Mail.Ru The Group has announced a major update to its myTracker analytical system. Dmitry Krutitsky, the project manager, told us how the platform has changed since the announcement in 2015 and what it can do today.

What is ROI, what are the ways to calculate the return on investment, how to track the rate of return and what other indicators exist that help in assessing the commercial success of an investment project, – says Vera Karpova, analyst at devtodev. 

Appsflyer told about the retention level, the average number of events per installation and ARPPU of casual games and puzzles in the Casual & Puzzle Games Data Benchmarks study.

Mobile marketing company AdColony has laid off almost 100 employees due to the introduction of automated (programmatic) advertising sales.

The ex-director of the Gaikai cloud gaming service, David Perry, became the head of the GoVyrl project, designed to find and promote promising beginnings.

What are the ways to calculate LTV, what can and should this metric be used for, as well as the pitfalls of working with it? Vera Karpova, devtodev analyst.

The social network Facebook has given game publishers the opportunity to embed rewarded ads in titles posted on the platform.

The marketing analytics platform Singular has completed a merger with Apsalar, a firm specializing in the analysis of the return on investment (ROI) of mobile developers.

Google has published a study in which it introduces a new segmentation of players. We publish a translation of the company’s post about this study.

What is conversion, how to calculate it and how it affects revenue, says Vera Karpova, analyst at devtodev.

Pareto’s law also applies to earnings from mobile advertising: 80% of revenue is generated by 20% of application users, according to the analytical firm SOOMLA.

Playable mobile advertising works 300% more effectively than video, according to mobile marketing firm ironSource.

How to analyze paying users, why with increasing audience growth, the share of paying users may fall, as well as how to increase their number, – Vera Karpova, analyst at devtodev, told.

AppsFlyer mobile marketing service has launched the AppFlyer Mobile mobile application. With its help, AppsFlyer customers can monitor the performance of advertising campaigns.

75% of players named rewarded ads in mobile games as the most preferred type of ads.

What is a cumulative ARPU, how does it differ from a regular ARPU, how to count it and why it is needed, said Vera Karpova, analyst at devtodev.

Cristiano Ronaldo’s face on the cover of the FIFA 18 football simulator can increase sales of the game by 10%, according to the analytical company SuperData.

Developers should not try to manipulate the position of their apps on Google Play by encouraging users for downloads and good reviews.

The YouTube service will not allow placing advertisements in videos with an emphasis on game violence.