Mastering Mobile App Growth: David Vargas on UA & ASO Strategies for App Marketers | EP 5

Mobile app marketing is a topic and skill I became widely interested in after consulting with Audible back in 2022 (using paid channels to scale free-trial signups!) - this was my first introduction to the world of User Acquisition/Mobile Measurement Partners (MMP) and App Marketing in general.

I didn’t realise there was a whole world, community and movement in the area of the economy AND marketing.

I then transitioned into working full-time at Circl as a UA/Growth Manager and rapidly learned all I could about full-funnel growth using levers beyond UA/ASO.

I then started to see posts from David Vargas on my LinkedIn feed and saw different approaches to A/B testing, optimising performance marketing campaigns and general good to knows about the different ad networks/SKAN/privacy thresholds.

For today’s podcast (Episode 5), we have the legend himself and it was truly an honour to have this discussion with him - we geek out and expand on all the following:

- His background and how he got into the world of mobile app marketing and working for Splitmetric and AppRadar
- The difference between User Acquisition and App Store Optimisation (& why one is more scalable than the other)
- Approaches to SKAN 4.0 (Store Kit Ad Network) & Meeting Data Thresholds
- The best UA/ASO tools, resources and ways to scale apps, even if it's for FREE
- User quality differences between iOS/Android users (hint: Apple’s are good for you)
- How AI will disrupt app marketing, especially the management of App Store Optimisation (this is already happening)

Chapters

00:00 Introduction
01:43 User Acquisition and ASO
05:28 Career Journey in Marketing
11:53 Transparency in Marketing
15:18 Navigating SKAN 4.0
23:35 Defining User Acquisition
26:33 User Acquisition Channels
26:55 Monetization Strategies for Apps
28:40 Mobile Measurement Partners (MMPs)
31:08 Free Attribution Solutions
33:30 iOS vs. Android User Quality
34:43 Splitmetrics and AppRadar
37:26 User Acquisition and ASO Tools
44:40 Advice for Aspiring App Marketers
47:24 Future Predictions
48:50 Conclusion

Show Notes

https://www.linkedin.com/in/davidvargasmontiel/
My most viewed video on app marketing: https://youtu.be/uVZ69fQPHdM?si=L0LRqLYcSVsQxXih
https://splitmetrics.com/
https://appradar.com/
https://developer.apple.com/documentation/storekit/skadnetwork/
https://www.applovin.com/
https://liftoff.io/
https://unity.com/
https://www.adjust.com/
https://www.singular.net/
https://tenjin.com/
https://amplitude.com/
https://mixpanel.com/
https://appmasters.com/
https://www.asoebook.com/ (affiliate!?)
https://phiture.com/
https://www.appsflyer.com/
https://firebase.google.com/
https://www.apptweak.com/en

#UserAcquisition #AppsFlyer #MMP #MobileMeasurementPartner #ASO #SKAN #MobileAppMarketing