App Developer Event Helsinki - Oct 2015 - Saikala Sultanova
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“We can’t yet predict the future, but we can increase our chances of winning if we are better prepared”. S.S, 2015
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Semelhante a App Developer Event Helsinki - Oct 2015 - Saikala Sultanova
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App Developer Event Helsinki - Oct 2015 - Saikala Sultanova
- 1. Google Confidential and Proprietary Success with Apps 2015 Helsinki Growth Summit
- 2. Proprietary & Confidential Agenda 15.30 - 15.40 Welcome by Google Jens Bastrup, Google 15.40 - 16.00 Why you need to prepare UA funding strategy before your launch Martin Macmillan, Pollen VC 16.00 - 16.20 Fueling App Growth with Google: User Acquisition Strategy Mathieu Sneep, Google 16.20 - 16.30 Break 16.30 - 16.50 Focus on UA metrics Saikala Sultanova, Space Ape 16.50 - 17.10 User acquisition optimisation Eric Seufert, Rovio 17.10 - 17.50 Panel: Expert discussion of user acquisition ● Moderator: Anders Lykke, Priori Data ● Saikala Sultanova, SpaceApe ● Eric Seufert, Rovio ● Robin Squire, Playraven ● Ville Heijari, Two Men and a Dog 17.50 - 18.00 Closing remarks by Google
- 3. Google Confidential and Proprietary App Developer Growth Event Helsinki 2015 User Acquisition - Candid Saikala Sultanova, Lead User Acquisition Expert Space Ape Games
- 4. Proprietary & Confidential Google Developer Expert Program Member (GDE)
- 7. Proprietary & Confidential Important User Acquisition Components ● Business goals ● Tracking systems ● Analytical tools ● Server side data ● User acquisition metrics ● Test & learn tools ● Q & A
- 8. Google Confidential and Proprietary Business goals
- 9. Proprietary & Confidential In App Purchases Ad monetisation Paid Apps
- 10. 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.
- 11. Google Confidential and Proprietary Mobile tracking tools
- 12. Proprietary & Confidential Mobile tracking providers
- 13. Proprietary & Confidential In App Events *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data. Tutorial complete PVP mode Level unlocked Viewed content Rating given Payment initiated First payment Engaged user
- 14. Proprietary & Confidential Events as Best Predictors for LTV 1. Tutorial completion 2. In-game level up 3. Retention events 4. First purchase 5. Total In App Purchase Revenue 6. Custom events (i.e. viral actions) *The slide is for demonstration purposes only. All sensitive data was removed and/or replaced with dummy data.
- 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. 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. Google Confidential and Proprietary Analytics tools
- 18. Proprietary & Confidential Measure Return on Advertising Spend (ROAS)
- 20. Proprietary & Confidential Statistically relevant 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. 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. Proprietary & Confidential LTV calculation components *The slide is for demonstration purposes only. LTV = (((IAPs + AdRev)*Retention)*K-factor) - Store Fees & Chargebacks
- 23. Proprietary & Confidential LTV model Predicted VS Actual 100% Direct Net Return Actual eROI
- 24. Google Confidential and Proprietary Server side data is important
- 25. Proprietary & Confidential Without Server Side Data ● Game event stats - not verified ● IAP revenues - incorrect ● LTV calculations - inaccurate
- 26. Google Confidential and Proprietary Which Ad Networks?
- 28. Proprietary & Confidential App Annie Integrated Ad Networks
- 29. Google Confidential and Proprietary Alternative Option
- 30. Proprietary & Confidential Don’t have cash to fund UA? Publishing Partners
- 31. Google Confidential and Proprietary Additional ways to support UA effectiveness
- 32. Proprietary & Confidential App Store Page Performance *The slide is for demonstration purposes only. Test results data offered by StoreMaven. Android Store page component iPhone 8% Icon test 17% 23% App name 21% 35% Video 20% 23% Description 11% 20% Feature graphic - - Screenshots 20% - App rating -
- 33. Proprietary & Confidential FREE Google Developer’s Experiments Tool
- 34. Proprietary & Confidential Don’t have an App live yet? Paid tools
- 35. Google Confidential and Proprietary More ways to support UA effectiveness
- 37. Google Confidential and Proprietary Key Take Aways Saikala Sultanova
- 38. Proprietary & Confidential Key Takeaways 1. Mobile tracking will help connect the dots 2. Test → Learn → Apply → Repeat the Loop 3. Use Analytics to help you make better decisions 4. Server side data would increase your confidence level
- 39. Google Confidential and Proprietary ● Aim high and have ambitious goals ● Always have a contingency plan “We can’t yet predict the future, but we can increase our chances of winning if we are better prepared”. S.S, 2015 My advice to you
Notas do Editor
- I have been in gaming industry for 4 years, launching my career with Social Casino games at Plumbee, followed by Casual Mobile Gameswith Miniclip and now I am in the Strategy Games vertical at Space Ape Games. Those are a few things I like to work on and today I am pleased with a chance to practise one of those “Sharing Knowledge” with you all.
- Now you know about one of the way to help you fund, reinvest and grow your millions faster …
- And Google advertising channels you can use for your UA activities.
- Today I would like to cover Important UA Components to consider.
- We all know there are currently 3 main ways to monetise your mobile apps: In App Purchases in F2P when you offer to buy in game currencies In App Advertising in F2P → for example, you can offer a longer game play or free in-game currencies, in exchange for viewing video ads Paid apps → you pay once and play forever type apps (this is to mention the variety, however my expertise is in F2P) Let’s say you’ve decided what type of game you’d like to offer to market …..
- You are now in a position to acquire players to help your Daily Active Users (DAU) grow together with its revenue. Question is how to do it effectively?
- You would need to use a mobile tracking system to help you collect your user data, attribute and analyse.
- There are many mobile tracking providers. These are just a few examples among many. There is no perfect tool out there, but you can make one or the other work better for you. Selecting a tracking provider would depend on your internal needs …. a typical example could be if you need a solution for more than just tracking installs OR you have an internal full-blown data warehouse when you would only need this tool to track a few basic things for you. *I have a separate more detailed comparison table, rating each of these providers’ features for those who are interested.
- You would then implement a set of tracking that is relevant to your product. These events are a standard set of a few that are more relevant to gaming apps, where you can choose to have a custom selection when you need.
- life-time value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer. The prediction model can have varying levels of sophistication and accuracy, ranging from a crude heuristic to the use of complex predictive analytics techniques. Gaming is known for the use of more complex models. measuring percentage of new users completing tutorial percentage of players achieving level X (determined by analytics as an important level that correlates with the LTV factor) measuring percentage of players coming back to your game on day 1, 3, 7, 14, 28, etc. unique count of Free-players converting to Spenders total In App Purchases’ revenue attributed to the installs cohort you can also implement custom events i.e. for some casual games viral actions can serve as one of the best predictors of LTV. An example could be measuring a percentage of players using FB connect and sending invites to their friends. Then another friends accepting and installing the game etc.
- In this example you can look at the performance of your ad spend per channel within the given time. You would check number of installs Spenders converted Return on Ad Spend
- In this example we can similarly see the performance of your ad spend per country within the given time.
- You would need to use a tracking system to help you collect user data → analyse → learn → apply learning's
- You want to invest cash in advertising in hope to multiply your investment by getting new players into your game to then monetise your user base. Now question is how to make this investment profitably?
- You are one of the advertisers and you get approached by many different networks, trying to sell you the moon. Asking you to bid high because current market is competitive and telling you their inventory is worth it because they know they will deliver high quality traffic. In reality the pressure is just as much on the product performance as it is on UA performance. If product’s monetisation mechanics are good, then UA will have a better chance delivering well. Let’s look at a few ways to help UA function better.
- We all want to invest profitably, which will result testing various channels to find what works for your business. Testing can be done carefully, because you wouldn’t want to spend too big of an ad spend portion on testing and close your month/quarter with low profit margin stats From experience I have learnt it is important to work out Statistically Relevant Sample Size for User Acquisition. This Sample Size is a sufficient number of users UA would buy (through advertising) to then be able to analyse and have a confident conclusion if this New Channel have worked out for the business and worth investing into going forward.
- This is an example how it could look. The key metrics to look at in this example would be: Same number of installs Different ad spend Click to install percentage shows the relevance of the audience, devices and possibly internet connection IAP revenue is the main indicator here, because now you would be able to see ROAS and clearly see which network works better for you, IF your target is ROAS Of course this kind of testing requires cash and people to manage it ….. so
- Here are some main LTV calculation components you may want to use. *K-factor → *this is not the formula to use, but more of the generic demonstration of components. These components can be used to build your ultimate formula that is relevant to your business.
- You invest money in advertising in hope to multiply your investment by getting new players into your game to then monetise your user base. Now question is how to make this investment profitably? LTV - 7 days window we take retention curve + activity in the app + revenue and number of payments. From this data, we create 6 different buckets with different thresholds. Where each bucket has a different retention curve. All by country and by channel.
- You can use tracking systems to help you collect user data
- You can use tracking systems to help you collect user data
- There was a question earlier about best ad networks to work with. It is always case by case scenario, so you would need to do some searching, evaluating findings, vetting a bit, etc. As a starting pointer, it is always a good indicator when an ad network is listed among either:
- Or check which ad networks are already integrated with App Annie, which can be a good start for you. This is assuming App Annie has already done their groundwork who to partner with as well the network’s tech strength indication that they have enough resources to implement the integration.
- Don’t have cash to fund UA? You could consider the rev share model with one of many publishers out there. Above examples are just some of them.
- Here I would like to highlight the importance of your Conversion Ratio from Click to Install (Impressions to install in other cases)
- Saikala: We had a few variations and couldn’t decide which app icon was the best fit for our target audience. We used Google Experiments FREE tool and have ran a test with the App Icons for Samurai Siege. A few days later data showed that our gut feel was wrong :), two heads work better than one.
- Saikala: Space Ape team performed a test with one of the apps during the soft launch, making an app above and below the Android file size limit. After some paid UA as well organic downloads, test results demonstrated 40% uplift in Click to Install Conversion ratio. It is important to flag this point early in the game development stages, to do everything possible to make your game smaller i.e. streaming art assets after the first App Launch, download just enough for the first session which would make the download time a lot faster use technology to make your high quality JPGs smaller smaller chunks of streaming Our Rival Kingdoms team went as far as implementing only 1 background sound track for the new user download enough for the first session.
- As a closing note I was asked to offer advice. So my advice to you … aim high and have ambitious goals, that’s what will help you push the boundaries and get where you want to be. But always have a contingency plan or a few for most cases, that will help you move and adapt quickly to natural changes along the way, so you can still keep going towards your optimum goal. We can’t predict the future, but we can increase our chances of winning if we are better prepared.