SlideShare a Scribd company logo
1 of 23
Download to read offline
Who is talking?

Dr. Hanno Fichtner

 Co-Founder & Partner HitFox
Group
 Heading AppLift US

 Acquiring millions of users per
month for 150+ games

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

1
The 3 waves of paid User Acquisition

Top charts
Goal

Lowest CPI

ROI positive

Top position

High volume

LTV > CPI

Pricing

Flat fee

CPI

aCPI

SDKs

No SDK

Many SDKs

Few SDKs

Ad type

Incentivized
2011

Non-incent
2012

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

Non-intrusive
2013+
2
How to buy ROI positive traffic

Tracking setup

App Store
optimization

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

Traffic buying

3
Tracking setup

Campaign Tracking

In-Game Tracking

Attribution of installs to
paid and non-paid channels

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

Methods: Fingerprinting,
IDFA
Players: MAT, Ad-X, Kochava,
Adeven

Players: Kontagent, Google
Analytics, Flurry

Common identifier needed to match channels with in-app behavior
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

4
KPI’s for in-game tracking
1. Retention

• Day 1-7, Day 14, Day 28, Day 30, Day 90, Day 365
• DAU: Daily Active Users
• DNU: Daily New Users

1. Monetization

• ARPU = total revenue / #users
• ARPPU = total revenue / # paying users
• Monetization rate = % of users that made in-app purchases

1. Engagement

• Average time in app / session
• Total daily sessions / DAU

1. Virality

• K-factor = viral growth rate per-user
• Trackable: Social Media, Referrals, Invites etc.
• Non-trackable: Word of Mouth

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

5
The in-game KPI‘s in the User‘s
Lifecycle

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
How to buy ROI positive traffic

Tracking setup

App Store
optimization

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

Traffic buying

7
ASO basics: Sticking Out and Closing the Deal

1. Discoverability
Optimizing your presence on
the app stores through the
Search Function
• Title
• Keywords: MobileDevHQ,
Searchman, AppCod.es
• IAP Items
• Understanding the specificities
of each app store is key

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

2. Conversion
Closing the Deal once
your game has been
discovered
•
•
•
•
•

Icon (Google Play)
Conversion Funnel
Click stages (80/20 rule)
A/B testing the screenshots
Ratings

8
The Conversion Funnel

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Screenshot/Icon A-B testing for iOS

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

10
How to buy ROI positive traffic

Tracking setup

App Store
optimization

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

Traffic buying

11
Find the right traffic sources
It is critical to understand and identify the best traffic
sources for your target gamers
In app
In game
Mobile Web

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

12
Address the gamers appropriately
Find the best performing way to reach the audience
and address your potential new gamers
• Performance based
Pay for new gamers on a risk-free CPI, optimize the
channels based on eCPI
• + Non-incentivized
Understand if a higher chart position really pays off or
if a sustained campaign has better returns

• + Non-intrusive (detailed)
Ensure that your game is presented in the best
possible way
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

13
Examples of non-intrusive
integrations
Tailor the use of ads and promotions to your product,
gameplay and enrich the user experience

If done right, non-intrusive ads can show average CTR’s of 13%, Conversion
rates of 16% and result in eCPM’s of 33 USD for the publisher
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

14
How to optimize traffic quality

Effective CLV = CLV of one
user x k (specific for traffic
source) must be higher than
eCPI

eCPI (effective CPI) takes into
account all the costs induced by
the acquisition of one user as well
as the K-factor (organic traffic)

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Customer Lifetime Value and ARPU

Customer Lifetime Value is
Average Revenue Per User * Persistence of the user over time
(Persistence/Retention being the opposite of Churn)
This metric can be applied to all kinds of relevant cohorts (acquisition
channel, date of install, geography, demographics etc.)
The two main factors influencing CLV which need to be estimated are:
• ARPU
• Retention
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Modeling CLV

RDk = retention rate on day k
ARPDAUk = Average revenue per daily active user on day k

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

D1 D3 D5 D7 D9 D11 D13 D15 D17 D19 D21 D23 D25 D27 D29
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
What does this mean for your launch timeline?

4 weeks before
submission

2 weeks before
launch

Game is live!

• Integrate install
tracking SDK and
in-game tracking
SDK

• Set up campaigns
with traffic
partners
• Prepare creatives
• Set up tracking

• Review in-game
events
• Optimize eCPI‘s
for traffic source
and estimate CLV

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

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

19
Wave 1: Buy a chart position
“Can you guarantee a chart position?”

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

20
Wave 2: Buy volume on CPI
“Give me as many installs as possible
for this CPI!”
 No tracking beyond the install
 CPI adjusted based on happiness
with volume

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

21
Wave 3: Buy ROI positive traffic
“I will only pay as much as the user is
worth in my game!”
 Track the quality
 CPI adjusted based on quality
delivered

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

22
Examples of non-intrusive
integrations

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

23

More Related Content

What's hot

같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법
같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법
같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법GDG Korea
 
Miss X MRS | Quibi Case Study
Miss X MRS | Quibi Case StudyMiss X MRS | Quibi Case Study
Miss X MRS | Quibi Case StudyDUO Studio
 
Case Study: AdColony
Case Study: AdColonyCase Study: AdColony
Case Study: AdColonyWes McCabe
 
The Best Mobile Retargeting Strategies for the Future
The Best Mobile Retargeting Strategies for the FutureThe Best Mobile Retargeting Strategies for the Future
The Best Mobile Retargeting Strategies for the FutureAdjust
 
ROI and the K-factor - Jonathan Winters
ROI and the K-factor - Jonathan Winters ROI and the K-factor - Jonathan Winters
ROI and the K-factor - Jonathan Winters Adjust
 
The Audience Builder - Paul H. Müller (CTO of Adjust)
The Audience Builder - Paul H. Müller (CTO of Adjust)The Audience Builder - Paul H. Müller (CTO of Adjust)
The Audience Builder - Paul H. Müller (CTO of Adjust)Adjust
 
Mobile App Growth Case Study: Babbel
Mobile App Growth Case Study: BabbelMobile App Growth Case Study: Babbel
Mobile App Growth Case Study: BabbelPeter Fodor
 
Developer State: Challenges facing app developers
Developer State: Challenges facing app developersDeveloper State: Challenges facing app developers
Developer State: Challenges facing app developersironSource
 
DEEP DIVE INTO DEEP LINKS
DEEP DIVE INTO DEEP LINKSDEEP DIVE INTO DEEP LINKS
DEEP DIVE INTO DEEP LINKSAdjust
 
How to successfully launch your App out of Asia
How to successfully launch your App out of AsiaHow to successfully launch your App out of Asia
How to successfully launch your App out of AsiaAdjust
 
Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...
Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...
Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...ironSource
 
Monetising mobile apps, apppli ltd
Monetising mobile apps, apppli ltdMonetising mobile apps, apppli ltd
Monetising mobile apps, apppli ltdApppli
 
Use Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing SuccessUse Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing SuccessAdjust
 
OGDC 2014_User segmentation and Monetization_Mr. Phat hoang
OGDC 2014_User segmentation and Monetization_Mr. Phat hoangOGDC 2014_User segmentation and Monetization_Mr. Phat hoang
OGDC 2014_User segmentation and Monetization_Mr. Phat hoangogdc
 
Roadshow Europe Flurry - Richard Firminger
Roadshow Europe Flurry - Richard Firminger Roadshow Europe Flurry - Richard Firminger
Roadshow Europe Flurry - Richard Firminger mobilesquared Ltd
 
Los mercados alternativos de apps - App Trade Centre
Los mercados alternativos de apps - App Trade CentreLos mercados alternativos de apps - App Trade Centre
Los mercados alternativos de apps - App Trade CentreApp Trade Centre
 
Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...GameCamp
 

What's hot (19)

같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법
같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법
같은 유저수, 다른 수익? 모바일 앱의 수익을 높이는 방법
 
Miss X MRS | Quibi Case Study
Miss X MRS | Quibi Case StudyMiss X MRS | Quibi Case Study
Miss X MRS | Quibi Case Study
 
mediakit_AppAve
mediakit_AppAvemediakit_AppAve
mediakit_AppAve
 
case_study AppAve
case_study AppAvecase_study AppAve
case_study AppAve
 
Case Study: AdColony
Case Study: AdColonyCase Study: AdColony
Case Study: AdColony
 
The Best Mobile Retargeting Strategies for the Future
The Best Mobile Retargeting Strategies for the FutureThe Best Mobile Retargeting Strategies for the Future
The Best Mobile Retargeting Strategies for the Future
 
ROI and the K-factor - Jonathan Winters
ROI and the K-factor - Jonathan Winters ROI and the K-factor - Jonathan Winters
ROI and the K-factor - Jonathan Winters
 
The Audience Builder - Paul H. Müller (CTO of Adjust)
The Audience Builder - Paul H. Müller (CTO of Adjust)The Audience Builder - Paul H. Müller (CTO of Adjust)
The Audience Builder - Paul H. Müller (CTO of Adjust)
 
Mobile App Growth Case Study: Babbel
Mobile App Growth Case Study: BabbelMobile App Growth Case Study: Babbel
Mobile App Growth Case Study: Babbel
 
Developer State: Challenges facing app developers
Developer State: Challenges facing app developersDeveloper State: Challenges facing app developers
Developer State: Challenges facing app developers
 
DEEP DIVE INTO DEEP LINKS
DEEP DIVE INTO DEEP LINKSDEEP DIVE INTO DEEP LINKS
DEEP DIVE INTO DEEP LINKS
 
How to successfully launch your App out of Asia
How to successfully launch your App out of AsiaHow to successfully launch your App out of Asia
How to successfully launch your App out of Asia
 
Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...
Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...
Finding the Balance: Managing the Monetization and UA Cycle | Casual Connect ...
 
Monetising mobile apps, apppli ltd
Monetising mobile apps, apppli ltdMonetising mobile apps, apppli ltd
Monetising mobile apps, apppli ltd
 
Use Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing SuccessUse Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing Success
 
OGDC 2014_User segmentation and Monetization_Mr. Phat hoang
OGDC 2014_User segmentation and Monetization_Mr. Phat hoangOGDC 2014_User segmentation and Monetization_Mr. Phat hoang
OGDC 2014_User segmentation and Monetization_Mr. Phat hoang
 
Roadshow Europe Flurry - Richard Firminger
Roadshow Europe Flurry - Richard Firminger Roadshow Europe Flurry - Richard Firminger
Roadshow Europe Flurry - Richard Firminger
 
Los mercados alternativos de apps - App Trade Centre
Los mercados alternativos de apps - App Trade CentreLos mercados alternativos de apps - App Trade Centre
Los mercados alternativos de apps - App Trade Centre
 
Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...Building the BI system and analytics capabilities at the company based on Rea...
Building the BI system and analytics capabilities at the company based on Rea...
 

Viewers also liked

G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것AppLift
 
Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...
Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...
Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...AppLift
 
How to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party DataHow to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party DataAppLift
 
Ad-Based Strategies for App Monetization: Native Ad Units
Ad-Based Strategies for App Monetization: Native Ad UnitsAd-Based Strategies for App Monetization: Native Ad Units
Ad-Based Strategies for App Monetization: Native Ad UnitsAppLift
 
Leveraging TV and YouTube for User Acquisition Campaigns
Leveraging TV and YouTube for User Acquisition CampaignsLeveraging TV and YouTube for User Acquisition Campaigns
Leveraging TV and YouTube for User Acquisition CampaignsAppLift
 
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...AppLift
 
TGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native AdvertisingTGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native AdvertisingAppLift
 
The Fundamental Concepts of Mobile Programmatic
The Fundamental Concepts of Mobile ProgrammaticThe Fundamental Concepts of Mobile Programmatic
The Fundamental Concepts of Mobile ProgrammaticAppLift
 
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...AppLift
 
Leveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaignsLeveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaignsAppLift
 
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook WebinarMobile Games Market Outlook Webinar
Mobile Games Market Outlook WebinarAppLift
 
The World of Travel in Mobile
The World of Travel in MobileThe World of Travel in Mobile
The World of Travel in MobileAppLift
 
How to Re-Engage Your Mobile Users Before and After the Holiday Season
How to Re-Engage Your Mobile Users Before and After the Holiday SeasonHow to Re-Engage Your Mobile Users Before and After the Holiday Season
How to Re-Engage Your Mobile Users Before and After the Holiday SeasonAppLift
 

Viewers also liked (13)

G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것
 
Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...
Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...
Applift Apps World 2015: Chris Godderidge: Mobile advertising & the multi scr...
 
How to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party DataHow to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party Data
 
Ad-Based Strategies for App Monetization: Native Ad Units
Ad-Based Strategies for App Monetization: Native Ad UnitsAd-Based Strategies for App Monetization: Native Ad Units
Ad-Based Strategies for App Monetization: Native Ad Units
 
Leveraging TV and YouTube for User Acquisition Campaigns
Leveraging TV and YouTube for User Acquisition CampaignsLeveraging TV and YouTube for User Acquisition Campaigns
Leveraging TV and YouTube for User Acquisition Campaigns
 
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...
 
TGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native AdvertisingTGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native Advertising
 
The Fundamental Concepts of Mobile Programmatic
The Fundamental Concepts of Mobile ProgrammaticThe Fundamental Concepts of Mobile Programmatic
The Fundamental Concepts of Mobile Programmatic
 
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
 
Leveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaignsLeveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaigns
 
Mobile Games Market Outlook Webinar
Mobile Games Market Outlook WebinarMobile Games Market Outlook Webinar
Mobile Games Market Outlook Webinar
 
The World of Travel in Mobile
The World of Travel in MobileThe World of Travel in Mobile
The World of Travel in Mobile
 
How to Re-Engage Your Mobile Users Before and After the Holiday Season
How to Re-Engage Your Mobile Users Before and After the Holiday SeasonHow to Re-Engage Your Mobile Users Before and After the Holiday Season
How to Re-Engage Your Mobile Users Before and After the Holiday Season
 

Similar to Designing the UA Process - ROI-positive Use Acquisition

ROI positive User Acquisition for mobile games
ROI positive User Acquisition for mobile gamesROI positive User Acquisition for mobile games
ROI positive User Acquisition for mobile gamesHanno Fichtner
 
'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...
'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...
'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...App Promotion Summit Conference
 
AppsFlyer Mobile App Tracking | Campaign & Engagement Analytics
AppsFlyer Mobile App Tracking | Campaign & Engagement AnalyticsAppsFlyer Mobile App Tracking | Campaign & Engagement Analytics
AppsFlyer Mobile App Tracking | Campaign & Engagement AnalyticsAppsFlyer
 
Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...
Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...
Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...Fiksu
 
Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...
Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...
Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...Mobile Marketing Association
 
The Best Mobile Retargeting Strategies for the Future - EMEA
The Best Mobile Retargeting Strategies for the Future - EMEAThe Best Mobile Retargeting Strategies for the Future - EMEA
The Best Mobile Retargeting Strategies for the Future - EMEAAdjust
 
Looksoft Mobile Transformation
Looksoft Mobile TransformationLooksoft Mobile Transformation
Looksoft Mobile TransformationLooksoft
 
Looksoft Mobile Transformation
Looksoft Mobile TransformationLooksoft Mobile Transformation
Looksoft Mobile TransformationLooksoft
 
3 data-led growth hacks that got our App ready for take off Applying scientif...
3 data-led growth hacks that got our App ready for take off Applying scientif...3 data-led growth hacks that got our App ready for take off Applying scientif...
3 data-led growth hacks that got our App ready for take off Applying scientif...Skyscanner
 
Appsfunder Crowdfunding Mobile Apps
Appsfunder Crowdfunding Mobile AppsAppsfunder Crowdfunding Mobile Apps
Appsfunder Crowdfunding Mobile Appspdk
 
Competitive analysis for mobile apps
Competitive analysis for mobile appsCompetitive analysis for mobile apps
Competitive analysis for mobile appsComboApp, Inc
 
Mobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPsMobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPsYong Park
 
Mobile games marketing 101 guide
Mobile games marketing 101 guideMobile games marketing 101 guide
Mobile games marketing 101 guideDima Pinchuk
 
Advanced approach to Google Universal App campaigns.
Advanced approach to Google Universal App campaigns.Advanced approach to Google Universal App campaigns.
Advanced approach to Google Universal App campaigns.GameCamp
 
Reimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionReimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionCleverTap
 
AppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch DeckAppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch DeckLaxman Papineni
 
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...Fiksu
 
Mobile & marketing
Mobile & marketingMobile & marketing
Mobile & marketingExicon
 
JV Chardon 'Five top tips for better UA success' HasOffers
JV Chardon 'Five top tips for better UA success' HasOffersJV Chardon 'Five top tips for better UA success' HasOffers
JV Chardon 'Five top tips for better UA success' HasOffersPocket Gamer Biz
 
Mic2015 Dynamo Stefan Bielau
Mic2015 Dynamo Stefan BielauMic2015 Dynamo Stefan Bielau
Mic2015 Dynamo Stefan BielauSanoma
 

Similar to Designing the UA Process - ROI-positive Use Acquisition (20)

ROI positive User Acquisition for mobile games
ROI positive User Acquisition for mobile gamesROI positive User Acquisition for mobile games
ROI positive User Acquisition for mobile games
 
'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...
'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...
'Best practices to deliver Lifetime Value Optimization' - Kaya Taner at App P...
 
AppsFlyer Mobile App Tracking | Campaign & Engagement Analytics
AppsFlyer Mobile App Tracking | Campaign & Engagement AnalyticsAppsFlyer Mobile App Tracking | Campaign & Engagement Analytics
AppsFlyer Mobile App Tracking | Campaign & Engagement Analytics
 
Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...
Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...
Fiksu presentation at Games Marketing Europe: Driving Integrated Success With...
 
Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...
Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...
Improving marketers app acquisition strategy/ Mejorando la estrategia de adqu...
 
The Best Mobile Retargeting Strategies for the Future - EMEA
The Best Mobile Retargeting Strategies for the Future - EMEAThe Best Mobile Retargeting Strategies for the Future - EMEA
The Best Mobile Retargeting Strategies for the Future - EMEA
 
Looksoft Mobile Transformation
Looksoft Mobile TransformationLooksoft Mobile Transformation
Looksoft Mobile Transformation
 
Looksoft Mobile Transformation
Looksoft Mobile TransformationLooksoft Mobile Transformation
Looksoft Mobile Transformation
 
3 data-led growth hacks that got our App ready for take off Applying scientif...
3 data-led growth hacks that got our App ready for take off Applying scientif...3 data-led growth hacks that got our App ready for take off Applying scientif...
3 data-led growth hacks that got our App ready for take off Applying scientif...
 
Appsfunder Crowdfunding Mobile Apps
Appsfunder Crowdfunding Mobile AppsAppsfunder Crowdfunding Mobile Apps
Appsfunder Crowdfunding Mobile Apps
 
Competitive analysis for mobile apps
Competitive analysis for mobile appsCompetitive analysis for mobile apps
Competitive analysis for mobile apps
 
Mobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPsMobile Acquisition Strategy for New IPs
Mobile Acquisition Strategy for New IPs
 
Mobile games marketing 101 guide
Mobile games marketing 101 guideMobile games marketing 101 guide
Mobile games marketing 101 guide
 
Advanced approach to Google Universal App campaigns.
Advanced approach to Google Universal App campaigns.Advanced approach to Google Universal App campaigns.
Advanced approach to Google Universal App campaigns.
 
Reimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionReimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer Acquisition
 
AppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch DeckAppVirality.com - Investor Pitch Deck
AppVirality.com - Investor Pitch Deck
 
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
 
Mobile & marketing
Mobile & marketingMobile & marketing
Mobile & marketing
 
JV Chardon 'Five top tips for better UA success' HasOffers
JV Chardon 'Five top tips for better UA success' HasOffersJV Chardon 'Five top tips for better UA success' HasOffers
JV Chardon 'Five top tips for better UA success' HasOffers
 
Mic2015 Dynamo Stefan Bielau
Mic2015 Dynamo Stefan BielauMic2015 Dynamo Stefan Bielau
Mic2015 Dynamo Stefan Bielau
 

Recently uploaded

Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?SANGHEE SHIN
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum ComputingGDSC PJATK
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServiceRenan Moreira de Oliveira
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxYounusS2
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfAnna Loughnan Colquhoun
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 

Recently uploaded (20)

Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum Computing
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptx
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdf
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 

Designing the UA Process - ROI-positive Use Acquisition

  • 1. Who is talking? Dr. Hanno Fichtner  Co-Founder & Partner HitFox Group  Heading AppLift US  Acquiring millions of users per month for 150+ games Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 1
  • 2. The 3 waves of paid User Acquisition Top charts Goal Lowest CPI ROI positive Top position High volume LTV > CPI Pricing Flat fee CPI aCPI SDKs No SDK Many SDKs Few SDKs Ad type Incentivized 2011 Non-incent 2012 Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Non-intrusive 2013+ 2
  • 3. How to buy ROI positive traffic Tracking setup App Store optimization Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Traffic buying 3
  • 4. Tracking setup Campaign Tracking In-Game Tracking Attribution of installs to paid and non-paid channels Tracking of in-app events to measure and analyze user behavior Methods: Fingerprinting, IDFA Players: MAT, Ad-X, Kochava, Adeven Players: Kontagent, Google Analytics, Flurry Common identifier needed to match channels with in-app behavior Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 4
  • 5. KPI’s for in-game tracking 1. Retention • Day 1-7, Day 14, Day 28, Day 30, Day 90, Day 365 • DAU: Daily Active Users • DNU: Daily New Users 1. Monetization • ARPU = total revenue / #users • ARPPU = total revenue / # paying users • Monetization rate = % of users that made in-app purchases 1. Engagement • Average time in app / session • Total daily sessions / DAU 1. Virality • K-factor = viral growth rate per-user • Trackable: Social Media, Referrals, Invites etc. • Non-trackable: Word of Mouth Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 5
  • 6. The in-game KPI‘s in the User‘s Lifecycle Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
  • 7. How to buy ROI positive traffic Tracking setup App Store optimization Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Traffic buying 7
  • 8. ASO basics: Sticking Out and Closing the Deal 1. Discoverability Optimizing your presence on the app stores through the Search Function • Title • Keywords: MobileDevHQ, Searchman, AppCod.es • IAP Items • Understanding the specificities of each app store is key Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 2. Conversion Closing the Deal once your game has been discovered • • • • • Icon (Google Play) Conversion Funnel Click stages (80/20 rule) A/B testing the screenshots Ratings 8
  • 9. The Conversion Funnel Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
  • 10. Screenshot/Icon A-B testing for iOS Atmio Sparkpage Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 10
  • 11. How to buy ROI positive traffic Tracking setup App Store optimization Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Traffic buying 11
  • 12. Find the right traffic sources It is critical to understand and identify the best traffic sources for your target gamers In app In game Mobile Web Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 12
  • 13. Address the gamers appropriately Find the best performing way to reach the audience and address your potential new gamers • Performance based Pay for new gamers on a risk-free CPI, optimize the channels based on eCPI • + Non-incentivized Understand if a higher chart position really pays off or if a sustained campaign has better returns • + Non-intrusive (detailed) Ensure that your game is presented in the best possible way Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 13
  • 14. Examples of non-intrusive integrations Tailor the use of ads and promotions to your product, gameplay and enrich the user experience If done right, non-intrusive ads can show average CTR’s of 13%, Conversion rates of 16% and result in eCPM’s of 33 USD for the publisher Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 14
  • 15. How to optimize traffic quality Effective CLV = CLV of one user x k (specific for traffic source) must be higher than eCPI eCPI (effective CPI) takes into account all the costs induced by the acquisition of one user as well as the K-factor (organic traffic) Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
  • 16. Customer Lifetime Value and ARPU Customer Lifetime Value is Average Revenue Per User * Persistence of the user over time (Persistence/Retention being the opposite of Churn) This metric can be applied to all kinds of relevant cohorts (acquisition channel, date of install, geography, demographics etc.) The two main factors influencing CLV which need to be estimated are: • ARPU • Retention Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
  • 17. Modeling CLV RDk = retention rate on day k ARPDAUk = Average revenue per daily active user on day k Retention 50% 40% 30% 20% 10% 0% D1 D3 D5 D7 D9 D11 D13 D15 D17 D19 D21 D23 D25 D27 D29 Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
  • 18. What does this mean for your launch timeline? 4 weeks before submission 2 weeks before launch Game is live! • Integrate install tracking SDK and in-game tracking SDK • Set up campaigns with traffic partners • Prepare creatives • Set up tracking • Review in-game events • Optimize eCPI‘s for traffic source and estimate CLV Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
  • 19. BACKUP Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 19
  • 20. Wave 1: Buy a chart position “Can you guarantee a chart position?” Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 20
  • 21. Wave 2: Buy volume on CPI “Give me as many installs as possible for this CPI!”  No tracking beyond the install  CPI adjusted based on happiness with volume Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 21
  • 22. Wave 3: Buy ROI positive traffic “I will only pay as much as the user is worth in my game!”  Track the quality  CPI adjusted based on quality delivered Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 22
  • 23. Examples of non-intrusive integrations Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 23

Editor's Notes

  1. Managing Director AppLift US (ratherthanleading)
  2. http://ufert.se/user-acquisition/mobile-game-monetization/mobile-app-analytics-platforms/ formoreexamples
  3. Add picturesfromebookMakefontsizebiggerImportantbecauseofFree trafficConversionofpaidtrafficKeywordoptimizationIAP item displaynametoextendthekeywordlist (100 characters)http://blog.applift.com/2013/03/14/app-store-marketing-stick-out-and-go-for-the-close/ =>ideafor a sub-structure
  4. Step 1: ReplicatetheiOS App Store with mobile pagesStep 2: Run mobile campaign in targetaudienceStep 3: Split trafficevenlybetweeninterationsStep 4: Useimpressionsandclickstodeterminebest CTRImportantbecauseofFree trafficConversionofpaidtrafficKeywordoptimizationIAP item displaynametoextendthekeywordlist (100 characters)
  5. 3 elementstoaddressthegamersappropriately
  6. Logic was toreachthecharts just forthesakeofbeing in thecharts – numberofinstallsgenerateddid not matter and also quality was not lookedatMain sourceoftraffic: incentivizedtraffic
  7. Logic was toreachthecharts just forthesakeofbeing in thecharts – numberofinstallsgenerateddid not matter and also quality was not lookedatMain sourceoftraffic: incentivizedtraffic
  8. Main sourceoftraffic: Ad networks