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

THANK YOU!

Ron BrightmanCEO, Performance Revenuesron@performancerevenues.com