Organic UA for Mobile: The Strategies Needed to Succeed

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Adam Rakib (President and co-founder of StoreMaven - Store A/B testing tool) takes a deep dive into all things organic user acquisition for mobile games and apps.

Source:
Organic UA for Mobile: The Strategies Needed to Succeed
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
April 18, 2020
Added to the Vault on:
April 25, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

App store data is available in a silo whereas it's the context (and how it evolves based on changes we make) that matters. 

07:15
💎 #
2

Make sure that you
- Measure the right data that influences organic growth
- Find the most impactful levers that influence the right KPIs

08:54
💎 #
3

An organic UA framework relies on 3 pillars:
1. Monitoring - what's happening?
2. Root cause analysis - what caused the change?
3. Experimentation - can I amplify or prevent the change?

09:32
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💎 #
1

App store data is available in a silo whereas it's the context (and how it evolves based on changes we make) that matters. 

07:15
💎 #
2

Make sure that you
- Measure the right data that influences organic growth
- Find the most impactful levers that influence the right KPIs

08:54
💎 #
3

An organic UA framework relies on 3 pillars:
1. Monitoring - what's happening?
2. Root cause analysis - what caused the change?
3. Experimentation - can I amplify or prevent the change?

09:32
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💎 #
1

App store data is available in a silo whereas it's the context (and how it evolves based on changes we make) that matters. 

07:15
💎 #
2

Make sure that you
- Measure the right data that influences organic growth
- Find the most impactful levers that influence the right KPIs

08:54
💎 #
3

An organic UA framework relies on 3 pillars:
1. Monitoring - what's happening?
2. Root cause analysis - what caused the change?
3. Experimentation - can I amplify or prevent the change?

09:32
The access to discussions on each resource is only available to premium members.

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

Deck available here.

How to measure organics?

  1. MMP view: all installs that can't be attributed to ads
  2. Platforms: all installs driven by the stores. Get Apple and Google to drive more downloads.


To influence organic growth on the stores we want to understand how the platform sees us as well as the user journey.


Increasing the search funnel


[💎@07:15] App store data is available in a silo whereas it's the context (and how it evolves based on changes we make) that matters.

[💎@08:54] Make sure that you

  • Measure the right data that influences organic growth
  • Find the most impactful levers that influence the right KPIs


[💎@09:32] An organic UA framework relies on 3 pillars:

  1. Monitoring - what's happening?
  2. Root cause analysis - what caused the change?
  3. Experimentation - can I amplify or prevent the change?


Analyzing differences in search impressions and app units

Steps for the analysis of the monitored changed below


  1. Overlay top keyword ranking info
  1. Look at branded search volume
  1. Look at Apple Search Ads spend
  1. Did paid UA increase?
  2. Change in the mix of UA?
  1. As a result of being exposed to the YouTube ads, people started searching for the brand more organically as well.

This kind of analysis can help you decide what to do next. Example: increase YT spend. But you also want to look at the ROAS you're seeing from the channel and the organic uplift it brings to see if it's a profitable way.


Growth Experimentation

Find what growth experiments you can run and what levers they reveal.



Experiments.png


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

Deck available here.

How to measure organics?

  1. MMP view: all installs that can't be attributed to ads
  2. Platforms: all installs driven by the stores. Get Apple and Google to drive more downloads.


To influence organic growth on the stores we want to understand how the platform sees us as well as the user journey.


Increasing the search funnel


[💎@07:15] App store data is available in a silo whereas it's the context (and how it evolves based on changes we make) that matters.

[💎@08:54] Make sure that you

  • Measure the right data that influences organic growth
  • Find the most impactful levers that influence the right KPIs


[💎@09:32] An organic UA framework relies on 3 pillars:

  1. Monitoring - what's happening?
  2. Root cause analysis - what caused the change?
  3. Experimentation - can I amplify or prevent the change?


Analyzing differences in search impressions and app units

Steps for the analysis of the monitored changed below


  1. Overlay top keyword ranking info
  1. Look at branded search volume
  1. Look at Apple Search Ads spend
  1. Did paid UA increase?
  2. Change in the mix of UA?
  1. As a result of being exposed to the YouTube ads, people started searching for the brand more organically as well.

This kind of analysis can help you decide what to do next. Example: increase YT spend. But you also want to look at the ROAS you're seeing from the channel and the organic uplift it brings to see if it's a profitable way.


Growth Experimentation

Find what growth experiments you can run and what levers they reveal.



Experiments.png


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

Deck available here.

How to measure organics?

  1. MMP view: all installs that can't be attributed to ads
  2. Platforms: all installs driven by the stores. Get Apple and Google to drive more downloads.


To influence organic growth on the stores we want to understand how the platform sees us as well as the user journey.


Increasing the search funnel


[💎@07:15] App store data is available in a silo whereas it's the context (and how it evolves based on changes we make) that matters.

[💎@08:54] Make sure that you

  • Measure the right data that influences organic growth
  • Find the most impactful levers that influence the right KPIs


[💎@09:32] An organic UA framework relies on 3 pillars:

  1. Monitoring - what's happening?
  2. Root cause analysis - what caused the change?
  3. Experimentation - can I amplify or prevent the change?


Analyzing differences in search impressions and app units

Steps for the analysis of the monitored changed below


  1. Overlay top keyword ranking info
  1. Look at branded search volume
  1. Look at Apple Search Ads spend
  1. Did paid UA increase?
  2. Change in the mix of UA?
  1. As a result of being exposed to the YouTube ads, people started searching for the brand more organically as well.

This kind of analysis can help you decide what to do next. Example: increase YT spend. But you also want to look at the ROAS you're seeing from the channel and the organic uplift it brings to see if it's a profitable way.


Growth Experimentation

Find what growth experiments you can run and what levers they reveal.



Experiments.png