Testing and Retesting UA Channels: Why It’s Essential for Growth

At GamePro 2024 Ben Barta, Senior Growth Manager at TripleDot Studios, mentioned something we can’t move past. 

The biggest challenge he and other mobile gaming advertisers are facing is sourcing traffic that delivers long-term user engagement. We can see where he’s coming from. Not all channels are optimized to bring in high-quality, high-retention users, despite the obvious demand for it. 

With most available traffic sources already tested, finding new opportunities to drive user acquisition and sustain engagement is a daunting task. How do you find users who not only download a game but remain engaged over the long haul?

The answer is simple: You keep on testing UA channels!

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Why Is Finding High-Retention Users So Challenging?

As Ben points out: “Most platforms only really optimize towards early funnel metrics or up until Day 1, Day 3, or Day 7.” This issue is compounded by other factors:

• There’s limited access to user-level performance data, especially on iOS. This hinders the ability to track and understand user behavior beyond those initial touchpoints. 

• Discrepancies between different analytics tools – whether in-house tools, or tools from UA channels or MMPs – the discrepancies make it difficult to create a unified picture of user engagement.

• Some advertisers still rely on “fake ads” – creatives that promise more than the game delivers – which may drive short-term download spikes but often lead to lower user engagement and higher churn rates as users lose interest.

Advertisers like Tripledot Studios, Homa, or Trailmix have realized that these challenges don’t impact channels with certain rewarded ads. Mobile gamers prefer this format since it is user-initiated and offers additional value and opportunities for continuous rewards. This leads to deeper engagement. 

What’s more, these users are rarer compared to those from traditional ad networks, making them a new, valuable source of incremental traffic for advertisers to tap into.

How to Test New and Existing UA Channels

It’s not enough to rely exclusively on tried-and-tested traffic sources. UA teams need to regularly explore and revisit traffic channels available on the market to find opportunities for growth that weren’t available before.

Half the job when pursuing high-quality users is to find channels that perform within your KPI targets and give you room to grow volume (and revenue) with increased ad spend. That said, testing UA channels isn’t just about launching campaigns and waiting for results. It requires a clear plan and step-by-step approach. 

Start with a two-to-four-week testing period to gather enough data, followed by at least two rounds of optimizations and time to observe the results. This approach helps you get a sense of volume, account for day-to-day changes, and see the initial performance.

After the initial phase, fine-tune your campaign by optimizing creatives, adjusting targeting, and possibly removing underperforming channels that aren’t delivering long-term results. 

Remember, each network requires different levels of attention. adjoe’s dedicated growth managers assist with Playtime’s campaign targeting, yet other channels may need more hands-on management, leaving advertisers to self-serve dashboards. Make sure your team is ready to commit the right resources to give each test a proper chance.

When evaluating a new channel, consider both channel performance and engagement metrics:

• Channel performance metrics track the progression from impressions to clicks to installs, giving a clear sense of how well the channel is driving traffic.

• Engagement metrics delve deeper into user behavior, assessing whether users are engaging with the game and completing valuable actions like making in-app purchases or advancing to new levels.

A key consideration here is that once a channel shows promising results, it’s crucial to capitalize on the momentum and increase spending on that channel rather than diverting the budget to test something else. 

As your app grows, shift your focus from acquisition to retention. Once you’ve established a solid user base, it becomes more cost-effective to nurture and retain those users. Retention becomes increasingly important as your app matures, offering long-term sustainability. After all, retaining a user is much cheaper than acquiring a new one.

How Do You Evaluate User Acquisition Channels?

When deciding which channels to test or retest, it’s crucial to evaluate them based on specific criteria. Here are the key questions to consider:

• Is the channel a good fit for my target audience?

Ensure that the channel’s user base aligns with the demographics and interests of your target audience for better engagement and performance.

• Can the channel scale globally?

Consider whether the channel has the ability to reach users in your key markets – especially, if you’re targeting users in multiple regions.

• Does this new channel offer incremental value?

Evaluate whether the new channel brings additional value to your UA mix. Even if there’s some overlap, new channels can offer fresh targeting options and help you reach audiences that may not be fully covered by your current mix.

• What are the costs?

Understand the costs involved, including any hidden fees, and whether the channel fits within your budget for testing and scaling.

• Is the channel integrated with major MMPs?

Check if the channel integrates with leading mobile measurement partners to ensure proper tracking, data accuracy, and transparency.

• Do you need to adhere to new creative guidelines?

Some channels have specific requirements for creatives, which can affect the resources needed to run effective campaigns. On the other hand, new creative formats might increase conversions. Make sure you’re prepared to meet these guidelines.

Answering these questions will help you determine whether a new UA channel is worth the investment and how it fits into your broader acquisition strategy.

Retesting: A Necessity in UA Strategy

A key part of any user acquisition strategy is the ability to adapt, and this includes retesting UA channels that may not have performed well in the past. 

As Ben explains, “Just because something didn’t work out in the past, it doesn’t mean it hasn’t changed. The adtech landscape changes so quickly. So, keep an open mind.” Channels evolve through new features, optimizations, and enhancements, which means that what didn’t work before could deliver much better results today.

Retesting gives advertisers the chance to reassess the performance of previously underperforming channels, taking advantage of any advancements that may have occurred. This constant reevaluation ensures you aren’t missing out on fresh opportunities that could now help you meet your KPIs.

Test Your Way Up

Keeping your strategy viable means always testing and retesting your UA channels. Exploring new options and revisiting old ones helps you find what works best as user behavior and adtech evolve.

Be ready to adjust and optimize. As your app grows, focusing on retention will ensure lasting success. The key is simple: Test, learn, and adapt to stay ahead of the game.