Dr. Hanno Fichtner – 7/31/13, Casual Connect SF Designing the UA process: How to excel at buying ROI positive traffic Part of

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul –  Co-Founder & Partner HitFox Group  Heading AppLift US  Acquiring millions of users per month for 150+ games 2 Dr. Hanno Fichtner Who is talking?

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 3 The 3 waves of paid User Acquisition Top charts Lowest CPI ROI positive Pricing Flat feeCPIaCPI SDKs No SDKMany SDKsFew SDKs Ad type IncentivizedNon-incentNon-intrusive Goal Top positionHigh volumeCLV > eCPI

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 4 How to buy ROI positive traffic Tracking setup App Store optimization Traffic buying

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 5 Tracking setup Common identifier needed to match channels with in-app behavior Campaign tracking  Attribution of installs to paid and non-paid channels  Methods: Fingerprint, IDFA  Players: In-game tracking  Tracking of in-app events to measure and analyze user behavior  Players:

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – The in-game KPIs in the user‘s lifecycle ROI-positive User Acquisition RetentionEngagementVirality Monetization  Day 1, 7, 30  DAU  DNU  Average time in app / session  Total daily sessions / DAU  Facebook sharing  Referrals  Reviews  ARPU = total revenue / # users  ARPPU = total revenue / # paying users  Monetization rate = % of users that made in-app purchases

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 7 How to buy ROI positive traffic Tracking setup App Store optimization Traffic buying

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 8 ASO basics: Sticking out and closing the deal Discoverability Optimizing your presence on the app stores through the search function  Title  Keywords, IAP items: MobileDevHQ, Searchman, AppCod.es  Description (Android) Conversion Closing the deal once your game has been discovered  Icon (detailed)  Screenshots  Ratings

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – The Conversion Funnel

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 10 Screenshot/Icon A-B testing for iOS Useful tools to start: / Visits/Clicks = 6.9%Visits/Clicks = 9.6% +41% Visits/Clicks = 5.8% -16%

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 11 How to buy ROI positive traffic Tracking setup App Store optimization Traffic buying

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 12 Find the right traffic sources Gaming Target audience, proven interest in games Risk to address only non-paying gamers Non-Gaming Great targeting options when done right Higher likelihood to address paying users Strong impact of positive editorial content Significant spillover effect with media & PR In-App TrafficMobile Web

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 13 Find the right campaign setup 1.Performance based Pay only on a risk-free CPI, optimize based on eCPI 2.Non-incentivized Evaluate potential benefits of higher chart position versus ROI of a sustained campaign 3.Non-intrusive (detailed) Present your game in the best possible way

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 14 Examples of non-intrusive integrations Resulting KPIs  Average CTR: 13%  Average conversion rate: 16%  Average eCPM: 33 USD

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – Understand the real cost of your acquired users eCPI takes into account all the costs induced by the acquisition of one user as well as the K-factor (organic traffic) CLV > eCPI Fixed costs Setup costs “Free” promotions Virality (K-factor) Additional organic installs

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – Modeling CLV RDk = retention rate on day k ARPDAUk = Average revenue per daily active user on day k CLV

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 17 Identify ROI positive channels SourceCPIK-FactoreCPICLVD1 – Ret.Level Comp.… 1$ $1.79$1.6432%17% 2$ $2.06$2.0141%10% 3$ $2.48$2.3739%21% 4$ $2.20$2.8754%49% 5$ $1.61$1.9752%46% 6$ $1.83$1.6437%23% 7$ $1.39$1.7449%42% Matching the eCPIs with every channels individual CLV will allow you to adjust the CPIs and channel selection accordingly You can scale your user acquisition with ROI positive channels

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – What does this mean for your launch timeline? 4 weeks before submission Integrate install tracking SDK and in-game tracking SDK Set up A/B tests 2 weeks before launch Set up campaigns with traffic partners Prepare creatives Set up tracking Game is live! Review in-game events Optimize eCPIs for traffic source and estimate CLV

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – Talk to us Dr. Hanno Fichtner CEO US, Co-Founder HitFox Group Tel GE: Tel US: Download eBook:

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 20 BACKUP

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 21 Wave 1: Buy a chart position “Can you guarantee a chart position?”

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 22 Wave 2: Buy volume on CPI “Give me as many installs as possible for this CPI!”  No tracking beyond the install  CPI adjusted based on happiness with volume

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 23 Wave 3: Buy ROI positive traffic “I will only pay as much as the user is worth in my game!”  Track the quality  CPI adjusted based on quality delivered

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – 24 Examples of non-intrusive integrations