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Let’s go back to our mobile game example: Before you start advertising your new mobile game, you pay a visit to the part of your office where the developer team sits. You kindly ask them to implement all the in-app events that apply to a gaming app — and you take some to discuss whether there are any other in-app events that are specific to your game.
Example: You happen to sit next to your analytics team so you swivel your chair around to see if they have a moment to chat. You’d like to get their thoughts on a user funnel you’ve created for your game: installs, opens, completes tutorial, reaches level 5, joins group, reaches level 10, and then finally — makes a purchase. You and the team agree that this stuff is important to track so you schedule a regular meeting to analyze your game’s user funnel. Constant review of the metrics with your analytics team will help determine if your ads are bringing in the right users.
Example: During a one-on-one with your boss, you learn that driving in-app purchases is a priority for the business right now. You’re worried because you don’t see many in-app purchases happening per day (at least not yet), and you remember that UAC needs to optimize for an in-app action that happens at least 10 times a day.
You need to pick another in-app action that’s more common. You remember that your analytics team pointed out that users who join a group are very prone to making an in-app purchase 30 days later. And your data shows that this in-app action happens about 40 times a day so you set “Join a group” as the in-app action to optimize for.
Example: During one of your meetings with the analytics team, you spot a big drop off at the tutorial section of the app. After your meeting, you rush downstairs to where your UX team sits. You work with the team to brainstorm a different way to teach beginners how to play your game. You want to see if this can improve how people get onboarded. If you’re successful, not only will you get better conversion rates for your ads — but you’ll create a better app experience for everyone!
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