This presentation outlines how mobile app/game developers can acquire new users on a profitable level. First it gives an outline of how user acquisition has changed over the past two years. Then it shows the process of buying traffic in a ROI positive way. Lastly it summarizes the launch timeline to prepare for a successful app release.

1. ROI positive User Acquisition
for mobile games
Dr. Hanno Fichtner – November 2013
Part of

2. Who
is
talking?
Dr. Hanno Fichtner
§ Co-­‐Founder
&
Partner
HitFox
Group
§ Heading
AppLi8
US
§ Acquiring
millions
of
users
per
month
for
hundreds
of
games
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
2

3. The
3
waves
of
paid
User
Acquisi<on
Top
charts
Goal
Lowest
CPI
ROI
posi<ve
Top
posiJon
High
volume
CLV
>
eCPI
Pricing
Flat
fee
CPI
aCPI
SDKs
No
SDK
Many
SDKs
Few
SDKs
IncenJvized
2011
Non-­‐incent
2012
Non-­‐intrusive
2013+
Ad
type
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
3

4. How
to
buy
ROI
posi<ve
traffic
Tracking
setup
App
Store
opJmizaJon
Traffic
buying
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
4

5. Tracking
setup
Campaign
tracking
In-­‐game
tracking
§ AUribuJon
of
installs
to
paid
and
non-­‐paid
channels
§ Tracking
of
in-­‐app
events
to
measure
and
analyze
user
behavior
§ Methods:
Fingerprint,
IDFA/Android
ID
§ Players:
§ Players:
Common
iden<fier
needed
to
match
channels
with
in-­‐app
behavior
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
5

6. The
in-­‐game
KPIs
in
the
user‘s
lifecycle
ROI-­‐posiJve
User
AcquisiJon
RetenJon
§ Day
1,
7,
30
§ DAU
§ DNU
MoneJzaJon
Engagement
§ Average
Jme
in
app
/
session
§ Total
daily
sessions
/
DAU
Virality
§ Facebook
sharing
§ Referrals
§ Reviews
§ ARPU
=
total
revenue
/
#
users
§ ARPPU
=
total
revenue
/
#
paying
users
§ MoneJzaJon
rate
=
%
of
users
that
made
in-­‐app
purchases
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
6

7. How
to
buy
ROI
posi<ve
traffic
Tracking
setup
App
Store
opJmizaJon
Traffic
buying
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
7

8. ASO
basics:
S<cking
out
and
closing
the
deal
Discoverability
Conversion
OpJmizing
your
presence
on
the
app
stores
through
the
search
funcJon
Closing
the
deal
once
your
game
has
been
discovered
§ Icon
(detailed)
§ Title
§ Screenshots
§ Keywords,
IAP
items:
MobileDevHQ,
Searchman,
AppCod.es
§ DescripJon
(Android)
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
§ RaJngs
8

9. The
Conversion
Funnel
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
9

10. Screenshot/Icon
A-­‐B
tes<ng
for
iOS
Visits/Clicks
=
6.9%
Visits/Clicks
=
9.6%
+41%
Visits/Clicks
=
5.8%
-­‐16%
Useful
tools
to
start:
www.atmio.com
/
www.sparkpage.com
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
10

11. How
to
buy
ROI
posi<ve
traffic
Tracking
setup
App
Store
opJmizaJon
Traffic
buying
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
11

12. Find
the
right
traffic
sources
In-­‐App
Traffic
Gaming
Mobile
Web
Non-­‐Gaming
• Target
audience,
• Great
targeJng
proven
interest
in
opJons
when
done
games
right
• Strong
impact
of
posiJve
editorial
content
• Risk
to
address
only
non-­‐paying
gamers
• Higher
likelihood
to
address
paying
users
• Significant
spillover
effect
with
media
&
PR
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
12

13. Find
the
right
campaign
setup
1. Performance
based
Pay
only
on
a
risk-­‐free
CPI,
opJmize
based
on
eCPI
2. Non-­‐incen<vized
Evaluate
potenJal
benefits
of
higher
chart
posiJon
versus
ROI
of
a
sustained
campaign
3. Non-­‐intrusive
(detailed)
Present
your
game
in
the
best
possible
way
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
13

14. Examples
of
non-­‐intrusive
integra<ons
Resul<ng
KPIs
§ Average
CTR:
13%
§ Average
conversion
rate:
16%
§ Average
eCPM:
33
USD
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
14

15. Understand
the
real
cost
of
your
acquired
users
CLV
>
eCPI
eCPI
takes
into
account
all
the
costs
induced
by
the
acquisiJon
of
one
user
as
well
as
free
installs
• Fixed
costs
• Setup
costs
• “Free”
promoJons
• Virality
(K-­‐factor)
• AddiJonal
organic
installs
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

16. Modeling
CLV
CLV
RDk
=
reten*on
rate
on
day
k
ARPDAUk
=
Average
revenue
per
daily
ac*ve
user
on
day
k
Reten<on
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

17. Iden<fy
ROI
posi<ve
channels
Source
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
selecJon
accordingly
You
can
scale
your
user
acquisi<on
with
ROI
posi<ve
channels
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com
17

18. What
does
this
mean
for
your
launch
<meline?
4
weeks
before
submission
2
weeks
before
launch
Game
is
live!
• Integrate
install
tracking
SDK
and
in-­‐game
tracking
SDK
• Set
up
A/B
tests
• Set
up
campaigns
with
traffic
partners
• Prepare
crea<ves
• Set
up
tracking
• Review
in-­‐game
events
• Op<mize
CPIs
for
traffic
source
and
es<mate
CLV
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

19. Talk
to
us
Dr.
Hanno
Fichtner
CEO
US,
Co-­‐Founder
HitFox
Group
hf@appli8.com
Download
eBook
at
www.applin.com
Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com