1. ROAS (ROAS60, eROAS)
1.1. Definition
1.1.1. ROAS = UV / eCPI (effective cost per install)
1.1.1.1. eUV = iUVp + (iUVo x k-factor) k-factor = (organic users - baseline) / paid user
1.1.1.2. iUV = iUV = eCPImp * # ad impression + IAP value + Subscription value
1.1.1.3. eCPImp (effective Cost Per Impression) = $ per 1 ad impression = $ total ad revenue per day per country /# total impression per day per country
2. UV
2.1. What
2.1.1. U1
2.1.2. UV3
2.1.3. UV7
2.2. UV debug (What UA will do when ROAS/ UV drops)
2.2.1. 1. Check U1
2.2.2. 2. Check RR1 on product dashboard
2.2.2.1. RR1 paid traffic
2.2.2.1.1. If decreases, move to step 3
2.2.2.2. RR1 organic
2.2.2.2.1. If decreases, move to step 4
2.2.3. 3. Check UV1 each channel
2.2.4. 4. Check fillrate and DAU on product dashboard
2.2.5. 5. Inform product team
3. OKR
3.1. Revenue
3.2. Gross Profit
4. Paid channels
4.1. Self-served
4.1.1. UAC
4.1.2. AppLovin
4.1.3. ironSource
4.1.4. Unity
4.1.5. Tencent
4.1.5.1. CN
4.1.6. Vungle
4.1.6.1. CN
4.1.7. Facebook
4.1.8. Snapchat
4.2. Full service
4.2.1. Moloco
4.2.2. Mobvista
4.2.2.1. Mintegral
4.2.2.2. Tik Tok
4.2.2.2.1. Tik Tok feed
4.2.2.2.2. Pangle (Tik Tok Audience Network)
5. ASO
5.1. Apple store
5.2. Google Play
6. Workflow for paid channels
6.1. Creatives preparation
6.1.1. Concept planning
6.1.2. Sprint meeting
6.2. Technical set up
6.2.1. Tracking
6.2.1.1. Set up on Appsflyer
6.2.1.2. Set up on Ad networks
6.2.1.3. Sync Ad networks & Appsflyer
6.2.2. Ingame event tracking
6.2.2.1. Purchase/ Subscription
6.2.2.2. Level
6.2.3. Performance Tracking Dashboard from DS
6.3. Set up campaigns
6.3.1. Self-serve
6.3.1.1. Target CPI
6.3.1.2. Budget
6.3.1.3. Audience interests
6.3.1.3.1. Facebook
6.3.1.3.2. Snapchat
6.3.1.4. Geos
6.3.1.5. Upload creatives
6.3.2. Full service
6.3.2.1. Send all materials to account manager
6.3.2.1.1. Creatives
6.3.2.1.2. OKR
6.4. Report and optimize
6.4.1. What to monitor
6.4.1.1. New games
6.4.1.1.1. UA metrics
6.4.1.1.2. Product metrics
6.4.1.2. Current games
6.4.1.2.1. UA metrics
6.4.1.2.2. Product metrics
6.4.1.2.3. Monetization metrics
6.4.2. Optimize
6.4.2.1. Self-served
6.4.2.2. Full service