Tech-Forward - Achieving Business Readiness For Copilot in Microsoft 365
Designing the UA Process - ROI-positive Use Acquisition
1. Who is talking?
Dr. Hanno Fichtner
Co-Founder & Partner HitFox
Group
Heading AppLift US
Acquiring millions of users per
month for 150+ games
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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2. The 3 waves of paid User Acquisition
Top charts
Goal
Lowest CPI
ROI positive
Top position
High volume
LTV > CPI
Pricing
Flat fee
CPI
aCPI
SDKs
No SDK
Many SDKs
Few SDKs
Ad type
Incentivized
2011
Non-incent
2012
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Non-intrusive
2013+
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3. How to buy ROI positive traffic
Tracking setup
App Store
optimization
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Traffic buying
3
4. Tracking setup
Campaign Tracking
In-Game Tracking
Attribution of installs to
paid and non-paid channels
Tracking of in-app events to
measure and analyze user
behavior
Methods: Fingerprinting,
IDFA
Players: MAT, Ad-X, Kochava,
Adeven
Players: Kontagent, Google
Analytics, Flurry
Common identifier needed to match channels with in-app behavior
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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5. KPI’s for in-game tracking
1. Retention
• Day 1-7, Day 14, Day 28, Day 30, Day 90, Day 365
• DAU: Daily Active Users
• DNU: Daily New Users
1. Monetization
• ARPU = total revenue / #users
• ARPPU = total revenue / # paying users
• Monetization rate = % of users that made in-app purchases
1. Engagement
• Average time in app / session
• Total daily sessions / DAU
1. Virality
• 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
5
6. 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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Traffic buying
7
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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
8
9. The Conversion Funnel
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
10. Screenshot/Icon A-B testing for iOS
Atmio
Sparkpage
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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11. How to buy ROI positive traffic
Tracking setup
App Store
optimization
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
Traffic buying
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12. Find the right traffic sources
It is critical to understand and identify the best traffic
sources for your target gamers
In app
In game
Mobile Web
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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13. Address the gamers appropriately
Find the best performing way to reach the audience
and address your potential new gamers
• Performance based
Pay for new gamers on a risk-free CPI, optimize the
channels based on eCPI
• + Non-incentivized
Understand 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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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14. Examples of non-intrusive
integrations
Tailor the use of ads and promotions to your product,
gameplay and enrich the user experience
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
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
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15. How to optimize traffic quality
Effective CLV = CLV of one
user x k (specific for traffic
source) must be higher than
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)
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
16. Customer Lifetime Value and ARPU
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
17. Modeling CLV
RDk = retention rate on day k
ARPDAUk = Average revenue per daily active user on day k
Retention
50%
40%
30%
20%
10%
0%
D1 D3 D5 D7 D9 D11 D13 D15 D17 D19 D21 D23 D25 D27 D29
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
18. What does this mean for your launch timeline?
4 weeks before
submission
2 weeks before
launch
Game is live!
• Integrate install
tracking SDK and
in-game tracking
SDK
• Set up campaigns
with traffic
partners
• Prepare creatives
• Set up tracking
• Review in-game
events
• Optimize eCPI‘s
for traffic source
and estimate CLV
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
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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
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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
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Logic was toreachthecharts just forthesakeofbeing in thecharts – numberofinstallsgenerateddid not matter and also quality was not lookedatMain sourceoftraffic: incentivizedtraffic
Logic was toreachthecharts just forthesakeofbeing in thecharts – numberofinstallsgenerateddid not matter and also quality was not lookedatMain sourceoftraffic: incentivizedtraffic