Maximizing Your User Acquisition Campaigns | Katya Kornilova

1. https://docs.google.com/presentatio
n/d/1YLXOvTSL5WgCN2L4epV2O
gp1mR3DH4-
wBIJWI42HHzE/edit#slide=id.g522
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https://docs.google.com/presentatio
n/d/1YLXOvTSL5WgCN2L4epV2O
gp1mR3DH4-
wBIJWI42HHzE/edit#slide=id.g522
caa1f12_0_0
Maximizing Your
User Acquisition
Campaigns

2. GenerativeArt—MadewithUnity
Email: katya@unity3d.com
Katya Kornilova
Head of Performance Advertising EMEA

3. 3
Variety of campaigns that simultaneously achieve results
Scale Retention
ROAS

4. 4
Placing the same
bids across all users
What Audience Pinpointer does

5. 5
Using a system to
group audiences
Placing the same
bids across all users
What Audience Pinpointer does

6. 6
Targeting at the user
level with Unity
Using a system to
group audiences
Placing the same
bids across all users
What Audience Pinpointer does

7. 7
D7 retention D7 roas
Optimize for:

8. 8
How our machine learning model works
Ad request Predict value Decide bid Observe
Improve
ML Model
Install

9. D7 Retention
How it works: Retention
Average D7 Retention: 15%
CPI Bid: $5
Predicted D7 Retention: 45%
CPI Bid: $15

10. D7 Retention
How it works: Retention
Average D7 Retention: 15%
CPI Bid: $5
Predicted D7 Retention: 45%
CPI Bid: $15
Easy-to-find users
Rare, higher value users
with higher retention

11. 11
How it works: ROAS
Ad request
ML Model
Campaign
Name
ROAS
Target
D7 Revenue
Prediction
CPI Bid
High ROAS 25% $3 $12
Mid ROAS 15% $2 $13.3
Low ROAS 10% $1 $10
Observe
Improve
Install

12. 12
2019 Retention campaigns
Top 10 apps by ad spend with active retention
campaigns saw:
165%
Increased D7
retention rate
15%
Increased D7
ROAS*
*those that are passing
back IAP events

13. 13
2019 ROAS campaigns
Top 10 apps by ad spend with active ROAS
campaigns saw:
72%
Increased D7
ROAS
82%
Increase in D7
depositors

14. Vizor Interactive
Case Study
Ivan Ruppo
Head of Marketing

15. Best Practices

16. 16
Best Practices: The Do’s
More Events, More
Results
100 events are ideal from a
data science perspective
and the more events the
better for continuing to
scale and prediction
accuracy.
Realistic
Targets
ROAS targets should be
similar to what has been
observed in previous static
campaigns.
Factor in
LAT
Since we are targeting on
user level, we do not
target/predict LAT users.
This should be factored in
when setting ROAS on iOS.

17. 17
Best Practices: The Don’ts
Low settings
Don’t set Max CPI or daily
caps too low as that will
potentially limit scale
Blacklisting &
Whitelisting
Not recommended to
blacklist or whitelist for
Audience Pinpointer. Since
we are bidding per user,
limiting sources may take
away chances to win
valuable impressions*
*You can
whitelist/blacklist if you
must
Imbalance of ROAS
to CPI for Scale
The higher the ROAS
target, the lower the CPI
which can significantly
reduce scale

18. How To Get Started

19. Pass session and
purchase value data
1 32
19
Unity verifies data
integrity
Set campaign live
How do I get started with Audience Pinpointer?

20. 20
Data needed for Audience Pinpointer campaigns
Retention ROAS
*300 installs per geo,
per platform in the last
30 days
*100 depositors per
geo, per platform in the
last 60 days
*These numbers are ideal
from a date science
perspective, however can
go live with less data.

21. Q & A

22. Thank you!
Katya Kornilova
Head of Performance Advertising EMEA
Email: katya@unity3d.com