🥁How to balance appealing to algorithms vs. humans ⛳️

In this episode, we delve into the intricacies of Google UAC strategies on iOS post Apple's introduction of App Tracking Transparency (ATT). We love this episode as this is from an ex Googler who gives us the inside track into the dynamics at play within Google that shaped a lot of the changes that happened post ATT. Ashley Black describes details about Google’s initial response to ATT, and talks about modeled conversions. We also uncover the challenges and limitations Google faces with iOS ad inventory, particularly the inability to prompt for ATT in browsers and the significant enhancements brought about by SKAN4, including web-to-app tracking. Tune in to gain a deeper understanding of how Google maneuvers through changes like those that happened with ATT on iOS - and, more importantly, how you can adapt to a post-ATT world on iOS with UAC.KEY HIGHLIGHTS🗒 Google’s cautious approach to iOS changes stems from its complex relationship with Apple.📈 Large and small advertisers perceive and use Google’s modeled conversions differently.📍Tracking limitations on iOS, such as the inability to prompt for ATT in browsers, significantly impact Google’s ad inventory.🔐 The introduction of SKAN4 marked a pivotal improvement in tracking web-to-app conversions and overall ad attribution.✂️ Google’s strategy post-ATT involved a wait-and-see approach, which was often viewed externally as unhelpful.🔍 Firebase enhances performance on Android but shows less impact on iOS due to limited access to device ID data.✏️ Effective iOS campaigns with Google require a robust video strategy due to the specific inventory available on the platform.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/an-ex-googlers-guide-to-winning-on-ios-for-google-uac-campaigns-with-ashley-black/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, Lisa breaks down why traditional, one-size-fits-all retention tactics just don't cut it - and talks about how Klarna tailors strategies to individual user needs through personalized communications and sophisticated A/B testing - at scale.KEY HIGHLIGHTS📌 Personalize retention strategies to align with specific user needs, avoiding generic approaches.🔊 Implement A/B testing to determine the most effective retention tactics, such as targeted discounts.♣️ Collect and analyze data using surveys and AI tools to understand customer departure reasons.🪐 Segment users by behavior and geographical location to refine marketing strategies.🌊 Identify whether issues are related to user retention or activation to address the correct problems.🖥 Actively gather feedback, including during cancellation processes, to extract valuable insights.🗡 Engage with users regularly to maintain brand presence and swiftly resolve any arising issues.🛒 Avoid overused communication tactics like “we miss you” messages, opting for relevant and meaningful interactions.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/product-specific-retention-lisa-kennelly/***Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Today’s episode is from a private interview that I did for someone in the investment community who was curious about some of the dynamics driving Applovin’s share price performance, which should hopefully help you understand and contextualize some of the dynamics that power them. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/applovin-q-and-a/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

 We’ve seen THOUSANDS of UGC scripts: and oftentimes the fix for verbose scripts is simple. ✂️Take every adjective. 📝Strike it out. ❌Profit. 💰Check out the show notes here: https://mobileuseracquisitionshow.com/episode/adjective-slaying-an-instant-way-to-make-your-ugc-scripts-punchier/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Alexei Chemenda, Founder and CEO at Poolday.ai, a platform that uses AI actors to generate videos for TikTok.In today’s episode, we discuss the evolution and current trends of AI-based creators in video ads. Alexei shares insights from his experience, including the challenges and breakthroughs in producing emotionally resonant and highly effective AI-driven ad content. Check out the show notes here: https://mobileuseracquisitionshow.com/episode/ai-mobile-marketing-alexei-chemenda-pooldayai/KEY HIGHLIGHTS🗒 AI creators transform video ads with realistic presentations.📈 Rapid technology advancements meet the growing demand for video content.📍AI’s evolution enhances emotional engagement in advertising.🔐 Efficient content creation challenges traditional methods.✂️ Custom AI models democratize access to sophisticated tech.🔍 AI enables the mass production of varied ad creatives.✏️ Testing small changes yields significant performance differences.📌 AI fosters innovative approaches to personalized marketing.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, we explore and discuss AEM(Aggregated Event Measurement) from Meta, which has been a key solution to data delays and clarity on Meta lately.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/meta-facebook-ads-aem/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Nataliia Drozd, Marketing and UA Lead at Fabulous. Nataliia’s previous episode with us has remained one of the most popular ones of all time on our show. In today’s episode, she sheds light on the intricacies of user behavior across different app categories, the impact of retention profiles, and strategies for optimizing subscription models. Today’s episode is part of the Retention Club, a series of episodes on retention and re-engagement that are co-produced along with Adikteev.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/retention-club-nataliia-drozd/KEY HIGHLIGHTS📌 Hybrid teams enhance retention and engagement.🔊Retention requires understanding daily to monthly user activities.♣️ Distinguish strategies for subscription vs. user retention.🪐 Tailor retention strategies to app niche and user base.🌊 Product quality naturally boosts retention and lowers cancellations.🖥 Web onboarding offers strategic advantages but demands careful execution.🗡 Effective re-engagement relies on precise user segmentation.🛒 Creative tactics like loss aversion boost re-engagement success.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

In this episode, we talk about the fine balance that creatives have to strike between appealing to algorithms and appealing to humans - and how getting this balance right is critical for the long-term health of a product.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/algorithms-humans/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Our guest today is Ekaterina Gamsriegler, Head of Growth and Marketing at Mimo – an app that helps people learn coding.In today’s episode, we delve into retention triggers, managing seasonality and usage spikes, when and how to use paid retargeting, understanding retention by channel - and much much more.This episode is a part of the Retention Club, a series of episodes that are co-produced along with Adikteev.Check out show notes here: https://mobileuseracquisitionshow.com/episode/ekaterina-gamsriegler-retention-club/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

🚀 We’re excited to share insights from our latest webinar "Winning Q1: Maximizing Post-Holiday Subscription App Growth" with Singular and Revenue Cat! 🌟 We dove into strategies for leveraging the dip in CPMs post-Christmas to fuel subscription app growth. 📉➡️📈 Key takeaways include the importance of scaling marketing efforts in January, leveraging low CPMs for higher conversion rates, and maintaining user motivation to combat the mid-January motivation drop. 🏋️‍♂️💡We also explored trends across various app categories, revealing insights on consumer behavior and effective marketing channels. 📊🔍 From the resurgence of Black Hat ASO tactics to the creative use of hybrid monetization models, we covered it all. 🎩💰Special thanks to our superstar panelists for their invaluable insights and strategies for thriving in Q1. 🌟Check out the show notes here: https://mobileuseracquisitionshow.com/episode/webinar-q1-subscription-app-growth/KEY HIGHLIGHTS:👟 Leverage the post-holiday dip in CPMs to scale marketing efforts efficiently.🏇🏽 Utilize January’s low CPMs and high conversion rates for growth.🎤 Adapt strategies to maintain user motivation and reduce churn.🎳 Explore various channels, including TikTok and SDK networks, for diversification.🎯 Embrace hybrid monetization models to enhance revenue streams.🎻 Utilize AI and generative tools for efficient creative production and testing.🚀 Monitor and adapt to changing CPM trends and user behavior post-Christmas.⛱ Experiment with non-digital marketing channels for localized targeting.🧭 Prepare for privacy changes and the adoption of SKAN 4.0 and Google’s Privacy Sandbox.🔧 Utilize blended metrics and hybrid measurement for more accurate performance analysis.**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog