Switch off app ads in one country and web ads in another to spot overlap

Yoav Sharon… sure that those apps don't compete with each other. You really try to understand where your audience overlap, where they don't overlap and eventually it all goes back to the classic growth questions. Okay, who are our users? Where are they? How can we reach them with which messaging? Basically tests to ensure that we don't cannibalize each other and we don't compete. I'll tell you even I think mid last year we've had a very interesting test.

Yoav SharonI think it deserves its own episode. I will not go into details too much, but in essence, what we've done there, we tested for the interaction between the apps and across platforms, iOS and Android. And basically, we have app campaigns when on the go side and we have web to app campaigns. And what we did, we turned off app campaigns on a certain geo. We turned off web campaigns on another geo and we started seeing what happens to the organic traffic, what happens to the interactions between apps, between platforms and the same app and we're able to crystallize any cannibalization that happened or did not happen.

Yoav SharonSo, we're doing this, we're measuring this way to make sure that we don't compete. But I'll tell you, the bottom line is when you have a platform with multiple apps, it's never about perfect attribution.

Jacob EitingWorld's so chaotic, right? There's just so many things that can happen, right?

Yoav SharonIt's so chaotic, but you do need enough truth in your CAC modeling, in your customer acquisition cost modeling to understand where to put your next dollar. This is the essence. So, it's not about perfect attribution, but it's about enough understanding of where you want to put your next dollar when you spend.

David BarnardWhen you launched Simply Guitar, and this goes to the cannibalization question, did you promote it inside the piano app or did you use what you learned scaling Simply Piano and do almost like a parallel motion to scale Simply Guitar?