTS
🔱 Why Facebook shouldn’t be your only channel
🚩 The importance of channel diversification
🌿 There are channel options for every company size
🎓 Why products which need education are not a great fit for paid social
🏗️ How to rebuild the infrastructure to transition out of Facebook
🧗 Manpower intensive channels take a while to ramp up
🤑 Publishers follow demonstrated success
🚓 Dealing with the potential of fraud with affiliate traffic
💅 You need to counteract churn with product management to balance low initial signals
🎛️ The few but predictable levers for targeting on pre-install ads
💡 How to use mobile web in the face of iOS 14 and ATT changes
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-break-up-with-facebook-the-opportunities-and-challenges-of-an-unusual-acquisition-channel-mix-with-trang-dao-vp-of-growth-at-atom-finance/
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