designing the ua process casualconnect

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 1

Co-Founder & Partner HitFox Group

Heading AppLift US

Acquiring millions of users per month for 150+ games

Dr. Hanno Fichtner

Who is talking?


The 3 waves of paid User Acquisition

Top chartsLowest CPI

ROI positive

2011 2012 2013+

Pricing Flat fee CPI aCPI

SDKs No SDK Many SDKs Few SDKs

Ad type Incentivized Non-incent Non-intrusive

Goal Top position High volume LTV > CPI


How to buy ROI positive traffic

Tracking setup App Store optimization Traffic buying


Tracking setup

Common identifier needed to match channels with in-app behavior

Campaign Tracking

Attribution of installs to paid and non-paid channels

Players: MAT, Ad-X, Kochava, Adeven

Methods: Fingerprinting, IDFA

In-Game Tracking

Tracking of in-app events to measure and analyze user

behavior

Players: Kontagent, Google Analytics, Flurry


KPI’s for in-game tracking

1. Retention

2. Monetization

3. Engagement

4. Virality

• Day 1-7, Day 14, Day 28, Day 30, Day 90, Day 365• DAU: Daily Active Users• DNU: Daily New Users

• ARPU = total revenue / #users • ARPPU = total revenue / # paying users• Monetization rate = % of users that made in-app purchases

• Average time in app / session• Total daily sessions / DAU

• K-factor = viral growth rate per-user• Trackable: Social Media, Referrals, Invites etc.• Non-trackable: Word of Mouth

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

The in-game KPI‘s in the User‘s Lifecycle


ASO basics: Sticking Out and Closing the Deal

1. Discoverability

Optimizing your presence on the app stores through the Search Function• Title• Keywords: MobileDevHQ,

Searchman, AppCod.es• IAP Items• Understanding the specificities

of each app store is key

2. Conversion

Closing the Deal once your game has been discovered• Icon (Google Play)• Conversion Funnel• Click stages (80/20 rule)• A/B testing the screenshots• Ratings


The Conversion Funnel


Screenshot/Icon A-B testing for iOS

AtmioSparkpage


Find the right traffic sources

It is critical to understand and identify the best traffic sources for your target gamers

In appIn gameMobile Web


Address the gamers appropriately

• Performance basedPay for new gamers on a risk-free CPI, optimize the channels based on eCPI

• + Non-incentivizedUnderstand if a higher chart position really pays off or if a sustained campaign has better returns

• + Non-intrusive (detailed)Ensure that your game is presented in the best possible way

Find the best performing way to reach the audience and address your potential new gamers


Examples of non-intrusive integrations

If done right, non-intrusive ads can show average CTR’s of 13%, Conversion rates of 16% and result in eCPM’s of 33 USD for the publisher

Tailor the use of ads and promotions to your product, gameplay and enrich the user experience


How to optimize traffic quality

CLV > eCPI

eCPI (effective CPI) takes into account all the costs induced by the acquisition of one user as well as the K-factor (organic traffic)

Effective CLV = CLV of one user x k (specific for traffic source) must be higher than eCPI


Customer Lifetime Value and ARPU

CLV = ARPU*(1/CHURN)Customer Lifetime Value is

Average Revenue Per User * Persistence of the user over time(Persistence/Retention being the opposite of Churn)

This metric can be applied to all kinds of relevant cohorts (acquisition channel, date of install, geography, demographics etc.)

The two main factors influencing CLV which need to be estimated are: • ARPU• Retention


Modeling CLV

RDk = retention rate on day kARPDAUk = Average revenue per daily active user on day k

D1 D3 D5 D7 D9D11

D13D15

D17D19

D21D23

D25D27

D290%

10%20%30%40%50%

Retention


What does this mean for your launch timeline?

4 weeks before submission• Integrate install

tracking SDK and in-game tracking SDK

2 weeks before launch• Set up campaigns

with traffic partners

• Prepare creatives• Set up tracking

Game is live!

• Review in-game events

• Optimize eCPI‘s for traffic source and estimate CLV


BACKUP


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


Examples of non-intrusive integrations

designing the ua process casualconnect

Travel