AppsFlyer announced that it could measure the results of in-app advertising on Facebook game campaigns, by tracing the growth in revenue associated with a group of users for an app or game to the advertising that had attracted them.
In doing so, AppsFlyer and Facebook Audience Network are able to calculate the return on advertising expenses for game developers or publishers advertising their games. As a result, game and application developers are able to more precisely optimize their user acquisition strategy, improving their spending efficiency and user lifetime value assessment (LTV). , said AppsFlyer.
This provides game and application developers with better tools to acquire quality users. It also helps them understand the ideal experience for these users and ensure long-term engagement and revenue. With the constant growth of the games market, greater transparency in application revenues is becoming essential for the success of game optimization, said AppsFlyer.
AppsFlyer is able to make the connection between the monetization network, the user acquisition channel and the mobile attribution data. (The latter is a measure from which users came from which source, and this is the data that AppsFlyer started with after launch.) Tracking these connections allows AppsFlyer to link revenue generated to the user acquisition network. , thus offering a more global, more precise approach, and a complete picture of a customer’s return on investment (ROI).
Previously, monetization revenues from a user acquisition campaign could only be calculated on the basis of averages, letting game marketers make decisions with incomplete data, said AppsFlyer. The Facebook API allows a more precise measurement of the advertising revenues generated by a specific cohort of users, which gives a more precise calculation.