How we leveraged Google's App Campaigns to double our monthly revenue in mobile sports category. How to drive growth and find high value users? Session is covering the best practices, lessons learned on the way and will be helpful if you want to scale your UA outside Facebook.

1. Google App Campaigns
Double your monthly revenue
Július Vencel, CMO, June 2019

2. Founded
2007
Indie
studio
50
employees
Sports
category
15
games
13M+
users
Július Vencel, CMO & Board Member

3. Challenges / Limiting Factors
1. Web based / Facebook canvas games
- 3 generations of web browser games (Manager, Duel, Mania)
- no native mobile application
- web based game ported into mobile
- lower retention

6. How to deal with Limiting Factors
1. Web based / Facebook canvas games
BM - Web BM - Android SJM3 - Web SJM3 - Android
D1 Retention 24.94% 24.00% 20.25% 21.72%
D1 LTV 0.0167€ 0.0025€ 0.0384€ 0.0088€
D30 Retention 5.63% 1.3% 8.64% 2.62%
D30 LTV 0.401€ 0.0383€ 0.8598€ 0.1132€
D90 Retention 3.7% 0.46% 6.36% 1.00%
D90 LTV 0.9669€ 0.0727€ 2.5398€ 0.2241€

7. Challenges / Limiting Factors
2. Sports category
- Smaller segment
- Niche markets within segment
(Biathlon vs Football vs Golf..)
Source: Playliner.com, April 2018

8. 3. Seasonality
- Winter games
- UA suffers
Challenges / Limiting Factors

9. - Hard to target and retain users
- Little organic traffic
- Strict targeting
- Best possible CPI
- 90% of the UA budget outside of Google
- Majority in Facebook
UA in the past

10. December 2018 - February 2019
Invested 11 357€
CPI 0.72€
D1 Retention 10.03%
D7 Retention 5.79%
D30 Retention 3.86%
D90 Retention 2.39%
D90 LTV 0.8335€

11. December 2018 - February 2019
Invested 10 841€
CPI 0.16€
D1 Retention 25.07%
D7 Retention 8.79%
D30 Retention 3.99%
D90 Retention 1.66%
D90 LTV 0.3156€

12. December 2018 - February 2019
Invested 22 320€
CPI 0.23€
D1 Retention 21.68%
D7 Retention 6.79%
D30 Retention 2.81%
D90 Retention 1.1%
D90 LTV 0.2333€

13. December 2018 - February 2019
Invested 8 389€
CPI 0.62€
D1 Retention 19.52%
D7 Retention 11.53%
D30 Retention 8.86%
D90 Retention 5.72%
D90 LTV 1.2187€

14. December 2018 - February 2019
Invested 32 474€
CPI 0.99€
D1 Retention 16.35%
D7 Retention 10.64%
D30 Retention 6.39%
D90 Retention 4.03%
D90 LTV 1.6146€

15. December 2018 - February 2019
Invested 6 182€
CPI 0.08€
D1 Retention 23.28%
D7 Retention 6.65%
D30 Retention 2.73%
D90 Retention 1.06%
D90 LTV 0.1597€

16. Drive Growth
Delivered 1.1M+ installs
CPI 0.13€
D1 Retention 20.95%
D7 Retention 5.32%
D30 Retention 2.1%
D90 Retention 0.73%

17. - In App Actions focused
- Event/Action: Purchase
Find High Value Users
CPI 1.05€
D1 Retention 24.00%
D7 Retention 8.15%
D30 Retention 3.46%
D90 Retention 1.52%
D90 LTV 0.8223€

18. Monthly Revenue
1,000,000€ UA investment
70% in favor of Google

19. 1. Language Localisation
Best Practices / Lessons Learned

20. 2. Be Creative Perfect
Best Practices / Lessons Learned

21. 3. Be Patient
Feb 7 - 12, 2019 (Learning Phase)
Feb 13 - 18, 2019
Best Practices / Lessons Learned

22. 4. No dramatic changes
Best Practices / Lessons Learned

23. 5. Find the Perfect Event
- Meet KPI
- Have enough Data
Best Practices / Lessons Learned