Developer Series 6x6 Tour: User Acquisition and ROI Strategy

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UA Director at iHandy Frank Wang talks to the 6x6 audience in Beijing about creating a winning UA and ROI strategy for your app

Périphériques & matériel

Frank Wang王禹
UA Director部门总监
用户获取ROI优化策略
- UA and ROI Strategy

建立ROI曲线
● N天收益=（内购+广告收入）/广告花费
● 渠道/国家/素材
● 长期观察次日，3日，7日和30日的曲线变化

流量多样化
● 图片与视频
● social和网盟
● 根据流量形态，用户群体定制化产品
● 新流量第一时间测试，完善流量认知

表现优异的素材
● 专注创意，传达产品理念
● 聆听市场，进一步提升CTR与CVR
● 基于ROI优化素材
• 优化CPI，兼顾低CPI隐患
• 优化CTR，兼顾CVR

流量反作弊
• 预算所在，作弊常如影随行
• 建立反作弊算法，通过监控ROI保持优化
作弊形式多样化，多维度数据去评估
模拟用户深度行为，反作弊规则的复杂度增加
• 借力第三方基于横向数据的产品

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