users on Facebook and Instagram ▪ Exclusively focused on Facebook and Instagram ▪ Deep analysis of each client’s business ▪ Benchmarking for in-house FB media-buying teams ▪ Full transparency ▪ Video and banner production included
Improve the game Set up analytics Stop FB UA is not profitable Scale Hard launch An iterative process of UA, in-game analytics and product improvement that helps to understand if Facebook is a profitable UA channel
Facebook, and teach you: ▪ How to set up analytics ▪ How to buy cheap traffic on Facebook ▪ How to buy paying users ▪ How to create media-buying creative assets ▪ What metrics to analyze ▪ How to apply metrics to the media-buying process
if you are ready to start. 2. Buy first data. 1. How to buy cheap traffic (targeting, optimization and creatives). 2. Test your game. 3. Optimize your ROI. 1. How to buy expensive traffic (targeting, optimization and creatives). 2. Analyze results (cohort analysis). 4. Iterate until you get positive ROI.
you have the events list you want to track? 2. Have you implemented Facebook SDK? 3. Do you use standard Facebook events for important events in your game (like tutorial completion, trial, purchase etc.)? 4. Do you send currency parameter? 5. Do you send verified transactions to Facebook? 6. Have you implemented 3d party analytics or/and your custom analytics? 7. Do you have the same attribution window in all your analytics? 8. Do you have the same time zone in all your analytics? 9. Have your created business account on Facebook? 10. Have you created FB app, FB ad account and FB page?
▪ Regions with cheap traffic: Africa, Middle East, South East Asia, Latin America ▪ For language specific apps: worldwide but with Language targeting ▪ Optimization ▪ App install campaign with optimization for app installs ▪ Auto bid (you can try manual bid for even cheaper results) ▪ Creatives ▪ 1-2 simple creatives
▪ Groups of best performing countries ▪ Interests (game genres, competitors etc.). Do not check ‘Expand interests…’. ▪ Create Custom Audiences and LALs based on the significant events in your app (e.g. Tutorial completion, Purchase, Level X achievement etc.) ▪ Some sophisticated segments from FB Analytics ▪ Reuse audiences from other apps ▪ Optimization ▪ App install campaign with Purchase or Value optimization ▪ Try manual bidding ▪ Creatives ▪ A lot of creatives ▪ Try different formats: banners, videos (1:1, 4:5. 9:16), carousels, video carousels etc.
▪ Groups of best performing countries ▪ Interests (game genres, competitors etc.). Do not check ‘Expand interests…’. ▪ Create Custom Audiences and LALs based on the significant events in your app (e.g. Tutorial completion, Purchase, Level X achievement etc.) ▪ Some sophisticated segments from FB Analytics ▪ Reuse audiences from other apps
You have Facebook SDK integrated ▪ You send standard Purchase event with parameters Value and Currency ▪ Within a day you send Purchases with different Values ▪ You have enough (~50 per week) Purchases in your Ad sets
▪ Aspect ratio 4:5 and 9:16 for Stories ▪ Up to 15 sec (sometimes even less) ▪ Attention is grabbed in the first 1-2 seconds ▪ Use banners to test ideas, concepts ▪ Create videos based on the best banners ▪ Try carousels: static and video ▪ Try Playable ads ▪ Make a lot of creatives
Facebook: 1. Properly integrate your game with Facebook (check out the checklist) 2. Acquire cheap users to test everything except monetization 1. Choose WW or tier-3 countries, optimize campaigns towards installs and create a few banners 3. Acquire paying users to test monetization 1. Broad targeting (WW), a lot of creatives, optimization towards trials, purchases, value 4. Measure key metrics with cohorts analysis 5. Improve your game 6. Iterate with 3-5 until: 1. You get positive ROI 2. You are out of ideas. Facebook is a wrong UA channel for you.