Metrics are the foundation of your UA marketing strategy. Your first step is to figure out what you’re going to measure, how you’re going to measure it, and what those measurements tell you about your success.
An essential metric to measure the success of your game and UA marketing strategy is Cost Per Install (CPI). CPI is exactly what it sounds like: the amount you pay in advertising to acquire each user who installs your game. You’re also going to need to look at the Lifetime Value (LTV) of your users. Understanding your CPI and your user LTV are essential to your UA strategy. By comparing these values, you’ll know whether the money you’ve invested in advertising is paying off.
There are many more metrics you can track including, but not limited to, total number of installs, daily/monthly active users, and retention rate. By including more values in your analysis, you’ll have a more holistic understanding of the growth of your game and will be able to adjust your marketing strategy accordingly.
Once you’ve decided what metrics you’re going to track, you should set some goals and benchmarks to compare against. You can base your benchmarks off previous releases, similar games in the genre, industry reports, etc. Choose benchmarks that are realistic and best reflect your game.
Finally, remember that your benchmarks and goals should be flexible. If your game isn’t measuring up to the goals you set, reassess!