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User Acquisition
for Mobile Apps

Rohit Nair, Head –Knowledge Gaming, Games2win
Why should an app acquire users?
1) Visibility!!
Great Launch + Sustained downloads for a longer period
2) Stability of downloads

Download numbers are relatively consistent after a particular rank is established .
(-10% to +10% )
3) Generate Revenue

User acquisition is most important after LTV (Life time value) of a game has been determined.

More downloads = More Money
How many downloads are ‘Valuable’?
Free downloads required
Paid downloads required
Free downloads per category
How do we acquire users??
Three Parts of User Acquisition
• Install Volume
• Conversion Rate %
• User Quality
Jargons explained

1) Conversion Rate (CR)(X axis): Clicks/Installs
2) User Quality(Y axis): User Quality scores are calculated by
analyzing the number of sessions, in-app events, purchases
and retention
3) Volume(Bubble size): New users’ volume
Beginner's guide to user acquisition for mobile apps and games
1) Search
Search
Search here means mobile web search and not appstore search.

Pros
• Best Quality of users (as they are looking for a game)
Cons
• Low Quantity
• Low Conversion Rates
Comments:
• Use Adsense for Mobile to advertise on Google Search
(Highly untapped. Low volume but great Quality users)
• User CPC campaigns
Search (Appstore search)
Pros
• High Conversion Rates
• High Quality of users
Comments
• Dependent on Download volume (+velocity) + Ratings :
nothing else! 
• Appstore SEO like web search depends heavily on
download traffic as much as hygiene
Must use: appcod.es , straply.com, searchman to compare
and name apps and keywords
2) Ad Networks
Ad Network
Buying
CPC

CPI
Ad Networks

Pros
• Deliver strong volume

Cons
• Conversion rates lower
• Quality of users lower
Comments:
• Best suited for Mass market apps and Games
• Always use CPI against CPC
Available Networks
(listed in the following slides)
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
LTV Optimizers
LTV Optimizers help you to get the best return out of multiple ad networks by
splitting total spend and analyzing the returns.
LTV-Optimizers are easy to use and just need an SDK installed into your app
What apps should try

CPC (Cost per Click)
Facebook

MoPub

Mmedia

Admob
What we should try

CPI (Cost per install)
Flurry
Facebook Advertising

Believed to be the most cost effective Install mechanism
Average CPI in the US around $2
Flurry’s Appcircle allows you to target specific type of users

$0.50 - $3.00 seem to be the standard CPIs across industries
and Ad networks!
3) Incentivized
Traffic
Incentivized Traffic
Pros
• Highest Conversion rates
Cons
• Conversion rates lower
• Quality of users lower
Comments:
Best suited for Mass market apps and Games
Beginner's guide to user acquisition for mobile apps and games
Incentivized + Non Incentivized
Due to the Low quality of users acquired from
Incentivized , these companies are now moving
to Non Incentivized user acquisition (like any
other ad network)

NativeX and Tapjoy now function as normal ad
networks + provide acquisition depending upon
the level of activity in the app
4) App
Discovery
Platforms
App discovery Platforms
App Discovery Platform
Success Stories
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Final Comments
1) User acquisition is not a science, it’s an art
2) User acquisition cannot be mastered with a
single campaign, this is an iterative process till
you figure what works best for YOUR app
3) App discovery platforms are expensive but a
great start to any app launch
4) Talk to agents of different networks to get
the best deal and figure what will work for
YOU
Beginner's guide to user acquisition for mobile apps and games

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Beginner's guide to user acquisition for mobile apps and games

Notas del editor

  1. http://www.flurry.com/pdf/FlurryRe-EngagmentGLUCaseStudy.pdf