B2B Marketing Lead,

Admiral Media,

Jul 4, 2023

Recap: Winning user acquisition techniques for subscription apps

If you missed the recent “Winning user acquisition techniques for subscription apps” webinar featuring our Performance Marketing Director, Pablo Perez, then you’ve missed an enlightening presentation. However, we’ve got you covered!

In this webinar, we teamed up with Murat from Adapty. They are especially known for their powerful and efficient subscription BI, where app advertisers can measure their in-app economy from free trials to refunds with real-time analytics.

Here is a deep dive into the webinar’s content to keep you updated with the latest, proven strategies that could boost your app’s subscription growth.

A Walkthrough of the Subscription App Landscape

Perez began by discussing the subscription app landscape, emphasizing its value and the benefits of subscription models over one-time purchases. Not only does a subscription model provide predictable recurring revenue, but it also offers opportunities to upsell and cross-sell, and offers customizable experiences. It’s clear, subscription models present a promising revenue stream for app developers.

Choosing the Right Ad Networks

Identifying the right ad networks is critical in optimizing your user acquisition funnel. Perez walked us through the significance of considering factors such as the ad network’s targeting options, updates, active improvement, and ad networks used by competitors. The aim is to match the ad network to your target audience, enhancing your chances of boosting your app’s subscription revenue.

Campaign Types and Testing Ideas

Admiral Media has been instrumental in developing successful marketing campaigns for various clients. Perez covers the types of campaigns you can utilize on different ad networks such as Google, Meta, TikTok, and Apple Search Ads. The key takeaway? Constant testing! The more you test, the more chances you have to succeed and improve your current performance.

Understanding Costs and Setting Goals

An in-depth understanding of cost per action and cost per install is crucial. Perez stresses the importance of identifying your objective; whether it’s getting new winners or understanding why one creative worked better than another. The costs will vary based on the approach and type of testing you use. Hence, having a clear objective and a deep understanding of costs helps you craft a more efficient and targeted marketing strategy.

A Look at Performance and Attribution

Perez also delves into the impact of Apple’s AppTrackingTransparency (ATT) policy on attribution and the importance of considering different methods of tracking and attributing user acquisition. Notably, he acknowledged the limitations of SKAdNetwork but encouraged us to adapt and thrive within the current digital marketing landscape.

Final Thoughts

Perez wrapped up by emphasizing the importance of customer retention. Understanding your churn rate is just as essential as user acquisition. The goal is to build an engaged user base that provides sustainable, long-term growth for your subscription app.

Overall, Pablo Perez’s webinar provided a comprehensive look into the strategies that could turbocharge your app’s subscription growth. The insights shared are based on Admiral Media’s vast experience in optimizing marketing campaigns and boosting subscription revenues for various apps. This makes it an invaluable resource for any app marketing professional.

Missed out on this webinar? Stay tuned to our blog for more updates, app marketing insights, and expert advice on app subscription marketing. With our hands firmly on the pulse of the industry, you’ll always be ahead of the curve.

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