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TL;DR
Steve Young and airbridge CEO Roy Nam break down a blended marketing approach for the post-ATT world: Apple’s tracking-transparency (opt-in only ~25-40%, sometimes 10-15%) causes both visibility loss and signal loss, so measure UA on a blended CAC/CPI basis and merge classic attribution with SKAdNetwork. Custom Product Pages (CPPs) are the bridge between ASO and paid — tailor by audience, season, and competitor keywords — and roughly 60-70% of UA success comes down to pricing/paywall optimization. This source belongs to the app-masters-youtube batch.
Biggest lessons
- ATT splits into visibility loss and signal loss. With opt-in at ~25-40% (sometimes 12-15%), ad-ID matching rates collapse — you lose channel/campaign/creative ROI visibility AND the lookalike signal that find-likely-purchaser algorithms depend on.
- Adopt the Conversion API (CAPI) to recover matching. Send hashed emails and additional identifiers server-side; supported by most big platforms (Meta etc.) but not smaller ad networks. Also lean into intent-based (search) and creative-centric channels.
- Custom Product Pages bridge ASO and paid. Apple allows up to 35 CPPs; tailor by audience (Expedia hotel vs. car-rental screenshots), season (Mother’s Day, graduation), and competitor (Opera vs. Firefox/Chrome). But don’t go all-in — start with 1-2; badly made CPPs can lower CTR/CVR.
- Competitor-keyword CPPs convert and cost less. Going after a competitor term (e.g. Firefox) gave ~$2-3 CPI vs. ~$5-6 for the generic “browser” — competitor traffic converts better and the matching keyword in the first screenshot lifts downloads.
- First three screenshots are the most important assets; lead with the main benefit and add social proof. App icon dominates on Google Play; putting the keyword in the icon lifts conversion.
- Go after the “dirt” when you have no paid budget. Niche keywords around ~30 search score (e.g. “edit PDF text”, “PDF scanner”, “JPEG to PDF”) convert far better than generic high-volume terms — intent is higher down the long tail. ASO is much easier when paired with a UA model.
- Pricing/paywall is 60-70% of UA success. Put the paywall up front, offer weekly/monthly/annual (weekly suits VPN), use a tool like Purchasely/Superwall, and win back cancellers with a push + discount. Poor machine-translated localization tanks conversion.
Why it matters
- Anchors the wiki’s measurement stance: blended CAC/CPI and SKAdNetwork-plus-classic attribution are now mandatory, not optional.
- CPPs and the “dirt” keyword tactic connect ASO and paid acquisition into one holistic system.