user acquisition KPI's
These UA gaming economy KPIs provide valuable insights into the effectiveness of user acquisition campaigns, the quality of acquired users, and the overall financial performance of the game. By tracking and analyzing these metrics, developers can optimize their user acquisition strategies, improve player retention, and drive sustainable revenue growth in free-to-play mobile games.
1. Cost Per Install (CPI)
Cost Per Install measures the average cost incurred by the advertiser for each installation of the game.
- CPI = Total Advertising Cost / Total Number of Installs
- Provides insights into the efficiency of user acquisition campaigns in terms of cost-effectiveness.
- Helps assess the performance of different advertising channels and optimize budget allocation.
- Guides decision-making on adjusting ad creatives, targeting, and bidding strategies to improve campaign ROI.
2. Effective Cost Per Mille (eCPM)
Effective Cost Per Mille calculates the revenue generated per thousand impressions of an ad, taking into account both impressions and earnings.
- eCPM = (Total Earnings / Total Impressions) x 1000
- Helps evaluate the overall effectiveness of ad monetization strategies and ad placements.
- Provides insights into the revenue potential of different ad formats and placements.
- Guides optimization of ad inventory management and pricing strategies to maximize revenue per impression.
3. Install Per Mille (IPM)
Install Per Mille measures the number of installations generated per thousand ad impressions.
- IPM = (Total Number of Installs / Total Impressions) x 1000
- Indicates the effectiveness of user acquisition campaigns in converting ad impressions into installations.
- Helps assess the relevance and appeal of ad creatives and messaging to the target audience.
- Guides optimization of ad targeting, creative assets, and messaging to improve install conversion rates.
4. Return On Ad Spend (ROAS)
Return On Ad Spend calculates the revenue generated from advertising campaigns relative to the advertising costs.
- ROAS = (Total Revenue from Ad Campaign / Total Advertising Cost) x 100%
- Provides insights into the profitability of advertising campaigns and the overall return on investment.
- Helps evaluate the effectiveness of different advertising channels and campaigns in driving revenue.
- Guides budget allocation decisions and optimization of advertising strategies to maximize ROAS.
5. Organic Conversion Rate
Organic Conversion Rate measures the percentage of users who install the game after discovering it organically, without clicking on an advertisement.
- Organic Conversion Rate = (Total Organic Installs / Total Organic Visitors) x 100%
- Indicates the effectiveness of app store optimization (ASO) strategies and the appeal of the game’s listing to organic users.
- Provides insights into the game’s brand awareness and word-of-mouth referral potential.
- Guides optimization of app store metadata, screenshots, and reviews to improve organic conversion rates.
6. Cost Per Acquisition
Cost Per Acquisition measures the average cost incurred by the advertiser for each user acquisition, including both installs and desired actions such as in-app purchases.
- CPA = Total Advertising Cost / Total Number of Acquisitions
- Provides insights into the overall cost-effectiveness of user acquisition efforts in driving desired actions.
- Helps assess the profitability of different user segments and acquisition channels.
- Guides optimization of user acquisition strategies, targeting, and bidding to improve campaign ROI and maximize desired actions.
