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While low CTR can suggest that your ads aren’t relevant to your audience, don’t be disheartened if this looks really low. So you’re finding how many of your impressions are turning into clicks.
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It is useful to understand what ad formats work the best for your game and optimise your ad strategy to shoot up eCPM How to calculate CTR: Click-Through Rate
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When it comes to eCPM, every little increment matters when you have a large audience. It is useful to understand what those ad impressions that you’re paying for are generating for you. It’s not technically right, but we always imagine the ‘e’ stands for earnings.ĮCPM is a valuable metric to compare costs across all your campaigns, regardless of their billing method, CPM, or others. You use CPM when you’re the one paying to advertise your game, while you use eCPM to see how much the ads you show inside your game are earning. Your eCPM is the other side of the CPM coin. On the other hand, CPM can be a cost-effective way for getting desired results while reaching out to a much broader audience How to calculate eCPM: Effective Cost Per Mile As a bonus, you get ‘free impressions’ while you pay only for results. CPC is considered a low-risk and reliable way to get more conversions, especially if your ads do not have a very specific audience. So whether you’re a new or seasoned publisher, with creation of each ad campaign it’s essential you ask yourself which billing model works for your needs. (You can spot if your players tend to do this if you’ve got a high CPI but a low click-through.)
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As we said with CPI, people might download your game later, without clicking your ad. It’s worth remembering that just because you don’t get immediate clicks, doesn’t mean the advert isn’t working.
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It’s useful to compare this to your click-through rate and see how many of those views actually turn into action. Use it to figure out how much it costs for people to see your ads. It just means how much it costs per 1,000 views. How to calculate CPM: Cost Per Mile (1,000 impressions)Ĭost per mile comes from the romance languages where mille means 1,000. But we tend to find that if you go more specific – ad by ad – you can figure out the campaign later by just adding them together. You can cost up an entire campaign and look at how many clicks the whole thing got you. If you run a bunch of ads, how much does each one cost you? If you write an advertorial on a news site, then look at how much that specific post cost you. Your marketing cost is for an individual piece What happens if you just switch your ad network? What if you stop just the one ad? If you see a big difference, you know it was linked to that one change. But it can be hard to know which change helped. It’s tempting to completely overhaul your marketing when things aren’t quite going right. The key is to track whether you are generating more revenue per user (ARPU) than you are spending to acquire the user. But you’ll see whether you’re doing something right. Sure, it doesn’t tell you which exact one worked.
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So the Cost Per Install is a useful benchmark to see: “Are my efforts for paid user acquisition working?” It was the culmination of all those things that finally worked, not just one. In an ideal world, players would see an ad, click it, then download the game.īut in real life, it might be that they see your game on a bunch of Twitch streams, notice a couple of ads, see your game in the editor’s choice on a news site, and decide – a few weeks later – to download your game straight from the app store. People are sometimes unpredictable, and often don’t follow the well-trodden path you’ve carved out. See whether less-direct marketing is working But this can really be any range you like. When you’re looking at your ad spend and installs, you’ll probably want to look at the last quarter’s figures. There’s an online calculator for this stuff if you want to cut some corners. So let’s get out the jargon repellant and start wading in the long grass. Today, we’re getting out our machetes and hacking away the mystery surrounding CPI, CPC, CPM, and more. In our last foray into the mystical land of obscure acronyms, we explored terms like Daily Active Users (DAU).