ROI positive User Acquisition for mobile games

Dr. Hanno Fichtner – November 2013

ROI positive User Acquisition for mobile games

Part of

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 2

Who is talking?

§ Co-‐Founder & Partner HitFox Group

§ Heading AppLi8 US

§ Acquiring millions of users per month for hundreds of games

Dr. Hanno Fichtner


The 3 waves of paid User Acquisi<on

Top charts Lowest CPI

ROI posi<ve

2011 2012 2013+

Pricing Flat fee CPI aCPI

SDKs No SDK Many SDKs Few SDKs

Ad type IncenJvized Non-‐incent Non-‐intrusive

Goal Top posiJon High volume CLV > eCPI


How to buy ROI posi<ve traffic

Tracking setup App Store opJmizaJon Traffic buying


Tracking setup

Common iden<fier needed to match channels with in-‐app behavior

Campaign tracking

§ AUribuJon of installs to paid and non-‐paid channels

§ Methods: Fingerprint, IDFA/Android ID

§ Players:

In-‐game tracking

§ Tracking of in-‐app events to measure and analyze user behavior

§ Players:

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

The in-‐game KPIs in the user‘s lifecycle

ROI-‐posiJve User AcquisiJon

RetenJon Engagement Virality

MoneJzaJon

§  Day 1, 7, 30 §  DAU §  DNU

§  Average Jme in app / session

§  Total daily sessions / DAU

§  Facebook sharing §  Referrals §  Reviews

§  ARPU = total revenue / # users §  ARPPU = total revenue / # paying users §  MoneJzaJon rate = % of users that made in-‐app purchases

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ASO basics: S<cking out and closing the deal

Discoverability

OpJmizing your presence on the app stores through the search funcJon

§ Title

§ Keywords, IAP items: MobileDevHQ, Searchman, AppCod.es

§ DescripJon (Android)

Conversion

Closing the deal once your game has been discovered

§ Icon (detailed)

§ Screenshots

§ RaJngs


The Conversion Funnel

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Screenshot/Icon A-‐B tes<ng for iOS

Useful tools to start: www.atmio.com / www.sparkpage.com

Visits/Clicks = 6.9% Visits/Clicks = 9.6% +41%

Visits/Clicks = 5.8% -‐16%


Find the right traffic sources

Gaming

•  Target audience, proven interest in games

•  Risk to address only non-‐paying gamers

Non-‐Gaming

•  Great targeJng opJons when done right

•  Higher likelihood to address paying users

•  Strong impact of posiJve editorial content

•  Significant spillover effect with media & PR

In-‐App Traffic Mobile Web


Find the right campaign setup

1.   Performance based

Pay only on a risk-‐free CPI, opJmize based on eCPI

2.   Non-‐incen<vized Evaluate potenJal benefits of higher chart posiJon versus ROI of a sustained campaign

3.   Non-‐intrusive (detailed) Present your game in the best possible way


Examples of non-‐intrusive integra<ons

Resul<ng KPIs §  Average CTR: 13% §  Average conversion rate: 16% §  Average eCPM: 33 USD


Understand the real cost of your acquired users

eCPI takes into account all the costs induced by the acquisiJon of one user as well as free installs

CLV > eCPI

•  Fixed costs •  Setup costs •  “Free” promoJons

•  Virality (K-‐factor) •  AddiJonal organic

installs


Modeling CLV

RDk = reten*on rate on day k ARPDAUk = Average revenue per daily ac*ve user on day k

0% 10% 20% 30% 40% 50%

D1 D3 D5 D7 D9 D11 D13 D15 D17 D19 D21 D23 D25 D27 D29

Reten<on

CLV


Iden<fy ROI posi<ve channels

Source CPI K-‐Factor eCPI CLV D1 – Ret. Level Comp. …

1 $1.90 1.06 $1.79 $1.64 32% 17%

2 $2.10 1.02 $2.06 $2.01 41% 10%

3 $2.50 1.01 $2.48 $2.37 39% 21%

4 $2.70 1.23 $2.20 $2.87 54% 49%

5 $1.80 1.12 $1.61 $1.97 52% 46%

6 $1.90 1.04 $1.83 $1.64 37% 23%

7 $1.50 1.08 $1.39 $1.74 49% 42%

Matching the eCPIs with every channels individual CLV will allow you to adjust the CPIs and channel selecJon accordingly You can scale your user acquisi<on with ROI posi<ve channels


What does this mean for your launch <meline?

4 weeks before submission •  Integrate install tracking SDK and in-‐game tracking SDK

•  Set up A/B tests

2 weeks before launch •  Set up campaigns with traffic partners

•  Prepare crea<ves •  Set up tracking

Game is live!

•  Review in-‐game events

• Op<mize CPIs for traffic source and es<mate CLV


Talk to us

Dr. Hanno Fichtner CEO US, Co-‐Founder HitFox Group [email protected]

Download eBook at www.applin.com

ROI positive User Acquisition for mobile games

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