3 MINUTES BULLSHIT WITH GEORGE #19: UA Strategy for low-profit markets with Stas Rozenbaum

Episode #19 of 3 MINUTES BULLSHIT WITH GEORGE featured Stas Rozenbaum, Director of Growth Marketing at Ada Health. We discussed User Acquisition Strategy for the low-profit market.

You can listen to the full episode here:

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Stas Rozenbaum, Director of Growth Marketing at Ada Health. Ada Health is a global health company created by doctors to improve human health by transforming knowledge into better outcomes.

Stas shares his experience as a Mobile Growth Expert about UA Strategies for low-profit countries.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.

Connect with Stas and Ada Health here:


00:00 Dance

00:12 Stas’s Introduction

00:42 UA Strategies for low-profit markets

03:03 Bloopers

Transcript & Key takeaways from the episode:

  • You shall do market and user research before launching UA campaigns in low-volume and profitable countries and take into consideration a bunch of factors.

  • UA doesn't work the same as in advanced markets for these types of countries due to several reasons such as old devices, expensive internet packages and availability, etc.

  • Do not launch UA straight away, because you might get in a situation where even users install your app, they never do anything inside it. First, you shall learn and understand the media preferences of users in this market, what’s the situation with internet availability, and many other factors which have an impact on UA efficiency. Then you shall do a lot more complex integrations, awareness campaigns, and product adaptations to achieve success.

George: What tactics or strategies shall you apply for low-volume countries like low-revenue or low-profit countries like African countries or some Asian countries or some Eastern European countries if you want to do User Acquisition?

Stas: Long story short - research. A lot more, probably X more effort than for any other market. Learned the hard way. Apparently, in the markets where we are active, in such markets as Tanzania and Romania it doesn't work like you would expect it to work, which is logical behavior. We learned the hard way that the devices can be very, very old, internet package is very expensive, specifically, in Tanzania internet availability is super low. So, if you want to acquire millions of active users in Tanzania or Sub-Saharan Africa, well, you better think again. You know, you need probably to do a lot more complex integrations and awareness campaigns. You need to go along with product adaptations.

We learned it the hard way, using user research later on after we already committed to certain targets for the foundation we're working with to promote our app in that market. We cracked it eventually but through blood, sweat, and tears.

It was difficult. When we realised they don't register, they installed the app, never open it, and never do anything in there. And how can make it happen? Well, apparently you need to do a bit more work before launching. So that's my tip. You know, do your homework and do more homework for these specific markets.

George: Cool, man. So you are talking more about user research as well, yeah?

Stas: Absolutely. You need to understand how the media preferences are alike, and how they consume the media. What’s the situation with internet availability there, you know? Is it 3G, 4G, 1G, no G… you know? That’s what’s up, man. These markets, yeah, they are very different I would say.

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