Aperture’s Hannah Parvaz on profitably scaling performance marketing

Hannah Parvaz, founder of Aperture, provides insights on effective growth strategies for app developers, emphasizing the importance of understanding and optimizing the app funnel from installs to key events. She highlights the need for continuous testing and iteration, particularly in light of challenges such as the iOS App Tracking Transparency changes. Parvaz discusses the strategic timing of ATT pop-ups, using Duolingo as an example, to track users who show genuine engagement. She underscores the value of rigorously tested ad creatives in always-on campaigns and the significance of identifying user commitment through meaningful actions. Additionally, Parvaz advises developers to navigate November’s high ad spend by pivoting to awareness campaigns, turning December into an opportunity for marketing momentum, particularly through gifting strategies and New Year messaging.