igor klyukin, pixonic
DESCRIPTION
The ROI Hints: Metrics to Attain -- Igor Klyukin, Leading Analyst at Pixonic (The Winter Nights: Mobile Games Conference 2014 http://www.wnconf.com/).TRANSCRIPT
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Pixonic is in top-10 Russian publishers by Google Play Revenue outside Russia
Pixonic
AppAnnie research
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The ROI Hints: Metrics to Attain
Agenda:•Why I chose this theme•Main metrics’ trends•Basic math•Metrics to Attain
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648 million times“Angry Birds” app was downloaded in year 2011
2 billion smartphonesare forecasted to be sold on planet Earth by the beginning of year 2015
$15 000 000 per dayis generated by App Store, Google Play and Amazon
This is a serious business
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1 million appswere uploaded at App Store by the beginning of year 2014
60-80% developersare failed to earn enough money with their apps
More than $1.50developers have to acquire a new user
This is a serious business
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Top-Apps’ Revenue per Download
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Main metrics’ trends
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Main metrics’ trends
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Main metrics’ trends
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Main metrics’ trends
X axis
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Main metrics’ trends
X axisX axis
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Main metrics’ trends
X axisX axis
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Main metrics’ trends
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
My goal is$1,000 Daily
Revenue
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
$1,000 Revenue (Share) =
$1,429 Revenue (before tax)
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
CPI: $1.50
1 adv user brings 1 organic
Total CPI: $0.75
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
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Basic math
DAU* - counts as [DAU *= DAU – Installs]ARPDAU* - counts as [ARPDAU* = Revenue(before tax)/DAU*]
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Metrics to Attain
• Retention 7: 9-11%• Retention 14: 4-7%
• ARPDAU*: $0.12-0.17• PPU: 1.2-1.4%• ARPPU: $10-12
• Payers Conv. 7: 0.7%-1.1%
• Payers Conv. 14: 0.9%-1.3%
• ARPPU total 7-14: $20-40
