Session: Why Focusing Only On New Users Is Holding Back Your Mobile Game
summary
Claim: retargeting cuts UA waste and raises ROI by up to 150% when combined with acquisition. Uses: programmatic DSP with deep‑learning, MMP postbacks, revenue events, tracking/deep links. Numbers: 1.83% paying users, 3.6 days to first IAP, audience of 2–3k justifies campaigns. Experiment: shrinking inactivity window from 30→7 days delivers a “considerable” lift. Budget note: small pilots can start around $300/day. Creative: personalize CTAs and VIP rewards; coordinate UA and product teams for new content and timing.
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chapters (16)
- 0:00Retargeting in mobile games
- 1:49Creative quality in ads
- 3:11Retargeting vs UA costs
- 4:56Inactivity windows defined
- 6:18Retargeting audience size
- 7:21Retargeting setup essentials
- 8:48Choosing retargeting partner
- 9:50Product and acquisition teams
- 10:11Re-engagement personalization
- 11:34UA and retargeting growth
- 12:18Q&A: Inactivity vs re-engagement
- 14:05Q&A: Retargeting budgets
- 15:07Q&A: UA budget shift
- 16:10Q&A: Retargeting creatives
- 17:36Q&A: ROI for inactive users
- 19:23Closing remarks
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