Separate the wheat from the chaff:how to quickly recognize the low

grade traffic and to get more users for less

money

Vasiliy Sabirov

Lead 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

Maximum

detalization.

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 hard

Know

your

whales.

Be ready to work hardUse cohort analysis.

Be ready to work hardA: 100 regs -> $20

B: 100 regs -> $25

C: 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

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