The Mobile User Acquisition Show – Details, episodes & analysis

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The Mobile User Acquisition Show

Shamanth Rao

Business

Frequency: 1 episode/9d. Total Eps: 283

Welcome to the Mobile User Acquisition Show, in which we talk about how to use mobile user acquisition strategies to grow your app quickly and capital-efficiently. Each episode includes strategies, tips and pointers from the leading edge of mobile user acquisition that can help you unlock tremendous growth for your app.The Mobile User Acquisition Show is produced by the team at RocketShip HQ. With 8 figure UA spends managed and over 10,000 ads produced, we deliver profitable growth for breakthrough B2C apps & help them navigate the brave new world of privacy-first, post-identifier marketing. See also: our live workshop series on marketing in a post-identifier world: https://mobilegrowthlab.com/

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🇩🇪 Germany - entrepreneurship
20/07/2026
#93

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https://www.linkedin.com/in/shamanthrao/
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How to Design a Web-to-App Funnel That Converts

Thursday, July 30, 2026 • Duration 27:08

Noom's onboarding funnel runs 120 to 140 screens. Some 3-screen funnels convert above 10%. "The length does not matter. Bigger is not always better," as Jacob Rushfinn put it. Part 2 of the FunnelFox panel gets tactical on how web-to-app funnels actually get built.

Part 2 of the FunnelFox webinar panel, with Rocketship HQ as partner. Shamanth Rao moderates Jacob Rushfinn (CEO, Botsi), Andrey Shakhtin (CEO, FunnelFox), Patrick Stuart-Constant (CEO, Sociaaal), Mike Gadd (VP Customer Success, Singular), and Elise Zareie (Head of Paid Social, Lingokids). If Part 1 was about the shift, Part 2 is about the mechanics.

Elise Zareie on why longer funnels convert better in weight-loss and health but fail on kids apps, where a parent just wants to hand the phone over. Andrey Shakhtin on Noom's 120 to 140 screen funnel as the industry ceiling. Mike Gadd on why your MMP, your ad network, and Google Analytics will never agree, and why that is fine once you pick a source of truth. Jacob Rushfinn on cohort-quality guardrails: ROAS alone gets gamed, so you need activation rate, D1, D7, and trial-cancel rates on the same chart. Patrick Stuart-Constant on a Liquid Death-inspired ad that mocked confused users and ran profitably for months.

Video Chapters:
00:00 Recap of Part 1
00:45 Jacob: start with 10 to 15 screens, not 100
02:00 Elise on why funnel length is vertical-specific
04:00 Andrey on Noom's 120 to 140 screen funnel
07:00 Platform hell: MMP, ad networks, and Google Analytics
09:30 Mike on picking a source of truth, using SKAN as a check
11:00 Andrey on optimizing for ROAS over conversion rate
11:45 Down-funnel accountability for UA teams
12:30 Jacob on cohort-quality guardrails (activation, D1, D7)
14:20 Mike on tying campaign data to attribution and events
15:30 Elise on creative-quality health checks
17:00 Quick-fire: paywall and pricing wins
18:30 Quick-fire: standout creative wins
20:00 Closing advice from all 5 panelists

Topics covered:
- Funnel length: when longer converts better, when it kills conversion
- Platform hell: MMP as source of truth, SKAN as check
- ROAS over conversion rate as the campaign KPI
- Down-funnel accountability and cohort quality guardrails
- Creative wins from social listening and negative comments
- Paywall wins: intro offers, multi-page paywalls, paid trials

Learn more:
- Original webinar recording: https://www.youtube.com/watch?v=OYPDZlwLhNA
- FunnelFox (webinar host): https://funnelfox.com
- Rocketship HQ (partner): https://rocketshiphq.com
- Jacob Rushfinn (Botsi): https://www.linkedin.com/in/jacob-rushfinn/
- Andrey Shakhtin (FunnelFox): https://www.linkedin.com/in/andrey-shakhtin/
- Patrick Stuart-Constant (Sociaaal): https://www.linkedin.com/in/patrick-stuart-constant/
- Mike Gadd (Singular): https://www.linkedin.com/in/mike-gadd-27a16427/
- Elise Zareie (Lingokids): https://www.linkedin.com/in/elise-zareie/
- Shamanth Rao (Rocketship HQ): https://www.linkedin.com/in/shamanthrao/

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🏔 How to grow a growth education business with Brian Balfour, CEO at Reforge📚

Monday, November 21, 2022 • Duration 55:36

Our guest today is Brian Balfour - and today’s episode is a rebroadcast from our older podcast How Things Grow. Brian is seen as one of the most influential people in growth today. He has to his credit some truly astounding accomplishments and growth, both as a practitioner, as well as an instructor and teacher.

In this fascinating conversation, Brian not only talks about his own experiences and growth but also dives into how he applies growth frameworks and loops to Reforge.

It’s fascinating to listen to his breakdown of how he thinks about growth frameworks for an education business like Reforge. This interview was recorded when Reforge had 4 courses - today, of course, they have many many more - and it’s a fascinating peek into the early days of a very unique business.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-grow-a-growth-education-business-with-brian-balfour-ceo-at-reforge/

KEY HIGHLIGHTS

🍾 The experience with Blue Bottle Coffee

🚣🏼‍♂️ What is it like to hire an external unbiased coach?

🤾🏿‍♀️ The beginnings of a social network exclusively for college students

📝 The learnings from running a social gaming distribution company

🗂 Competing with established book publishers by building a product for students

🖥 How the habit of writing helped create a popular blog

📈 How content marketing helped HubSpot grow tremendously

⏳ What is a self-reinforcing growth loop

▶️ The beginnings of Reforge as Silicon Valley Business Review

👣 Building Reforge out of SVBR

🥾 What are the challenges in scaling an education business

🔖The criteria for having an application get through at Reforge

🛴 Self-reinforcing growth loops at ReforgeNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.

🔓How to unlock web-based flows for massive scale with Todd Kane, VP of Growth at Homer Learning 🧗🏼‍♂️

Monday, November 14, 2022 • Duration 33:02

Before the whole mess of ATT, the one genre that bore the brunt of “no-tracking” privacy regulations were kids apps. That also meant that they had the opportunity to learn how to overcome the challenges of IDFA way before most other apps.

In today’s episode, we’re in conversation with Todd Kane, VP of Growth at Homer Learning. We dive into how Todd and his team unlocked web-based flows to stay way ahead of the curve. We dive into the specifics of their flows, how they first tested these - and how they optimized and improved these to unlock massive scale.

Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/web-flows-kids-app-todd-kane-homer-learning/

KEY HIGHLIGHTS

😛 How the privacy landscape changed for kids' apps

⚖️ Why did the team start to look at web-based flows

👨‍👩‍👦The user journey involves both parents & kids

🍭MMPs didn’t have SDKs that were compliant with kids’ apps

🤿 With SKAN are kids’ apps on par with other apps?

🖥 What the web-based flow looks like for users

📱 Other acquisition channels that opened up

📡 Facebook or Google UAC - what works better

🚰 Other channels on mobile that work well

🩺 Tests that helped them improve and optimize the funnel

💲 How hard was the internal buy-in?

⚙️ How M&As impacted planning around growth and marketing

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.

📱How hypercasual games took over the app stores with Jon Hook, CMO at PlayEmber. 📲

Monday, November 7, 2022 • Duration 54:07

Hypercasual games: the genre that turned most mobile phone owners into gamers.

Our next episode on the Mobile UA Show is a re-broadcast of an older episode from How Things Grow. Here, Shamanth is in conversation with Jon Hook, CMO at PlayEmber.

In this episode, they discuss the evolution of hypercasual from the early days of Snake on the Nokias to games that took over the app store charts.

Check out this episode to understand how game mechanics, a solid core loop, and simplicity came together to propel hypercasual games to the top of app store charts. Even though this episode was recorded before ATT, it provides a fascinating perspective into the forces that propel the app economy.

Check out the show notes here: https://mobileuseracquisitionshow.com/episode/hypercasual-app-store-jon-hook-playember/

KEY HIGHLIGHTS

🖥 What is the hypercasual genre?

🌄 What precipitated the ascent of hypercasual?

🌅The vastness of the hypercasual market

✈️When hypercasual began to take off

🚂 Is this another boom and bust cycle?

🛣Unlearning & re-learning for a new genre of games

📱 Game design is not a very core element in hypercasuals

🎡 What are game mechanics & how to identify a good core loop

✅ How publishers validate hypercasual games through ads

🕰 The timelines for developing & validating hypercasuals

💲 The economics of hypercasuals

💣 Why IPM for hypercasual games is 10 times that of casual games

🏦 The likelihood of crossovers between industries for hypercasual games

🌱 How hypercasuals will evolved over the next few yearsNote:Mobile Growth LabWe wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.

🍭How to execute a misleading & meta-misleading creative strategy for games with Liliya Gafitulina UA Manager and Bogdan Khashiev UA Manager at AdQuantum🪂

Monday, October 31, 2022 • Duration 28:54

Wondering about the right way to run misleading ads post ATT?

We feel you.

And that’s why we have Liliya Gafitulina & Bogdan Khashiev on the Mobile UA Show today to talk about their how misleading ads fit into the creative strategy for the many games handled by AdQuantum. In today’s episode they pull back the curtains on user motivations that inform creative strategy. We dive deep into misleading ads, why they work, and how adapting that on onboarding and product experiences can unlock dramatic growth.

Check out the episode here:

🛫 How to start planning the creative strategy

🌞 How user motivation models can help with the strategy

📃Examples of creators using the models in ads

📲Transitioning from core ads to misleading creatives

⚖️ Misleading and meta-misleading ads

🧨The risk involved with using misleading/meta-misleading ads

📱 How does the appearance on the App Store change?

💰 The impact of misleading ads on monetization

🍀 The testing process in terms of geos

🕰 The approach on TikTok

Check out the episode here: https://mobileuseracquisitionshow.com/episode/creative-srategy-ad-quantum-liliya-gafitulina-bogdan-khashiev/

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

🏟Media Mix Modeling: Completing the UA Performance Picture with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular) & Shamanth Rao (Rocketship HQ) 🛣

Monday, October 24, 2022 • Duration 01:01:22

Is MMM a complete solution for mobile marketers out there?

Today’s episode is a recorded version of a webinar that we did along with the folks at Singular. We discuss all about MMM and how marketers are using it as part of their toolkit, how it has evolved from being a traditional tool used by large companies to something that’s being implemented by most of the mobile growth industry post-ATT.

The webinar had a star panel with John Koetsier (Forbes), Igor Skokan (Meta), Liz Emery (Tinuiti), Eran Friedman (Singular), and Shamanth Rao (Rocketship HQ).

Check out the episode here: https://mobileuseracquisitionshow.com/episode/media-mix-modeling-john-koetsier-igor-skokan-liz-emery-eran-friedman-singular/

KEY HIGHLIGHTS:

💡What is Media Mix Modeling and incrementality?

🎈How MMM has evolved to be used for digital marketing

🛤 Is it for small, medium or large companies?

🧗🏿‍♀️ Challenging elements of MMM, and incrementality for smaller teams.

🏌🏽‍♂️Elements of MMM or incrementality that are easy to implement, even for the small teams.

📝 What are the stakes to get started with MMM?

🍦 There’s more interest in the adoption of MMM.

🎯 What can MMM deliver if all the data is in the right place?

⛳️ Where would you not use MMM?

🧭 How does MMM & incrementality fit into the concept of hybrid measurement?

🌎 Real-world examples of using MMM

🌪 The role of first party data.

🍿How to talk to your customers in order to make winning ads with Hannah Parvaz, Co-Founder at Aperture 🥅

Monday, October 17, 2022 • Duration 27:13

Apps are used by people, not algorithms.

In today’s episode of the Mobile UA Show, we’re in conversation with Hannah Parvaz, Co-Founder at Aperture, a mobile-focused growth agency. Hannah has spent a good part of her career going out into the market and getting into real conversations with app users.

In this episode we talk about how it’s important to design an app’s qualitative marketing strategy based on your users experiences. Hannah gives us some great examples from her own experience of how speaking with customers can give you insights that you’ve never had and can help design your communication in ways you never thought possible.

Check out the episode here:
https://mobileuseracquisitionshow.com/episode/customer-feedback-hannah-parvaz-aperture/

KEY HIGHLIGHTS:
🧚‍♀️ When did Hannah understand the importance of customer feedback

🧶 How qualitative research can turn into winning copy

👔 Looking for the why beneath the why

🎒 Structuring conversations with customers based on the requirement

👑 Quotes over notes: Reviewing what your customers say

🩰 How a user's language can change depending on where they are in the user journey.

🐡 Finding reviews that matter in unconventional places

🌳 Ads that work with people vs. ads that work with algorithms

🍀 How to deal with resistance from teams

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here:

📱How to use blockchain data to run targeted ads for web 3 with Tobias Boerner, Co-Founder at Wallet Ads, Appic and Admiral Studio.⏳

Monday, October 10, 2022 • Duration 29:07

Our guest today is Tobias Boerner. Tobias is the Co-Founder at Wallet Ads, Appic and Admiral Studio. In today’s episode, we talk about Wallet ads, and how users’ history on the blockchain allows hyper-targeting of ads to them on web 3. We talk about brands in the ecosystem that are leveraging this feature and we also talk about the potential for spam too.

For a peek into the future, check this episode out
https://mobileuseracquisitionshow.com/episode/blockchain-web3-tobias-boerner/

KEY HIGHLIGHTS
🧗 How blockchain aids performance marketing

📁 Wallet ids that make user id private

▶️ How are ads shown to different users

🧳What the user experience looks like

🍎Brands that are already a good fit for wallet ads

⛳️Tackling the risk of spamming

💰What the costs looks like when going for blockchain

🧨The risk of poor retention

🖥The scope for a backlash due to privacy concerns

Note:
Mobile Growth Lab
We wrapped up the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. You can get access to the recorded versions of these sessions through our self-serve plan.

Check it out here: https://mobilegrowthlab.com/

**
Get more mobile user acquisition goodies here:
http://RocketShipHQ.com

The Mobile User Acquisition Show – Details, episodes & analysis

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The Mobile User Acquisition Show – Details, episodes & analysis

Podcast details

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