Roman Garbar
In our latest case study, we take you through the journey of Kooapps as they scale from an indie studio to a major publisher with Tenjin. Here is a summary of the results they achieved using Tenjin’s ad attribution, session-based ad revenue LTV, and DataVault:
- 8x Revenue Growth after starting to use Tenjin
- 30x Ad Spend Growth after starting to use Tenjin
- 3x LTV increase for Snake.io ad campaigns
About Kooapps
Kooapps is a mobile gaming studio and publisher. They have over 250 million users across their portfolio of games with notable titles such as Snake.io, Stacky Bird and Pictoword.
チャレンジ
Back in 2017, the Kooapps team needed to efficiently grow the user base of their ad-monetized apps. Since Kooapps started as a bootstrapped indie studio, they needed to find a smart way to scale their business. When you don’t have an investor or publisher, every dollar counts. Kooapps needed a tool to help them figure out whether their UA spend was profitable, to enable them to invest in ROI-positive campaigns.
解決法
As the first MMP to support ROI/LTV calculation for ad revenue, Tenjin was the obvious choice for Kooapps. The studio started with the free plan and gradually grew into an advanced user that utilizes Tenjin’s DataVault and APIs.
To this day, Kooapps uses the Tenjin dashboard with session-based Ad Revenue LTV calculation alongside DataVault for true metric transparency. Even though they have access to impression-level revenue data (ILRD) from their mediation provider to calculate LTV in DataVault, Kooapps chose to rely on Tenjin’s generated LTV metric.
Session-based LTV estimation is based on aggregated values, therefore it provides a more conservative view that is inclusive of ad opted-out users. Industry privacy changes reduced the amount of granular data available to advertisers. Therefore, aggregated metrics like Session-based LTV becomes more and more useful.
