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Maximizing user acquisition
via post install events
ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
• Senior UA Manager
• 3 years in Rovio
• Leading global UA activities for multiple Rovio’s games including Angry Birds 2,
Battle Bay, Nibblers, Plunder Pirates…
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About Me
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Anh Nguyen
Senior Manager, User Acquisition @ Rovio
 Mobile App Landscape
 User Acquisition (UA) Overview
 User Acquisition Full Funnel
 Post Install Events (PIEs)
 Maximizing UA Campaigns with PIEs
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Agenda
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Mobile App Landscape
ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
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Mobile App Landscape
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Source: ComScore
Social & Utilities apps dominating the US chart
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Mobile App Landscape
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Less Gaming apps could make to Top Chart and actually ”stay” there for long
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Mobile App Landscape
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
You are not only competing with other developers
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Mobile App Landscape
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
User’s Attention User’s Time User’s Money
BUT ALSO
User Acquisition Overview
ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
 User acquisition” (UA), in the mobile gaming industry, usually stands for mobile marketing, paid advertising on mobile devices which
Acquire and Retain ”value” users to maximize the LTV per user
 UA is involved in early phase of game development
 Concept, creative & market research
 Audiences
 Soft Launch
 Global Launch
 Post Launch / F2P game’s lifetime
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User Acquisition Overview
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
User Acquisition Full Funnel
ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
Go beyond proxy metrics…
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Impressions Clicks Downloads ROAS LTV
User Acquisition – Full Funnel Conversion
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Finding high-value users through targeting and optimization
User Acquisition – Full Funnel Conversion
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
CPE
CPM
CPC
CPI
CTR
CTI
CVR
Considering / Click
Store Visit / Download
App Open & Play
Purchase/
Engage
Awareness / Impression
CPE
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User Acquisition – Optimization Plan
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Networks/
Channels
Country/OS
Campaign
Creative
Publisher/
Site ID
Post Install Events
ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
• Not every will turns to actions within it that are valuable to
businesses, such as making purchase, inviting friends or
reaching certain level within a game
• Analyzing data to learn which events are correlated to high
value events (purchase…) and defining what can boost the
result and reach the most relevant audience
• Post install event (PIE) is very important for UA as it is not
easy to optimize toward revenue in very early stage (D3, D7,
D14). We need to highlight the key checkpoints on user's
progress, which may be highly correlate with purchase / high
quality users.
What is Post Install Event (PIE)?
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Cost Per Install
Cost Per Event
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Defining important Post Install Events
Is the event supposed to be send within
first session, day, days or weeks?
1 S T E N G A G E M E N T
How does one event link to the LTV prediction?
It might be combination of multiple events
L T V P R E D I C T I O N
Engagement and purchase events are
different from Casual to Strategy games
G A M E G E N R E
How can we evaluate performance of
different events?
A / B T E S T D I F F E R E N T E V E N T S
Can network receive events posted back and
optimize toward your KPIs? If yes, on what
scale?
N E T W O R K ’ S C A P A B I L I T Y
What is recommended amount of events to
be used for UA?
H O W M A N Y E V E N T S ?
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
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Defining important Post Install Events
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
APP OPEN DAY 1 RETENTION DAY 3 RETENTION DAY 7 RETENTION OTHERS
• Session
• App Open
• Tutorial Passed
• Unlock 1st character
• 1st purchase made
• Level 25 passed
• Entering arena
• Level 35 passed
• 2nd purchase made
• Join League
• Join Clan
• Facebook login
• Facebook friend invite
• Watching ad
Maximizing UA campaigns with PIEs
ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
• Using your attribution partners (Adjust, AppsFlyer…) to post back the
important events to networks
• Providing clear KPIs goal to the network for optimization (3 Day ROAS,
7 Day ROAS, % of the certain event passed within 7 days… )
• Not every network have the capability to receive the post-back and UA
managers still have to analyze and optimize accordingly no matter what
• Good pubs could be put into whitelisted campaigns & Bad pubs to be put
on lower Tier campaign or blacklisted
Utilizing PIEs – Display/ Video Networks
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
• Publishers in Red will be blacklisted
• Publishers in Green will be whitelisted
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Utilizing PIEs – Display/ Video Networks – Publisher analysis
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
Facebook App Event Optimization is the ability to feed mobile app install ads to
people likely to take a specific action in your app.
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Utilizing PIEs – Facebook
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
For example, if you are looking to acquire people most likely to make a
purchase in your app, you can choose to run mobile app install ads that
would optimize for the purchases event.
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Utilizing PIEs – Facebook Pre Defined Events
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
• Facebook App Event Optimization campaign went live on Week 5
• Significant improvement on both scale, Revenue per active users and actual Return on Investment
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Utilizing PIEs – Facebook Results
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
 Optimizing whole user funnel from impression to download to post install events (PIEs) effectively
 Look further than CPC or CPI but toward CPE (Cost per Engagement)
 Selecting PIEs by analyzing and finding the correlation between different events to high value users with optimizing
and audience targeting
 Building Post back setup from your attribution partner to ad network with relevant KPIs
 Facebook App Event Optimization is the most effective tool to reach quality users with lower cost per engagement
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Summary
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
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THANK YOU
B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S

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Beyond Install: Maximizing User Acquisition via Post-Install Events | Anh Nguyen

  • 1. Maximizing user acquisition via post install events ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
  • 2. • Senior UA Manager • 3 years in Rovio • Leading global UA activities for multiple Rovio’s games including Angry Birds 2, Battle Bay, Nibblers, Plunder Pirates… Your Title Here 02 Your Title Here Your Title Here 04 Your Title Here About Me B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S Anh Nguyen Senior Manager, User Acquisition @ Rovio
  • 3.  Mobile App Landscape  User Acquisition (UA) Overview  User Acquisition Full Funnel  Post Install Events (PIEs)  Maximizing UA Campaigns with PIEs 03 Your Title Here Agenda B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 4. Mobile App Landscape ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
  • 5. Your Title Here 03 Your Title Here 04 Your Title Here Mobile App Landscape B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S Source: ComScore
  • 6. Social & Utilities apps dominating the US chart Your Title Here 03 Your Title Here 04 Your Title Here Mobile App Landscape B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 7. Less Gaming apps could make to Top Chart and actually ”stay” there for long Your Title Here 03 Your Title Here 04 Your Title Here Mobile App Landscape B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 8. You are not only competing with other developers Your Title Here 03 Your Title Here 04 Mobile App Landscape B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S User’s Attention User’s Time User’s Money BUT ALSO
  • 9. User Acquisition Overview ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
  • 10.  User acquisition” (UA), in the mobile gaming industry, usually stands for mobile marketing, paid advertising on mobile devices which Acquire and Retain ”value” users to maximize the LTV per user  UA is involved in early phase of game development  Concept, creative & market research  Audiences  Soft Launch  Global Launch  Post Launch / F2P game’s lifetime 03 04 Your Title Here User Acquisition Overview B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 11. User Acquisition Full Funnel ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
  • 12. Go beyond proxy metrics… 03 04 Impressions Clicks Downloads ROAS LTV User Acquisition – Full Funnel Conversion B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S Finding high-value users through targeting and optimization
  • 13. User Acquisition – Full Funnel Conversion B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S CPE CPM CPC CPI CTR CTI CVR Considering / Click Store Visit / Download App Open & Play Purchase/ Engage Awareness / Impression CPE
  • 14. Your Title Here 03 04 Your Title Here User Acquisition – Optimization Plan B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S Networks/ Channels Country/OS Campaign Creative Publisher/ Site ID
  • 15. Post Install Events ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
  • 16. • Not every will turns to actions within it that are valuable to businesses, such as making purchase, inviting friends or reaching certain level within a game • Analyzing data to learn which events are correlated to high value events (purchase…) and defining what can boost the result and reach the most relevant audience • Post install event (PIE) is very important for UA as it is not easy to optimize toward revenue in very early stage (D3, D7, D14). We need to highlight the key checkpoints on user's progress, which may be highly correlate with purchase / high quality users. What is Post Install Event (PIE)? B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S Cost Per Install Cost Per Event
  • 17. 01 Your Title Here 02 Your Title Here 03 Your Title Here 04 Your Title Here Defining important Post Install Events Is the event supposed to be send within first session, day, days or weeks? 1 S T E N G A G E M E N T How does one event link to the LTV prediction? It might be combination of multiple events L T V P R E D I C T I O N Engagement and purchase events are different from Casual to Strategy games G A M E G E N R E How can we evaluate performance of different events? A / B T E S T D I F F E R E N T E V E N T S Can network receive events posted back and optimize toward your KPIs? If yes, on what scale? N E T W O R K ’ S C A P A B I L I T Y What is recommended amount of events to be used for UA? H O W M A N Y E V E N T S ? B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 18. 04 Your Title Here Defining important Post Install Events B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S APP OPEN DAY 1 RETENTION DAY 3 RETENTION DAY 7 RETENTION OTHERS • Session • App Open • Tutorial Passed • Unlock 1st character • 1st purchase made • Level 25 passed • Entering arena • Level 35 passed • 2nd purchase made • Join League • Join Clan • Facebook login • Facebook friend invite • Watching ad
  • 19. Maximizing UA campaigns with PIEs ANH NGUYEN – SENIOR UA MANAGER @ ROVIO
  • 20. • Using your attribution partners (Adjust, AppsFlyer…) to post back the important events to networks • Providing clear KPIs goal to the network for optimization (3 Day ROAS, 7 Day ROAS, % of the certain event passed within 7 days… ) • Not every network have the capability to receive the post-back and UA managers still have to analyze and optimize accordingly no matter what • Good pubs could be put into whitelisted campaigns & Bad pubs to be put on lower Tier campaign or blacklisted Utilizing PIEs – Display/ Video Networks B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 21. • Publishers in Red will be blacklisted • Publishers in Green will be whitelisted Your Title Here 03 04 Your Title Here Utilizing PIEs – Display/ Video Networks – Publisher analysis B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 22. Facebook App Event Optimization is the ability to feed mobile app install ads to people likely to take a specific action in your app. 04 Utilizing PIEs – Facebook B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S For example, if you are looking to acquire people most likely to make a purchase in your app, you can choose to run mobile app install ads that would optimize for the purchases event.
  • 23. 04 Utilizing PIEs – Facebook Pre Defined Events B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 24. • Facebook App Event Optimization campaign went live on Week 5 • Significant improvement on both scale, Revenue per active users and actual Return on Investment Your Title Here 03 04 Your Title Here Utilizing PIEs – Facebook Results B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 25.  Optimizing whole user funnel from impression to download to post install events (PIEs) effectively  Look further than CPC or CPI but toward CPE (Cost per Engagement)  Selecting PIEs by analyzing and finding the correlation between different events to high value users with optimizing and audience targeting  Building Post back setup from your attribution partner to ad network with relevant KPIs  Facebook App Event Optimization is the most effective tool to reach quality users with lower cost per engagement Your Title Here Summary B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S
  • 26. Your Title Here 04 Your Title Here THANK YOU B E Y O N D I N S T A L L : M A X I M I Z E U S E R A C Q U I S I T I O N V I A P O S T I N S T A L L E V E N T S

Hinweis der Redaktion

  1. https://www.recode.net/2016/9/16/12933780/average-app-downloads-per-month-comscore User downloading less and less apps per month