Open Q&A on the Forces of Organic Uplift

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13

Gabe Kwakyi (CEO at Incipia - Mobile Growth Consultancy) and Marina Corby (Data Analytics Manager at Incipia) talk and answer questions about organic uplift.

Source:
Open Q&A on the Forces of Organic Uplift
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
May 12, 2020
Added to the Vault on:
May 13, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Organic uplift is mostly recognized hours/days after a paid download, but may be recognized weeks to months later (e.g. brand awareness, referrals, outside of conversion window, etc.). 

03:52
💎 #
2

There are two types of organic uplift: user-level organic uplift (brand searches: delayed download, new device download, word of mouth after ad) and ecosystem organic uplift (helping for non-brand keywords - to some extent - as a result of ads, improving rank in top charts, listed as recommended app, brand awareness). Check out this slide. 

05:11
💎 #
3

There is no one good algorithm to use to model organic uplift, so you have to decide by balancing complexity and interpretability.  

09:39
💎 #
4

To model organic uplift start with a method that is not very complex and with high interpretability. Then you can go towards more complexity (if needed). 

12:02
💎 #
5

As an ASO marketer, work with your paid UA team to determine the best budget allocation based on which markets see the best organic uplift outcomes.
Example: you can't make top 3 rank in the US, but you might be able to in Canada.

14:28
💎 #
6

For a new launch and in the context of organic uplift, drive a lot of downloads out of the gate for the first 7 days when you have higher visibility to demonstrate good download velocity. Try to understand the relationship between organic and paid.  

17:13
💎 #
7

Your organic uplift changes over time depending where you are in your app's lifecycle. Furthermore, the organic uplift (and user value!) that you had pre-covid is not applicable anymore. There may be a new "normal". 

18:40
💎 #
8

Driving downloads in the pre-order stage can still get you a good kick-start but Apple adjusted it. It is not as strong as it used to be (and Apple continues to adjust) so don't rely on pre-orders to get you to the top of the charts: do what you can at the pre-order stage but focus on when the app is actually launched. 

19:49
💎 #
9

Use App Store Connect data (App Store Search and App Store Browse) when assessing organic uplift because ASO is highly based on download velocity and App Store Connect counts downloads while MMP counts first open. Plus, MMP organic is a catch-all and counting everything that you can not track. 

21:23
💎 #
10

If you've made a change to your metadata or screenshot that led to a significant change in conversion rate, it can change your organic uplift co-efficient. You should wait at least 30 days of this "new normal" (but ideally 60-90) before you measure organic uplift again. 

23:25
💎 #
11

If you want to really test and understand organic uplift, look at a country/market that has a lower baseline where there is not a lot of activity to see what happens when you increase your paid acquisition significantly.
Example: UK or Scandinavian instead of US.

26:55
💎 #
12

More download velocity in general (regardless of it coming from ASA or another channel) can improve your organic ranks but uplifts can be different per channel. In ASA (and UAC!) you also have to consider cannibalization for keywords (when you're ranking #1 or #2 especially) which can decrease the uplift that you might be getting. 

29:33
💎 #
13

If you've gone into a category where competition is lower then organic uplift from advertising will give you a bigger boost there. So you have to figure out if it's better than a lower boost in a more competitive category.  

33:15
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  • Discuss key insights (and any other mobile growth topic) in the members-only community.
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💎 #
1

Organic uplift is mostly recognized hours/days after a paid download, but may be recognized weeks to months later (e.g. brand awareness, referrals, outside of conversion window, etc.). 

03:52
💎 #
2

There are two types of organic uplift: user-level organic uplift (brand searches: delayed download, new device download, word of mouth after ad) and ecosystem organic uplift (helping for non-brand keywords - to some extent - as a result of ads, improving rank in top charts, listed as recommended app, brand awareness). Check out this slide. 

05:11
💎 #
3

There is no one good algorithm to use to model organic uplift, so you have to decide by balancing complexity and interpretability.  

09:39
💎 #
4

To model organic uplift start with a method that is not very complex and with high interpretability. Then you can go towards more complexity (if needed). 

12:02
💎 #
5

As an ASO marketer, work with your paid UA team to determine the best budget allocation based on which markets see the best organic uplift outcomes.
Example: you can't make top 3 rank in the US, but you might be able to in Canada.

14:28
💎 #
6

For a new launch and in the context of organic uplift, drive a lot of downloads out of the gate for the first 7 days when you have higher visibility to demonstrate good download velocity. Try to understand the relationship between organic and paid.  

17:13
💎 #
7

Your organic uplift changes over time depending where you are in your app's lifecycle. Furthermore, the organic uplift (and user value!) that you had pre-covid is not applicable anymore. There may be a new "normal". 

18:40
💎 #
8

Driving downloads in the pre-order stage can still get you a good kick-start but Apple adjusted it. It is not as strong as it used to be (and Apple continues to adjust) so don't rely on pre-orders to get you to the top of the charts: do what you can at the pre-order stage but focus on when the app is actually launched. 

19:49
💎 #
9

Use App Store Connect data (App Store Search and App Store Browse) when assessing organic uplift because ASO is highly based on download velocity and App Store Connect counts downloads while MMP counts first open. Plus, MMP organic is a catch-all and counting everything that you can not track. 

21:23
💎 #
10

If you've made a change to your metadata or screenshot that led to a significant change in conversion rate, it can change your organic uplift co-efficient. You should wait at least 30 days of this "new normal" (but ideally 60-90) before you measure organic uplift again. 

23:25
💎 #
11

If you want to really test and understand organic uplift, look at a country/market that has a lower baseline where there is not a lot of activity to see what happens when you increase your paid acquisition significantly.
Example: UK or Scandinavian instead of US.

26:55
💎 #
12

More download velocity in general (regardless of it coming from ASA or another channel) can improve your organic ranks but uplifts can be different per channel. In ASA (and UAC!) you also have to consider cannibalization for keywords (when you're ranking #1 or #2 especially) which can decrease the uplift that you might be getting. 

29:33
💎 #
13

If you've gone into a category where competition is lower then organic uplift from advertising will give you a bigger boost there. So you have to figure out if it's better than a lower boost in a more competitive category.  

33:15
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💎 #
1

Organic uplift is mostly recognized hours/days after a paid download, but may be recognized weeks to months later (e.g. brand awareness, referrals, outside of conversion window, etc.). 

03:52
💎 #
2

There are two types of organic uplift: user-level organic uplift (brand searches: delayed download, new device download, word of mouth after ad) and ecosystem organic uplift (helping for non-brand keywords - to some extent - as a result of ads, improving rank in top charts, listed as recommended app, brand awareness). Check out this slide. 

05:11
💎 #
3

There is no one good algorithm to use to model organic uplift, so you have to decide by balancing complexity and interpretability.  

09:39
💎 #
4

To model organic uplift start with a method that is not very complex and with high interpretability. Then you can go towards more complexity (if needed). 

12:02
💎 #
5

As an ASO marketer, work with your paid UA team to determine the best budget allocation based on which markets see the best organic uplift outcomes.
Example: you can't make top 3 rank in the US, but you might be able to in Canada.

14:28
💎 #
6

For a new launch and in the context of organic uplift, drive a lot of downloads out of the gate for the first 7 days when you have higher visibility to demonstrate good download velocity. Try to understand the relationship between organic and paid.  

17:13
💎 #
7

Your organic uplift changes over time depending where you are in your app's lifecycle. Furthermore, the organic uplift (and user value!) that you had pre-covid is not applicable anymore. There may be a new "normal". 

18:40
💎 #
8

Driving downloads in the pre-order stage can still get you a good kick-start but Apple adjusted it. It is not as strong as it used to be (and Apple continues to adjust) so don't rely on pre-orders to get you to the top of the charts: do what you can at the pre-order stage but focus on when the app is actually launched. 

19:49
💎 #
9

Use App Store Connect data (App Store Search and App Store Browse) when assessing organic uplift because ASO is highly based on download velocity and App Store Connect counts downloads while MMP counts first open. Plus, MMP organic is a catch-all and counting everything that you can not track. 

21:23
💎 #
10

If you've made a change to your metadata or screenshot that led to a significant change in conversion rate, it can change your organic uplift co-efficient. You should wait at least 30 days of this "new normal" (but ideally 60-90) before you measure organic uplift again. 

23:25
💎 #
11

If you want to really test and understand organic uplift, look at a country/market that has a lower baseline where there is not a lot of activity to see what happens when you increase your paid acquisition significantly.
Example: UK or Scandinavian instead of US.

26:55
💎 #
12

More download velocity in general (regardless of it coming from ASA or another channel) can improve your organic ranks but uplifts can be different per channel. In ASA (and UAC!) you also have to consider cannibalization for keywords (when you're ranking #1 or #2 especially) which can decrease the uplift that you might be getting. 

29:33
💎 #
13

If you've gone into a category where competition is lower then organic uplift from advertising will give you a bigger boost there. So you have to figure out if it's better than a lower boost in a more competitive category.  

33:15
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You want to understand how your paid downloads affect your organic downloads.

The K-factor actually comes from the medical world and is used to measure virality of a disease,


[💎@03:52] Organic uplift is mostly recognized hours/days after a paid download, but may be recognized weeks to months later (e.g. brand awareness, referrals, outside of conversion window, etc.).


[💎@05:11] There are two types of organic uplift: user-level organic uplift (brand searches: delayed download, new device download, word of mouth after ad) and ecosystem organic uplift (helping for non-brand keywords - to some extent - as a result of ads, improving rank in top charts, listed as recommended app, brand awareness).

How to model organic uplift

It comes from the medical world so it's a regression model.

[💎@09:39] There is no one good algorithm to use to model organic uplift, so you have to decide by balancing complexity and interpretability.


If it's for high-level view and paid UA decisions, you'll want something with high interpretability that you can trace back to a single variable.


[💎@12:02] To model organic uplift start with a method that is not very complex and with high interpretability. Then you can go towards more complexity (if needed).

Best practices to measure organic uplift

If you have dirty data (no good trends or missing a lot of pieces) your output is never going to be perfect.


Real use cases

  • ASO Marketer
  • Competition is high and it is hard to reach the top 3 ranks for a lot of keywords and requesting support from paid acquisition can help allow your screenshots conversion rate to get you there thanks to download velocity.
  • [💎@14:28] Work with your paid UA team to determine the best budget allocation based on which markets see the best organic uplift outcomes. Example: you can't make top 3 rank in the US, but you might be able to in Canada.
  • Growth Marketer - If you're managing the paid budget, assessing the organic uplift can help you set the CAC/ROAS targets.
  • Executive level - It helps you set better growth plans based on the estimated paid + organic relationship rather than +X% growth targets.


Q&A -Suggested launch strategy for a health & fitness app?


[💎@17:13] For a new launch (health & fitness app) and in the context of organic uplift, drive a lot of downloads out of the gate for the first 7 days when you have higher visibility to demonstrate good download velocity. Try to understand relationship between organic and paid.


To measure the organic uplift a possibility (since you won't see the impact immediately - it takes time) is to run "hold out"/control countries where you are not running advertising.


[💎@18:40] Your organic uplift changes over time depending where you are in your app's lifecycle. Furthermore, the organic uplift (and user value!) that you had pre-covid is not applicable anymore. There may be a new "normal".


Q&A - How to drive downloads in the pre-order stage?


[💎@19:49] Driving downloads in the pre-order stage can still get you a good kick-start but Apple adjusted it. It is not as strong as it used to be (and Apple continues to adjust) so don't rely on pre-orders to get you to the top of the charts. Do what you can at the pre-order stage but focus on when the app is actually launched.


Q&A - MMP to measure organic uplift?


[💎@21:23] Use App Store Connect data (App Store Search and App Store Browse) when assessing organic uplift because ASO is highly based on download velocity and App Store Connect counts downloads while MMP counts first open. Plus, MMP organic is a catch-all and counting everything that you can not track.


Q&A - How many days of data are needed? How much tyme should you wait to make a change in the Play Store listing if you're observing organic uplift?


Organic uplift is dynamic and changes over time.

[💎@23:25] If you've made a significant change to your metadata or screenshot that led to a significant change in conversion rate, it can change your organic uplift co-efficient. You should wait at least 30 days of this "new normal" (but ideally 60-90) before you measure organic uplift again.


It is possible to have organic uplift and for models to not be able to identify it. Don't be discouraged if you don't see it right away, it may require more features to be included in the model. The more things are happening (changes in conversion rates, PR, product changes, etc.) the more quality data you will need in your model.


[💎@26:55] If you want to really test and understand organic uplift, look at a country/market that has a lower baseline where there is not a lot of activity to see what happens when you increase your paid acquisition significantly. Example: UK or Scandinavian instead of US.


Q&A - Is there a relationship between ASA keywords and organic uplift?

In the early days of ASA you would be able to drive direct organic uplift on non-brand keyword ranks from Apple Search Ads. This has significantly diminishes and it might not be observable, even though there may still be a relationship with downloads from an exact match keywords but do not rely on that.

[💎@29:33] More download velocity in general (regardless of it coming from ASA or another channel) can improve your organic ranks but uplifts can be different per channel. In ASA (and UAC!) you also have to consider cannibalization for keywords (when you're ranking #1 or #2 especially) which can decrease the uplift that you might be getting from other


Q&A - Is uplift different in different geos?

Often times, yes but it depends.

There are a lot of cultural differences that come along with organic uplift (e.g. likelihood of word of mouth being important) and your organic uplift is going to be different based on the geo.


Q&A - Effect on organic uplift depending on the App Store category?


[💎@33:15] If you've gone into a category where competition is lower then organic uplift from advertising will give you a bigger boost there. So you have to figure out if it's better than a lower boost in a more competitive category. 


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


You want to understand how your paid downloads affect your organic downloads.

The K-factor actually comes from the medical world and is used to measure virality of a disease,


[💎@03:52] Organic uplift is mostly recognized hours/days after a paid download, but may be recognized weeks to months later (e.g. brand awareness, referrals, outside of conversion window, etc.).


[💎@05:11] There are two types of organic uplift: user-level organic uplift (brand searches: delayed download, new device download, word of mouth after ad) and ecosystem organic uplift (helping for non-brand keywords - to some extent - as a result of ads, improving rank in top charts, listed as recommended app, brand awareness).

How to model organic uplift

It comes from the medical world so it's a regression model.

[💎@09:39] There is no one good algorithm to use to model organic uplift, so you have to decide by balancing complexity and interpretability.


If it's for high-level view and paid UA decisions, you'll want something with high interpretability that you can trace back to a single variable.


[💎@12:02] To model organic uplift start with a method that is not very complex and with high interpretability. Then you can go towards more complexity (if needed).

Best practices to measure organic uplift

If you have dirty data (no good trends or missing a lot of pieces) your output is never going to be perfect.


Real use cases

  • ASO Marketer
  • Competition is high and it is hard to reach the top 3 ranks for a lot of keywords and requesting support from paid acquisition can help allow your screenshots conversion rate to get you there thanks to download velocity.
  • [💎@14:28] Work with your paid UA team to determine the best budget allocation based on which markets see the best organic uplift outcomes. Example: you can't make top 3 rank in the US, but you might be able to in Canada.
  • Growth Marketer - If you're managing the paid budget, assessing the organic uplift can help you set the CAC/ROAS targets.
  • Executive level - It helps you set better growth plans based on the estimated paid + organic relationship rather than +X% growth targets.


Q&A -Suggested launch strategy for a health & fitness app?


[💎@17:13] For a new launch (health & fitness app) and in the context of organic uplift, drive a lot of downloads out of the gate for the first 7 days when you have higher visibility to demonstrate good download velocity. Try to understand relationship between organic and paid.


To measure the organic uplift a possibility (since you won't see the impact immediately - it takes time) is to run "hold out"/control countries where you are not running advertising.


[💎@18:40] Your organic uplift changes over time depending where you are in your app's lifecycle. Furthermore, the organic uplift (and user value!) that you had pre-covid is not applicable anymore. There may be a new "normal".


Q&A - How to drive downloads in the pre-order stage?


[💎@19:49] Driving downloads in the pre-order stage can still get you a good kick-start but Apple adjusted it. It is not as strong as it used to be (and Apple continues to adjust) so don't rely on pre-orders to get you to the top of the charts. Do what you can at the pre-order stage but focus on when the app is actually launched.


Q&A - MMP to measure organic uplift?


[💎@21:23] Use App Store Connect data (App Store Search and App Store Browse) when assessing organic uplift because ASO is highly based on download velocity and App Store Connect counts downloads while MMP counts first open. Plus, MMP organic is a catch-all and counting everything that you can not track.


Q&A - How many days of data are needed? How much tyme should you wait to make a change in the Play Store listing if you're observing organic uplift?


Organic uplift is dynamic and changes over time.

[💎@23:25] If you've made a significant change to your metadata or screenshot that led to a significant change in conversion rate, it can change your organic uplift co-efficient. You should wait at least 30 days of this "new normal" (but ideally 60-90) before you measure organic uplift again.


It is possible to have organic uplift and for models to not be able to identify it. Don't be discouraged if you don't see it right away, it may require more features to be included in the model. The more things are happening (changes in conversion rates, PR, product changes, etc.) the more quality data you will need in your model.


[💎@26:55] If you want to really test and understand organic uplift, look at a country/market that has a lower baseline where there is not a lot of activity to see what happens when you increase your paid acquisition significantly. Example: UK or Scandinavian instead of US.


Q&A - Is there a relationship between ASA keywords and organic uplift?

In the early days of ASA you would be able to drive direct organic uplift on non-brand keyword ranks from Apple Search Ads. This has significantly diminishes and it might not be observable, even though there may still be a relationship with downloads from an exact match keywords but do not rely on that.

[💎@29:33] More download velocity in general (regardless of it coming from ASA or another channel) can improve your organic ranks but uplifts can be different per channel. In ASA (and UAC!) you also have to consider cannibalization for keywords (when you're ranking #1 or #2 especially) which can decrease the uplift that you might be getting from other


Q&A - Is uplift different in different geos?

Often times, yes but it depends.

There are a lot of cultural differences that come along with organic uplift (e.g. likelihood of word of mouth being important) and your organic uplift is going to be different based on the geo.


Q&A - Effect on organic uplift depending on the App Store category?


[💎@33:15] If you've gone into a category where competition is lower then organic uplift from advertising will give you a bigger boost there. So you have to figure out if it's better than a lower boost in a more competitive category. 


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

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↘ At this point, you know what to do ↙
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You want to understand how your paid downloads affect your organic downloads.

The K-factor actually comes from the medical world and is used to measure virality of a disease,


[💎@03:52] Organic uplift is mostly recognized hours/days after a paid download, but may be recognized weeks to months later (e.g. brand awareness, referrals, outside of conversion window, etc.).


[💎@05:11] There are two types of organic uplift: user-level organic uplift (brand searches: delayed download, new device download, word of mouth after ad) and ecosystem organic uplift (helping for non-brand keywords - to some extent - as a result of ads, improving rank in top charts, listed as recommended app, brand awareness).

How to model organic uplift

It comes from the medical world so it's a regression model.

[💎@09:39] There is no one good algorithm to use to model organic uplift, so you have to decide by balancing complexity and interpretability.


If it's for high-level view and paid UA decisions, you'll want something with high interpretability that you can trace back to a single variable.


[💎@12:02] To model organic uplift start with a method that is not very complex and with high interpretability. Then you can go towards more complexity (if needed).

Best practices to measure organic uplift

If you have dirty data (no good trends or missing a lot of pieces) your output is never going to be perfect.


Real use cases

  • ASO Marketer
  • Competition is high and it is hard to reach the top 3 ranks for a lot of keywords and requesting support from paid acquisition can help allow your screenshots conversion rate to get you there thanks to download velocity.
  • [💎@14:28] Work with your paid UA team to determine the best budget allocation based on which markets see the best organic uplift outcomes. Example: you can't make top 3 rank in the US, but you might be able to in Canada.
  • Growth Marketer - If you're managing the paid budget, assessing the organic uplift can help you set the CAC/ROAS targets.
  • Executive level - It helps you set better growth plans based on the estimated paid + organic relationship rather than +X% growth targets.


Q&A -Suggested launch strategy for a health & fitness app?


[💎@17:13] For a new launch (health & fitness app) and in the context of organic uplift, drive a lot of downloads out of the gate for the first 7 days when you have higher visibility to demonstrate good download velocity. Try to understand relationship between organic and paid.


To measure the organic uplift a possibility (since you won't see the impact immediately - it takes time) is to run "hold out"/control countries where you are not running advertising.


[💎@18:40] Your organic uplift changes over time depending where you are in your app's lifecycle. Furthermore, the organic uplift (and user value!) that you had pre-covid is not applicable anymore. There may be a new "normal".


Q&A - How to drive downloads in the pre-order stage?


[💎@19:49] Driving downloads in the pre-order stage can still get you a good kick-start but Apple adjusted it. It is not as strong as it used to be (and Apple continues to adjust) so don't rely on pre-orders to get you to the top of the charts. Do what you can at the pre-order stage but focus on when the app is actually launched.


Q&A - MMP to measure organic uplift?


[💎@21:23] Use App Store Connect data (App Store Search and App Store Browse) when assessing organic uplift because ASO is highly based on download velocity and App Store Connect counts downloads while MMP counts first open. Plus, MMP organic is a catch-all and counting everything that you can not track.


Q&A - How many days of data are needed? How much tyme should you wait to make a change in the Play Store listing if you're observing organic uplift?


Organic uplift is dynamic and changes over time.

[💎@23:25] If you've made a significant change to your metadata or screenshot that led to a significant change in conversion rate, it can change your organic uplift co-efficient. You should wait at least 30 days of this "new normal" (but ideally 60-90) before you measure organic uplift again.


It is possible to have organic uplift and for models to not be able to identify it. Don't be discouraged if you don't see it right away, it may require more features to be included in the model. The more things are happening (changes in conversion rates, PR, product changes, etc.) the more quality data you will need in your model.


[💎@26:55] If you want to really test and understand organic uplift, look at a country/market that has a lower baseline where there is not a lot of activity to see what happens when you increase your paid acquisition significantly. Example: UK or Scandinavian instead of US.


Q&A - Is there a relationship between ASA keywords and organic uplift?

In the early days of ASA you would be able to drive direct organic uplift on non-brand keyword ranks from Apple Search Ads. This has significantly diminishes and it might not be observable, even though there may still be a relationship with downloads from an exact match keywords but do not rely on that.

[💎@29:33] More download velocity in general (regardless of it coming from ASA or another channel) can improve your organic ranks but uplifts can be different per channel. In ASA (and UAC!) you also have to consider cannibalization for keywords (when you're ranking #1 or #2 especially) which can decrease the uplift that you might be getting from other


Q&A - Is uplift different in different geos?

Often times, yes but it depends.

There are a lot of cultural differences that come along with organic uplift (e.g. likelihood of word of mouth being important) and your organic uplift is going to be different based on the geo.


Q&A - Effect on organic uplift depending on the App Store category?


[💎@33:15] If you've gone into a category where competition is lower then organic uplift from advertising will give you a bigger boost there. So you have to figure out if it's better than a lower boost in a more competitive category.