Of all the components of the user lifecycle, retention is probably the most important metric for freemium apps and free-to-play games. Retention is indeed a direct factor in the computation of the lifetime customer value (LTV) of the users acquired. For instance, early retention metrics such as Day 3 retention can serve as proxies to assess traffic quality for ROI-positive user acquisition campaigns. Needless to say, retention is also a strong indication of the general quality of the app and its user experience.However paramount it is for app publishers, retention has a problem.
Week 9In a week where the Mobile World Congress in Barcelona took the attention of mobile enthusiasts, Flappy Bird clones continue to dominate the App Store rankings.
Week 8Facebook, WhatsApp and a staggering $19 billion took the headlines this week. Meanwhile, Android developers were fond to see the Google Play store overtaking the App Store in two key European markets.
On Wednesday, February 19 we held the first episode of AppLift Webinars on the outlook of the mobile games market for 2014. We were lucky to have some great panelists onboard for this first session:
Week 7! We’ve resisted talking about Flappy Bird until this week, but it’s now time to yield to the hype 🙂
“AppLift, the Berlin-based mobile games marketing platform, has announced that its proprietary lifetime value (LTV) optimisation technology yielded a 150 percent return on investment for Aeria Games’ Immortalis. […] AppLift achieved this success by focusing its LTV technology exclusively on Continue Reading
On the menu for Week 6
Apple’s latest crack down, some bad news for Google, an insider’s take on China’s app ecosystem, Facebook’s Graph Search goes mobile, and insights on the new global game publisher alliances.
As reported by TechCrunch (and originally by TapStream), Apple has started cracking down and rejecting apps retrieving their users’ IDFA for other purposes than displaying advertising.