Marcus is a SKAN User Acquisition & Growth Consultant. After 11+ years in the industry, he’s seen a lot: started his career in browser games, which then became mobile games and transitioned to subscription apps in 2019 (Blinkist, Tandem, Rapchat…). His in-depth daily LinkedIn posts recently gained recognition in the app industry. Make sure to check them out if you want to learn about all things SKAN, Meta Ads, ASO, paywalls, and onboarding optimization.

In your own words, what’s your role in the app business right now?

I’m decoding SKAN for iOS-focused app devs of all sizes. Many app advertisers believe Meta Ads has lost its efficiency. I’m on a mission to prove them wrong.

On LinkedIn, I share learnings about the topic daily. Additionally, I’m a growth mentor helping indie devs and other small businesses fix their performance marketing.

How did you end up working in apps? / get started?

I was going to become an air traffic controller at one of Germany’s international airport towers but didn’t like following strict procedures all day. So I joined InnoGames in 2012 to advertise computer games and loved what I’ve been doing ever since.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I’m excited about the shift that is still happening due to SKAN. Marketers need to become more user-centric, and really understand their audience and funnel (end-to-end). The skillset changed a lot in recent years and I love a good disruption.

What other companies in the app space do you rate/ inspire you and why?

Headway for going from Blinkist copycat to totally ruling the book summary vertical.

Pure Hookup for looking different in the App Store.

GAS and Nikita Bier in general, for unique breakout success and actual growth hacks.

Perceptycs because they’re the underdog agency and I love working with Nathan Hudson and Rosie Hoggmascall (both recent App Leaders themselves).

Wellspent who are my only Berlin-based (home) client whom I dearly value for their welcoming company culture.

What do you like most about working in apps?

I like the mix of creativity and analytics. There’s nothing more satisfying than coming up with a hypothesis based on research and validating it through experimentation and analysis. Also, it’s fast-moving. Come up with an idea today, and get the first numbers by tomorrow.

What one thing would you change about the app industry / market?

I’d make everyone get a new app icon but tell them circles and single letters aren’t allowed.

Where do you think there’s an opportunity for apps / or unmet needs?

I’m still waiting for one of the MMPs to build the perfect SKAN dashboard. SKAN data, next to store data, next to actuals, payback period, estimations, privacy threshold rates, Meta audience breakdowns… I hate pulling all that manually.

If you weren’t working in apps what would you be doing?

I like to build stuff so probably that in some form or shape.

iOS or Android?

iOS (SKAN is fun!).

What app(s) have been most useful to you over the last year?

Tricount for splitting finances in our four-people flat share.

Park4Night when travelling Europe with my girlfriend in our camper.

KptnCook for always surprising me with low-carb recipes and keeping me passionate about cooking.

What’s on your Spotify / Music party playlist?

90s trash pop.

Any Netflix/ TV show recommendations?

I always feel better about myself when I play video games rather than watch TV. It’s more active. Still need to play the latest Zelda on Nintendo Switch. Everyone should.

Is there anything else we should know about you?

I’ll be offline, taking parental leave all of November / December this year. Planning to be back in 2024 with a splash. Stay tuned and follow me on LinkedIn if you wanna learn more.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

Connect with Marcus