Sub Club by RevenueCat · 2025-09-03

The Post-Attribution Playbook for Growth — Eric Seufert, Mobile Dev Memo

David Barnard talks with Eric Seufert (Mobile Dev Memo, Heracles Capital, Chief Strategy Officer at The Fabulous) about AI in marketing and listener questions. Extracted: The Fabulous's team-by-team AI adoption matrix, his 2018 Draper ad-variant engine, a secondhand CAPTCHA signal-engineering test (+~40% ROAS), and his practitioner rules on waterfall channel allocation, pushing out the ROAS frontier with aging cohorts, and killing creative losers fast. Much of the episode is opinion on AI, ads and ATT.

Play the episode

7 tactics

The Fabulous · B2C · health and wellness apps

Have every team map its own path from no AI to full AI use

“this company Zapier, they released this document that they were using internally, which broke each organizational function down into like a line item on this matrix”

Unknownteam-process

Sub Club by RevenueCat · 2025-09-03

Practitioner pattern · Eric Seufert (The Fabulous, Eric Seufert's previous employer (Facebook app advertiser, 2018))

Pull competitors' ads into storage and have an AI agent explain the concepts

Replaces a full-time manual job; commonly seen among app advertisers

“pulling that information into an S3 bucket, whatever that information is, maybe it's ads, maybe it's other other stuff, other things that are visible to you, and then using some sort of agent to sort of interpret it”

Workedpaid-social

Sub Club by RevenueCat · 2025-09-03

An app advertiser on Facebook · guest's previous employer

Auto-build every mix of your ad pieces and keep feeding them to Facebook

Winners emerged with no human picking them; became his core creative-testing belief

“What I would do is we would just deploy these on Facebook all the time. Like there's this constant cycle of this deployment, and then we had like a stand-up every every week with the whole company”

Workedpaid-socialexperimentation

Sub Club by RevenueCat · 2025-09-03

A direct-response advertiser · podcast host's business

Add a pointless CAPTCHA and tell the ad platform who solves it

About 40% higher ROAS, recalled secondhand

“You could create hurdles for the user to clear that potentially are good proxies for LTV.”

Workedanalytics-attributiononboarding

Sub Club by RevenueCat · 2025-09-03

Practitioner pattern · Eric Seufert (The Fabulous, Eric Seufert's previous employer (Facebook app advertiser, 2018))

Spend on your biggest channel until it hits your ROAS floor, then add the next

Advice from his consulting; keeps overhead and complexity low

“max out the biggest channel, right, until it hits my ROAS threshold, then move on to channel two”

Unknownpaid-socialpaid-search

Sub Club by RevenueCat · 2025-09-03

Practitioner pattern · Eric Seufert (The Fabulous, Eric Seufert's previous employer (Facebook app advertiser, 2018))

Raise ad budget step by step as older cohorts prove their Day 30 and 60 ROAS

“let those cohorts age, understand how they progress, understand what their Day 20 ROAS is, understand what the Day 30 ROAS is, and like just build more and more cohorts where I can track them over time, and then I'll push that ROAS frontier out”

Unknownpaid-socialanalytics-attribution

Sub Club by RevenueCat · 2025-09-03

Practitioner pattern · Eric Seufert (The Fabulous, Eric Seufert's previous employer (Facebook app advertiser, 2018))

Kill ads the same or next day once they clearly aren't winners

“This is getting no delivery? Not a winner. Maybe it could perform at the average or whatever, but it's not going to grow my ad spend, so it's a loser, and I kill it.”

Unknownpaid-socialexperimentation

Sub Club by RevenueCat · 2025-09-03

Numbers mentioned

Subject	Metric	Value	Quote
Business of a Marketing Operators podcast host	roas ROAS lift after adding a pointless CAPTCHA as a high-intent signal sent back to the ad platform; recalled secondhand ('or something')	+40% estimate	“they created a CAPTCHA for no reason other than to test the user's intent. And it drove like a 40% increase in ROAS or something”
Meta	count Advertisers using Meta's GenAI products for creative production (per Meta)	2M advertisers approximate	“they said they have two million advertisers using their GenAI products for creative production”
Meta	growth rate Ad efficiency gains Meta attributes to its core AI tools (GEM, Lattice, Andromeda), per quarter or half-year; compounds	+5%/quarter approximate	“every quarter, they're pointing to those tools and saying, "They drove 5% more efficiency."”
benchmarkClick-through rate on well-targeted personalized ads	conversion rate Ad click-through rate (impression -> click): under 5%, about 4% on a good day, under 2% or under 1% for most products, and those can still be profitable	sub 5%; ~4% on a good day; often sub 2% or sub 1% approximate	“It's sub 5%. On a good day, it's it's 4. Like, for most products, it's it could be sub 2, sub 1, and those could be profitable campaigns”
benchmarkWorked example of an early-campaign ROAS frontier test	ad spend Starting daily spend in the example, paired with a 150% ROAS target	USD 5,000/day illustrative	“I'm going to spend 5k or a day or whatever and, you know, if I'm hitting 150 ROAS, great”
benchmarkWorked example of an early-campaign ROAS frontier test	roas Early bar: if a campaign can't hit ~150% Day 7 ROAS at very low spend, it probably can't grow	150% illustrative	“if I can't hit 150 Day ROAS at Day 7 with very low spend, probably not going to be able to grow this”
benchmarkWorked example of an early-campaign ROAS frontier test	roas Day 60 cohort ROAS after budget was raised; next step raises budget again toward a ~110% landing point	120% illustrative	“track the cohorts more and see where they land at Day 60. And it's like, "Okay, well, that's 120."”