"Combining ironSource’s ad revenue measurement data together with MyTracker’s predictions ... helped us significantly increase our ROIs and scale up some of our UA campaigns by several times."
- Ad Platforms team at My.Games
About
ironSource mediation is used by a large number of developers worldwide and includes hit mobile games like WarRobots, Hustle Castle, HAWK: Freedom Squadron, and Left to Survive.
Ad Platforms team at My.Games is responsible for monetization and UA activities for all those titles. Read on to see how they used MyTracker and IronSource’s ad revenue measurement tool to boost user acquisition campaigns.
An incomplete picture of ROI
MyTracker platform provides attribution data and shows how much revenue we spend across ad sources, as well as how much money we earned.
In order to optimize our user acquisition campaigns, we rely on predicted LTV. We use MyTracker’s built-in predictive features to forecast in-app purchase LTV, so that within 3 or 4 days after a user installs the game, we already know how much money the user will generate during their lifetime.
Though most of our mobile games are in-app purchase based, we also use ad monetization. However, we didn’t always have the same deep insight into our ad revenue data, which is why we were only optimizing our campaigns towards IAP revenue. Of course, this left a major gap in our user acquisition optimization - while we knew, for example, that ad revenue was X% of a game’s total revenue, we didn’t know which campaigns or users delivered that X%.
Accurate ad revenue measurement
Once ironSource released its ad revenue measurement tool, we were quick to integrate it with MyTracker via their API. As a result we could connect users who generate revenue via ads to the specific UA campaigns and channels - as well as use an automated prediction on total LTV, based on both ad revenue and in-app purchase revenue.
Reaching positive ROI
Looking at MyTracker revenue dashboards and reports, now our user acquisition team was able to put more spend behind high ad revenue generating sources, some of which seemed unprofitable before we added the ad revenue. For example, we could see that some of the campaigns generate 50% ad revenue and 50% in-app purchase revenue - meaning this campaign was generating twice as much revenue than we saw before, enabling us to scale the campaign and still hit our target ROI.
This was especially true for acquiring more high-quality offerwall users - their share from our total audience is rather small, but they bring a rather big share of ad revenue. It’s crucial for us to access their ad revenue data, so we can acquire them more efficiently, as by measuring ad revenue data on the user level for our offerwall audience, we could pinpoint the best ad sources to double down on.
Ultimately, combining ironSource’s ad revenue measurement data together with MyTracker’s predictions helps us see the full value of a player and accurately measure the results of our UA campaigns. This, in its turn, helped us significantly increase our ROIs and scale up some of our UA campaigns by several times.
