Felicity’s LTV unlock.
Felicity is a casual games startup.
After the fundraise, as Felicity started marketing its first game, the team realised that getting successful at casual games requires high quality data.
AhaInsights partnered with the team to answer: which games are ROAS positive or near enough to invest further?
Objectives
Reliable Attribution
In Casual games, the equation for success is very simple – acquire customers at a cost lower than their lifetime value. Scale as fast as possible within this constraint. Getting the correct attribution is essential for this.
CAC – LTV Reports
Get marketing spends and user level revenue data in one place to create comprehensive reports on engagement and revenue for each channel.
Future readiness
Set up events and data models that would scale across games and millions of downloads.
AhaInsights Solution
Adjust for attribution
Worked with the team to setup “Adjust” for attribution and verified the setup and the events passed to adjust.
Data pipelines
We setup data pipelines to get marketing data and app events to BigQuery.
Custom Data models
Created models ready for analysis and reports.
Dashboards
Built custom dashboards for installs, marketing, LTV and engagement data across multiple games.
Results
Clarity on KPIs
Felicity now had a structured way of looking at marketing effectiveness and game quality.
LTV driven product changes
They monitored LTV growth month over month to validate product changes as they added more game mechanics
Identify weak games
Using cohort LTV and learnings from other games, they quickly identified games which were not ready for scale.
Change in marketing focus
The team realised that highest ROAS comes from high engagement, not cheap CAC. Initial engagement became a key indicator for marketing.