Separate the wheat from the chaff:

how to quickly recognize the low grade traffic

and to get more users for less money

Vasiliy SabirovLead analyst

Huge part of traffic is fake

20% - 60%

Analyze your traffic

Set your objective events & funnels.

Analyze your trafficShort-term signals:• Tutorial• Registration• Level 1

Analyze your trafficLong-term signals:• Retention• Conversion• Cumulative ARPU (LTV)• ROI 7 days etc.

Analyze your traffic

Track unique users, not the events.

Analyze your traffic

Maximumdetalization.

Analyze your traffic• Don’t analyze networks, go for the

sources.• Ask for ID and subID for every source.• Avoid reputational risks.• No “Other”.

Analyze your traffic

Set your benchmarksKnow your:• Retention (1, 2, 7 days etc.)• Cumulative ARPU• Conversion• ROI

Set your benchmarks

Set your benchmarks

Compare with organic traffic.

Set your benchmarks

Set your benchmarks

Set your benchmarks

Compare with soft launch.

Set your benchmarks• Nobody knows your traffic

better than you.• And it is your advantage.

Be ready to work hard

Form a regular habit procedure.

Be ready to work hard

Be ready to work hardCalculate statistical significance.

Be ready to work hardKnow your whales.

Be ready to work hardUse cohort analysis.

Be ready to work hardA: 100 regs -> $20B: 100 regs -> $25C: 100 regs -> $15

Which is better?

Be ready to work hardWork with several networks.How many? Ask your marketing manager.

Be ready to work hard

Set the limits.

Be ready to work hardOptimize your traffic step-by-step.1. Launch;2. Analyze;3. Optimize;4. Launch.

Conclusions• Analyze your traffic with max detalization.• Use short-term and long-term signals.• Know your benchmarks.• Develop a procedure.• Work with trustworthy partners, but try new ones

for experiment.• Set the limits.• Optimize traffic step-by-step.

Thank you!Vasiliy SabirovLead analyst

sabirov@devtodev.com

vasily.sabirov

vsabirov

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