Most user acquisition campaigns for mobile games could perform better. The same goes for monetization methods. Experienced marketers and mobile game developers will tell you this without hesitation. Mobile games are available on smartphones and other mobile devices, making them extremely popular with a wide audience. The problem lies in the question: how to do it right?
You can rely on intuition, experience, or industry best practices. But ultimately, you'll still need data to confirm that your efforts are paying off.
Instead of treating data as a verification tool, use it as a starting point. Below, we show how mobile games provide entertainment on mobile devices such as smartphones, and how data can take your mobile game to the next level.
Data quality in mobile games — the foundation of effective analytics
Sounds trivial? Not at all. Working with many mobile game development teams, we have yet to encounter a system where data is 100% complete, consistent, and accurate. The reason? Data comes from different sources, has different formats and definitions, and sometimes is simply incorrect.
Even the best analytics platforms may fail to detect inconsistencies. And if the data is flawed, any decision based on it is risky, and failure to optimize the data can lead to erroneous conclusions.
Solution: data validation and reconciliation
We start by auditing the entire data flow within the organization. We look for discrepancies, incompleteness, attribution errors, and inconsistent definitions. Once we are confident that the data reflects reality, we move on to analysis and recommendations.
User acquisition in mobile games — how to run effective UA campaigns
Every mobile game, regardless of genre, needs effective UA (User Acquisition) campaigns. The effectiveness of acquisition also depends on the ease of use of analytical tools that enable quick decision-making based on data.
That is why we are developing an analytical system that allows you to track:
- CPI / eCPI (installation cost),
- ROAS (return on ad spend),
- ROI,
- Google Ads campaign effectiveness (e.g., tROAS),
- analysis of the effectiveness of campaigns run on the Google Play platform.
Whale hunting – how to find valuable players?
Traditional campaigns often focus on the number of installations. But not every installation has value. That's why we analyze the behavior of the most profitable group of users (known as whales) and teach advertising algorithms to recognize them based on their first interactions with the game.
This allows us to optimize campaigns in terms of quality, not just quantity. This approach also brings measurable benefits to players, for example by better matching content and rewards to their preferences. The results? Up to a 5-fold increase in effectiveness compared to installation campaigns. Even with tROAS, a 10-15% improvement is realistic, and analyzing different monetization models allows us to tailor our strategy even better to the needs of users.
Collaboration with influencers – how to measure campaign effectiveness?
Influencers can deliver results that no performance advertising can achieve. But only if you know how to measure the effectiveness of such cooperation.
We analyze, among other things:
- number of downloads and installations after publication of the material,
- retention, play time, number of sessions,
- conversions to in-app purchases and subscriptions,
- impact on advertising revenue,
- player reactions and feedback.
This allows you to not only evaluate the ROI of the collaboration, but also optimize future campaigns and respond quickly to community feedback.
ROAS and LTV prediction in mobile games — quick forecasts based on data
Based on data from the first 3 days of the user's life, we are able to predict:
- ROAS at 60, 90, 120 days, and even up to a year,
- LTV (customer lifetime value),
- break-even point.
Interestingly, this can even be done for a game that has not yet been launched, based on data from other similar titles. Such predictions have practical applications in marketing strategy planning and monetization, enabling more effective business decisions.
Product reports and gameplay analysis — how to develop mobile games based on data
A/B testing is commonplace in game development. Our reports allow you to evaluate the effectiveness of new game versions, experimental features, and monetization models. In addition, we analyze the impact of changes on gameplay and user experience to ensure the highest quality and attractiveness of the product. We measure:
- LTV and retention,
- playtime and specific interactions,
- effectiveness of different test groups.
We can compare data from different UA networks and not only measure which one brings in higher-value users, but also optimize monetization strategies in a personalized way, depending on the acquisition channel. We also test different reward systems for users to increase their engagement and satisfaction. This allows us to maximize revenue by tailoring the monetization model to the behaviors and preferences of users from specific sources.
What do we measure? Among other things:
- ARPDAU (Average Revenue Per Daily Active User),
- IMPDAU (Impressions Per Daily Active User),
- several dozen other KPIs in various cross-sections.
SKAdNetwork – how to analyze data on iOS?
iOS poses a challenge due to privacy restrictions. Data is limited, but it is possible to work with it. We configure SKAdNetwork in a way that allows us to analyze 64 key events within 24 hours of installation.
Based on this, we are able to:
- estimate ROAS,
- model user behavior in the long term,
- fill in gaps: installation dates, null conversion revenue, countries.
This allows you to run effective campaigns even with limited data.
Mobile gaming analytics team — an advantage that
accelerates development and monetization
Most mobile game development studios face the same problem: they lack the time, people, or expertise to work with data on a daily basis at the level required to realistically improve UA and monetization results. At the same time, analytics is becoming increasingly crucial, and every suboptimal decision costs money, while a poorly configured reporting system can “hide” problems before you have time to react to them.
That is why we offer not only tools, but also dedicated analytical teams that work as an extension of your studio. In practice, this means:
More detailed reports
We create reports tailored to the product, not “ready-made” ones that omit the most important indicators. You can analyze ROI, ARPDAU, retention, revenue, engagement, the impact of changes in the game - all in a way that actually answers your business questions.
Faster decisions and shorter feedback loops
You don't have to wait weeks for new dashboards or manual analyses. The team works on an ongoing basis, allowing you to test new features faster, optimize UA spending, and make changes to monetization models.
KPIs and horizons tailored to your game
Hypercasual? RPG? Idle? Each type of game has different dynamics. We select KPIs and analysis periods so that they truly reflect your users' behavior, rather than imposing artificial frameworks.
No black box
We don't operate like typical platforms: data is transparent, definitions are clear, and you can understand and develop every element of the system. This is especially important for studios that are planning to scale up and invest.
Scalable data infrastructure
From data quality to data warehouses, ETLs, dashboards, and predictive models. We build a complete environment that grows with your game and your team.
Summary
Our experience shows one thing: there is always more to be found in data.
- Better understanding of user behavior?
- Higher advertising revenue?
- More effective campaigns?
All of this is possible as long as you have the data, the tools, and the people who know how to work with them.
Want to see what we can do for you? Contact us - we'll show you how to use data to gain an edge in the mobile gaming world. Keep in mind that the mobile gaming market is growing rapidly and becoming increasingly important in the global digital economy.
