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User Acquisition
for Mobile Apps

Rohit Nair, Head –Knowledge Gaming, Games2win
Why should an app acquire users?
1) Visibility!!
Great Launch + Sustained downloads for a longer period
2) Stability of downloads

Download numbers are relatively consistent after a particular rank is established .
(-10% to +1...
3) Generate Revenue

User acquisition is most important after LTV (Life time value) of a game has been determined.

More d...
How many downloads are ‘Valuable’?
Free downloads required
Paid downloads required
Free downloads per category
How do we acquire users??
Three Parts of User Acquisition
• Install Volume
• Conversion Rate %
• User Quality
Jargons explained

1) Conversion Rate (CR)(X axis): Clicks/Installs
2) User Quality(Y axis): User Quality scores are calcu...
1) Search
Search
Search here means mobile web search and not appstore search.

Pros
• Best Quality of users (as they are looking for...
Search (Appstore search)
Pros
• High Conversion Rates
• High Quality of users
Comments
• Dependent on Download volume (+ve...
2) Ad Networks
Ad Network
Buying
CPC

CPI
Ad Networks

Pros
• Deliver strong volume

Cons
• Conversion rates lower
• Quality of users lower
Comments:
• Best suited ...
Available Networks
(listed in the following slides)
LTV Optimizers
LTV Optimizers help you to get the best return out of multiple ad networks by
splitting total spend and ana...
What apps should try

CPC (Cost per Click)
Facebook

MoPub

Mmedia

Admob
What we should try

CPI (Cost per install)
Flurry
Facebook Advertising

Believed to be the most cost effective Install mechanism
Average CPI in the US around $2
Flurry’s Appcircle allows you to target specific type of users

$0.50 - $3.00 seem to be the standard CPIs across industri...
3) Incentivized
Traffic
Incentivized Traffic
Pros
• Highest Conversion rates
Cons
• Conversion rates lower
• Quality of users lower
Comments:
Best...
Incentivized + Non Incentivized
Due to the Low quality of users acquired from
Incentivized , these companies are now movin...
4) App
Discovery
Platforms
App discovery Platforms
App Discovery Platform
Success Stories
Final Comments
1) User acquisition is not a science, it’s an art
2) User acquisition cannot be mastered with a
single camp...
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
Beginner's guide to user acquisition for mobile apps and games
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Beginner's guide to user acquisition for mobile apps and games

With over a million apps on iOS and Android, the biggest problem that developers face is User Acquisition. A quick guide to help indi developers on user acquisition and the most cost-effective ways to do it

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Beginner's guide to user acquisition for mobile apps and games

  1. 1. User Acquisition for Mobile Apps Rohit Nair, Head –Knowledge Gaming, Games2win
  2. 2. Why should an app acquire users?
  3. 3. 1) Visibility!!
  4. 4. Great Launch + Sustained downloads for a longer period
  5. 5. 2) Stability of downloads Download numbers are relatively consistent after a particular rank is established . (-10% to +10% )
  6. 6. 3) Generate Revenue User acquisition is most important after LTV (Life time value) of a game has been determined. More downloads = More Money
  7. 7. How many downloads are ‘Valuable’?
  8. 8. Free downloads required
  9. 9. Paid downloads required
  10. 10. Free downloads per category
  11. 11. How do we acquire users??
  12. 12. Three Parts of User Acquisition • Install Volume • Conversion Rate % • User Quality
  13. 13. Jargons explained 1) Conversion Rate (CR)(X axis): Clicks/Installs 2) User Quality(Y axis): User Quality scores are calculated by analyzing the number of sessions, in-app events, purchases and retention 3) Volume(Bubble size): New users’ volume
  14. 14. 1) Search
  15. 15. Search Search here means mobile web search and not appstore search. Pros • Best Quality of users (as they are looking for a game) Cons • Low Quantity • Low Conversion Rates Comments: • Use Adsense for Mobile to advertise on Google Search (Highly untapped. Low volume but great Quality users) • User CPC campaigns
  16. 16. Search (Appstore search) Pros • High Conversion Rates • High Quality of users Comments • Dependent on Download volume (+velocity) + Ratings : nothing else!  • Appstore SEO like web search depends heavily on download traffic as much as hygiene Must use: appcod.es , straply.com, searchman to compare and name apps and keywords
  17. 17. 2) Ad Networks
  18. 18. Ad Network Buying CPC CPI
  19. 19. Ad Networks Pros • Deliver strong volume Cons • Conversion rates lower • Quality of users lower Comments: • Best suited for Mass market apps and Games • Always use CPI against CPC
  20. 20. Available Networks (listed in the following slides)
  21. 21. LTV Optimizers LTV Optimizers help you to get the best return out of multiple ad networks by splitting total spend and analyzing the returns. LTV-Optimizers are easy to use and just need an SDK installed into your app
  22. 22. What apps should try CPC (Cost per Click) Facebook MoPub Mmedia Admob
  23. 23. What we should try CPI (Cost per install) Flurry
  24. 24. Facebook Advertising Believed to be the most cost effective Install mechanism Average CPI in the US around $2
  25. 25. Flurry’s Appcircle allows you to target specific type of users $0.50 - $3.00 seem to be the standard CPIs across industries and Ad networks!
  26. 26. 3) Incentivized Traffic
  27. 27. Incentivized Traffic Pros • Highest Conversion rates Cons • Conversion rates lower • Quality of users lower Comments: Best suited for Mass market apps and Games
  28. 28. Incentivized + Non Incentivized Due to the Low quality of users acquired from Incentivized , these companies are now moving to Non Incentivized user acquisition (like any other ad network) NativeX and Tapjoy now function as normal ad networks + provide acquisition depending upon the level of activity in the app
  29. 29. 4) App Discovery Platforms
  30. 30. App discovery Platforms
  31. 31. App Discovery Platform Success Stories
  32. 32. Final Comments 1) User acquisition is not a science, it’s an art 2) User acquisition cannot be mastered with a single campaign, this is an iterative process till you figure what works best for YOUR app 3) App discovery platforms are expensive but a great start to any app launch 4) Talk to agents of different networks to get the best deal and figure what will work for YOU

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