App User Acquisition Panel – What Worked in 2019? (And What Didn’t!)

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7

Moderated by Christinne Cuyugan (Adidas Runtastic - running app) and featured Sebastian Wenzel (Getsafe - home security), Polina Bogachenkova (8fit - fitness app), Omri Argaman (Zoomd - UA Platform), Marichka Baluk (Blinkist - books in 15mn), and Ben Jeger (AppsFlyer - MMP). The panelists covered topics such as how to reach and keep app users engaged, what 2020 trends will shape user acquisition and more.

Source:
App User Acquisition Panel – What Worked in 2019? (And What Didn’t!)
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
December 4, 2019
Added to the Vault on:
March 12, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Instead of concentrating on in-house bidding automation or third-party tools: send more events to the platforms to make more educated decisions. [Blinkist]

16:30
💎 #
2

Added a big amount of micro-conversions (start a lesson, finish a lesson, etc.) to push back to third-party tracking solution -> that helped (but needed volume). [8fit]

19:53
💎 #
3

Building mobile CRM product to segment users per campaign. [Getsafe]

25:04
💎 #
4

A lot of problems come from something as simple as naming: you need the same nomenclature

26:37
💎 #
5

Find the common denominators/base of measurable events that you can track on all platforms

27:07
💎 #
6

Marketing moving together with product: understanding who are active and paying users, the features they use (and how we could build more), finding similar users, etc. Move the needle from acquisition to retention and getting users to be successful with their goals.

31:35
💎 #
7

For 2020, put more emphasis on owned channels (smart banners, ESPs, app links on Stories, etc.)

34:24
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

Instead of concentrating on in-house bidding automation or third-party tools: send more events to the platforms to make more educated decisions. [Blinkist]

16:30
💎 #
2

Added a big amount of micro-conversions (start a lesson, finish a lesson, etc.) to push back to third-party tracking solution -> that helped (but needed volume). [8fit]

19:53
💎 #
3

Building mobile CRM product to segment users per campaign. [Getsafe]

25:04
💎 #
4

A lot of problems come from something as simple as naming: you need the same nomenclature

26:37
💎 #
5

Find the common denominators/base of measurable events that you can track on all platforms

27:07
💎 #
6

Marketing moving together with product: understanding who are active and paying users, the features they use (and how we could build more), finding similar users, etc. Move the needle from acquisition to retention and getting users to be successful with their goals.

31:35
💎 #
7

For 2020, put more emphasis on owned channels (smart banners, ESPs, app links on Stories, etc.)

34:24
The "gems" from this resource are only available to premium members.

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Request Access
💎 #
1

Instead of concentrating on in-house bidding automation or third-party tools: send more events to the platforms to make more educated decisions. [Blinkist]

16:30
💎 #
2

Added a big amount of micro-conversions (start a lesson, finish a lesson, etc.) to push back to third-party tracking solution -> that helped (but needed volume). [8fit]

19:53
💎 #
3

Building mobile CRM product to segment users per campaign. [Getsafe]

25:04
💎 #
4

A lot of problems come from something as simple as naming: you need the same nomenclature

26:37
💎 #
5

Find the common denominators/base of measurable events that you can track on all platforms

27:07
💎 #
6

Marketing moving together with product: understanding who are active and paying users, the features they use (and how we could build more), finding similar users, etc. Move the needle from acquisition to retention and getting users to be successful with their goals.

31:35
💎 #
7

For 2020, put more emphasis on owned channels (smart banners, ESPs, app links on Stories, etc.)

34:24
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Upgrade to premium to:
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  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
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Become a member to:
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Request Access

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Notes for this resource are currently being transferred and will be available soon.

KFM (Kill - stopping, Fuck - experiment, Marry - keep it and grow it) for 2020

Mostly from publishers/brands

Marichka (Blinkist)

  • Pause: smaller channels (paid social or native that don’t pay off in terms of volu;e) + YouTube display on web
  • Experiment: smaller channels that do have a lot of prospects like Quora
  • Grow: Google, Facebook, Paid content

Omri (Zoomd)

  • Mentioned Tik Tok, Reddit

Polina (8fit)

  • Pause: nothing
  • Experiment: remarketing, without messing up with CRM/offers too much
  • Grow: big channels (UAC, ASA, etc.)

Sebastian (GetSafe)

  • Pause: anything fraud related (based on user profiles/languages)
  • Experiment: try and find channels that can scale because of lack of time


Where things are headed for each

Ben (Appsflyer)

  • Channels: Tik Tok
  • App genres: casual games still evolving

Marichka

  • Duopoly (FB/Google): still hard to “release the control”, including on UAC. Current perspective:
  • [💎@16:30] Instead of concentrating on in-house bidding automation or third-party tools: send more events to the platforms to make more educated decisions
  • Think more about the micro-actions happening in the app -> figure out which actions are the most valuable in the long run
  • Web and mobile => challenging to get a full view on any platform and lots of BI/engineering resources needed and still need to do things manually for small channels like Quora

Polina

  • Babbel had a lot of success with UAC. Still challenging at the beginning to give up the control and couldn’t trust the algorithm.
  • [💎@19:33] Added a big amount of micro-conversions (start a lesson, finish a lesson, etc.) to push back to third-party tracking solution -> that helped (but needed volume)
  • No bad or good channel: question is “what do you need to achieve with it” (growth, efficiency, installs etc.). For 8fit: it’s about the paying customer (even after refund).
  • Biggest challenge: web-mobile as well

Sebastian

  • Industry that is not mobile-first -> all about tracking attribution. ROI can come much later (in years) but also an opportunity.
  • Test channels on different products, try to see this holistically but still a lot of gut-feeling.
  • Even though ROI comes much later they look for early signs through in-app tracking (customer filing a claim, etc.)
  • [💎@25:04] Building mobile CRM product to segment users per campaign.

Omri

  • [💎@26:37] A lot of problems come from something as simple as naming: you need the same nomenclature
  • [💎@27:07] Find the common denominators/base of measurable events that you can track on all platforms
  • Not everything is measurable


Most excited for in 2020

  • Sebastien: 5G
  • Polina: [💎@31:35] marketing moving together with product: understanding who are active and paying users, the features they use (and how we could build more), finding similar users, etc. Move the needle from acquisition to retention and getting users to be successful with their goals.
  • Omri: more data -> we’ll all be smarter / privacy rules
  • Marichka: understanding users better (through micro-conversions, etc.) to get more sophisticated and personalized / interactive content like shoppable ads, etc.
  • Ben: [💎@34:24] more emphasis on owned channels (smart banners, ESPs, app links on Stories, etc.)


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

KFM (Kill - stopping, Fuck - experiment, Marry - keep it and grow it) for 2020

Mostly from publishers/brands

Marichka (Blinkist)

  • Pause: smaller channels (paid social or native that don’t pay off in terms of volu;e) + YouTube display on web
  • Experiment: smaller channels that do have a lot of prospects like Quora
  • Grow: Google, Facebook, Paid content

Omri (Zoomd)

  • Mentioned Tik Tok, Reddit

Polina (8fit)

  • Pause: nothing
  • Experiment: remarketing, without messing up with CRM/offers too much
  • Grow: big channels (UAC, ASA, etc.)

Sebastian (GetSafe)

  • Pause: anything fraud related (based on user profiles/languages)
  • Experiment: try and find channels that can scale because of lack of time


Where things are headed for each

Ben (Appsflyer)

  • Channels: Tik Tok
  • App genres: casual games still evolving

Marichka

  • Duopoly (FB/Google): still hard to “release the control”, including on UAC. Current perspective:
  • [💎@16:30] Instead of concentrating on in-house bidding automation or third-party tools: send more events to the platforms to make more educated decisions
  • Think more about the micro-actions happening in the app -> figure out which actions are the most valuable in the long run
  • Web and mobile => challenging to get a full view on any platform and lots of BI/engineering resources needed and still need to do things manually for small channels like Quora

Polina

  • Babbel had a lot of success with UAC. Still challenging at the beginning to give up the control and couldn’t trust the algorithm.
  • [💎@19:33] Added a big amount of micro-conversions (start a lesson, finish a lesson, etc.) to push back to third-party tracking solution -> that helped (but needed volume)
  • No bad or good channel: question is “what do you need to achieve with it” (growth, efficiency, installs etc.). For 8fit: it’s about the paying customer (even after refund).
  • Biggest challenge: web-mobile as well

Sebastian

  • Industry that is not mobile-first -> all about tracking attribution. ROI can come much later (in years) but also an opportunity.
  • Test channels on different products, try to see this holistically but still a lot of gut-feeling.
  • Even though ROI comes much later they look for early signs through in-app tracking (customer filing a claim, etc.)
  • [💎@25:04] Building mobile CRM product to segment users per campaign.

Omri

  • [💎@26:37] A lot of problems come from something as simple as naming: you need the same nomenclature
  • [💎@27:07] Find the common denominators/base of measurable events that you can track on all platforms
  • Not everything is measurable


Most excited for in 2020

  • Sebastien: 5G
  • Polina: [💎@31:35] marketing moving together with product: understanding who are active and paying users, the features they use (and how we could build more), finding similar users, etc. Move the needle from acquisition to retention and getting users to be successful with their goals.
  • Omri: more data -> we’ll all be smarter / privacy rules
  • Marichka: understanding users better (through micro-conversions, etc.) to get more sophisticated and personalized / interactive content like shoppable ads, etc.
  • Ben: [💎@34:24] more emphasis on owned channels (smart banners, ESPs, app links on Stories, etc.)


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

KFM (Kill - stopping, Fuck - experiment, Marry - keep it and grow it) for 2020

Mostly from publishers/brands

Marichka (Blinkist)

  • Pause: smaller channels (paid social or native that don’t pay off in terms of volu;e) + YouTube display on web
  • Experiment: smaller channels that do have a lot of prospects like Quora
  • Grow: Google, Facebook, Paid content

Omri (Zoomd)

  • Mentioned Tik Tok, Reddit

Polina (8fit)

  • Pause: nothing
  • Experiment: remarketing, without messing up with CRM/offers too much
  • Grow: big channels (UAC, ASA, etc.)

Sebastian (GetSafe)

  • Pause: anything fraud related (based on user profiles/languages)
  • Experiment: try and find channels that can scale because of lack of time


Where things are headed for each

Ben (Appsflyer)

  • Channels: Tik Tok
  • App genres: casual games still evolving

Marichka

  • Duopoly (FB/Google): still hard to “release the control”, including on UAC. Current perspective:
  • [💎@16:30] Instead of concentrating on in-house bidding automation or third-party tools: send more events to the platforms to make more educated decisions
  • Think more about the micro-actions happening in the app -> figure out which actions are the most valuable in the long run
  • Web and mobile => challenging to get a full view on any platform and lots of BI/engineering resources needed and still need to do things manually for small channels like Quora

Polina

  • Babbel had a lot of success with UAC. Still challenging at the beginning to give up the control and couldn’t trust the algorithm.
  • [💎@19:33] Added a big amount of micro-conversions (start a lesson, finish a lesson, etc.) to push back to third-party tracking solution -> that helped (but needed volume)
  • No bad or good channel: question is “what do you need to achieve with it” (growth, efficiency, installs etc.). For 8fit: it’s about the paying customer (even after refund).
  • Biggest challenge: web-mobile as well

Sebastian

  • Industry that is not mobile-first -> all about tracking attribution. ROI can come much later (in years) but also an opportunity.
  • Test channels on different products, try to see this holistically but still a lot of gut-feeling.
  • Even though ROI comes much later they look for early signs through in-app tracking (customer filing a claim, etc.)
  • [💎@25:04] Building mobile CRM product to segment users per campaign.

Omri

  • [💎@26:37] A lot of problems come from something as simple as naming: you need the same nomenclature
  • [💎@27:07] Find the common denominators/base of measurable events that you can track on all platforms
  • Not everything is measurable


Most excited for in 2020

  • Sebastien: 5G
  • Polina: [💎@31:35] marketing moving together with product: understanding who are active and paying users, the features they use (and how we could build more), finding similar users, etc. Move the needle from acquisition to retention and getting users to be successful with their goals.
  • Omri: more data -> we’ll all be smarter / privacy rules
  • Marichka: understanding users better (through micro-conversions, etc.) to get more sophisticated and personalized / interactive content like shoppable ads, etc.
  • Ben: [💎@34:24] more emphasis on owned channels (smart banners, ESPs, app links on Stories, etc.)