Evolution of tracking incrementality from PSA to continuous uplift tracking. Why retargeting in Gaming is challenging. Calculating retargeting effects. How to approach mobile retargeting?

1. Level-up!
The evolution of tracking incrementality
in gaming
A case study for mobile marketers

2. What We Do: App Retargeting
Existing
User
They open
your app…
But leave without
purchasing
Later, they‘re
browsing another
app
Your ad brings them
back
Your user
converts

3. Retargeting: Shopping was easy
Online Shopping
● Easy to decide what to show
● Short-term interest
● Product is common
● Easy-to-understand value proposition
● High direct reward if successful

4. Retargeting for Gaming is
harder
Mobile Gaming
● In most cases, user doesn‘t want to buy the
product
● Mid- to long term interest
● Unique product proposition
● value proposition is hard to understand
● No direct reward

5. Two Different Challenges
Shopping
• Use dynamic templates
• Show users what they want
• Retarget them immediately
Gaming
● What to show users?
● What do they want?
● Should I wait?

6. Retargeting with a leading European Game Developer
Segmentation
Types of Creatives
● Previous Purchasers
● Inactive for X days
Generic Ad Seasonal Ad (high relevance)

7. Retargeting Results
300-600%ROAS
ROI 7D Above 100%
Return Rate 50-70%

8. Retargeting Results
300-600%ROAS
ROI 7D Above 100%
Return Rate 50-70%
But how many
users will convert
organically?

9. Uplift Test Results
C O N T R O L G R O U P
R E V E N U E
TEST GROUP
REVENUE
Revenueduetoother
marketingactivities
Incremental Revenue
Organicrevenue
TEST GROUP
REVENUE
C O N T R O L
G R O U P
R E V E N U E
= –
(achievedwith Remerge) (achievedwithout)
How could we know that?

10. Total Audience

11. Total Reachable Audience
Total Audience

12. Total Reachable Audience
Total Audience
Test 87.5% Control 12.5%

13. Total Audience
Won,
Impression
Lost,
No Impression
Won,
Impression
Lost,
No Impression
Test 87.5%
Total Reachable Audience
Control 12.5%

14. Total Audience
compare
Won,
Impression
Won,
Impression
Test 87.5%
Total Reachable Audience
Control 12.5%

15. Total Audience
compare
Won,
Impression
Won,
Impression
Test 87.5%
ButwhyshouldI trust
them?
HowcanI besurethat
thesplit is OK?
Total Reachable Audience
Control 12.5%

16. Client Double-Checked
Control
● Is the control group representative?
● Is the number of “whales“ approximately the same
between the test and control?
● Is the traffic comparable?
Test

17. After weeks
30-60%Uplift CR
Inc. Revenue GREAT
Inc. ROAS 120-220%
Results: PSA Test
Conversion Rate %
Test Group
Control Group

18. After weeks
30-60%Uplift CR
Inc. Revenue GREAT
Inc. ROAS 120-220%
Results: PSA Test
Conversion Rate %
Test Group
Control Group
ButwhyI shouldpayfor the
control groupads?
Canwekeepit running?

19. Old Methodology
User
Bid Won
Served
impression
ExposedGroupClick
Click
Served Red
Cross banner
Control GroupImpression
Click
Control GroupClick
ExposedGroupImpression
FOUND

20. New Methodology
User
Bid Won
Served
impression
ExposedGroupClick
Click
Served Red
Cross banner
Control GroupImpression
Click
Control GroupClick
ExposedGroupImpression
FOUND
Replaced by
Ghost Ad

21. Total Audience

22. Total Reachable Audience
Total Audience

23. Total Reachable Audience
Total Audience
Test 75% Control 25%

24. Total Audience
Test 75% Control 25%
Won,
Impression
Lost,
No Impression
May Win May Lose
Total Reachable Audience

25. Total Audience
Test 75% Control 25%
Won,
Impression
Lost,
No Impression
May Win May Lose
That would
be a valid
comparison
Total Reachable Audience

26. Total Audience
Test 75% Control 25%
Won,
Impression
Lost,
No Impression
May Win May Lose
But we don’t know that
Total Reachable Audience

27. Total Audience
Test 75% Control 25%
That’s why we calculate uplift based
on perfectly randomized groups to
avoid bias
Total Reachable Audience

28. Methodology Check
Regular PSA Continuous Uplift Tracking
Frequency One-off Test Always On
Cost Advertiser pays PSA No extra cost
Reporting One-off Report Regular Reporting
Optimization No Optimization Continuous Optimization for
incrementality

29. Results: Incrementality Test
FROM10%
TO30%
Incr. CR
FROM10%
TO200%
Incr. ROAS
FROM20%
TO40%
Incr. CR
FROM200%
TO300%
Incr. ROAS
FROM30%
TO50%
Incr. CR
FROM350%
TO450%
Incr. ROAS

30. • Helps to measure
important business
metrics
• Calculate the
influence of
marketing activities
on revenue
• Incrementality is
important for UA as well
• It’s much easier to
calculate in retargeting
• Different
methodologies
• Required a lot of data
to achieve statistical
significance
Why Should I Care

31. Thank you! Have questions for us?
Give Aleks a call
+491754874914
Or send us an email
aleksandr@remerge.io