The Mobile User Acquisition Show

In one of our previous episodes, we discussed how media mix modelling might not be the best bet post-IDFA. However, some of you have reached out to say that it isnt quite as black and white - and that media mix models could be more widely applicable than what we’d outlined. To throw some more light on this, we have Brian Krebs, founder and CEO of MetricWorks, who has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used.  In today’s episode, Brian shares with us some of the ways in which these models are specifically applicable to mobile marketing campaigns - and argues that these measurement tools are not only useful post-IDFA, but also provide advantages over other measurement tools used by mobile marketers.Key highlights: 🐯 The importance of incrementality for advertisers💈 Is the last-touch model still relevant?✂️  How media mix modelling differ for mobile from CPG (consumer packaged goods) companies. 🎒 Why Media Mix Models are more easily applicable to mobile apps than to CPG companies.🍎  The key input factors for a Media Mix Model for mobile.👩‍🏫  How Apple’s IDFA changes accelerated the interest in MMM-based solutions.💠 How companies can start building media mix models.⚜️ In what situations and at what thresholds are Media Mix Models useful?📳  What do outcomes of Media Mix Modeling look like?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 mapPrepare the groundworkMove forwardFind 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. Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-apply-media-mix-modelling-based-solutions-to-mobile-apps-with-brian-krebs-ceo-at-metricworks/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today’s episode is a recording of a webinar hosted by Singular and moderated by John Koetsier. We were joined by Eran Friedman from Singular, Pedro Ponce de Leon from Liftoff, and Ben Holmes from Adcolony.This episode (and webinar) gives you the low down on everything that’s happening and working across the iOS ecosystem a few months after the introduction of ATT. We talk about how extended probabilistic matching (or fingerprinting) is still here - will this be sustainable? We talk about how marketers are approaching measurement today, the challenges with privacy thresholds, the emergence of web flows - and other industry-wide changes that are shaping the mobile marketing landscape today.🍎 ATT adoption trends : unmeasurable inventory, censorship metrics, extended probabilistic matching.👎 How advertisers are coping with broken measurement - and marketers’ wishlists for Apple.🧩 Probabilistic but non-tracking methodologies.🔐 Picking right conversion models.📲 The buzz around owned media channels and first party data.🌟 The ascent of web-based flows🌠 Consolidation in the ecosystem.🤖   What’s happening in Android - and what’s comingNote: 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 mapPrepare the groundworkMove forwardFind 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. Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/state-of-ios-ua-stats-trends-and-strategies-our-webinar-with-singular-liftoff-adcolony/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

A big change that’s coming to SKAdNetwork with iOS 15 is one that’s under-the-hood - and it’s significant because it addresses a big shortcoming of SKAdNetwork right now by allowing apples-to-apples comparison between all networks - including Facebook, Google and other SANs.In today’s episode we explain the mechanics of how things work now, how they’ve shifted from the way they used to - and why it is a huge deal for advertisers.Highlights💎 How attribution for SANs have worked until now - with and without SKAdNetwork.❇️ SANs grade their own homework right now.🌪️ What changes with iOS 15.🎀 Why this change matters for advertisers. ⛅ The one exception to this change.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 mapPrepare the groundworkMove forwardFind 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. Interested? Fill up this quick form to join the interest list. (It’s a 2-minute form, and there is no commitment as yet. This is to help us get an idea of the level of participant interest so we can plan sessions and logistics.)**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-no-more-self-attributing-networks-sans-how-skadnetwork-will-allow-more-objective-campaign-measurement-soon/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.KEY HIGHLIGHTS🤺  How you needed to adapt to LAT remained unchanged since 2016 until this year.🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status.🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple.🧪 The mechanics of user level data measurement and tracking without the IDFAs.🔍 The Ad Services framework doesn’t require an MMP.🐶  The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now.🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA.🤽 Search tab campaigns can actually work for returning users.🛍️ The somewhat ambiguous Ads Personalization setting.🥝 How the new-returning-open structure that helps maximize scale on ASA.🧱 What’s coming with iOS 15.⚙️ Are budgets shifting to ASA after ATT enforcement?**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Media mix modeling is being touted as one of the ways forward in the post-IDFA world, as advertisers reel and reevaluate their spend allocation models entirely. However, there are inherent requirements for media mix to not only work and generate useful results, but also be implemented in the first place. In this episode, we talk about those challenges, why they are challenges in the first place, and why we disagree with any solution being touted as a sinecure to the exclusion of all others. KEY HIGHLIGHTS⛳ How data volume is central to the effectiveness of media mix modeling⏰ Media mix modeling is not always a good use of your time🖖 The simple solutions will beat overkill every time**An announcement:On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”. This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/are-media-mix-models-the-future-of-post-idfa-mobile-marketing-not-for-the-vast-majority/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today we’ll talk about big changes that have just come to AAA campaigns on Facebook - which should alleviate many of the concerns about AAA that we had shared earlier on this podcast. These could be a big deal, especially on iOS with the recent privacy changes.Highlights:💨 While AAA can be hugely powerful, they also have had some critical limitations.⚙️ Facebook is changing AAA to give more control to advertisers.📷 Three changes to AAA we found in the wild:Age targetingAudience exclusionCity targeting**An announcement:On August 18th, we will be speaking in a webinar hosted by Singular titled “State of iOS UA: Stats, Trends and Strategy”. This is Wednesday August 18th at 10am PT/1pm ET/7pm CET. Please register here: https://bit.ly/3zNKX1z**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/much-awaited-changes-to-facebooks-automated-app-ads-aaa-campaigns-audience-exclusion-age-targeting-city-targeting/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Apple is finally set to introduce A/B testing to its app store, and it has come not a minute too soon. Mobile marketers have used alternative ways to get these results, and they have not been the best solutions for many reasons. With this new release imminent, in this episode, we set expectations of what is and isn’t possible.Key highlights⛏️ No more hacky A/B testing workarounds🏄 What to expect from Product Page Optimization**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-ab-testing-finally-arrives-on-itunes-with-product-page-optimization-whats-possible-and-what-isnt/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Seems organic, but is paid. Long user funnel, with high CTR.In this episode, with our guest, Violeta Pirnog, Senior Performance Marketing Manager at Blinkist,  we are unpacking the bundle of seeming contradictions that are native ads on Facebook. Right from user flows to testing parameters, Violeta takes us meticulously through the art of the soft sell. We are used to attention-grabbing creative ads doing the heavy lifting for conversions, so it hits differently when we hear how articles take on that mantle. How do you track events? What do you test? How do you optimize performance? Which placements do you go for? Bursting with questions? So were we! Check out this incredibly insightful episode.KEY HIGHLIGHTS📈 The change in user perception of native vs non-native ads🖊️ Ad to app: the extended user flow of a native ad campaign🦙 There’s a lot of BI in the background for native ad performance optimization🍚 The subtle components of a native ad campaign🎚️ How to decide if native ads are the right channel for your product🎭 The performance of different native ad placements on Facebook🏦 How to use Instant Experience as a litmus test🖼️ What the testing framework for native ads looks like🤝 The efficacy of automated vs manual testing🧪 The surprising result of testing Taboola and Outbrain content flows on Facebook🖊️ Headlines, creatives, article content and more: the variables of a native ad campaign**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-native-ad-flows-with-landing-pages-articles-win-out-over-direct-to-appstore-flows-with-violeta-pirnog-senior-performance-marketing-manager-at-blinkist/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Among the big changes that are coming with iOS 15 are custom product pages, which offer the ability to customize app store pages for different audiences. In this episode we review some use cases for custom product pages, discuss implications for analytics and tracking. We are excited to try out custom product pages, and explore the added opportunity to design end-to-end user flows from ad to app download.  Having said that, we do see one big caveat because of Apple's privacy thresholds.Key highlights💅 Custom product pages is not the same as ASO or A/B testing🍕 How to slice and dice your data for different product pages⚖️ Will privacy thresholds help or hamper this new feature**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ios-15-how-custom-product-pages-could-dramatically-impact-ua-strategy-with-examples/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We are excited today to welcome Nahir Garcia, head of user acquisition at Etermax, creators of the successful series of games Trivia Crack. [Note: this is the English version of the Spanish episode that we released a few weeks ago].In today’s episode, Nahir tells us about the types of influencers out there, how to evaluate their fit with a game, how to give guidelines, how to schedule campaigns, how to measure performance - and so much more.If you’re curious about what it’s like to work with influencers at a large scale, this episode is going to be great for you. KEY HIGHLIGHTS🚀 Influencer marketing opens up more user discovery channels🔍 The challenges of finding the right influencers🤩 How disparate categories can have surprising results🍬 The intersection of game goals and audience interest is the sweet spot🎭 How to revisit established performance metrics in this new paradigm🤝 Brand enhancement vs performance marketing🤹 Campaigns are partially bets and partially certainties**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-scale-non-gaming-audiences-for-games-via-influencers-with-nahir-garcia-head-of-user-acquisition-at-etermax/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog