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Designing the UA process : How to excel at buying ROI positive traffic. Dr. Hanno Fichtner – 7/31/13, Casual Connect SF. Part of. Co-Founder & Partner HitFox Group Heading AppLift US Acquiring millions of users per month for 150+ games. Who is talking?. Dr. Hanno Fichtner.
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Designingthe UA process: HowtoexcelatbuyingROI positive traffic Dr. Hanno Fichtner– 7/31/13, Casual Connect SF Part of
Co-Founder & Partner HitFox Group Heading AppLift US Acquiringmillionsofusers per monthfor 150+ games Who is talking? Dr. Hanno Fichtner
The 3 waves of paid User Acquisition ROI positive Lowest CPI Top charts Top position High volume CLV > eCPI Goal Flat fee CPI aCPI Pricing No SDK Many SDKs Few SDKs SDKs Incentivized Non-incent Non-intrusive Ad type 2011 2012 2013+
App Store optimization Tracking setup Traffic buying How to buy ROI positive traffic
Campaigntracking Attributionofinstallstopaidand non-paidchannels Methods: Fingerprint, IDFA Players: In-game tracking Tracking of in-appeventstomeasureandanalyzeuserbehavior Players: Tracking setup Common identifierneededtomatchchannelswith in-appbehavior
The in-game KPIs in theuser‘slifecycle ROI-positive User Acquisition Retention Engagement Virality • Day 1, 7, 30 • DAU • DNU • Average time in app / session • Total dailysessions / DAU • Facebook sharing • Referrals • Reviews Monetization • ARPU = total revenue / # users • ARPPU = total revenue / # payingusers • Monetization rate = % ofusersthatmade in-apppurchases
App Store optimization Tracking setup Traffic buying How to buy ROI positive traffic
Discoverability Optimizingyourpresence on theappstoresthroughthesearchfunction Title Keywords, IAP items: MobileDevHQ, Searchman, AppCod.es Description (Android) Conversion Closingthe deal onceyourgamehasbeendiscovered Icon (detailed) Screenshots Ratings ASO basics: Sticking out and closing the deal
Screenshot/Icon A-B testing for iOS Visits/Clicks= 6.9% Visits/Clicks= 9.6% +41% Visits/Clicks= 5.8% -16% Usefultoolstostart: www.atmio.com / www.sparkpage.com
App Store optimization Tracking setup Traffic buying How to buy ROI positive traffic
Find the right traffic sources In-App Traffic Mobile Web • Gaming • Target audience, proven interest in games • Risk to address only non-paying gamers • Non-Gaming • Great targeting options when done right • Higher likelihood to address paying users • Strong impact of positive editorial content • Significant spillover effect with media & PR
Find the right campaign setup Performance based Pay only on a risk-free CPI, optimize based on eCPI Non-incentivized Evaluate potential benefits of higher chart position versus ROI of a sustained campaign Non-intrusive (detailed) Present your game in the best possible way
Examples of non-intrusive integrations Resulting KPIs • Average CTR: 13% • Average conversion rate: 16% • Average eCPM: 33 USD
Understand the real cost of your acquired users CLV>eCPI eCPItakes into account all the costs induced by the acquisition of one user as well as the K-factor (organic traffic) • Fixed costs • Setup costs • “Free” promotions • Virality (K-factor) • Additional organic installs
Modeling CLV CLV RDk = retention rate on day k ARPDAUk = Average revenue per daily active user on day k
Identify ROI positive channels Matching the eCPIswith every channels individual CLV will allow you to adjust the CPIs and channel selection accordingly You can scale your user acquisition with ROI positive channels
What does this mean for your launch timeline? • 4 weeksbeforesubmission • Integrate install tracking SDK and in-game tracking SDK • Set up A/B tests • Game is live! • Review in-game events • OptimizeeCPIsfortrafficsourceandestimate CLV • 2 weeksbeforelaunch • Set up campaigns with traffic partners • Prepare creatives • Set up tracking
Talk to us Dr. Hanno Fichtner CEO US, Co-Founder HitFox Group Tel GE: +49 170 837 0445 Tel US: +1 415 806 5023 Email: hf@applift.com Download eBook:
Wave 1: Buy a chart position “Can you guarantee a chart position?”
Wave 2: Buy volume on CPI “Give me as many installs as possible for this CPI!” No tracking beyond the install CPI adjusted based on happiness with volume
Wave 3: Buy ROI positive traffic “I will only pay as much as the user is worth in my game!” Track the quality CPI adjusted based on quality delivered