Published on September, 08 2023
It’s a known fact that offerwalls provide an efficient user acquisition method. It is also important to note that the users acquired through offerwalls, in the majority of instances, result in long-term retention and generate high ARPU (Average Revenue Per User). However, achieving the optimal ROAS is the challenging part of the equation and something every advertiser should strive for.
In this blog post, we will cover the best approaches for fine-tuning your offerwall campaigns in order to achieve better UA and generate higher revenue.
It goes without saying that, not only for CPEs, but any event in general, your app’s data is your number one ally in making profitable and educated decisions. There certainly are other means of attaining valuable information, but your data analysis will always be the primary choice, simply because it gives you the necessary data that is specifically drawn from your platform and user base. This is not to say that broader research of other instances on the market is useless, however. Far from it, such insights give you a wider picture of the current trends in the market and are always welcome for ascertaining the best approach for your own events. Nevertheless, when all is said and done – the final decision should always be based on the numbers of your own app.
As a general rule, it’s always a good idea to cover all your bases when running your CPE events: To achieve this, look to have several events active at the same time, each significantly different in their requirement levels. Incorporate an event with a low in-game requirement, one with medium, and another that requires a prolonged engagement. With a diverse selection such as this, you will be able to draw in a wider group of users, after which – according to the data – you can pinpoint which CPEs result in the best scale-to-revenue ratio.
When it comes to selecting the best task for an event, try to find “points of interest” that your users encounter, and adjust your event’s goal according to it. For example, if your app is an RPG in which the player unlocks a new gameplay aspect at level 15, which can be further improved with IAPs (In-App Purchases), look to set your event’s goal to around level 20. Similarly, if your data shows an increase in user purchases at around D5, set your event goal to occur on D6 or slightly higher.
Another aspect that is often overseen is user flow optimization. Creating a correct layout and detail of information goes a long way when user acquisition is concerned. Depending on the event, make sure to offer clear and engaging information that will draw the users in. Pay attention to each of the steps: In the app listing, look to have your icon stand out, it is the first thing the user sees, after all, as well as the title, which, while limited, plays a significant role in deciding whether the user picks your offer or not. Instructions should also be created with care and should provide concise and understandable steps, without overwhelming users. After the user has gone through the instructions, they’ll be taken to the app store page, where the rating and reviews play the major part in persuading them to maintain the course. It should also be noted that – same as before, presentation is important. Keep the videos clear and understandable, but also feature-rich enough to wake the interest of the viewer.
Oftentimes, advertisers tend to go with the exact same ROAS goals regardless of the campaign they are running. Conversely, this is not the ideal way of approaching these adjustments. In a case such as this, a low-requirement event with the same goal as a high-requirement event may yield a higher engagement. However, the users who do complete the higher-requirement event will most definitely have a significantly higher ARPU with a higher retention potential.
Optimizing offerwall campaigns requires a data-driven method. By relying on your app's specific data, you can make educated decisions to fine-tune CPE events and select appropriate thresholds that align with user points of interest. Running various events with different requirement levels allows for larger user acquisition while analyzing the user behavior of these events helps to identify the most effective approaches. Additionally, user flow optimization and tailored event ROAS goals play significant roles in enhancing user acquisition, retention, and overall campaign success. With these practices, advertisers can optimize their offerwalls and drive sustainable growth by attracting valuable, long-term users with higher ARPU.
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