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User Acquisition - Candid 2.0
Saikala Sultanova, Lead User Acquisition Expert
Space Ape Games
Proprietary & Confidential
Proprietary & Confidential
Proprietary & Confidential
Proprietary & Confidential
Important User Acquisition Components
● Product & Business goals alignment
● Tools to support U...
Google Confidential and Proprietary
Product & Business goals align
Proprietary & Confidential
Proprietary & Confidential
Bring Players → Grow DAU & Revenue
*The slide is for demonstration purposes only. All sensitive...
Google Confidential and Proprietary
TOOLS - Tracking
Proprietary & Confidential
Paid mobile tracking tools
Proprietary & Confidential
Free mobile tracking tools (w/limitations)
Proprietary & Confidential
In game post-install events
Tutorial complete
Day 1 retention
Joined alliance
Created alliance
...
Proprietary & Confidential
In App Events as Optimisation Indicators
Tutorial complete
PVP mode
Game level
Number of battle...
Proprietary & Confidential
Optimisation
Indicators
● Tutorial complete
● Game level
● Payment initiated
● Entered PVP mode...
Proprietary & Confidential
In game events per channel
*The slide is for demonstration purposes only. All sensitive data wa...
Proprietary & Confidential
In game events per country
*The slide is for demonstration purposes only. All sensitive data wa...
Google Confidential and Proprietary
TOOLS - Analytics
Proprietary & Confidential
Measure Return on Advertising Spend
(ROAS)
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Proprietary & Confidential
Statistically significant installs sample size
Confidence level
Margin of Error 90% 95% 99%
0.5...
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New Network Performance Indicators
In App
Events →
Ad
Spend
Clicks/
Views
Installs Click to
Ins...
Proprietary & Confidential
LTV calculation components
*The slide is for demonstration purposes only.
LTV = (((IAPs + AdRev...
Proprietary & Confidential
LTV model Predicted VS Actual
100% Direct
Net Return
Actual
eROI
Google Confidential and Proprietary
Server side data is important
Proprietary & Confidential
Without Server Side Data
● Game event stats - not verified
● IAP revenues - incorrect
● LTV cal...
Google Confidential and Proprietary
Which Ad Networks?
Proprietary & Confidential
Proprietary & Confidential
App Annie Integrated Ad
Networks
Google Confidential and Proprietary
Alternative option to grow
Proprietary & Confidential
Publishing Partners → Revenue Share
Google Confidential and Proprietary
Additional ways to support UA
effectiveness
Proprietary & Confidential
App Store Page Performance
Test results data offered by StoreMaven.
Android Store page
componen...
Proprietary & Confidential
FREE Google Play Developer Experiments
Proprietary & Confidential
Store Page Testing Tools
FREE
Google Confidential and Proprietary
More ways to support UA effectiveness
Proprietary & Confidential
First App Launch → Loading time is Crucial
+40% CTI
*CTI - Click to Install conversion rate
Google Confidential and Proprietary
Key Take Aways
Saikala Sultanova
Proprietary & Confidential
Key Takeaways
1. Use Tools to support UA efforts → there is a science
2. Test → Learn → Apply →...
Google Confidential and Proprietary
Access slides → goo.gl/SK39RO
Thank you!
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Google Pollen Growth Summit Stockholm - April 2016 - Saikala Sultanova

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In Mobile there are reams written about how app developers achieve success with amazing apps and stories that inspire us to aim high. While these “how-to” posts are full of helpful tips, I miss having a clear focus on the tools you need to use to power the user acquisition efforts that can help make sure your app reaches and retains a significant level of success. Here are a few examples for you to start you thinking about what is best approach in finding "the one" for you.
Note: pay attention to speaker's notes which I have written for those of you looking through the deck at your own time.

Publicado en: Marketing
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Google Pollen Growth Summit Stockholm - April 2016 - Saikala Sultanova

  1. 1. Proprietary + Confidential User Acquisition - Candid 2.0 Saikala Sultanova, Lead User Acquisition Expert Space Ape Games
  2. 2. Proprietary & Confidential
  3. 3. Proprietary & Confidential
  4. 4. Proprietary & Confidential
  5. 5. Proprietary & Confidential Important User Acquisition Components ● Product & Business goals alignment ● Tools to support UA activities ○ Tracking & Analytics ○ Vet & select the best for you ● Test → Learn → Apply ● More ways to support product growth
  6. 6. Google Confidential and Proprietary Product & Business goals align
  7. 7. Proprietary & Confidential
  8. 8. Proprietary & Confidential Bring Players → Grow DAU & Revenue *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data.
  9. 9. Google Confidential and Proprietary TOOLS - Tracking
  10. 10. Proprietary & Confidential Paid mobile tracking tools
  11. 11. Proprietary & Confidential Free mobile tracking tools (w/limitations)
  12. 12. Proprietary & Confidential In game post-install events Tutorial complete Day 1 retention Joined alliance Created alliance Game level 2 Game level 3 Game level 8 Battle 2 Game level 4 Game level 5 Game level 6 Game level 7 First payment Repeat payment Watched a video First battle Battle 3 Battle 4 Rating given Chat feature used
  13. 13. Proprietary & Confidential In App Events as Optimisation Indicators Tutorial complete PVP mode Game level Number of battles Rating given Payment initiated First payment Engaged user
  14. 14. Proprietary & Confidential Optimisation Indicators ● Tutorial complete ● Game level ● Payment initiated ● Entered PVP mode ● Rating given Best Predictors of LTV ● Day 1 retention ● Number of battles ● First purchase ● In App Purchase Revenue ● Custom events (i.e. viral actions)
  15. 15. Proprietary & Confidential In game events per channel *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data. In App Events → Ad Spend Installs Tutorial complete Level X Day 1 retention Spenders % Net IAP Revenue Net ROAS Admob $500 100 90% 75% 45% 10% $100 20% Social channel $1,000 100 85% 50 % 55% 12% $100 10% Unity ads $500 100 80% 85% 75% 5% $50 10%
  16. 16. Proprietary & Confidential In game events per country *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data. In App Events → Ad Spend Installs Tutorial complete Level X Day 1 retention Spenders % Net IAP Revenue Net ROAS US $500 100 90% 75% 45% 10% $100 20% FI $1,000 100 85% 50 % 55% 12% $100 10% UK $500 100 80% 85% 75% 5% $50 10%
  17. 17. Google Confidential and Proprietary TOOLS - Analytics
  18. 18. Proprietary & Confidential Measure Return on Advertising Spend (ROAS)
  19. 19. Proprietary & Confidential
  20. 20. Proprietary & Confidential Statistically significant installs sample size Confidence level Margin of Error 90% 95% 99% 0.50% 36,995 36,995 62,410 1% 6,719 9,513 16,369 2% 1,689 2,395 4,143 3% 751 1,066 1,846 4% 423 600 1,039 5% 271 384 665
  21. 21. Proprietary & Confidential New Network Performance Indicators In App Events → Ad Spend Clicks/ Views Installs Click to Install Spenders % IAP Revenue ROAS Network 1 $10,000 50,000 2,395 10% 10% $2,000 20% Network 2 $15,000 15,000 2,395 33% 12% $2,000 13% Network 3 $5,000 12,000 2,395 42% 0% $0 0%
  22. 22. Proprietary & Confidential LTV calculation components *The slide is for demonstration purposes only. LTV = (((IAPs + AdRev)*Retention)*K-factor) - Store Fees & Chargebacks
  23. 23. Proprietary & Confidential LTV model Predicted VS Actual 100% Direct Net Return Actual eROI
  24. 24. Google Confidential and Proprietary Server side data is important
  25. 25. Proprietary & Confidential Without Server Side Data ● Game event stats - not verified ● IAP revenues - incorrect ● LTV calculations - inaccurate
  26. 26. Google Confidential and Proprietary Which Ad Networks?
  27. 27. Proprietary & Confidential
  28. 28. Proprietary & Confidential App Annie Integrated Ad Networks
  29. 29. Google Confidential and Proprietary Alternative option to grow
  30. 30. Proprietary & Confidential Publishing Partners → Revenue Share
  31. 31. Google Confidential and Proprietary Additional ways to support UA effectiveness
  32. 32. Proprietary & Confidential App Store Page Performance Test results data offered by StoreMaven. Android Store page component iPhone 8% Icon 17% 23% App name 21% 35% Video 20% 23% Description 11% 20% Feature graphic - - Screenshots 20% - App rating -
  33. 33. Proprietary & Confidential FREE Google Play Developer Experiments
  34. 34. Proprietary & Confidential Store Page Testing Tools FREE
  35. 35. Google Confidential and Proprietary More ways to support UA effectiveness
  36. 36. Proprietary & Confidential First App Launch → Loading time is Crucial +40% CTI *CTI - Click to Install conversion rate
  37. 37. Google Confidential and Proprietary Key Take Aways Saikala Sultanova
  38. 38. Proprietary & Confidential Key Takeaways 1. Use Tools to support UA efforts → there is a science 2. Test → Learn → Apply → Repeat the Loop 3. Aim high & be ambitious, but have a contingency plan “We can’t predict the future exactly, but we can increase our chances of winning if we are better prepared”. S.S, 2015
  39. 39. Google Confidential and Proprietary Access slides → goo.gl/SK39RO Thank you!

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