Mixing it up - Latest Techniques for Innovating in User Acquisition & Retention
summary
Budget shifts from Facebook/Google toward TikTok, Snapchat and Apple Search Ads while creative optimization and influencer-produced ads are used as reusable creatives for Facebook/Google. Measurement focuses on LTV, payback window and uninstall rates with cohort/incrementality tests; aim for day 7 ∼30% retention as a healthy benchmark. Practical tips: push notifications and social/guild features lift retention, video/playables outperform statics, and a Facebook CTR of around 1.5% CTR is considered good.
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chapters (15)
- 0:00User acquisition & retention intro
- 1:39Panelist introductions
- 5:14Latest UA trends
- 8:01Balancing ad channels
- 13:21Quality vs volume in ads
- 18:21Influencer marketing today
- 25:01UA spend & LTV KPIs
- 27:25UA to onboarding & retention
- 31:35Social aspects in retention
- 34:44Engagement data for UA
- 37:13Mobile retention benchmarks
- 39:22Push notifications impact
- 43:01UA for indie devs
- 45:20Static HTML5 vs video ads
- 47:13Closing & Q&A
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