Separate the Wheat From the Chaff: How To Quickly Recognize The Low Grade Traffic And To Get More Users For Less Money (White Nights Moscow 2015)

1. Separate the wheat from the chaff:
how to quickly recognize the low
grade traffic
and to get more users for less
money
Vasiliy Sabirov
Lead analyst

2. Huge part of traffic is fake
20% - 60%

3. Analyze your traffic
Set your objective events
& funnels.

4. Analyze your traffic
Short-term signals:
• Tutorial
• Registration
• Level 1

5. Analyze your traffic
Long-term signals:
• Retention
• Conversion
• Cumulative
ARPU (LTV)
• ROI 7 days etc.

6. Analyze your traffic
Track unique users,
not the events.

7. Analyze your traffic
Maximum
detalization.

8. Analyze your traffic
• Don’t analyze networks, go for the
sources.
• Ask for ID and subID for every
source.
• Avoid reputational risks.
• No “Other”.

9. Analyze your traffic

10. Set your benchmarks
Know your:
• Retention (1, 2, 7 days etc.)
• Cumulative ARPU
• Conversion
• ROI

11. Set your benchmarks

12. Set your benchmarks
Compare with organic traffic.

13. Set your benchmarks

14. Set your benchmarks

15. Set your benchmarks
Compare
with
soft launch.

16. Set your benchmarks
• Nobody knows your traffic
better than you.
• And it is your advantage.

17. Be ready to work hard
Form a regular habit procedure.

18. Be ready to work hard

19. Be ready to work hard
Calculate statistical significance.

20. Be ready to work hard
Know
your
whales.

21. Be ready to work hard
Use cohort analysis.

22. Be ready to work hard
A: 100 regs -> $20
B: 100 regs -> $25
C: 100 regs -> $15
Which is better?

23. Be ready to work hard
Work with several
networks.
How many?
Ask your
marketing
manager.

24. Be ready to work hard
Set the limits.

25. Be ready to work hard
Optimize your traffic
step-by-step.
1. Launch;
2. Analyze;
3. Optimize;
4. Launch.

26. Conclusions
• Analyze your traffic with max detalization.
• Use short-term and long-term signals.
• Know your benchmarks.
• Develop a procedure.
• Work with trustworthy partners, but try new ones for
experiment.
• Set the limits.
• Optimize traffic step-by-step.

27. Thank you!
Vasiliy Sabirov
Lead analyst
sabirov@devtodev.com
vasily.sabirov
vsabirov
devtodev