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Welcome to The Mobile Growth Lab, your weekly dose of insights to help you win in a post-identifier world.

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Featured Post

🙆‍♂️ Can a top-performing ad kill your product? 🗨️

Hello [FULL_NAME GOES HERE]“Our retention sucked even though our ROAS was great. I clearly thought our ads were great but our app sucked - and that this was the beginning of the end for our product,” he said. …”until one day, we turned off our top creative by mistake….and nobody noticed this for the next few days...” ….and lo-and-behold… “Our retention started going up…. Our engagement metrics started improving….” What the hell was happening here? I was talking to a founder who had just...

about 2 months ago • 2 min read

Hello [FULL_NAME GOES HERE], In some of my recent audits I’ve come across ad creatives with scripts that have been egregiously bad. Purple prose. Cliches. You name it. Like: one of them said: “now you can buy this extremely trendy <PRODUCT>” …other highlights included: “Hey there! I just found something incredible….” and “this is used by some very famous influencers.” 🤦♂️ You can guess where I’m going with this…. All of these were very clearly and obviously written by AI - and were subject to...

3 months ago • 3 min read

Hello [FULL_NAME GOES HERE], $1.5 million per MONTH? Welp. I had just joined my first mobile marketing job for an app - back in 2013: and I’d just been told what our monthly budgets would be. To say I was unprepared would be an understatement. I was shocked. I’d managed what I’d thought were sizeable budgets before: but I wasn't prepared for this magnitude of budgets. And this was a 15 person startup with 1 app. And this $1.5mm was very comfortably ROAS positive. That’s when I know it was...

3 months ago • 2 min read

Hello [FULL_NAME GOES HERE] One of our most popular recent episodes was the deconstruction of the UA strategy of Monopoly Go (thanks to our friends at SensorTower). Based on our estimates, Monopoly Go spends from $1mm to $2mm a day(!). And there were people who speculated that the game had spent in excess of a billion(not true, and not close). Why is studying Monopoly Go relevant to the rest of us who don’t have $2 million a day lying around - or for don’t even work on games? Here is why....

3 months ago • 2 min read

Hi [FULL_NAME GOES HERE], Here you go on ads from this week’s Daily Ad. (If you want to opt out of the Daily Ad emails while staying subscribed to our newsletter, please click here.) 🚀Showing, not telling.🌟 For visual products, cut to demonstrate the action. Watch the full video here. 🌟Word game as relaxing product🎮It’s all in how you position it. Watch the full video here. 🧠Mind-Bending Math to Money-Saving Magic🧩Linking math to money. Watch the full video here. ✨Stopping the Scroll with a...

5 months ago • 1 min read

Hi [FULL_NAME GOES HERE], Here you go with the breakdowns from this week’s Daily Ad. (If you want to opt out of the Daily Ad emails while staying subscribed to our newsletter, please click here.) 🔍 Unwrapping the Challenge with Visual Hooks 🎁Nothing beats a visual hook that has a challenge. Watch the full video here on TikTok 🧐 Get Curious: Quiz Your Personality! 📋Who am I? This ad evokes curiosity. Watch the full video here on TikTok 🧓 How creative is the new targeting 🎨The ad where the...

6 months ago • 1 min read

Hi [FULL_NAME GOES HERE], Great news! We heard you loud and clear, and based on your valuable feedback, we're bringing back the Daily Ad in an all-new, exciting format. We're transforming our ad breakdowns into engaging video content. Why settle for screenshots when you can delve into the ads in a more interactive and insightful way? Our latest posts on LinkedIn feature the first couple of ad breakdown videos: 🎬 UGC + fake hypercasual ad for a strategy game 🤳🏼 This UGC style is REALLY hard to...

6 months ago • 1 min read

Hi [FULL_NAME GOES HERE], I come to you with some bittersweet news. We've made the decision to temporarily pause the publication of our weekly Daily Ad series. We're taking this step to redirect our focus toward other projects that we’re excited to unveil to you soon. Rest assured, this is not a goodbye but merely a "see you later." If you'd like to relive any of the past Daily Ad editions or explore content you might have missed, you can visit the full archive here. We encourage you to stay...

6 months ago • 1 min read

Hi [FULL_NAME GOES HERE] In today’s newsletter, we have: 🔍 TikTok's Creative Code: Proven Strategies 🕒 Look Beyond LTV ⚖️ 🛠️ Creative Testing Scenarios: Key Considerations 🤔 🧐 The Power of Marketing Frameworks 📊 🎬 Tips for UGC Creators' Success 📽️ And more… NEWS & RESOURCESUGCs 🎬3 Must-Know Tips for Recruiting UGC Creators 📽️ Ask (explicitly) and you shall receive. 🎥 4 Essential Checks for Prime-Time-Ready Creator Footage 🎬Because reshoots and badly shot UGCs are the bane of every creative...

6 months ago • 1 min read

Hi [FULL_NAME GOES HERE] In today’s newsletter, we talk about, 🕹The State of Game Investing 🔫 Taking back control of self-reporting platforms 📈 Improving your app campaign performance 📓 Privacy Manifests 📞 Web to App Connect 🧸 Crafting awesome TikTok ads From the Mobile UA Show: 🚀Transitioning from operating to investing, the state of game investing, and more: with Joakim Achren (General Partner at F4 Fund)💡 Our guest today is Joakim Achrén, a gaming industry veteran with a remarkable...

6 months ago • 1 min read
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