The Mobile User Acquisition Show

Apple’s privacy thresholds in SKAdNetwork have been obfuscating conversion values - and preventing advertisers from getting an accurate read on performance, especially on Facebook. Facebook recommended ensuring that you hit at least 128 installs a day per campaign so you can overcome Apple's privacy thresholds.Will hitting the 128 install daily threshold solve your problems? How does this privacy threshold apply to channels other than Facebook - ad networks and SANs?We try to answer these questions in this episode, based on what we are observing.Key highlights💍 What happens if you do hit 128 installs a day per campaign? 🧐The difference between Facebook and other networks. 🧶 Why do other networks behave differently from Facebook?💪 How are we responding?**Check out the show notes here:  https://mobileuseracquisitionshow.com/episode/the-curious-case-of-facebooks-128-install-recommendation-how-to-address-skadnetworks-privacy-threshold-limitations/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We’re 2 months into ATT - and more of the dust has settled. Many advertisers are continuing to see challenges with their performance right now as the actual impact of traffic without user-level data is becoming increasingly visible. Yet, there are some strategies and opportunities available still. Based on our review of 15+ accounts across verticals and different budget levels, we see some elements that are common to accounts that are relatively happy with where they are now - that we recommend to folks looking to ameliorate their recent performance issues.[By the way, these are also some of the key recommendations we’ve given in some of our recent free office hours sessions, which you can read about at https://rocketshiphq.com/officehours/ - and have gone into in much more detail and depth in our workshop Mobile Growth Lab ( http://MobileGrowthLab.com ), whose recorded sessions we are making publicly available now).]Here you go on our top 6 recommendations for advertisers looking to combat performance deterioration. Key highlights🧬 Use blended metrics as a source of truth📲 Optimize for installs (or upstream events) on FB💪 Consolidate AEO campaigns (and skip VO)🧐 Lean in to other SANs🌐 Web flows🌄 Ad networks/DSPs outside of SAN (at larger budgets)**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/whats-working-now-post-att-ios-14-5-in-mobile-user-acquisition-6-opportunities-to-address-performance-deterioration/  **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Sophie Vo, studio and game lead at Voodoo, and founder of Rise and Play, a knowledge sharing platform for leaders in the gaming industry. In our conversation today, we talk about Sophie’s experience building a new gaming studio focused on producing casual games within Voodoo, a company better known in the hyper casual space. In today’s conversation, Sophie tells us about how she started building her studio from scratch - and the completely unexpected challenges she had to face along the way. She talks about the skepticism about her business model, the fundamental differences between casual and hypercasual games that she saw could threaten the future of her studio, and a ticking clock that her team was building against. She talks about the shock of the pandemic on her then budding team - and the emotional upheaval it caused. She talks about the critical conversations she had to have - with her leadership and her team - when she realized that she was being asked difficult questions about what their team was buildingThis is an incredible warts-and-all conversation, and I felt this was an inspiring and instructive conversation - especially since Sophie was very candid and transparent about her challenges and struggles, as much as she was about what she did about these challenges.We’re so glad to bring you this conversation today.KEY HIGHLIGHTS✨ The priorities for growing a brand new team🔭 Why preparation for the long-term is the only strategy to have🔑 The key to LTV is retention🦘 The leap from casual to hyper casual**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/zero-to-launch-how-to-actually-build-a-casual-gaming-studio-from-scratch-with-sophie-vo-studio-game-lead-at-voodoo/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Este es nuestro segundo episodio del Mobile User Acquisition Show en Español. (An English version of this episode will follow shortly!).Estamos emocionados de dar la bienvenida a Nahir Garcia, la jefa de adquisición de usuarios en Etermax, los creadores de la exitosa serie de juegos Trivia Crack. Hoy hablaremos sobre un tema en que Nahir tiene una perspectiva única - como trabajar con influencers a gran escala. Hoy hablaremos con Nahir sobre cómo identificar influencers y sus audiencias, como dar pautas a las influencers para las campanas, como rastrear las métricas de estas campanas - y cómo estructurar un calendario de marketing de influencers a gran escala para crecer un juego a millones de usuarios. Nahir nos hablará en esta edición en español del programa, y también nos hablará en una edición en inglés sobre el mismo tema, que publicaremos pronto. Estoy especialmente interesado en compartir su valioso punto de vista. Por eso entrevistamos a Nahir en dos idiomas.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/en-espanol-como-contratar-influencers-a-gran-escala-con-nahir-garcia-la-jefa-de-adquisicion-de-usuarios-en-etermax/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

This episode was inspired by a discussion I’ve had online recently. I’ve seen this stated at times - that developers should diversify their user acquisition channel mix. Investing is given as an analogy - the argument is made that a diversified portfolio is safer than one that isn't.BUT this is BAD advice for any app or product that isnt at massive scale(or ~$100k/month) - I say more in this episode.Key highlights🔬 Focus on SANs at low scale (<$50k/month)📡 Concentrate your channel mix to ensure algorithms have enough signal to perform🤔 Contextual advantages of ad networks are hard to realize at small scale🏁 Diversify *only* after you tap out SAN trafficShow notes: https://mobileuseracquisitionshow.com/episode/why-you-shouldnt-diversify-your-user-acquisition-mix-early-on/ Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

“If multiple app stores do the same thing(as Apple did with ATT), I see this as a disruption to business.”Now that the IDFA rug has well and truly been pulled from advertisers’ feet, there has been a scramble to refactor strategies and create new protocols. But, as Jayne Peressini points out, Apple iOS is just one platform. What happens if other platforms follow suit, and also pull the plug on existing protocols? Her recommendation is a revolutionary one: build a decision engine in-house. It is not easy, it takes a ton of expertise, it will take a huge amount of time and resources. It may also take some wrangling with existing DSPs. But it can be worth it. Check out our amazing conversation about in-housing decision engines, and effectively future-proofing your UA strategy for potential curveballs. KEY HIGHLIGHTS📈 How to future-proof growth strategy⚖️ The case for bringing the decision engine in-house✅ We still have to be SKAdNetwork compliant🏗️ How to build bidder as a service in-house🤝 The shift of UA towards engagement and retention👩‍🔬 The expertise necessary to build a decision engine**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-build-a-bidding-decision-engine-to-future-proof-your-user-acquisition-activity-with-jayne-peressini-senior-director-mobile-marketing-and-growth-at-electronic-arts/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Last week, we talked about what’s up with Facebook - and this week we’re taking a look at what’s happening with Google post iOS 14.5/ATT. What is changing, what is working with creatives, reporting and day to day ops - and what is a big hot mess right now? It’s been just over a month since Apple pulled the trigger on iOS 14.5 - and in this episode we wanted to highlight the key changes that we are seeing with Google Ads/UAC.**By the way, we go into this in much much more detail in our workshop series Mobile Growth Lab - where we share case studies, examples and data around what is happening. Recorded sessions from the Mobile Growth Lab are available right now. See more details here: https://www.notion.so/Mobile-Growth-Lab-2021-Recorded-Sessions-7132fcdf1d8b4d98a4a91c624423b94f (You can also just join the waitlist for the next edition here: http://MobileGrowthLab.com ).**KEY HIGHLIGHTS🛠️ We’re able to run campaigns & optimize for events without Firebase🌼 Way more ‘modeled’ events🎚️ No hard cap on 8 campaigns🧮 No tROAS. Only tCPA, tCPI🗺️ No such thing as conversion value mapping or setup🔌 No way to plug in MMPs - at least right now🔥 Reporting is a huge mess⌛ 5 day delay in reportingShow notes: https://mobileuseracquisitionshow.com/episode/the-state-of-google-ads-uac-post-att-ios-14-5-8-big-changes-challenges/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

What’s happening with Facebook? What is changing, what is working with creatives, reporting and day to day ops - and what is a big hot mess right now? It’s just under a month since ATT and iOS 14.5 - and we have a clear early read of what is happening. In today’s episode we survey the landscape of Facebook ads post ATT - and speak about the key challenges and opportunities we see.**By the way, we go into this in much much more detail in our workshop series Mobile Growth Lab - where we share case studies, examples and data around what is happening. Recorded sessions from the Mobile Growth Lab are available right now. See more details here: https://www.notion.so/Mobile-Growth-Lab-2021-Recorded-Sessions-7132fcdf1d8b4d98a4a91c624423b94f (You can also just join the waitlist for the next edition here: http://MobileGrowthLab.com ).**Highlights📊 No purchase data for some apps.🚫No breakdowns between redownloads and new users.❌No clear metrics at ad group and creative level🌪️Reporting is still a mess✔️Install optimization is working relatively well.🚧Non iOS 14 campaigns(targeting IDFA users) are still working.🔄Persona and interest based creative pairing is making progress.🔢Blended numbers still provide strong guidance.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-state-of-facebook-ads-post-ios-14-5-att-4-challenges-4-opportunities/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Highly specific or customized SKAdNetwork conversion schemas can be relevant and useful - primarily because these are a good indicator of eventual LTVs of users. However there are aspects of these custom schemas that definitely need to be thought through for them to be relevant - some of which considerations we talk through in this mini-episode.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-make-compound-synthetic-conversion-value-schemas-work-in-skadnetwork-ios14/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

“We discovered that the more words we put in front of people, the better return on ad spend we were getting.”Our guest today is Stevie Lutgen, Sr. Manager UA at Radish Fiction. In our conversation today, we talk about the importance of copy(especially long copy) in reaching and retaining valuable audiences. In a world where emphasis is placed on creating short digestible snippets of content, we were surprised to hear that Radish uses paragraphs and paragraphs of text in their most successful ads. In our conversation today, Stevie walks us through the process of selecting, testing, and refining ad copy to best represent their product. We also look at how framing and identifying ‘hooks’ can be so pivotal to performance. This week’s episode is a masterclass in how words, narratives and framing can so dramatically impact performance in a world where they are almost taken for granted.KEY HIGHLIGHTS📈 Why more copy has correlated with stronger ROAS for Radish.📚What Radish’s ads look like - and how they ended up with text-heavy ads.🖼 Framing matters more than the story itself.🧪Watching Netflix for research.👏How stories become ads: who on the team owns what part of the process.📓How stories and narratives work for UAC🎥 Telling stories on Snap and TikTok☎️ How Radish is dealing with the absence of deep linking post iOS 14.5**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-words-to-shatter-short-attention-spans-stevie-lutgen-user-acquisition-radish-fiction/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog