When marketing a game you need analytics to optimize it. There are tons of great tools as DeltaDna, Game Analytics, Unity Analytics, etc.
You will
fast be lost with the number of key performance indicators (KPI’s). The most
important is to divide them into 3 parts and just select the few important ones.
Here are the 3 important parts of the conversion funnel:
ENGAGEMENT
RETENTION
MONETIZATION
For the engagement
you should see your :
CPI (Cost
per install)
% of people
finishing your tutorial
For the retention
you should check:
D1 (Day 1
retention). The number of unique players who came
back to your app on the next day of installing the app.
D7 (Day 7 retention).
The number of unique players who came back to your app seven
days of installing the app.
You can also
go more into detail with the D3, D15, D30, etc.
Ideally you
should have a D1 of at least 35% and a D7 above 17%. Now those target figures
may change in the time and for the genre of your game. Also, if you are on a
hyper-casual, casual, midcore of hardcore game.
For the
monetization you should see:
ARPDAU (Average
revenue per daily active user with the split between IAP and ads)
% of paying
users. Ideally, more than 3%. We speak here about the IAP’s.
LTV (life
time value). There are many ways to calculate it but roughly you should divide
total revenue to date by total number of players to date.
The whole
point is having a CPI < LTV.
It’s very important to calculate and understand those values. It will allow you to know how much you can spend to acquire a new user
and stay profitable.
Always work following the above funnel. So, start working first on engagement, then on retention and finally on monetization.
Comments
Post a Comment