Ad Monetization 7 min read  - July 13, 2023

15 Top Strategies for Summer 2023 - from Mobile App Industry Veterans:

explore key strategies to boost your mobile app & user numbers and increase engagement, (...) natural growth, using social features in your app, and adapting to new privacy rules.

In the competitive world of mobile app marketing, simply having a great product isn't enough. Developers and game studios face the ongoing challenge of attracting and keeping users engaged, especially with the constant changes in privacy policies and technology.

At Appodeal, we know how tough these changes can be. We're here to help you understand and adapt to this ever-changing landscape. We're lucky to learn from industry experts who successfully share their insights on attracting and engaging users.

This article will explore key strategies that can help boost your user numbers and increase engagement. We'll discuss the importance of natural growth, using social features in your app, and adapting to new privacy rules.

These insights come from industry veterans who have been through it all. They aim to help you survive and thrive in this challenging environment. So, whether you're a big game studio or a new app developer, this article offers useful tips to improve your marketing efforts and take your app to new heights.

Let's dive in!

Holiday Season Mobile In-App Ad eCPM Report '23

Table of contents

  1. Embracing the SKAdNetwork Framework
  2. Creative Challenges and Loss of Hyper-Targeting
  3. Shifts in Marketing Mix
  4. The Importance of Schemas
  5. Looking Forward to SKAdNetwork 4.0
  6. Adjusting Attribution Models
  7. Exploring Different Channels
  8. Leveraging Social Features for Organic Growth
  9. Utilizing Social Platforms and Influencer Content
  10. The Role of Virality
  11. Referral Programs: Unlocking Organic Growth
  12. Deep Linking: Ensuring Smoother User Experience
  13. Capitalizing on Apple Search Ads
  14. Leveraging Google for User Acquisition
  15. Prioritizing Creatives: The Secret Sauce to Higher Engagement

1. Embracing the SKAdNetwork Framework

It's no secret that implementing the SKAdNetwork framework has profoundly affected mobile app marketing. Many apps and games in the industry found hitting the scan conversion thresholds challenging, particularly with regard to retargeting campaigns, especially on iOS. Nonetheless, the community has learned to adapt and work within this new framework.

Adjustments had to be made to how teams allocate their resources. The scan ecosystem changed the traffic mix, meaning not all ad networks and partners could successfully transition. Teams learned to be flexible, moving funds to where they saw the best return on investment.

2. Creative Challenges and Loss of Hyper-Targeting

The lack of visibility into the working creatives on iOS has made creative campaigns more challenging. Furthermore, the loss of hyper-targeting capabilities means that the audience on iOS has broadened significantly.

As a result, campaigns have had to be more versatile and creative in reaching the right audience.

3. Shifts in Marketing Mix

While the marketing mix has not drastically changed, some subtle shifts have occurred.

Budgets are now consistently being switched from one channel to another at a faster rate. Additionally, the focus has moved towards testing new channels quickly, adapting to the SKAdNetwork situation. This approach impacts how budgets are allocated and how campaign success is measured.

4. The Importance of Schemas

A key challenge and a path to success in navigating the SKAdNetwork framework is working on your schemas. This refers to building a schema of aggregated reporting data points without user-level data.

This could include binary coding around reporting to SKAdNetwork or tracking different events and user levels. Although the lack of user-level data might feel like navigating blind, optimizing schemas allows you to measure performance better.

5. Looking Forward to SKAdNetwork 4.0

There are mixed feelings about the potential opportunities and features SKAdNetwork 4.0 might bring. While some are optimistic about Apple providing more visibility and transparency for performance marketers, others believe it won't restore the scenario to what it was pre-SKAdNetwork.

Adoption rates of SKAdNetwork 4.0 have not been as high as anticipated, but it promises to offer a more extended measurement period beyond the initial 24 to 48 hours, making it easier for developers who optimize for long-term returns.

6. Adjusting Attribution Models

Navigating these changes has also required a shift in the preferred attribution models. A mix of SKAdNetwork and other models like probabilistic matching are used to gain as much data as possible. This dual view empowers performance marketers to make better-informed decisions.

As the mobile app marketing landscape evolves, so do marketers' strategies. Despite not offering immediate, actionable data for UA teams, media mix modeling, and incrementality are becoming increasingly crucial. In conjunction with other performance marketing tools, these models help secure a smoother transition into the future.

7. Exploring Different Channels

Expanding into new channels isn't a sprint; it's a marathon. The team at Appodeal discovered that venturing into areas such as CTV (Connected TV) posed measurement challenges. Even when direct response metrics aren't readily apparent, persistence is key. While these challenges may be more daunting for smaller companies, sustained effort is how you build momentum over time.

Not every channel will be a direct response gold mine, but diversifying your efforts can offer incremental growth and open up new user bases. It's all about consistent application and patience in seeing your efforts bear fruit.

8. Leveraging Social Features for Organic Growth

The discussion turned to an essential question: how to leverage social features to drive organic growth?

Firstly, social features within apps were highlighted. Some games and apps are built with a more social environment in mind, encouraging users to invite others to join the experience. This social engagement within apps has the potential to drive organic growth, with user referrals acting as a powerful marketing tool.

The conversation also pointed to plans for Player vs. Player (PvP) mechanics in certain games as a future growth driver. PvP can introduce a competitive edge to the experience, encouraging players to invite friends to join the competition and boosting user engagement and growth.

9. Utilizing Social Platforms and Influencer Content

The experts also discussed leveraging social features within platforms, such as collaborations on Instagram and Spark ads on TikTok. User-generated content (UGC) on platforms like TikTok is an invaluable resource. Brands that already have a presence or following on such platforms can capitalize on content created by fans to promote their apps.

The win-win situation is that influencers boost their engagement, brands get promotional content, and costs are minimal.

10. The Role of Virality

Lastly, the potential virality of games was highlighted. Some games, by their nature, have high virality due to their interactive gameplay, encouraging player-to-player interaction.

While not all game genres may be equally suited to this, incorporating social and viral elements within the game can significantly contribute to organic growth.

11. Referral Programs: Unlocking Organic Growth

One of the crucial ways to encourage organic growth in your mobile gaming community is through well-implemented referral programs. You can create a self-perpetuating growth engine by incentivizing current users to invite their friends to the game. These invitations can be trackable, allowing you to measure the referral program's success.

For instance, with Appodeal's advanced analytics and insights, you can monitor the conversion rate of referral invites and assess the overall performance of your program. Although the process of sharing can be as simple as hitting a share button and texting it out, Appodeal ensures that your in-app sharing feature functions seamlessly and tracks results accurately.

12. Deep Linking: Ensuring Smoother User Experience

Deep linking is another powerful tool that mobile game developers should consider.

It allows you to direct users straight to specific in-game locations from external platforms, thus enhancing the user experience and increasing the likelihood of conversions. These links can be shared through various channels, such as SMS or social media platforms, to invite friends to join a particular game or event within the app.

13. Capitalizing on Apple Search Ads

Apple Search Ads have grown significantly in recent years, and their use has become a cornerstone of effective app marketing strategy. They are a more premium and accurate channel, even if they may be more expensive.

Since Apple search ads are seamlessly integrated into the Apple Store, it allows you to track data more accurately, which can help you optimize your campaigns for better performance.

One approach to expanding Apple Search Ads' effectiveness is targeting specific keywords. This strategy can be particularly beneficial for games with famous IPs, allowing them to target relevant keywords and reach a highly engaged audience.

14. Leveraging Google for User Acquisition

Google also plays a crucial role in user acquisition. It has effectively mastered lower funnel event optimization, making it an excellent source of Android traffic. Its recent advancements towards supporting SKAdNetwork and introducing Quality of Service (QoS) bidding make it an even more compelling choice for iOS traffic.

One of the benefits of Google is that it can match your ad copy with the right people, making targeting easier. This advantage, combined with effective video content, banners, and text ads, can significantly enhance your ad's performance and user acquisition.

15. Prioritizing Creatives: The Secret Sauce to Higher Engagement

Finally, the most effective marketing strategy often revolves around creatives. Creatives are still the most impactful way of drawing in users. The conventional format of hook, gameplay, and call to action remains the winner of all ads.

Different iterations of this format, especially in creating a call to action or depicting gameplay, can significantly impact your ad's effectiveness. Pairing this with user-generated content (UGC) or influencer marketing can further enhance your creativity and improve its performance.

In Conclusion

In the dynamic world of mobile app marketing, the most powerful strategies focus on creating quality products, building and nurturing strong communities, and leveraging genuine, compelling advertising. A thriving, satisfied community translates into a successful product; engaging your players and creating resonant content fosters a sense of belonging that can encourage organic growth and virality.

Simultaneously, exploring new channels, maximizing the potential of in-app social features, and adapting to the shifting landscape are critical steps toward driving this organic growth. Indeed, as the mobile app ecosystem evolves, so should your strategies.

The current climate may prompt a shift towards more traditional marketing, but this can be viewed as a golden opportunity to get back to the roots of marketing and reinvent your strategies. Quality products, genuine ads, and user-focused methods reign supreme.

Facing this rapidly changing landscape might seem daunting, but remember: it's not a sprint but a marathon. Consistent efforts and the right strategies and tools can pave the way for your app's sustained growth and success.

Holiday Season Mobile In-App Ad eCPM Report '23

At Appodeal, we're committed to standing with you—game studios and mobile app developers—through these changes. We offer the tools, insights, and support you need to thrive in this vibrant, evolving arena. While the path forward may be uncertain, we believe that together, we can navigate this exciting new world of mobile app marketing and unlock your product's full potential.

Guest Author
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Featured Professionals in the Mobile Gaming & Ad-Tech Industry
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ASO & Organic Traffic 7 min read  - May 3, 2023

ChatGPT & AI to boost your ASO (App Store Optimization)

In today's fast-paced and competitive mobile app market, App Store Optimization (ASO) has become a crucial aspect of ensuring success for app developers and publishers.  In this dynamic landscape, artificial intelligence (AI) is emerging as a key player, helping developers and marketers refine their ASO strategies and boost their apps' visibility. As AI technology advances, […]

In today's fast-paced and competitive mobile app market, App Store Optimization (ASO) has become a crucial aspect of ensuring success for app developers and publishers. 

In this dynamic landscape, artificial intelligence (AI) is emerging as a key player, helping developers and marketers refine their ASO strategies and boost their apps' visibility. As AI technology advances, it becomes an increasingly essential tool in navigating the complexities of ASO.

AI-powered tools, like ChatGPT, have been making strides in streamlining and automating various ASO tasks, allowing app marketers to optimize their strategies and stay ahead of the competition.

In this article, we're going to explore how AI can benefit ASO managers, and add more value to their already invaluable efforts.

Table of Contents:

How AI Tools can boost your ASO

ChatGPT, an advanced language model developed by OpenAI, has gained considerable attention for its ability to generate human-like responses and provide creative solutions in various domains, including ASO. 

AI-driven language models are transforming the way we approach ASO. Chatbots can help app marketers to automate several aspects of their ASO efforts: keyword research, crafting engaging app descriptions, and analyzing user feedback are just a few examples. 

Incorporating AI-driven insights can help optimize marketing campaigns, leading to better targeting and increased user acquisition, providing you with a competitive advantage in the app store. 

While Appodeal may not offer direct tools to impact ASO, Appodeal's powerful ad mediation, user acquisition analysis, and business intelligence tools can be used with AI-enhanced ASO strategies, to ensure maximum growth opportunities for app developers. 

In the upcoming sections, we will explore how ChatGPT can be utilized to boost ASO efforts and how it can complement the robust features provided by Appodeal to drive app success in the mobile marketplace.

Keyword Research and Metadata Optimization

Finding the perfect keywords with ChatGPT

One of the critical aspects of App Store Optimization is effective keyword research, and ChatGPT is here to help! 

Mobile studios and publishers can quickly generate a list of relevant keywords related to their app's niche or functionality. Give ChatGPT some context or a description of your app, and watch it whip up a list of relevant keywords.

With a brief description or context of your app, it can generate various keywords that can be used to enhance your app's discoverability in the app stores. 

This way, you can say goodbye to endless brainstorming sessions and identify high-quality keywords for your app.

Checking out the competition and search volume

Armed with a shiny new list of keywords, it's time to evaluate the effectiveness of your keywords in terms of competition and search volume.

ChatGPT has your back again by offering valuable insights into keyword trends and what your rivals are up to. By keeping an eye on these data points, you can make informed decisions on which keywords to prioritize for your ASO efforts. This ensures that your app has the best chance of ranking higher in search results and attracting more users.

Choose the best keywords for your app and climb up those search rankings!

Sprucing up your metadata with AI-generated insights

Now that you've got the right keywords, you can optimize your app's metadata to improve your ASO (App Store Optimization). 

From the title and subtitle to the description, ChatGPT can help craft catchy and keyword-rich app descriptions that will resonate with your potential users. Additionally, you can use AI-generated insights to target different languages and regions with localized metadata. 

This will ensure that your app appeals to a broader audience and helps you stay ahead of the competition.

Crafting Engaging ASO Descriptions

Create the most persuasive app descriptions with ChatGPT

An engaging ASO description is crucial for capturing user attention and driving downloads. ChatGPT is a valuable tool for creating persuasive and informative descriptions and showing off your app's unique features and benefits. 

Feed the AI with key information about your app and the tone you want, and it'll whip up creative and tailored descriptions that connect with your target audience. 

You can even use the insights provided by the Appodeal mobile growth platform to optimize your app's messaging further.

Chat GPT to localize your ASO

If you want your app to reach people around the globe, you'll need to adapt your ASO description to different languages and cultures.

ChatGPT can help you in the localization process by generating translations and content that's spot-on for each market. 

This way, your app's message stays consistent and attractive, giving it the best chance to succeed worldwide.

Keyword Usage vs. Readability: finding the perfect balance

Optimizing your app description involves more than just incorporating relevant keywords. 

You need to balance keyword usage with readability if you want to keep your content engaging and easy to read. And again, ChatGPT can help you find the sweet spot too. 

You can craft content that blends your target keywords naturally without sacrificing readability. The result? Improved conversion rates and a more enjoyable experience for your app's potential users.

Boost Your User Reviews and Ratings

Increase your App’s score with ChatGPT's Help

Positive ASO reviews and ratings are vital for improving your app's visibility and credibility. ChatGPT can help you create effective prompts, in-app messages, and push notifications encouraging users to share their feedback and thoughts.

For example, you can ask the AI to suggest ideas that invite users to leave a review or rate their experience. You can also craft customized in-app messages based on user behavior, preferences, etc. And if your core economy allows it, try sending push notifications at just the right time, offering incentives, in-app rewards, or bonuses for their participation.

It is wide-known that tailored messaging, based on user behavior and preferences, resonates better with users, and puts them in the right state of mind to leave genuine reviews that reflect your app's true value.

Reply to Reviews with AI-Crafted Responses

Engaging and chatting with users by answering their reviews can do wonders for your app's reputation. 

You can try crafting personalized and empathetic responses to user feedback with chatGPT, tackling their worries and celebrating their compliments. 

Other great ideas to improve your conversations are to set clear response goals, such as addressing a concern, offering a solution, or expressing gratitude for positive feedback. And never forget to review previous comments. 

Feed your AI tools with your reviews, and let ChatGPT create responses with the right words and tone, always making the necessary adjustments to ensure a genuine connection with the user.

Show you're all about improving the user experience, and users will keep returning for more.

Track your app's reputation with AI Tools

Keeping track of ASO reviews and ratings is key to ensuring your app stays on top.

ASO managers analyze user sentiment, spot trends and areas to work on and decide which reviews must be prioritized. 

This is, again, another opportunity for AI tools to simplify those processes. You can better understand how your users feel about your app by automatically analyzing the reviews and extracting the user sentiment. Or in addition to that, you can detect patterns in user feedback, highlighting recurring issues or areas where your app excels. 

Ultimately, depending on the conclusions you extract from that analysis, you can prioritize your future actions depending on factors like sentiment, review age, and reviewer influence.

Integrating AI into Your ASO Workflow

However, if you have just started scratching the surface of AI tools, it may seem complex and tedious to start developing a well-structured workflow that combines AI-generated insights with human expertise. 

Here are some useful lists of best practices and guidelines on how to jump on this train while it’s still in the station.

Best Practices for Using ChatGPT and Other AI Tools

  1. Develop a well-structured workflow that combines AI-generated insights with human expertise. This ensures a balance between the creativity and efficiency of AI and the context-sensitive judgment of human professionals.
  2. Regularly review the AI-generated content for accuracy and relevance. AI tools are constantly improving, but they can still generate content that might not be entirely accurate or appropriate. Make sure to double-check the output and make adjustments as needed.
  3. Ensure that you're using up-to-date AI models. AI technology constantly evolves, so it's essential to keep your tools updated to benefit from the latest advancements and improvements.
  4. Stay informed about the latest advancements in AI technology. Subscribe to newsletters, attend webinars, and join industry forums to keep up with the cutting-edge developments in AI and ASO.

Combining AI with Traditional ASO Techniques for Optimal Results

From our point of view, we believe AI tools should complement, not replace, traditional ASO techniques.

Having said that, here are some ideas on how to combine the two of them:

  1. Competitor analysis: Use AI tools to quickly identify and analyze top-performing competitors' apps, but also conduct manual research to understand the nuances of their strategies and messaging.
  2. A/B testing: While AI can generate multiple variations of app descriptions, screenshots, and other store listing elements, human expertise is essential for selecting the best options for A/B testing and analyzing the results to refine your ASO strategies.
  3. Manual keyword research: Use AI-generated keyword suggestions as a starting point, but validate their relevance, search volume, and competition manually or with other ASO tools to ensure they are the best fit for your app.

As AI continues to evolve, new trends in AI-driven ASO are likely to emerge. 

Those are some of the following trends that we expect to see between ASO and AI tools:

  1. More sophisticated AI algorithms that can better understand user intent and behavior, allowing for improved targeting and personalization in app store listings.
  2. AI-driven automation of routine ASO tasks, allowing ASO professionals to focus on more strategic aspects of app growth.
  3. The development of AI models that can predict the impact of ASO changes on app store rankings and user acquisition, allowing for more data-driven decision-making.

The Future of ASO with ChatGPT and AI Advancements

As AI technology advances, ChatGPT and other AI tools will play an increasingly important role in ASO. Moreover, in the fast-moving app market, using AI-driven tools like ChatGPT is key to staying competitive. 

We believe integrating AI in ASO workflows will enable more efficient and targeted optimization strategies, leading to greater visibility and success for apps in the highly competitive app market.

Appodeal, a leading mobile growth platform, can help mobile app publishers and studios grow their games by offering a comprehensive suite of tools and services that complement AI-driven ASO strategies. With Appodeal, you can optimize your ad monetization strategy, analyze user acquisition campaigns, and harness the power of business intelligence to detect growth opportunities for your games.

By combining ChatGPT's AI-powered awesomeness with Appodeal's top-notch features, you've got a winning combo for app success in the ever-competitive mobile market.

Holiday Season Mobile In-App Ad eCPM Report '23

Colorses is a full-service App Store Optimization agency offering premium level ASO services. Get the visibility your app deserves on the Apple App Store and Google Play through keyword research, metadata optimization, store page A/B testing, ratings and reviews optimizations.
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Featured Professionals in the Mobile Gaming & Ad-Tech Industry
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Marc Llobet
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ASO & Organic Traffic 9 min read  - March 14, 2023

Cutting Ad Budgets without sacrificing UA Quality

Mobile app and game studios must be strategic in their ad budget planning to ensure they are not sacrificing quality user growth...

In today's fast-paced digital world, mobile apps have become an essential part of everyday life for many people. From social media to online shopping and gaming, there's an app for almost everything.

As a result, mobile studios are investing heavily in user acquisition to tap into their audiences. However, creating a successful mobile business requires more than just a great app. You also need a solid marketing strategy to reach and engage your target audience. One of the most critical elements of this strategy is advertising.

Advertising plays a crucial role in driving user acquisition and engagement for mobile apps. It's also one of the biggest expenses for app developers and marketers. With increasing competition, the cost of advertising is going up, making it challenging to balance ad spending with user growth and engagement.

The goal is to reach a large number of potential users while still maintaining the highest return on investment (ROI). To achieve this, businesses must be strategic in their approach to advertising, focusing on the most effective channels while cutting back on those that are less effective.

In this article, we'll explore strategies for cutting ad budgets without sacrificing the quality of user acquisition campaigns.


  1. Understand your Target Audience
  2. Analyze your Ad Performance
  3. Quality over Quantity
  4. Remarketing
  5. Optimizing Ad Creatives
  6. Influencer Marketing
  7. Monitor, Adjust & Iterate
  8. Follow Best Practices

1. Understand Your Target Audience

When it comes to mobile apps and games, understanding your target audience is crucial for creating a successful ad campaign.


Knowing who your users are and what they need will help you determine the best channels for reaching them.

How to Understand your Target Audience?

Here are a few ways to better understand your target audience for these types of products:

  1. Demographic Data: Collect information about your target audience's age, gender, location, education, and income level. This will give you a good idea of who your target audience is and what their interests and needs are.
  2. User Behavior: Analyze the behavior of your current users. Look at how often they use your app, what features they engage with the most, and how long they spend using it. This information can help you tailor your ads to specific segments of your target audience.
  3. Psychographic Data: Study the values, attitudes, and personality traits of your target audience. This information can help you create ads that resonate with your audience's values and lifestyle.
  4. App Store Data: Take advantage of the data available in app store listings. Review the user reviews and ratings to get an understanding of what users like and dislike about similar apps.

By combining this information, you can create a profile of your target audience and use that information to create ads that are more likely to engage and convert them into paying users.

Monitoring your target audience

It is also important to continuously monitor and update your understanding of your target audience. As consumer behavior changes over time, your target audience may evolve, so it is essential to regularly reassess and adjust your strategies accordingly.

Once you have a good understanding of your target audience, it is important to segment them into different groups based on their behaviors and preferences. This allows you to create more personalized and relevant ads for each group, increasing their engagement and the chances of conversion.

By understanding your target audience, using tools to gather information, segmenting your audience, and continuously monitoring their behavior, you can create ads that effectively engage and convert your target audience.

This way, you will finally be able to adjust your ad campaigns to improve their performance over time.

2. Analyze your UA Ad Performance

Once you have a clear understanding of your target audience, it's time to analyze your ad performance.

Analyzing ad performance is crucial in determining the success of your advertising efforts. By monitoring key metrics such as click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on investment (ROI), you can get a clear picture of which ads are performing well and which ones are not.


One of the key benefits of analyzing ad performance is that it allows you to make data-driven decisions about your ad spend. By identifying which ads are generating the most engagement and conversions, you can optimize your ad budget to focus on those that are producing the best results. This helps you to cut your ad budget without sacrificing the quality of your user acquisition campaigns.

Understand your Metrics & Goals

To effectively analyze ad performance, it's important to have a clear understanding of your goals and metrics. This may involve setting up tracking and measurement systems that capture key performance indicators and provide you with detailed insights into your ad campaign.

Once you have a clear understanding of your ad performance, you can use this information to make informed decisions about your ad strategy. For example, if a particular ad is not generating the desired results, you can adjust its targeting, messaging, or creative elements to see if it improves performance.

By regularly analyzing ad performance, you can make data-driven decisions that optimize your ad budget, and ensure that your advertising efforts generate the best possible results.

3. Focus on Quality Over Quantity

When it comes to mobile advertising, sometimes quality is more important than quantity.

Focusing on quality over quantity in ad campaigns is crucial for cutting ad budgets without sacrificing the quality of your user acquisition campaigns. High-quality ads can be more effective in engaging users, even with a smaller ad budget.

Rather than spreading your advertising budget across multiple channels, focus on the channels providing the best results. This will help you maximize your ROI while also reducing your overall advertising costs.

This way, you can reduce your ad budget while still achieving the user growth and engagement you desire. Remember to prioritize relevance, clarity, and visual appeal when developing your ad campaign to ensure success.

4. Use Remarketing

Remarketing is a powerful tool for reaching users who have already shown an interest in your product or service.

Remarketing is a powerful technique that can help increase user engagement and retention in mobile apps and games. It involves reaching out to users who have already interacted with your app or game in some way, such as downloading it, making a purchase, or simply visiting the app store page. By targeting these users, you can improve the chances of retaining them as active users and encourage them to continue engaging with your app or game.


Push Notifications

One way to implement remarketing in mobile apps and games is through push notifications. Push notifications can remind users about the app or game and offer them incentives, such as rewards or exclusive content, to encourage them to re-engage.

For example, if a user hasn't used a mobile game for a few days, a push notification could be sent with a message like "Come back and play to earn a special prize."

Targeted Ads

Another way to use remarketing in mobile apps and games is through targeted ads. For example, if a user has abandoned an app or game mid-level, targeted ads could be displayed to remind them about the app and entice them to come back and complete the level. By using targeted ads, you can ensure that your advertising budget is being spent on users who are most likely to re-engage with your app or game.

Control your Timing

Another important aspect of remarketing in mobile apps and games is timing. It's important to send push notifications and remarketing ads at the right time, such as when a user is most likely to be engaged and have time to re-engage with your app or game. For example, if your app or game is primarily used during the evening, you may want to send push notifications or display ads in the evenings when users are more likely to have time to engage with your app.

By reaching out to users who have already shown interest in your app or game, you can improve the chances of retaining them as active users and encourage them to continue engaging with your app.

Through targeted ads, and timing your remarketing efforts effectively, you can maximize the impact of your remarketing efforts and achieve your goals for user engagement and retention.

5. Optimize Ad Creatives

Another way to maximize the impact of your advertising budget is by optimizing your ad creatives.

Optimizing ad creatives is an important aspect of cutting ad budgets without sacrificing your user acquisition campaigns. Ad creatives refer to the visual and text components of an advertisement. When these components are not optimized, it can result in low engagement, low conversion rates and, ultimately, low return on investment (ROI).


Steps to optimize ad creatives:

  1. Test different ad formats - Experiment with different ad formats such as interstitials, banners, rewarded videos, and native ads to see which ones perform best for your target audience.
  2. Use high-quality visuals - Ensure that your ad creatives have high-quality visuals that are eye-catching and relevant to the target audience.
  3. Keep the messaging clear and concise - Keep the messaging in your ad creatives clear and concise so that it is easy for the target audience to understand and take action.
  4. Use emotional appeals - Emotional appeals have been shown to be effective in boosting engagement and conversion rates. Consider incorporating emotional appeals in your ad creatives to tap into the emotional connection of your target audience.
  5. Personalize the ad creatives - Personalizing the ad creatives by using the target audience's location, interests, or behavior can increase engagement and conversion rates.

By following these tips and continuously monitoring and adjusting the ad creatives, you can optimize your ad spend and achieve quality UA campaigns. Regular testing and optimization of ad creatives can help to increase the ROI on your ad budget and drive better results for your business.

6. Utilize Influencer Marketing

Influencer marketing is a cost-effective way to reach a large audience and drive user engagement. By partnering with influencers with a large following in your target market, you can leverage their reach to promote your app.

In other articles, we have already covered some tips for game studios that want to start working with influencers, and even some of the worst mistakes of influencer marketing from mobile game studios.

Influencer marketing can be a more cost-effective alternative to traditional advertising channels, especially if you choose influencers who are a good fit for your product or service.


7. Monitor, Adjust & Iterate

To ensure the best return on investment for ad spend, it's important to continuously monitor and adjust campaigns. Data-driven insights and analysis of ad performance can highlight areas for improvement and inform optimization decisions. This can involve tweaking targeting, testing different creatives, or making changes to bid strategy.

One key aspect of monitoring ad performance is tracking the right metrics. The most important metrics will vary depending on the goals of each campaign, but common metrics to consider include cost per acquisition, return on ad spend, and the user LTV (life time value).

Use the data to make informed decisions

Once data is collected, it's important to use it to make informed decisions.

 For example, if a particular targeting strategy is driving high acquisition costs, it may be time to try a different approach. On the other hand, if a creative element is performing particularly well, it may be wise to double down and create similar creative for other campaigns.

It's also important to avoid getting too fixated on short-term performance. User acquisition is just one piece of the puzzle – user retention and lifetime value are just as important, if not more so. As such, it's important to keep the bigger picture in mind and make decisions that will drive long-term success, even if they have a temporary impact on short-term performance.


Monitoring and adjusting ad campaigns is a crucial part of ensuring that ad budgets are being used effectively and efficiently. By tracking the right metrics, making informed decisions, and keeping the long-term in mind, businesses can cut ad budgets without sacrificing the quality of their user acquisition campaigns.

8. Cutting Ad Budgets while maintaining the quality of your UA Campaigns

In conclusion, mobile app and game studios must be strategic in their ad budget planning to ensure they are not sacrificing quality user growth.

By focusing on quality over quantity, optimizing ad creatives, analyzing ad performance, understanding the target audience, and utilizing remarketing techniques, mobile studios can effectively reduce ad spend while still acquiring high-value users.

Follow these best practices to attract high-quality users and keep them engaged, and you will find your way to long-term success and growth.

As the competition in the mobile app and game market continues to increase, it's important for developers to stay ahead of the curve and make informed decisions about their ad budget to ensure they are getting the best return on investment.

It is important to continuously monitor and adjust ad strategies to ensure optimal performance and return on investment. By taking a data-driven approach to advertising, mobile app, and game developers can successfully grow their user base without sacrificing their bottom line.

Holiday Season Mobile In-App Ad eCPM Report '23

Written by Mobe Growth, app agency specializing in mobile marketing and user acquisition. Our goal is to help our clients achieve sustainable growth through effective and innovative user acquisition strategies, and to be at the forefront of the rapidly evolving mobile gaming market.
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Featured Professionals in the Mobile Gaming & Ad-Tech Industry
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Appodeal 2 min read

We're updating our privacy policy

Please review the document inside in order to continue working with Appodeal as usual.

Appodeal 2 min read

Marc Llobet
Marc Llobet

ASO & Organic Traffic 5 min read  - May 30, 2022

Making an Intro Video for your Mobile Game - App Store Optimization

App store visitors make split-second decisions about whether to install your game or not. Making a compelling intro video for your mobile game can boost your game's visibility and conversion rates.

Mobile games have a huge potential audience with over seven billion active mobile devices worldwide. However, with millions of available apps, it can be difficult to stand out from the crowd. One way to make your game prominent is to create an introductory video for your mobile game.

As someone who has been involved in the mobile game industry for years, I know that one of the most worthwhile things you can do for your ASO strategy to get people interested in your game is to create a great intro video. People are visual creatures, and an engaging, well-made video can give users a taste of your game.

App store visitors often make split-second decisions about whether to download a game. And featuring your video prominently on your app store page can help to boost your game's visibility and conversion rates.

In this article, I'll walk you through creating an introductory video for your mobile game from start to finish.

Pre-production: The Brainstorm

The first step is to brainstorm a creative concept for your video.

As this will be the foundation of your video, it's worth thinking about what will work best for your mobile game.

If you're planning to include animated elements in your video, you'll need to decide which animation style you want to use. There are dozens of different styles, from traditional hand-drawn animation to 3D computer animation.

Ask yourself some of these questions to get started:

  • What is your mobile game's distinctive feature?
  • What kind of tone do you want to set for your video?
  • What video style would be most effective in conveying the message you want to communicate?

Once you've decided on a concept, it's time to start planning out the video for your mobile game. This includes storyboarding and creating a shot list that will serve as a roadmap during the actual production phase.

One important thing to also keep in mind during pre-production is the length of your video. Google Play, for example, recommends a short and concise intro video for your mobile game, because only the first 30 seconds autoplay. This may appear like a short amount of time, but you'll be surprised how much you can fit into 30 seconds.

Production: Creating the Visual Elements

Once you have your concept, and the storyboard is ready, it's time to start production. This is the process of actually shooting your video and creating visual elements that will be included.

You must first choose a place for your shoot. This should be somewhere that's easy to access and has good lighting. It's also important that the location is quiet, so you won't have any unwanted noise in the video for your mobile game.

Once you've chosen a location, it's time to set up your camera. Using a smartphone, you can get by with just the built-in camera. However, if you're using a DSLR or another type of camera, you'll need to ensure you have the right lenses and other equipment.

During production, the individual frames for your animated elements are created and assembled. Make sure that the animation style fits with the overall tone of your intro video. This is a complex process that requires a lot of time and patience.

Take into consideration how your intro video will be displayed. Most video players are in landscape mode, so a portrait video will have black bars on the sides. Instead, shoot the video for your mobile game in landscape mode. This will fill the screen of most video players and give your video a polished look.

Also, remember that the first seconds of any video is crucial in keeping the viewers engaged. When showcasing your mobile game, it’s important to focus on the best features and content within the first ten seconds. This will give the viewers an idea of what your mobile game is all about and help hold their attention all throughout the rest of the video.

After all, you don’t want to waste precious time showing off graphics or other non-essential content when you could be hooking the audience right from the start.

Post-production: Audio & Special FXs

Making an Intro Video for your Mobile Game

After you've finished shooting, it's time to move into post-production.

This is where you'll edit your gaming intro video and add any special effects or graphics. This is the stage where you can let your imagination flow and make your video stand out. Here are a few tips for post-production:

  1. Add text and music: Adding text and music can really help set your video's tone and keep people engaged. Bear in mind not to overdo it, as too much can be distracting. The audio and visuals must be in sync. Nothing ruins an otherwise great animation like mismatched sound and visuals. 
  2. Add a voiceover narration: A voiceover can be a great way to add more information about your mobile game without overcrowding the video. This is especially useful if you include a lot of visual elements in the video for your mobile game.
  3. Edit for clarity: During editing, it's important to keep your video clear and easy to follow. This means trimming any unnecessary footage and making sure the shots are in the correct order. Keep an eye on the transitions between shots, and look for any awkward cuts that might jar the viewer.
  4. Add graphics and effects: Adding graphics and effects can really help to make your video more engaging. This can include things like color correction, green-screen effects, or animated text. However, again, it's important not to overdo it. A few well-placed graphics or effects can go a long way.

Bottom Line

Now that you know how to make an engaging and effective intro video for your mobile game, it's time to put your new skills to the test. While creating a high-quality video takes time and effort, it can be a worthwhile investment for any game developer looking to attract new organic players.

Keep in mind the tips and tricks we've covered in this blog post, and you'll be sure to create a video that will grab attention and entice viewers to download your game.

With video editing software like VEED.IO, you can easily create an intro video for your mobile game. Simply choose from a range of templates, add your images or videos, and then use the built-in editor to make final adjustments. If you're looking for an easy-to-use, affordable video editing platform, check out VEED.IO.

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by Jennesa Ongkit, Content & PR specialist @
Jennesa Ongkit is a content writer and PR outreach specialist for a video editing company, VEED.IO. She has over two years of experience in the marketing industry and enjoys writing about everything, from tips and tricks to the latest industry news. VEED.IO is an online video editing platform that helps you create professional-looking videos in minutes.
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Featured Professionals in the Mobile Gaming & Ad-Tech Industry
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Resources 4 min read

App Testing: 9 Ways to Keep Your App Safe From Deletion

Over 4 million mobile apps are available in Apple’s App Store and Google Play. The number of available apps is certainly on the rise, but quality isn’t improving at quite the same pace. While there are several factors at play here, a lack of app testing knowledge and experience is a major component. Sure, professional […]

Resources 4 min read

Marc Llobet
Marc Llobet

ASO & Organic Traffic 6 min read  - March 30, 2022

Metrics for a Healthy Mobile Game: eCPM, FillRate, ARPDAU...

Of course, you want users to see the ads. But what they do afterward matters? And how much green do you have to put out to attract a new user?

As a creator and/or developer of Mobile Games, you are likely familiar with eCPM, fill rate, Click-Through Rate, ARPDAU, and other metrics. Every publisher is eager to evaluate the growth of their audience and revenue. But what’s really behind each metric, and what's the best way to apply them? 

As management master Peter Drucker said, “What gets measured, gets managed.” Apply that to managing and optimizing your mobile ad revenue, and you’ll learn to measure what matters with the following on-point metrics.

Summary of this article:

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eCPM for a Mobile Game

This metric has been a part of the advertising world for ages. Effective cost per mille, or eCPM, is used to determine the cost of advertisements (whether they’re in newspapers, magazines, or mobile apps) per every one thousand impressions.

eCPM stands for Effective Cost per Mile (‘mile’ means ‘thousand’ in Latin). In other words, eCPM demonstrates what you earn per 1,000 impressions. The formula is the following:

How to Find eCPM & use it

To calculate eCPM, simply divide your ad revenue by the total number of impressions. Multiply this number by 1000.

eCPM = (Total Revenue / Total Impressions) x 1000

For example, let’s say your ad took in $1,870 in revenue and achieved 10,000 views in the allocated period of time. Divide $1,870 by 10,000 and you’ll have 0.187. Multiply this number by 1,000. This brings your eCPM to $187 (per every 1,000 impressions).

For this reason, eCPM becomes relevant in cases such as:

  • Testing the performance of different ad formats, positions, and styles.
  • Comparing monetization solutions on the market.

Comparing Ad Performances with eCPM

Since eCPM is a standard advertising metric, it usually comes to mind first when you need to compare the performance of ad networks. The higher eCPM is, the more you receive from an ad provider per thousand impressions. 

However, eCPM can be surprisingly unreliable. Let’s turn to math to see the catch.

Let’s say you have two ad networks: TomsNetwork and JerrysAds. Your eCPM comes out at $5 for TomsNetwork and $2 for JerrysAds. Who’s the winner? 

  1. TomsNetwork 
  2. JerrysAds 
  3. Or do you need more data to evaluate?

Result (select the text to know the answer): If you picked C) you’re the real winner here!

There’s no way to answer this question accurately without analyzing the revenue and impressions together. 

To make the most informed decision, you have to look at the big picture. With TomsNetwork, you received $5 per 1000 impressions in a week’s span while JerrysAds brought you $20,000 per 10,000,000 impressions for the same time period.

Keep in mind that it’s only a comparative figure; the total number of ad impressions can influence it radically. 

With this example, we can see that sometimes eCPM says nothing about how exactly you earn money.

Consequently, eCPM isn’t particularly suitable for evaluating your provider’s performance or making a revenue forecast. In order to estimate the effectiveness of a given ad network, you’ll need to dive deeper into metrics and data.

Fill Rate in Mobile Games

Yes, we’re talking about fill rates again. This rate reveals how many of your requested impressions were actually shown to users.

Take time to compare eCPM along with fillrate. Fillrate calculates the rate your ad unit is filled in with provided ads. An ideal fillrate is 100%, meaning that all of the ads your app requested were delivered and displayed.

Seriously, this metric is vital to optimizing your mobile ad revenue. What’s the sense in throwing away impressions and earning potential?

Finding your Fill Rate & How to use it

To find the fill rate, divide the number of impressions displayed by the number requested. Multiply the resulting number by 100 to find the exact percentage.

Fill Rate = (Ad Impressions / Ad Requests) * 100

If you requested 1000 impressions by your ad network and only 800 were fulfilled, the fill rate would be a mediocre 80 percent. Remember—when it comes to fill-rates, keeping it at 100 is a must.

Therefore, fill rates will be very useful when: 

  • Maximizing your ROI
  • Maintaining inventory

Achieving a 100% Fill Rate

Unfortunately, 100% fillrate is difficult to achieve, because too many factors influence it, such as bad or lost connection, low phone battery, or a failed network. On the other hand, the fillrate shouldn’t be too low; if it goes down all of a sudden, check the app’s stability and your networks. Even if the eCPM is high, bad fillrate can be the reason for low revenue, so you must consider them together as demonstrated below.

Back to our two ad networks: TomsNetwork and JerrysAds.

TomsNetworks’ eCPM from the last month was $10, whereas the fillrate was 20%. On the other hand, JerrysAds’ eCPM equaled $3 with 90% fillrate.

Basically, it means that TomsNetwork displayed expensive ads once every five times, whereas JerrysAds delivered cheaper ads, but consistently. With an equal number of impressions, the second option is preferable.

Click-Through Rate (CTR)

Of course, you want users to see the ads. But what they do afterward matters. Do they stare off into the abyss, check their Facebook newsfeed, or actually click on the ad? Add the click-through rate to your metric arsenal, and you’ll be closer to finding out.

Understanding & calculating your CTR

This metric’s a breeze to solve for. Just divide the number of clicks by impressions, and you’ve got your CTR.

CTR = (Ad Clicks / Ad Impressions) * 100

You will find that Click-through Rate is good for:

  • Studying your conversion rate
  • Determining the performance of your CPC or CPA campaign
  • Comparing CTRs for ads placed on the web vs. in-apps

Customer Acquisition Cost (CAC)

How much green do you have to put out to attract a new user? The CAC metric answers this question for you in a flash.

Customer acquisition cost is a key business metric that is commonly used alongside the customer lifetime value (LTV) metric to measure value generated by a new customer.

For more info on the Life-Time Value or LTV metric, check our extensive article on LTV for Mobile Games (Life-Time Value) - Successful UA Campaigns

Conquering your Customer Acquisition Cost

Understanding the cost to acquire new customers is crucial to analyzing marketing return on investment.

Thankfully, this one doesn’t require an advanced degree in mathematics. Take your marketing costs to obtain new users during a selected time period and divide them by the number of customers acquired.

CAC = Marketing Costs / Customers Acquired

Therefore, if you spent $800 on the acquisition and took in 750 new users, your CAC would come out to be $1.06.

Understanding its CAC provides a business with the ability to fully analyze the value per customer and improve its profit margins. It is commonly used when:

  • Analyzing the performance of conversion tactics
  • Maintaining profit by achieving a lifetime value for each customer higher than the acquisition cost.

Average Revenue Per Daily Active User (ARPDAU)

It’s impossible to discuss metrics without considering the most important factor of all: revenue. At the end of the day, apps are developed to make money for their owners, aren’t they? We suggest evaluating ad performance with ARPDAU or Average Revenue per Daily Active User. 

ARPDAU shows how much money you earn from a daily active user. The metric is based on the average number of daily active users, your core audience. 

ARPDAU vs ARPU: Knowing how much money is generating each user is important to make realistic budgets and figure out how to drive those revenue numbers up. With ARPU, you need to determine your total revenue for an allocated time period—a week, a month, galactic years… While ARPDAU, the time period is fixed to a day, and you only focus on active users during this 24h.

Mastering your ARPDAU

The ARPDAU formula is simple:

ARPDAU = Daily Revenue / Daily Active Users

Going back to the previous example, let’s imagine that you have two apps with 15.000 daily active users (DAU) each. App A works with TomsNetwork while App B is on board with JerrysAds. You’re curious to see how much revenue each active user is bringing in per app.

With TomsNetwork, App A has a daily revenue of $4,000 while AppB comes in at $4200. To determine your ARPDAU for each respective app, simply divide the revenue by your DAU. In this case, App A has an ARPDAU of .26 while App B is at. 28. The difference in these two figures might not appear as significant at first glance but after consideration, you can see that the potential impact on daily and overall revenue is huge.

ARPDAU helps estimate how changes influence monetization. By monitoring your ARPDAU, you can see how engagement campaigns, sales on in-app purchases, deliberate user segmentation, and the like, affect your revenue.

Use it to assess the effectiveness of personalization made via Segments or to determine if users are spending more (or less) than they were yesterday, last week, and so on. Over time, you can use the insights you glean from analyzing ARPDAU to build a more successful monetization strategy.

Other details of ARPDAU:

In all, ARPDAU can be used when:

  • Determining upwards and downwards trends
  • Budgeting ad-spend
  • Predicting revenue generation

Also, it's important to remember that ARPDAU applies to networks delivering 1000 impressions, as well as to networks delivering 1,000,000 impressions.

This metric is neither influenced by users fluctuations nor by the number of impressions. Even if your audience multiplies tomorrow, ARPDAU will remain an objective indicator of your app’s revenue. For that very reason, always place ARPDAU at the forefront of your monetization strategy while keeping a close eye on eCPM and fill rate.

Checklist to Get started with these metrics

✅ Need a quick checklist to get started with better metrics analysis? We’ve got you covered:

  1. Know your eCPM, but always compare it with revenue.
  2. Check the fillrate of every ad network in your app.
  3. Monitor your ARPDAU to keep track of the effect changes has on monetization results.
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Marc Llobet
Product Marketing & Growth @ Appodeal
Monetization Desktop Column BlogBanner

Growth 4 min read

Industry experts talk about monetization metrics

Game Connection is an excellent event for developers to find partners, meet publishers, and share industry insights. In November 2017, Appodeal decided to host a panel called “Monetization Metrics for Success,” and invited industry experts to share their opinions and experience.

Growth 4 min read

Marc Llobet
Marc Llobet

Growth 2 min read

Segmentation made easy — meet our new tools: Segments and Placements

Our next step towards ideal ad mediation is these two new tools — Segments and Placements. They allow for selecting particular user groups and moments to show the ads inside the apps. Segments tool lets you choose who (which users) sees the ads, and Placements — where they see them.

Growth 2 min read

Marc Llobet
Marc Llobet

Appodeal 2 min read  - January 24, 2022

How User Acquisition affects your Organic & ROAS metrics?

...forecast the ROAS of your UA campaigns, and the revenue of all the organic users that you will also get from them!

User Acquisition Campaigns bring paid users, but… did you know they also affect your ROAS & Organic Installs?

When launching a UA campaign, your organic reach gets boosted too. More exposure means a higher number of installs... People start talking about your app, it becomes trendy, and you attract more users from other non-paid sources.

However, it’s NOT easy for app developers to calculate the real and effective Return of your Ad Spending, also known as eROAS.

Calculating your ROAS Automatically

But what if I tell you that you can forecast the impact of your UA Campaigns, completely automatically and without any effort? 

What if I tell you… that you can find, not only the ROAS of your paid installs but also the potential revenue of all the organic users that you will also get from a paid UA Campaign?

Because NOW you can do this!... with your Appodeal Growth Platform.

By crossing all your data & metrics from your monetization, user acquisition, and analytics, our algorithm can calculate the forecasted Life Time Value, and attribute the real growth of your app to your UA Campaigns.

As you can see, this opens a world of growth and possibilities for your apps!

Why should you care about your ROAS

With the eROAS, the Effective Return of Ad Spend, you may find that your User Acquisition campaigns are performing better than you think. There are several practical scenarios here:

  • Maybe, you are about to stop a paid campaign you believe is not performing well, but in reality, it has an outstanding organic reach.
  • Or maybe you are hesitant to increase your marketing budget, because you don’t know how many installs or profits you will get.

But thanks to the Appodeal forecasted metrics, such as “effective ROAS” or “effective ARPU”, now, you can predict your organic revenue along with your UA campaigns… Or better said, you can effectively scale your apps.

How to find your effective ROAS

Let me show you how it works.

When you open your Appodeal dashboard and create a new report, you can now check ROAS and effective-ROAS.


In this example, you can see how the forecasted “effective Return of Ad Spend” is 20% higher than the other metric.

And, to get these forecasts, you don’t have to do anything! The Appodeal algorithm takes care of it! It is completely automatic!

You only have to align your data in your Appodeal Dashboard, and, in no time, you will find which UA campaigns have the best “cost-opportunity” to grow your business!

The Appodeal Forecasts give you a huge competitive advantage! This is something that only top mobile companies have! Most of the apps can only rely on UA attributed data and past benefits.

But, by using the Appodeal forecasted metrics, you can stay ahead of your competitors, scale your apps, and turn them into top-earning hits.

It’s easy. It’s smart. It’s Appodeal.

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Marc Llobet
Product Marketing & Growth @ Appodeal
Monetization Desktop Column BlogBanner

Growth 3 min read

What’s Next in Mobile Monetization? Our Industry Predictions for 2017

2017 is poised to be a transformative year for mobile developers and publishers. No longer is it necessary to integrate ad networks individually and hope for the best. Publishers are finding themselves on a more even playing field as mobile rises as the champion of digital media usage.

Growth 3 min read

Marc Llobet
Marc Llobet

Appodeal < 1 min read

Appodeal Opens its European Central Offices in Barcelona, Spain

The intelligent mediation solution for mobile apps, Appodeal, will open its central offices for the European market in Barcelona, where its team responsible for the company’s expansion in the region will conduct operations.

Appodeal < 1 min read

Marc Llobet
Marc Llobet