In this episode, we explore the nuances of ROAS optimization, a key tactic that prioritizes high-value purchasers for targeted campaigns. However, its effectiveness varies, particularly in scenarios with minimal value gaps between high and low purchases, such as subscription-based models. We dissect how ROAS optimization functions, its ideal use cases, and its limitations, especially when the purchasing tiers are closely aligned, offering insights into the strategic deployment of advertising algorithms.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/roas-optimization/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest in today’s episode is Matt Emery, Product Manager & Consultant at Turbine Games Consulting.Matt has extensive experience with over 750 A/B tests across gaming genres – and across retention, monetization, and game development. In this episode, he delves into the key takeaways from these tests and how to audit and improve mobile games.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/750-tests-matt-emery-turbine/ KEY HIGHLIGHTS📍Product Market Fit (PMF) is vital; optimization won’t fix fundamental PMF issues.📈 Analyze CPI vs. LTV to identify growth opportunities.🔑 Defining PMF for games involves competitive retention and CPI thresholds.🗂️ Prioritize improving retention over monetization for struggling games.⚖️ Balance monetization to enhance retention without compromising user experience.📌 Casual games are easier to optimize due to lower complexity.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Sandra Schneider is the Senior Director of Apps Beyond Games at Unity. Sandra is responsible for ensuring that the company's Users Acquisition and monetization products are aligned with the needs of mobile app developers. In this episode she delves into the world of mobile games and their powerful growth loops that can be borrowed by all apps. Discover valuable insights for enhancing user acquisition and monetization strategies in your app. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/gaming-ua-sandra-schneider-unity/

Our guest today is Cantuğ Sugün, Marketing Team Lead at Codeway Studios.In this episode, Cantuğ takes us behind the scenes of the world’s #1 subscription app publisher.  He sheds light on the why behind their reliance on paid UA, the challenges posed by the post-ATT landscape, and their approach to testing and diversifying marketing channels. Additionally, he delves into the creative processes that drive their advertising strategies, especially in a situation where competitive analysis is not very helpful at their level of scale. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/subscription-app-ua-codeway/KEY HIGHLIGHTS🍊 Paid UA for sustainable app growth.🍋 The approach to testing and scaling new apps.🫐 How to diversify marketing channels while evaluating the blended impact on performance.🌽 Social media and unconventional sources for creative ideas.🍳 Fostering a culture of teamwork and knowledge sharing across the organization.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today’s episode is the recorded version of the first live episode of the Mobile User Acquisition Show that took place at the App Promotion Summit in 2023 at Berlin.We had a star-studded panel with Diane Germann, Lead Performance Marketing Manager at Blinkist, Ekaterina Gamsriegler, Head of Marketing and Growth at Mimo, Natalia Drozd, Marketing and UA Lead at Fabulous and Gaurav Bhattacharya, Performance Marketing Lead at ZenJob. In this episode we delve into the intricacies of mobile user acquisition post-ATT, sharing insights about combating creative fatigue, native ads, and the future of marketing with generative AI tools. Tune in to listen to this discussion on the Mobile User Acquisition Show's first-ever live session!Check out the show notes here:https://mobileuseracquisitionshow.com/episode/live-episode-post-att-creative/KEY HIGHLIGHTS😼 Data-driven approaches and the impact of small creative changes to combat creative fatigue.💯 Struggles faced by subscription-based apps due to the complexity of SKAN data.🗯️ Data interpretation and the impact on traffic post-ATT.🦾 Google vs. ASA.👁️ Borrowing practices from product and engineering teams.🧞‍♂️ Strategies using AI tools, from design to AI-generated VOs.

Thanks for tuning in all through 2023. We look forward to 2024!

🚀 How much does a billion-dollar game spend on marketing? Monopoly Go won't tell us, but we did some sleuthing to come up with some estimates, thanks to data from our friends at Sensor Tower.Join the conversation as we unravel how the billion-dollar sausage is made. 🕹️📊Check out the show notes here: https://mobileuseracquisitionshow.com/episode/monopoly-go-marketing-budgets/KEY HIGHLIGHTS:🛳️ Flat revenue trend over the last 4 months, signaling a potential plateau in growth.🛩️ iOS and Android downloads show a steady decline, especially in the U.S. suggesting a shift in UA strategies.🛎️ The diverse advertising strategy includes prominent shares of voice on platforms like AppLovin, BidMachine, and surprising placements on Snapchat.⌚ Analysis hints at a substantial UA budget, potentially exceeding $60 million per month, although recent trends suggest a conservative shift post-August.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today’s guest is Martin Macmillan, Founder and CEO of Pollen VC. In today’s episode, he talks about measuring the financial impact of UA spend. In mobile marketing, ROAS has long been the go-to metric. However, a recent encounter that Martin had at a gaming conference revealed a critical blind spot—time. Two studios, seemingly comparable in ROAS, had vastly different realities. In this episode, we take a closer look at the financial impact of UA activity - and the nuances around measuring this.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/measuring-returns-ua-spend-martin-macmillan-pollenvc/ KEY HIGHLIGHTS⛑️ The simplistic approach of ROAS neglects the crucial factor of time in assessing performance.🪗 The impact of different game genres on return metrics.📚 mROI (monthly ROI), calculated by considering the profit a cohort generates over time.📊 Internal Rate of Return (IRR) accounts for the time value of money and non-linear user monetization profiles. **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Yevhen Tarasenko, a mobile growth strategist with more than 10 years of experience. He currently works with Fabulous as the ASO and Market Intel Lead.In this episode Yevhen unveils the intricacies of measuring the impact of ASO, guiding us through understanding ASO, deciphering data structures, exploring tools, distinguishing organic from paid traffic, and building custom dashboards for effective strategies.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/aso-yevhen-tarasenko-fabulous/**KEY HIGHLIGHTS📊 There are couple of ways for reporting ASO impact. It’s crucial to select the setup that works best in your case.📞 Communicating with UA and data teams is essential for the process.⏲️ Depending on time and resources there are 3 levels of customization: store native consoles, third-party solutions, or custom dashboards**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Sami Biçer, Growth Manager at MagicLab. In this episode, we'll embark on a journey into the world of ad monetization, focusing specifically on the topic of latency. We dissect the intricacies that govern the time it takes for ads to load, unraveling the critical balance between user experience and revenue generation. **Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ad-monetization-sami-bicer-magiclab/**KEY HIGHLIGHTS🎯 Precise Event Measurement: The Bedrock of Analysis📊 Defining Key Data Points⚖️ Balancing Acts: eCPM vs. Impressions, More vs. Less Placements 🔍 Finding the Optimal Through A/B Testing📈 The Results**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog