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