What metrics should you track for Game Ads?

[smithjones]

Tracking the right metrics is crucial for evaluating the effectiveness of your game ads campaigns and optimizing your spending. Here's a breakdown of key metrics to track, categorized for clarity:




Core Performance Metrics:

• Cost Per Install (CPI): How much it costs you for each new player who installs your game. Essential for understanding the efficiency of your campaigns. Lower CPI is generally better.
• Cost Per Acquisition (CPA): Similar to CPI, but can encompass other actions beyond just the install, such as creating an account or making a first purchase. Provides a more holistic view of acquisition costs.
• Click-Through Rate (CTR): The percentage of people who saw your ad and clicked on it. Indicates how engaging your ad creative is. Higher CTR suggests better ad performance.
• Conversion Rate (CVR): The percentage of people who clicked on your ad and then completed a desired action (like installing the game). Measures how effectively your landing page or app store listing converts clicks into installs.
• Return on Ad Spend (ROAS): The revenue generated for every dollar spent on advertising. A crucial metric for determining the profitability of your campaigns. A ROAS of 1 means you're breaking even; anything above 1 is profitable.
• Average Revenue Per User (ARPU): The average amount of money each player generates over their lifetime in your game. Important for understanding the long-term value of your players.
• Lifetime Value (LTV): A prediction of the total revenue a player will generate throughout their relationship with your game. Knowing your LTV helps you determine how much you can afford to spend on acquiring new players.

Engagement Metrics:

• Retention Rate: The percentage of players who continue playing your game after a certain period (e.g., day 1, day 7, day 30). Indicates how engaging your game is and how well you're retaining players.
• Daily/Monthly Active Users (DAU/MAU): The number of players who actively play your game each day or month. Measures the overall health and growth of your player base.
• Session Length: The average amount of time players spend playing your game in a single session. Reflects how engaging and immersive your gameplay is.

Ad Network Specific Metrics:

• Impressions: The number of times your ad was displayed.
• Reach: The estimated number of unique users who saw your ad.
• Frequency: The average number of times each user saw your ad.

Platform Specific Metrics:

• App Store Page Views: Number of times your game's app store page was viewed after users clicked on your ad. Helps assess the effectiveness of your app store listing.

Other Important Considerations:

• Attribution: Understanding which ad campaigns or sources are driving the most valuable players. Proper attribution is essential for optimizing your spending.
• Segmentation: Analyzing metrics based on different player segments (e.g., demographics, interests, in-game behavior) to identify your most valuable players and tailor your campaigns accordingly.

Tools for Tracking:

• Mobile Measurement Partners (MMPs): Tools like AppsFlyer, Adjust, and Branch help track installs, in-app events, and attribute conversions to specific ad campaigns.
• Analytics Platforms: Google Analytics, Firebase, and other analytics platforms provide insights into player behavior, engagement, and monetization.
• Ad Network Dashboards: Each ad network (e.g., Facebook Ads, Google Ads) provides its own set of metrics and reporting tools.

By carefully tracking these metrics, you can gain a deep understanding of your game advertising performance, identify areas for improvement, and maximize your ROI. Remember to focus on the metrics that are most relevant to your specific goals and game genre.