AppMetrica has learned to evaluate the effectiveness of advertising channels based on the revenue of attracted users

AppMetrica
The essence of the innovation is the appearance of five revenue metrics in traffic reports (User Acquisition and Remarketing tabs):

• ARPU — shows how much the user attracted within the framework of this campaign / channel brings in money on average.

• Revenue is the total revenue from the campaign/channel.

• The number of purchases reflects the number of successful transactions made by users attracted within the campaign/channel.

• The number of paying users — displays data on relevant users received as a result of the campaign.

• The share of paying users — shows the ratio of paying and non-paying users in the campaign/channel.

Representatives of Yandex report that thanks to the new metrics, developers can compare the net income from the user with the cost of attracting him in order to further optimize the advertising budget.

In addition to the new metrics in the reports in AppMetrica, there is a verification of the correctness of payments — validation. With its help, it turns out “which part of the players who clicked on the “Buy” button actually paid for the game inventory, and did not use cheat codes.” The analytical service outputs two revenue metrics at once — general and validated, so that developers can compare them.

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