Post on 07-May-2015
description
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
Kaya Taner– 28/11/2013
Best practices to deliver LTV:Insights on generating ROI-positive traffic for free-to-play mobile games
Part of
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
CEO & Co-Founder AppLift
70 people+, offices in Seoul, Berlin and San Francisco
Acquiring millions of users per month for 150+ games
2
Kaya Taner
Who is talking?
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 3
The 3 waves of paid User Acquisition
Top charts
Lowest 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
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 4
How to buy ROI positive traffic
Tracking setup
App Store optimization Traffic buying
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 5
Tracking setup
Common identifier needed to match channels with in-app behavior
Campaign tracking
Attribution of installs to paid and non-paid channels
Methods: Fingerprint, IDFA/Android ID
Players:
In-game tracking
Tracking of in-app events to measure and analyze user behavior
Players:
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
KPI‘s for in-game tracking
ROI-positive User Acquisition
Retention Engagement Virality
Monetization
Day 1, 7, 30 DAU DNU
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
ARPU = total revenue / # users ARPPU = total revenue / #
paying users Monetization rate = % of users
that made in-app purchases 6
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
The in-game KPI‘s in the User‘s Lifecycle
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 8
How to buy ROI positive traffic
Tracking setup
App Store optimization Traffic buying
eBook on Mobile Games Marketing
Available for free download on
www.AppLift.com
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 9
How to buy ROI positive traffic
Tracking setup
App Store optimization Traffic buying
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 10
Find the right traffic sources
It is critical to understand and identify the best traffic sources for your target your users
In appIn gameMobile Web
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 11
Address the users 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 users
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 12
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
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
Understand the real cost of your acquired users
eCPI takes into account all the costs induced by the acquisition of one user as well as free installs
CLV > eCPI
• Fixed costs• Setup costs• “Free”
promotions
• Virality (K-factor)• Additional
organic installs
Kaya Taner– 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
0%
20%
40%
60%
Retention
CLV
Kaya Taner– 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
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
Talk to us
Kaya TanerCEO & Co-Founder
kt@applift.com
Download eBook at www.applift.com
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 17
BACKUP
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 18
Identify ROI positive channelsSource
CPI K-Factor
eCPI CLV D1 – Ret.
Level Comp.
…
1 $1.90 1.06 $1.79 $1.64 32% 17%
2 $2.10 1.02 $2.06 $2.01 41% 10%
3 $2.50 1.01 $2.48 $2.37 39% 21%
4 $2.70 1.23 $2.20 $2.87 54% 49%
5 $1.80 1.12 $1.61 $1.97 52% 46%
6 $1.90 1.04 $1.83 $1.64 37% 23%
7 $1.50 1.08 $1.39 $1.74 49% 42%Matching the eCPIs with 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
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 19
Wave 1: Buy a chart position
“Can you guarantee a chart position?”
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 20
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
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 21
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
Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 22
Examples of non-intrusive integrations