Joined up thinking: Optimising UA effectiveness by aligning campaigns with live ops strategies
summary
Argues that UA must be driven by live ops: align campaigns to actual events, promotions, content and feature release cadences so paid spend targets moments that boost retention and revenue rather than installs alone. Cites AppsFlyer trend (2018) that paid installs rise, notes word‑of‑mouth (~35%) exceeds App Store discovery (~32% US, to 2016), and prioritises repeat purchases as the key KPI. Recommends predictable daily/weekly/monthly content pipelines, use of Facebook lookalike segments, test 3–4 creative variants at low spend (hundreds not thousands) and feed community signals back into campaign design.
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chapters (11)
- 0:00Introduction
- 0:27Games The Service
- 4:10Attributions
- 8:53Player Lifecycle
- 10:20Monetization
- 11:20Organic Drivers
- 13:53Conclusion
- 15:00Questions
- 15:50Where do you spend your money
- 17:13Do you recommend small teams
- 19:16One more question
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