Critter Clash Paid User Acquisition Postmortem

on YouTube ↗51m

" summary

Debrief of Lumi Interactive’s Critter Clash UA: 600k+ Android installs, 72k paid installs, and 600k pre-registrations that convert ~20.7% (~124k converts), with pre-reg mislabelling that skewed ROI. Featuring boosts installs and organic uplift (up to 3.8x) but cuts 30‑day LTV from $0.94 to $0.19 — a fourfold drop. TCPA outperforms CPI on quality; Apple Search exact match nets $3 CPI with ~$1.48 LTV; dynamic creative tests (300+ ads) push Facebook CPIs to ~$0.44. Watch for pre-registration conversion lessons and feature drops LTV.

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" chapters (43)

1. 0:00Intro
2. 0:28Who is Katie
3. 2:04Last years talk
4. 2:53Timeline
5. 4:10User Acquisition Process
6. 6:13Ad Types
7. 7:38ROI Test
8. 9:09Inline Phase
9. 9:54Impact of Features
10. 10:13Expectations vs Reality
11. 11:11Traffic Source Breakdown
12. 11:54Feature Type Breakdown
13. 12:36Preregistration Conversions
14. 14:00Paid Campaigns vs Features
15. 15:25Organic Uplift
16. 16:24Chart Position
17. 18:37Intent to Play
18. 19:58Mistakes
19. 21:04Quality
20. 23:57Lifetime Value
21. 26:22Apple Search Ads
22. 27:14CPA CPI Campaigns
23. 28:39Unity CPI Campaigns
24. 29:31Unity CPI Campaigns ROI
25. 29:52Why is the quality bad
26. 31:13Ingame factors
27. 32:01Ingame changes
28. 33:06Paid influencer campaigns
29. 34:36An amazing story
30. 35:00Weird Ads
31. 35:57Home Escapes
32. 36:43Matching Tintin
33. 37:42Matching Mansion
34. 39:04CPM vs IPM
35. 39:46misleading ads
36. 40:26Weirdest odds
37. 41:40Why
38. 42:43Playworks
39. 42:59Wild Ads
40. 43:54Facebook Ads
41. 44:33New CPIs
42. 45:16Cohort Analysis
43. 47:23Market Testing

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