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Brian Balfour

VP Growth @ HubSpot

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Founding Partners @ 500 Startups

"They produce easily some of the most useful events. If you have never been, you MUST attend."

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"I've known the team behind for more than 10 years. They deliver what others only claim: action-oriented information, access to people who know what they are doing, and an industry-first approach." Events

Mobile Apps Unlocked 2016

Mobile Apps Unlocked (MAU) is’s flagship mobile summit, a two day acquisition and retention retreat that brings together a powerhouse group of professionals who not only have deep experience in mobile growth marketing, but share compelling, actionable content both on and off the stage. In this, our third year, we are excited to build on the growth of our community and bring you a lineup of excellent speakers, attendees and sponsors.

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Mobile Apps Unlocked 2016 // New York City

For the past three years, has brought together the leaders in mobile acquisition and retention for Mobile Apps Unlocked—a two day summit in Las Vegas where we share awesome content and actionable insights that can help you accelerate your mobile growth.

Thanks to the incredible response and growth in attendance, we're adding two new MAU events for 2016 in New York and San Francisco!

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February 10, 2016

Issue 77

Mobile Apps

Click to Install Conversion Rates & Retention Rates by Vertical From Appsflyer

Appsflyer released their “State of App Marketing – H2 2015” report this week. The post is gated with an email sign up, but it does contain some genuinely interesting information. Most importantly, it includes click to conversion and retention rates (1, 7, 30) by platform for each category in the third section. When you look at the data keep in mind that their retention and install data is based solely on paid installs. One depressing takeaway is that in most categories 30 day retention rates are between 3 – 5%.


Snapchat’s First Ever App Install Ad

This post includes screenshots and a description of Snapchat’s first app install ad from SGN’s Cookie Jam.


Product & Design

A Practitioner’s Guide to Net Promoter Score

This is a good primer on NPS for the uninitiated.

6 Assumptions That Kill Your Mobile App Design

This post rehashes a few standard tips (like using a push notification primer) but I think his fifth point about using something other than “spinners” to indicate loading is a good one.

Video Gallery for Mobile Onboarding Design Inspiration

This site is a huge repository of videos of various apps’ onboarding flows. There are 75+ videos currently each of which runs 30-60 seconds.


Google Search Partner Network: Friend or Foe?

This post includes some indexed performance data comparing search partner traffic and core Google traffic. They compiled this data by setting up Google only campaigns with higher CPCs and, in parallel, create Google+Partner Network campaigns with lower CPCs. There biggest takeaway was Partner Network traffic’s ROAS on mobile was much lower than Google’s which may be a point worth investigating further in your own campaigns.

Amazing Automated PPC Rules You Must Use

Automated rules can be really powerful but particularly if you want to automatically increase bids on crucial keywords only if you drop out of the first page. This post is relatively basic but may provide some useful inspiration.

Save Money With Negative Audiences in AdWords

A small but good point that you can use URL-based audiences or a customer email list to exclude already-registered users from any pure UA paid search campaigns.

Issue 76

February 3, 2016