Today, we talk about when NOT to use LTV for decision-making. LTV is a useful tool in a marketer’s toolbox, but it’s not the only game in town.In this episode, we explain why.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/ltv-when-to-avoid/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In today’s episode, we describe how you don't have to be at the mercy of Google UAC’s black box targeting. We describe our approach, which we call the Precision Pinpoint Plan, and describe how you can recover a fair amount of control by putting in the leg work to take back some of the control, and to be able to do quite a bit of granular targeting.By the way: in our workshop series Mobile Growth Lab, we go deep into the inner workings of UAC, Meta, and everything you need to make your performance marketing setup work in a post-identifier world. Enrolments are open for the current cohort - go to mobilegrowthlab.com to find out more.**Check out the show notes here: https://mobileuseracquisitionshow.com/episode/guide-to-precise-user-targeting-in-google-uac/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In today’s episode, we talk about why metrics reported by Google UAC are not trustworthy. We describe the pitfalls of relying on them, and tell you what to do instead.**Check out the show notes here:https://mobileuseracquisitionshow.com/episode/the-perils-of-modeled-conversions-on-google-uac/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Lucia Aguilar is the founder of the influencer marketing agency Tatam Digital. In today’s episode we talk about her approach to influencer marketing, how influencers and audiences might not be who you expect them to be, the challenges of measuring influencer campaigns - and much more. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/influencer-marketing-lucia-aguilar-tatam-digital/KEY HIGHLIGHTS:📚 Picking the right influencer for a brand.👨‍👩‍👧‍👦 Why the audience matters more than the influencer.🧶 The endless categories of influencers in the digital world.📋 How much control is exerted when directing influencer campaigns.📮 What does the testing process look like in influencer campaigns?💳 When to hire an agency to manage influencer marketing. The measurement challenges involved with influencer marketing.Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Eva Juretić. Eva is a growth marketer at Pocket Worlds, where she manages user acquisition and growth for the app Highrise. In today’s episode, we talk about her experience in scaling TikTok campaigns well into 6 figures monthly. We talk about campaign structures, testing paradigms, approaches to creatives - and much much more. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/scaling-tiktok-eva-juretic/KEY HIGHLIGHTS🧗‍♂️ Factors that contributed to scaling TikTok.⚖️ The testing process: structure, geos & metrics.🦋 Working with ad sets that included both old and new creatives.⏳ Accounting for data delays on iOS.🌔 Dealing with saturation on TikTok.🧵 Why IPMs are tracked.💼 Working with actual users for UGCs instead of actors/influencersGet more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

This episode is the recorded version of our Q&A session with Roth Capital Partners for their investor community. The session was hosted by Rohit Kulkarni - Managing Director, Internet & Capital Markets at Roth Capital Partners, who interviewed me. This is a state-of-the-union episode, in which I zoom out to give an ecosystem-wide view of what’s been happening in the mobile advertising ecosystem. In this episode, we discuss how advertisers have evolved post-ATT in the midst of broken measurement. We talked about what adjustments were made, channel-wise shifts and what’s driving them, measurement changes and what’s driving them - and everything that is on the horizon going forward.This episode is an extensive take on the impact of ATT. If you’ve been in the trenches, It can help brush up your memory on how far we've come. Check out the show notes here:https://mobileuseracquisitionshow.com/episode/advertising-post-att-rohit-kulkarni/KEY HIGHLIGHTS🍰 Have advertisers gotten more comfortable with ATT since early 2022?🎱 How is probabilistic measurement doing?🏗 Larger companies seem to fare better.🤩 Facebook is seeing improvement due to the API.💼 The value in iteration and history of ad accounts. 🦋 The biggest changes in Facebook in 2023.🥅 All about conversion modeling.⚡ The rise of TikTok.🤖 Generative AI on TikTok?🚫 What if TikTok gets banned?🍎 Has Apple’s stance towards mobile advertising changed from SKAN 2.0, 3.0, 4.0?Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

We talked earlier about how you should minimize the cost of creative testing whenever possible. Today we talk about the flip side of low cost - how do you ensure low cost isn't giving you junk results?How you do this is by testing your creative testing process, which I explain in today’s episode.We go into this - and every other aspect of creative testing post-ATT in our new book: The Definitive Guide to Meta Creative Testing post-ATT, which you can download for free today at the link here: https://www.rocketshiphq.com/meta-fb-creative-testing-guide/You can check out the show notes here: https://mobileuseracquisitionshow.com/episode/test-your-creative-testing-process/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

“Build an amazing product,” they say - but what the hell does that objectively mean?Today’s episode is an extract from our new case study Growing to 4X UA budgets profitably, with 150% ROAS post-ATT,which is a deep dive of 11 different strategies that our team employed to grow an app 4x post-ATT. Our journey toward scaling the app began, not with platitudes like ‘build an amazing product’, but by evaluating key product metrics. In this episode, we share the key product metrics we recommend reviewing to assess the scalability of user acquisition for a subscription app. Check out the show notes here:https://mobileuseracquisitionshow.com/episode/product-metrics-subscription-app/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Where should you run your creative tests - and how should you make this decision?We break this down, with actual math of testing setups, in today’s episode.We go into this - and every other aspect of creative testing post-ATT in our new book, which you can download for free: The Definitive Guide to Meta Creative Testing post-ATT.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/creative-tests-where-how/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Why do a small number of ads get most of the spend on Meta?In this episode, we’ll talk about why this is good for your ads - and discuss the probabilistic Bayesian testing paradigm as well, which so you understand how Meta’s algos make these decisions so you can construct your creative testing process more intelligently.We break this down in today’s episode.We go into this - and every other aspect of creative testing post-ATT in our new book, which you can download for free: The Definitive Guide to Meta Creative Testing post-ATT.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/deconstructing-bayesian-paradigms/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog