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Developer Series 6x6 Tour: User Acquisition and ROI Strategy

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Developer Series 6x6 Tour: User Acquisition and ROI Strategy

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UA Director at iHandy Frank Wang talks to the 6x6 audience in Beijing about creating a winning UA and ROI strategy for your app

UA Director at iHandy Frank Wang talks to the 6x6 audience in Beijing about creating a winning UA and ROI strategy for your app

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Developer Series 6x6 Tour: User Acquisition and ROI Strategy

  1. 1. Frank Wang王禹 UA Director部门总监 用户获取ROI优化策略 - UA and ROI Strategy
  2. 2. 目录 ● 建立ROI曲线 ● 流量多样化 ● 表现优异的素材 ● 流量反作弊
  3. 3. 建立ROI曲线 ● N天收益=(内购+广告收入)/广告花费 ● 渠道/国家/素材 ● 长期观察次日,3日,7日和30日的曲线变化
  4. 4. 流量多样化 ● 图片与视频 ● social和网盟 ● 根据流量形态,用户群体定制化产品 ● 新流量第一时间测试,完善流量认知
  5. 5. 表现优异的素材 ● 专注创意,传达产品理念 ● 聆听市场,进一步提升CTR与CVR ● 基于ROI优化素材 • 优化CPI,兼顾低CPI隐患 • 优化CTR,兼顾CVR
  6. 6. 流量反作弊 • 预算所在,作弊常如影随行 • 建立反作弊算法,通过监控ROI保持优化 作弊形式多样化,多维度数据去评估 模拟用户深度行为,反作弊规则的复杂度增加 • 借力第三方基于横向数据的产品
  7. 7. Thank You! ( 所有分享资料 , 将发布在公众号内 )

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