Reaching Positive ROI on Mobile User Acquisition Across Various Channels
Why acquire users?
Volume• App valuation• Analysis• Cross marketing• Store ranking
Profit• App valuation• Positive Cycle• Take Home
DEFINITION & MEASUREMENT
LTV (Life Time Value)The average Value generated by your users over their lifetime
CPI (Cost Per Install) The average direct cost to acquire new users for your app
ROI = LTV / CPI
Positive ROI LTV > CPI
White-Listing
Black-Listing
Campaign Optimization
Strategy
The Marketing Spectrum
CPM CPC CPI CPA
Publisher’s Risk Level
Advertiser’s Risk Level
Choosing the Right Traffic Source
PROS & CONS
Search Network
Display Network
Google Search
Play Store
Brand
Non Brand
Google Search
Play Store
Google Adwords
Facebook & Instagram
Ad Networks
RTB / DSP