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Brian Balfour

VP Growth @ HubSpot

"Events and writing for customer acq. professionals by customer acq. professionals"

Dave McClure

Founding Partners @ 500 Startups

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

Andrew Chen


"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 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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November 25, 2015

Issue 66

Mobile Apps

An Intro To Facebook’s Much Improved Lookalike Generation Flow

This is an excellent, short introduction to the changes Facebook has made to lookalike audience generation. The big benefit is that they’ve added real functionality to make the creation of tiered lookalikes (ex: 0-1%, 1-3%, 4-5% etc) much faster.


Apple’s App Store Gets A Smarter Search Engine

This post is old news (published Nov 13) but it was the best summary of some of the latest Apple search algo tweaks I could find. For those not buried in these data on a daily basis, the basic gist here is that search results are becoming more extensive, more relevant, and less tied to such an extreme as KWs in app titles and predefined KW lists.


App-Only Content Now Appearing in Google Search Results

Google announced this week that content that appears only in app is now being indexed and can appear in search results whereas previously they were only indexing app content that also had a web content equivalent. Right now this in place for a select group of partners. They’ve also introduced a mechanism for a user to “stream” an app without actually requiring a download at all. If you want to read Google’s official post on this you can check it out here.


Product & Design

Why We Don’t Have a Business Intelligence Team at TransferWise

This is a pretty interesting post from an analyst at TransferWise explaining some of their organizational design/team structure for analysts. Long story short—they’ve found success in embedding analysts into each team (ex: performance marketing) versus having a separate BI team. Fair warning, this reads a bit like a recruiting ad for TransferWise but it is still pretty interesting.


Facebook Ads Bidding Changes: Optimization, Charging and oCPM

Facebook recently made some relatively significant changes to the bidding and optimization options for ad sets. To some extent these are definitional changes and are meant to just be easier to understand but there are some actual potentially meaningful implications here that could be tested. For example, in this post Jon discusses A/B testing optimizing for link clinks while being charged for impressions VS. optimizing for link clicks while being charged for clicks (he found the former to be slightly more efficient in his testing).

One Of The Best, Most Comprehensive SEO Case Studies I’ve Ever Found

Robbie Richards, a reasonably well known figure in the SEO world, wrote this excellent case study on his SEO strategy + implementation for a site focused on the drone space. I highly, highly recommend you check this out if you are looking for SEO inspiration. I particularly appreciate how direct/simple his approach is… effective KW research which leads to focused content creation which leads to link building efforts. Really great stuff.

Issue 65

November 18, 2015