Download - 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?
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 2
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 3
How to buy ROI positive traffic
Tracking setup App Store optimization Traffic buying
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 4
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 5
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 7
How to buy ROI positive traffic
Tracking setup App Store optimization Traffic buying
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 8
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
The Conversion Funnel
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 10
Screenshot/Icon A-B testing for iOS
AtmioSparkpage
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 11
How to buy ROI positive traffic
Tracking setup App Store optimization Traffic buying
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 12
Find the right traffic sources
It is critical to understand and identify the best traffic sources for your target gamers
In appIn gameMobile Web
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 13
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 14
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 19
BACKUP
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 20
Wave 1: Buy a chart position
“Can you guarantee a chart position?”
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 21
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 22
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 23
Examples of non-intrusive integrations