In Company news, Feature Focus

The Feature Focus juggernaut rolls on but, this time, it has a slightly different look. Instead of showcasing a feature that affects things in-game, we’re looking at one that changes how you get players there in the first place. A great game with no players is ultimately a failure so User Acquisition (UA) is what really governs a game’s success.

What is acquisition management?

For most publishers, acquisition management is a full-time job. An acquisition manager plans, executes, and analyzes UA campaigns across various performance channels. The aggression and angle of a publisher’s UA strategy need to change constantly, according to the relationship between two key metrics: Cost per Install (CPI), and Lifetime Value (LTV). These two figures govern Return on Ad Spend (ROAS).

An ideal world

The UA manager’s dream scenario is to have a player LTV that exceeds the CPI across several acquisition channels. If your player LTV is $2 and your CPI is $1, you can throw money endlessly at ad campaigns and report back to the CEO with some extremely good-looking charts where everything points in the right direction.

The real world

It’s a savage garden out there, my friend. Generally speaking, CPIs are massively increasing and retention is bad. Bad retention = low LTV. Combine low LTV with expensive ad campaigns and, all of a sudden, you’re dreading your weekly update with the board.

Poorly strategized UA campaigns don’t just cost money, they also adversely affect retention themselves. Publishers need tools that can analyze UA campaign performance and players at a deep and sophisticated level.


Player Value Projection in Campaign Evaluation [Demo Game]

How do our acquisition management tools work?

Our UA tools are designed to give acquisition managers easy access to all the relevant data, the ability to act upon it, and then the functionality to evaluate campaign performance.


We integrate with your chosen attribution partners to collate acquisition data. Once those players are in the game, we collect user-level revenue data across both ads and IAP to feed into our LTV totals and prediction models. The accuracy of ROAS is also greatly proved by measuring retention on a campaign per campaign basis.


Within the Campaign Evaluation section of the platform, you can visualize data from specific acquisition channels and individual campaigns across fully flexible time periods. Through slicing campaign segments by everything from geolocation and platform through to Average Revenue per User (ARPU) and stickiness, you can work out precisely where your UA is flying and where it’s falling down.

Campaign execution

Acting on insights gleaned from the data, you can retarget your campaigns to the most responsive players and adjust your spend to reflect the optimized strategy. By facilitating the guiding of players through whole game portfolios from one acquisition spend, cross-promotion allows you to improve retention and player LTV whilst massively reducing CPI. That saving then facilitates further spend.

Player Retention Projection in Campaign Evaluation [Demo Game]

Ideal meets real

With so many nuanced campaign and player characteristics affecting your keystone metrics, managing your UA strategy effectively is an intense undertaking. In fact, without the right tools, it’s an undertaking that sits somewhere between overwhelming and impossible. With deltaDNA, you can analyze typically disparate datasets to glean unique insights and then act accordingly with best-in-breed engagement and campaign tools. Optimize your UA and give your games the audience exposure that they deserve!



If you have any questions, about the contents of this piece or anything else, contact us at [email protected] and we’ll connect you to the relevant person.


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