Thomasbcn

Marketing 101: I've had this awesome "features vs benefits" pix from @UserOnboard pinned since 2017. Here's my additional 2cents:

"The blended ARPU framework: how to measure hybrid monetization" by Alice Muir revenuecat.com/blog/growth/me…

@jasonlk @RevenueCat RevenueCat is basically the seismograph for vibe coding on mobile right now.

@vdugnist whats the difference that makes skag easier? didnt read all fine prints

Scary message from Apple Ads team. What's new: - Lifetime Budgets and CPA Cap API will be deprecated in january 2027 - New methods for bulk creation and editing of campaigns, ad groups, and keywords, so SKAG management is going to work faster - API access to insights: search terms popularity, impression share (1 and 3 positions)

"Forgotten renewals" is a hot topic, but @RevenueCat brought receipts: 4 out of 5 weekly renewals are from users that didn't use your app in the last week even for yearly plans, *on average* 1 in 5 users didn't log in in the past year when renewal happens

hard truth: many consumer apps you see making $10k–$100k/month don’t make that money from happy users, they make it from people forgetting to cancel their subscriptions

@stevepyoung ironically, cpc can decrease and still end up being more expensive on CPI 😅

Apple Ads now owns 2 of the top 3 App Store search results. ✅ More inventory, smaller apps get a shot ❌ You lose placement control, CPTs will rise, organic is dead above the fold The App Store is pay-to-play now. Adapt or disappear.

Google Maps generated $11 billion in revenue last year. 82% from advertising. 200 million businesses listed. And their product director just told reporters they aren't including ads in Ask Maps "right now" but aren't "ruling out the possibility." That qualifier tells you everything about the sequencing. Step 1: Build a conversational AI layer that pulls from 300 million places and 500 million contributor reviews. Make it so good that "restaurants near me" becomes "find me a cozy spot with vegan options, a table for four at 7, between home and work." Step 2: Train users to share richer intent signals than any search box ever captured. Step 3: Turn those signals into the most precisely targeted local ad product ever built. The old Google Maps ad was a promoted pin on a map. The new Google Maps ad will be a recommendation inside a conversation you think is personalized for you. Yelp spent 20 years building the review database that Google scraped, then watched Google build a conversational layer on top of the data that makes Yelp unnecessary. Yelp's antitrust case is still in court. Ask Maps just made the argument for them. 2 billion monthly users are about to have their "where should I eat" conversations monetized at a level keyword search never could. The jump from "pizza near me" to "romantic spot with good food between home and work" is a jump from $1.38 CPC to whatever Google decides to charge for intercepting purchase intent at the most specific moment possible. They launched it without ads because that's how you get 2 billion people to trust the recommendations before you start selling placement inside them.

@lucasmoscon__ bit of a shitty goal anyways, but I want to believe 500 of those 10k are high worthy people to be in the convo with. Same as my own count means nothing at all, but I'm proud of a handful founders with amazing knowledge & sharing takes will answer a DM

@lucasmoscon__ 10k by end of q3

new goal: achieve 800 followers on X before the end of april

@filippkowalski curious about that one

I bet that Redownloads has a decent weight for the App Store algo when it is comparing your app to other apps under the same keyword.

5/ ASTURIAS, NORTHERN SPAIN A rural house for €50K. Groceries for €35/week. And you're looking at the Atlantic from the Picos de Europa. Forget the Mediterranean cliché. Asturias is lush, mountainous, coastal, and absurdly cheap. Think Ireland's landscape with Spain's food culture. Best for: Outdoor people. Anyone who hates heat. Budget buyers who want Western European quality. Drawback: Rainy climate (120-150 rain days/year). Less international community. Limited English. Slower pace may bore some.

@noob_aristocrat @alexolim_ To some extent yes, via the conversion data the advertiser is sending back to the adnetwork

@Thomasbcn @alexolim_ Cause with ads you can target specific intent?

imagine paying $5 for an install just to watch them delete the app 3 minutes later "but but but our CAC is looking so good today" yeah and your retention is literally zero it's like paying for people to attend your birthday party and saying you have friends organic users actually stick around because they built a relationship with the content before they downloaded

@i_Kisliy Thats in June or something and all those are US anyways but could have been!

@Thomasbcn Btw maybe they not include in amount spent new «tax» for some countries? And do in cost per purchase

lol @ meta This smells like Manus is in da house #halulu

@nitupaul91 Thanks for the mansplaining!

@Thomasbcn This happens just because you have that app installed (ChatGPT) or previously installed. If you never installed the app, you will see the screenshots anyway.

As Apple is increasing the rollout of the 2nd placement, a reminder that running IAE (live ops) permanently pushes that new ad below the fold. Example from 3 weeks ago:

@hakim_fakher @arielmichaeli in app events. = live ops. Seasonal activity. Good to reengage retained users Good to get useless featurings Great to push 2nd ad below the fold for existing/lapsed users... #ASO #ASA

@Thomasbcn @arielmichaeli what's IAE please

Double ads in the App Store have been rolled out globally making focusing ASO *even* more important! Here’s what to do right now: 0. ELIMINATE ALL REPETITION 1. Make sure the keywords in your app’s name are worth the space they take up. Toss if not. Don’t aim for characters but rather focus 2. Same for the subtitle. These should combine with the keywords in the name. 3. Reduce what’s in the keyword list to a single theme that combines with the name and subtitle 4. Make sure your screenshot captions support your main keywords. Repeat keyword here. I’ll post more tips every day to make sure those who want to gain from this move will.

As much as it feels like everything is going to completely change over the next 12 months. It can’t. There isn’t enough compute. If you’re reading this, you're in the echo chamber. You’re way further ahead than most people and orgs, even if you feel behind.