What variables affect app ROI: parsing iOS Web2app attribution
Buying traffic to casinos through iOS apps is a key area in arbitrage. For successful campaigns, you need to use effective tools to measure results, optimize processes and increase profitability. One of the most important ways to analyze is Web2App attribution on the iOS platform.
Web2App attribution is a method of tracking user conversions from ads directly into the app. This approach helps you understand what actions users take after installation, allowing you to improve ad campaigns and maximize return on investment (ROI).
The basic elements of Web2App attribution on iOS include:
Traffic source
Traffic sources and the right strategy for working with them have a crucial impact on ROI when launching advertising campaigns.
Let's take a look at the most in-demand traffic channels for iOS:
1. Facebook is the leading advertising platform in arbitrage for mobile apps. Although this source is considered one of the most accessible and inexpensive to start, Facebook can provide high-quality traffic and deliver significant volumes with the right approach. The main challenge is the high competition. To succeed, it's important to launch multiple bundles, testing them out and subsequently scaling only those that generate the most revenue.
2. SEO is a method of attracting users through search engines, aimed at increasing traffic organically.
The main advantage of SEO is that it provides high quality traffic, as it attracts an audience that specifically searches for casinos or specific game slots and lands on our advertising offer. Users who are already interested in playing games show a high conversion rate to deposits. These players often stay on the platform for a long time, providing stable and high-quality traffic for the product.
CPA models for this channel have high rates because conversion among the target audience is maximum. Having found an effective bundle, it is possible to make profit for months until the advertising account is subjected to restrictions. During this time, the bundle will yield high ROI, ensuring long-term stability.
The main disadvantage of SEO is the high competition for key queries, which significantly increases the cost of attracting traffic. Since popular keywords attract many advertisers, the price per click or per display can increase significantly, reducing the profitability of campaigns.
You should also take into account that search engines are actively fighting gambling ads. Setting up an advertising account that can successfully bypass these restrictions and run a campaign for a casino is time-consuming and expensive. The process involves preparing accounts, using workarounds and constant monitoring, making SEO a less responsive tool than other traffic sources.
3. In-App is a channel that uses advertising within mobile apps. There are many In-App networks that provide opportunities for arbitrageurs to advertise gambling apps.
The key advantage of this method is that if you find a suitable In-App network that consistently converts to the product, you can run ad pours for a long time - up to the point of blocking the app. At the same time, ROI is usually at the level of 30-40%, which is considered a good result for In-App advertising.
The main disadvantage is the difficulty in finding a really effective network that will convert just for your product. In addition, the cost of testing is high - it often takes several thousand dollars to test a single network. This can be a crippling cost for small arbitrage teams.
Event Setup
Setting up events in iOS apps is key to optimizing ad campaigns and increasing ROI.
The main events that need to be tracked when running ads through iOS apps include installs, registrations, and deposits. This data is passed to the ad source, allowing it to better analyze user behavior. Once the source receives information about the first targeted actions, it begins to build an audience similar to the one that has already taken the targeted action, which in turn can significantly reduce the cost of registration and deposit.
Once 10-20 First Deposits (FD) have passed through the app, the advertising platform will more accurately target audiences, which can increase the registration-to-deposit (reg2dep) conversion rate by 2-3 times the initial results.
App design
App design is a critical aspect that affects conversion rates after a user clicks on an ad. It directly affects the installation, registration and deposit rates.
To achieve high conversion rates, the design should be bright and attractive, creating a casino atmosphere so that users immediately understand what kind of app they are installing. It is important to use elements associated with gambling - such as sevens, fruits, jokers and other symbols. The optimal solution will be stylization of popular slot games.
When choosing a design should also take into account the geographical characteristics of the target audience. For Tier-1 and Tier-2 countries perfectly suitable design associated with classic slots such as Plinko, Joker, Sweet Bonanza, Olympus Zeus. While in Tier-3 regions, players are more likely to prefer simpler crash games such as Plinko, Aviator, Jet X, etc.
Audience retention
Web2App attribution provides the ability to track peak hours of audience activity. This allows you to optimize the schedule of sending push notifications during prime time for players in different countries, which, in turn, helps increase the percentage of repeat visits to the app and extends the lifetime of users.
In addition, attribution allows you to analyze the user lifecycle and develop effective retention and return strategies. For example, for those users who haven't visited the app for a long time, you can send personalized notifications about new bonuses or game slots. This approach not only increases engagement, but also helps to create a loyal audience.
Working with push notifications
Web2App attribution allows you to segment the audience of push notifications into several categories: those who have installed the app, completed registration, and made a deposit.
Setting up push notifications should be based on the stage a user is at in order to motivate them to take the next action in the funnel. Once the app is installed, notifications with bonuses should be sent to encourage the user to register and make a deposit. A properly built push funnel can increase the profit from deposits by 20-30%.
Once the user has deposited, push notifications should aim to motivate the player to use the app more often and make repeat deposits. For this purpose, it is advisable to send newsletters with information about bonuses for repeated deposits, as well as current promotions and contests held by the casino.
Not all app rental services provide the ability to send push notifications on their own. Many apps use standard default push notifications that do not contain specific offers or bonuses customized to the product. This leads to lower conversion rates because users don't receive personalized information that could prompt them to take action.
Conclusion
Web2App attribution on iOS offers powerful tools to analyze and optimize player engagement with apps:
- Identify effective traffic sources: With Web2App attribution, you can identify which engagement channels drive the most paying players, allowing you to focus on the most profitable sources.
- Fine-tuning events: This allows you to increase reg2dep conversion rates and make web bundles more profitable and stable.
- Geo-specific design customization: The right design significantly increases conversion rates at every stage of the funnel - from click to deposit.
- Personalized Newsletters: Attribution helps keep users in the app through targeted notifications for those who haven't visited in a while.
- Audience segmentation: Proper segmentation when sending push notifications maximizes engagement with players, no matter what stage of the funnel they are at.