You need to fuel your cohorts so you can work on improving retention. You want a minimum of new users every day so you can know if the latest release you ship is better than the previous one. If you don’t have a strong organic foundation, then paid UA is probably required.﻿

Fuel cohorts to improve retention

Be careful about the biases that your early adopters can bring (if you have a strong organic baseline) because their behavior is not necessarily representative of the mainstream audience. This can make running paid UA healthy: to prove your hypotheses and optimize the product towards the mainstream audience.﻿

Early adopters bring biases

Customizing too much the combination of events you’re optimizing for on Facebook can also prevent its algorithm from optimizing correctly, because the comparison with the data that it has from all the other apps becomes less relevant.

Custom optimization event warning

<h1 data-w-id="349bd933-a4f7-07e9-b5a8-c0472bf97057">Thomas Petit, Mobile Growth Consultant</h1>In this episode, you’ll hear about:<UL><LI>Why most apps should do at least some paid user acquisition</LI><LI>How paid user acquisition has evolved over the past decade</LI><LI>How to think about marketing in the post-IDFA era</LI></UL>‍

Our guest today is Thomas Petit, an independent mobile growth consultant. Thomas began his work in the subscription app space working on the growth team at fitness app 8fit, before moving to freelance. In the last few years, Thomas has consulted with several large subscription apps such as Lingokids, Deezer, Mojo as well as dozens of early-stage subscription apps.

personaldevelopment

Personal Development

communication

Communication

In this episode, you’ll hear about:

<ul><li>Why most apps should do at least some paid user acquisition </li><li>How paid user acquisition has evolved over the past decade </li><li>How to think about marketing in the post-IDFA era </li> </ul>

Revisiting the Fundamentals of App Marketing Post IDFA

Fuel cohorts to improve retention

Early adopters bring biases

Custom optimization event warning

Sylvain Gauchet's ideas are part of this journey:

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