ANDREW BIRNBRYER Managing Director of North and South Americas Applift LEANDRO SCALISE CEO Rank MyApp

1. User Acquisition
Best practices
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2. Andrew Birnbryer
Managing Director Americas at AppLift
• Most used app: myFitness app
• Wishes Sony made a travel size PS4
• Could eat Mexican food everyday for the rest of his
life
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3. We are AppLift
• 200+ employees from 40+ nationalities
• 10 global locations: Berlin, Tokyo, Moscow,
San Francisco, Seoul, Bangalore, New York,
São Paulo, Shanghai and Jakarta
• 500+ advertisers trust us
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4. Mobile App is the way
• Sales conversion rate is 13x more likely on mobile
vs desktop
• Users spend 86% of time using native apps on
their phone vs mobile web
• A mobile user has an average of 33 apps
installed on their device (of which 3 account for
80% of app usage)
Source: myThings report
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5. Deliver the right users at the right
time
LAUNCH
your app and scale your user base
GROW
your app with quality users
RETAIN
your most valuable users and maximize your ROI
Those are the 3 main steps of your app marketing
lifecycle.
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6. Define your marketing strategy
Know your app and vertical. Trust in the right vendor
that can use their experience, data, and advise the
right approach.
Plan a custom, bullet-proof UA strategy depending on
your objectives and the specifics of your markets
Understand that it will take time and money to test for
better optimizations
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7. Leverage your data
Define the right post-install events to receive from your
app
Test different creatives and format options - be open
Your early engagement metrics are essential to
predictively optimize your spend and deliver positive
ROI.
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8. Acquire & Retain users
Find the right users for your app based on your
marketing objective.
Consider further engagement to get more from quality
users.
Re-engage and retarget lapsed users.
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9. Case Study
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10. Case Study:
Advertiser Goals Through
Dynamic Price Optimization (dCPI)
MiniClip
What is dCPI?
dCPI or dynamic CPI, is a price optimization process whereby
the payout offered to publishers varies according to the quality
of the installs delivered. The quality is itself measured by
analyzing LTV data, i.e. specific post-install events in the app
advertised, and benchmarking it against the advertiser’s goals.
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11. Case Study:
Advertiser Goals Through
Dynamic Price Optimization (dCPI)
MiniClip
• Substantially grow their user base for their classic title “8 Ball Pool”.
• Reaching a specific benchmark ROAS 7 (Return On Advertising Spend 7
days after install).
Objective
• Miniclip integrated post install events through their MMP of choice with the
DataLift 360 platform
• Utilized dynamic pricing (dCPI) to allow the DataLift 360 platform to find
the optimal price valuation per traffic source
Solution
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12. Case Study:
Advertiser Goals Through
Dynamic Price Optimization (dCPI)
MiniClip
Result
• With LTV data postbacks after the point of install, AppLift’s proprietary
platform learned the expected user funnel
• Utilizing dynamic CPI pricing (dCPI) the DataLift360 platform was able to
continually scale the performance & volume while hitting Miniclip’s target
day 7 ROAS goal
• After three weeks of dCPI optimization, the ROAS 7 surged and stabilized
well above the advertiser’s target while weekly install volumes sustainably
increased by over 100%
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13. Case Study:
How did we do it?
MiniClip
During 3 weeks of testing
• We increased payouts up to 4 times for high-quality sources, thereby
securing additional traffic from those qualitative publishers.
• Thanks to flexible payouts, we also explored new pockets of
inventory, which acted as a traffic booster for the campaign.
• Weeks after the test, both ROAS performance and volume level
remained at there desired level.
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14. Case Study:
How did we do it?
MiniClip
+100% volume with
33% more traffic sources meeting /exceeding KPI performance
Media Partner mix before dCPI Media Partner mix during dCPI
Sum of low
volume partners
Sum of low
volume partners
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15. How
to apply this?

16. eCommerce App
CPA Goal: 6.50 USD
Unique Orders
Average CPI needs
to be stable
Stable
Volumes
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17. Installs vs CPI
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1,5
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2,5
3
3,5
4
4,5
5
0
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1500
2000
2500
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18. Purchases vs CPA
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2
4
6
8
10
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1000
1500
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2500
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19. dCPI vs CPA
0,00
2,00
4,00
6,00
8,00
10,00
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20. Match cost to value
Invest time for testing
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21. Andrew Birnbryer
MD Americas
andrew@applift.com
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