Don’t Make These Mistakes When Measuring Ad Monetization

  • Adding fix/target floors
  • A UA campaign that brings in users that change a company’s traffic split
  • The game is featured by a first party app store
  • A new game is released, and they are doing heavy UA (and your traffic is whitelisted)
  • Seasonal changes: Easter, Christmas, Halloween, Back to School…
  • Is it Ads/DAU going up? Because this could mean that users are seeing more ads. A new placement, a change in the caps, a change in the game, etc…
  • If it’s stable, it could be the CPM. Is it going up? If yes, teams may want to check if the traffic split changed. Maybe the game is hosting more users in the US, or you should talk with your account managers. Maybe there was a new campaign in. Or maybe the studio did a good job with the waterfall.
  • What about DAU? It could be the case that ARPDAU goes up because the game is losing DAUs. Engaged users stay while non-that-engaged users leave.
  1. Ask the right questions. Studios need to understand what is working, what isn’t working, and why. Is the game in the same genre? Does it have similar users? Is the integration done properly?
  2. Test, test, test. Then test. There is no one “right answer” when it comes to optimizing ads, so teams need to be constantly testing their assumptions and trying new things. The world of ad monetization moves incredibly fast, and teams that accept the status quo are often left behind.
  3. Connect the dots. When companies talk about best practices, they often focus on the wins, but leave out the struggles. When looking for inspiration, studios should look to understand the path that other companies took to find success, not just the final outcome. For example, it’s less important to understand which mediation platform a company used than it is to understand why they chose it, what platform it replaced, and how they optimized it along the way.

--

--

--

Tilting Point is an award-winning free-to-play games publisher that empowers independent developers to grow and accelerate. Want to RAISE YOUR GAME? Ask us how!

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Did Quibi have a Killer Feature like the iPod?

How Otter Will Revolutionise Your Transcripts

Two people creating a podcast

Woof Gang Bakery’s Evolution to TikTok

Blog Income Report: My 2019 Blog Review & Analysis

Video Marketing: Marketer Insights for 2020

Understanding the Layers of Loyalty

How 2 Chinese Streamers Sold 5 BILLION USD Worth of Merchandise in Half A Year

Growth Hacking: 7 Strategies You Can Implement Today

growth hacking introduction

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Tilting Point

Tilting Point

Tilting Point is an award-winning free-to-play games publisher that empowers independent developers to grow and accelerate. Want to RAISE YOUR GAME? Ask us how!

More from Medium

AI in Youth Apprenticeship Programs

METAVERSE

The Future of Metaverse Professions — Part 1: Building the Metaverse

Personal Safety and Rideshares