Google Pollen Growth Summit Stockholm - April 2016 - Saikala Sultanova
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In Mobile there are reams written about how app developers achieve success with amazing apps and stories that inspire us to aim high. While these “how-to” posts are full of helpful tips, I miss having a clear focus on the tools you need to use to power the user acquisition efforts that can help make sure your app reaches and retains a significant level of success. Here are a few examples for you to start you thinking about what is best approach in finding "the one" for you. Note: pay attention to speaker's notes which I have written for those of you looking through the deck at your own time.
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Google Pollen Growth Summit Stockholm - April 2016 - Saikala Sultanova
- 1. Proprietary + Confidential User Acquisition - Candid 2.0 Saikala Sultanova, Lead User Acquisition Expert Space Ape Games
- 5. Proprietary & Confidential Important User Acquisition Components ● Product & Business goals alignment ● Tools to support UA activities ○ Tracking & Analytics ○ Vet & select the best for you ● Test → Learn → Apply ● More ways to support product growth
- 6. Google Confidential and Proprietary Product & Business goals align
- 8. Proprietary & Confidential Bring Players → Grow DAU & Revenue *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data.
- 9. Google Confidential and Proprietary TOOLS - Tracking
- 10. Proprietary & Confidential Paid mobile tracking tools
- 11. Proprietary & Confidential Free mobile tracking tools (w/limitations)
- 12. Proprietary & Confidential In game post-install events Tutorial complete Day 1 retention Joined alliance Created alliance Game level 2 Game level 3 Game level 8 Battle 2 Game level 4 Game level 5 Game level 6 Game level 7 First payment Repeat payment Watched a video First battle Battle 3 Battle 4 Rating given Chat feature used
- 13. Proprietary & Confidential In App Events as Optimisation Indicators Tutorial complete PVP mode Game level Number of battles Rating given Payment initiated First payment Engaged user
- 14. Proprietary & Confidential Optimisation Indicators ● Tutorial complete ● Game level ● Payment initiated ● Entered PVP mode ● Rating given Best Predictors of LTV ● Day 1 retention ● Number of battles ● First purchase ● In App Purchase Revenue ● Custom events (i.e. viral actions)
- 15. Proprietary & Confidential In game events per channel *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data. In App Events → Ad Spend Installs Tutorial complete Level X Day 1 retention Spenders % Net IAP Revenue Net ROAS Admob $500 100 90% 75% 45% 10% $100 20% Social channel $1,000 100 85% 50 % 55% 12% $100 10% Unity ads $500 100 80% 85% 75% 5% $50 10%
- 16. Proprietary & Confidential In game events per country *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data. In App Events → Ad Spend Installs Tutorial complete Level X Day 1 retention Spenders % Net IAP Revenue Net ROAS US $500 100 90% 75% 45% 10% $100 20% FI $1,000 100 85% 50 % 55% 12% $100 10% UK $500 100 80% 85% 75% 5% $50 10%
- 17. Google Confidential and Proprietary TOOLS - Analytics
- 18. Proprietary & Confidential Measure Return on Advertising Spend (ROAS)
- 20. Proprietary & Confidential Statistically significant installs sample size Confidence level Margin of Error 90% 95% 99% 0.50% 36,995 36,995 62,410 1% 6,719 9,513 16,369 2% 1,689 2,395 4,143 3% 751 1,066 1,846 4% 423 600 1,039 5% 271 384 665
- 21. Proprietary & Confidential New Network Performance Indicators In App Events → Ad Spend Clicks/ Views Installs Click to Install Spenders % IAP Revenue ROAS Network 1 $10,000 50,000 2,395 10% 10% $2,000 20% Network 2 $15,000 15,000 2,395 33% 12% $2,000 13% Network 3 $5,000 12,000 2,395 42% 0% $0 0%
- 22. Proprietary & Confidential LTV calculation components *The slide is for demonstration purposes only. LTV = (((IAPs + AdRev)*Retention)*K-factor) - Store Fees & Chargebacks
- 23. Proprietary & Confidential LTV model Predicted VS Actual 100% Direct Net Return Actual eROI
- 24. Google Confidential and Proprietary Server side data is important
- 25. Proprietary & Confidential Without Server Side Data ● Game event stats - not verified ● IAP revenues - incorrect ● LTV calculations - inaccurate
- 26. Google Confidential and Proprietary Which Ad Networks?
- 28. Proprietary & Confidential App Annie Integrated Ad Networks
- 29. Google Confidential and Proprietary Alternative option to grow
- 30. Proprietary & Confidential Publishing Partners → Revenue Share
- 31. Google Confidential and Proprietary Additional ways to support UA effectiveness
- 32. Proprietary & Confidential App Store Page Performance Test results data offered by StoreMaven. Android Store page component iPhone 8% Icon 17% 23% App name 21% 35% Video 20% 23% Description 11% 20% Feature graphic - - Screenshots 20% - App rating -
- 33. Proprietary & Confidential FREE Google Play Developer Experiments
- 34. Proprietary & Confidential Store Page Testing Tools FREE
- 35. Google Confidential and Proprietary More ways to support UA effectiveness
- 36. Proprietary & Confidential First App Launch → Loading time is Crucial +40% CTI *CTI - Click to Install conversion rate
- 37. Google Confidential and Proprietary Key Take Aways Saikala Sultanova
- 38. Proprietary & Confidential Key Takeaways 1. Use Tools to support UA efforts → there is a science 2. Test → Learn → Apply → Repeat the Loop 3. Aim high & be ambitious, but have a contingency plan “We can’t predict the future exactly, but we can increase our chances of winning if we are better prepared”. S.S, 2015
- 39. Google Confidential and Proprietary Access slides → goo.gl/SK39RO Thank you!
Editor's Notes
- A bit about my background …. GDE program member - Marketing Expert with above strengths that help me also share knowledge My day job is with Space Ape Games, high quality game developers studio in London with 20M+ downloads and all …. :) these are our live games with Transformers in soft launch now. I have been in gaming industry for 4 years, launching my career with Social Casino games at Plumbee, followed by Casual Mobile Gameswith Miniclip and now I am in the Strategy Games vertical at Space Ape Games. Those are a few things I like to work on and today I am pleased with a chance to practise one of those “Sharing Knowledge” with you all.
- So let’s talk UA … Now you know about one of the way to help you fund, reinvest and grow your millions faster …
- There are plenty of different mobile networks you can use to advertise your game apps and you can always spend all of your money on trusted Google advertising channels as well. But before that let’s talk about …
- Today I would like to cover Important UA Components to consider.
- From 3 main ways to monetise your mobile gaming apps: In App Purchases in F2P when you offer to buy in game currencies In App Advertising in F2P → for example, you can offer a longer game play or free in-game currencies, in exchange for viewing video ads Paid apps → you pay once and play forever type of gaming apps (this is to mention the variety, however my expertise is in F2P) Let’s say you’ve decided what type of game you’d like to offer to the audience …..
- You are now in a position to acquire players to help your Daily Active Users (DAU) with its revenue grow. How to do it effectively?
- This is when tools come in handy to support your paid marketing. Mobile tracking systems help you collect your user data, attribute and use for analysis.
- There are plenty of paid tracking providers out there and here are a handful I know a bit about. NOTE: there is no best solution for all, but you can find the best solution for your business. More info on how to here → http://goo.gl/Pp3CiS & https://goo.gl/j7HhWk
- Here are also some FREE tracking solutions, but bare in mind those have bigger limitations: Google SDK → only works for Adwords Facebook SDK → only works well for Facebook, Instagram and it has Audience Network (no source visibility) Branch.io SDK → is ok with a somewhat fiddly tracking links tool, but it’s ok at a smaller scale. The big one here is for a free tracking tool you would agree to share data with Branch.io It is your decision if your business is ok with it.
- We had a new game in development and were not sure which events we may need, so we integrated a large of selection of classic indicators
- You would then implement a set of tracking that is relevant to your product. These events are a standard set of a few that are more relevant to gaming apps, where you can choose to have a custom selection when you need.
- life-time value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer. The prediction model can have varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of complex predictive analytics techniques. Gaming is known for the use of more complex models. We use Best Predictors of LTV to measure effectiveness of our targeting Optimisation Indicators are used to give campaign managers earlier indicators on optimisation steps
- In this example you can look at the performance of your ad spend per channel within the given time. You would check number of installs Spenders converted Return on Ad Spend
- In this example we can similarly see the performance of your ad spend per country within the given time.
- You would need to use a tracking system to help you collect user data → analyse → learn → apply your learning's
- You want to invest cash in advertising in hope to multiply your investment by getting new players into your game to then monetise your user base. Now question is how to make this investment profitably?
- You are one of the advertisers and you get approached by many different networks, trying to sell you the moon. Asking you to bid high because current market is competitive and telling you their inventory is worth it because they know they will deliver high quality traffic. In reality the pressure is just as much on the product performance as it is on UA performance. If product’s monetisation mechanics are good, then UA will have a better chance delivering well. Let’s look at a few ways to help UA function better.
- We all want to invest profitably, which will result testing various channels to find what works for your business. Testing can be done carefully, because you wouldn’t want to spend too big of an ad spend portion on testing and close your month/quarter with low profit margin stats From experience I have learnt it is important to work out Statistically Relevant Sample Size for User Acquisition. This Sample Size is a sufficient number of users UA would buy (through advertising) to then be able to analyse and have a confident conclusion if this New Channel have worked out for the business and worth investing into going forward.
- This is an example how it could look. The key metrics to look at in this example would be: Same number of installs Different ad spend Click to install percentage shows the relevance of the audience, devices and possibly internet connection IAP revenue is the main indicator here, because now you would be able to see ROAS and clearly see which network works better for you, IF your target is ROAS Of course this kind of testing requires cash and people to manage it ….. so
- Here are some main LTV calculation components you may want to use. *K-factor → *this is not the formula to use, but more of the generic demonstration of components. These components can be used to build your ultimate formula that is relevant to your business.
- You invest money in advertising in hope to multiply your investment by getting new players into your game to then monetise your user base. Now question is how to make this investment profitably? LTV - 7 days window we take retention curve + activity in the app + revenue and number of payments. From this data, we create 6 different buckets with different thresholds. Where each bucket has a different retention curve. All by country and by channel.
- You can use tracking systems to help you collect user data
- There was a question earlier about best ad networks to work with. It is always a case by case scenario, so you would need to do some searching, evaluating findings, vetting, etc. As a starting point, a positive indicator can be ad networks listed on one of the tracking vendors’ index pages.
- Alternatively, check integrated networks with App Annie. This is assuming App Annie has already done their groundwork who to partner with. It also indicates network tech strength and sufficient resources to implement the integration in full.
- Don’t want to invest in advertising You could consider a rev share model with one of many publishers out there, but it will cost you your revenue …
- I would like to highlight the importance of your Conversion Ratio from Click to Install (Impressions to install in other cases) Store page assets contribute to improving CTI Above table demonstrates measured impact of store assets on CTI
- We had a few variations and couldn’t decide which app icon was the best fit for our target audience. We used Google Experiments FREE tool and have ran a test with the App Icons for Samurai Siege. A few days later data showed that our gut feel was wrong :), two heads work better than one.
- Space Ape team performed a test with one of the apps during the soft launch, making an app above and below stores file size limit. After some paid UA as well organic downloads, test results demonstrated 40% uplift in Click to Install Conversion ratio with “below the limit” file size. It is important to flag this point early in the game development stages, to do everything possible to make your game smaller, for example … When streaming art assets after the first App Launch, download just enough for the first session which would make the download time a lot faster Use technology to make your high quality JPGs smaller Smaller chunks of streaming, one of our teams went as far as implementing only 1 background soundtrack for the new user download, just enough for the first session.
- Use professional tools, there is a science in UA Test anything new - learn - see what worked - & - do it again Have a contingency plan or a few, that will help you move and adapt quickly to natural changes along the way, so you can still keep going towards your optimum goal. We can’t predict the future, but we can increase our chances of winning if we are better prepared.
- You can access the slides with this short link