The ROI Hints: Metrics to Attain -- Igor Klyukin, Leading Analyst at Pixonic (The Winter Nights: Mobile Games Conference 2014 http://www.wnconf.com/).

1. «The ROI Hints: Metrics to Attain»
Igor Klyukin
Chief Analyst
Email: igor@pixonic.ru

2. 2
Pixonic is in top-10 Russian publishers
by Google Play Revenue outside Russia
Pixonic
AppAnnie research

3. 3
The ROI Hints: Metrics to Attain
Agenda:
•Why I chose this theme
•Main metrics’ trends
•Basic math
•Metrics to Attain

4. 4
648 million times
“Angry Birds” app was downloaded in year 2011
2 billion smartphones
are forecasted to be sold on planet Earth by the beginning of year 2015
$15 000 000 per day
is generated by App Store, Google Play and Amazon
This is a serious business

5. 5
1 million apps
were uploaded at App Store by the beginning of year 2014
60-80% developers
are failed to earn enough money with their apps
More than $1.50
developers have to acquire a new user
This is a serious business

6. 6
Top-Apps’ Revenue per Download

7. 7
Main metrics’ trends

8. 8
Main metrics’ trends

9. 9
Main metrics’ trends

10. 10
Main metrics’ trends
X axis

11. 11
Main metrics’ trends
X axis
X axis

12. 12
Main metrics’ trends
X axis
X axis

13. 13
Main metrics’ trends

14. 14
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]

15. 15
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
My goal is
$1,000 Daily Revenue

16. 16
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
$1,000 Revenue (Share) =
$1,429 Revenue (before tax)

17. 17
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]

18. 18
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]

19. 19
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
CPI: $1.50
1 adv user brings 1 organic
Total CPI: $0.75

20. 20
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]

21. 21
Basic math
DAU* - counts as [DAU *= DAU – Installs]
ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]

22. 22
Metrics to Attain
• Retention 7: 9-11%
• Retention 14: 4-7%
• ARPDAU*: $0.12-0.17
• PPU: 1.2-1.4%
• ARPPU: $10-12
• Payers Conv. 7: 0.7%-1.1%
• Payers Conv. 14: 0.9%-1.3%
• ARPPU total 7-14: $20-40

23. Pixonic
Igor Klyukin
Chief Analyst
Email: igor@pixonic.ru