Case Study: NewPubCo boosts LTV and long-term ad performance with Appodeal

NewPubCo boosts Day 365 eROAS by 35% with Appodeal

The customer, NewPubCo, faced the challenge of balancing revenue growth from in-app advertising with reducing user churn in their mobile game. They partnered with the vendor Appodeal to optimize their ad monetization setup, as they suspected an aggressive ad network was negatively impacting user retention and their overall monetization strategy.

Appodeal's solution was to A/B test their strategy by disabling the identified aggressive ad network. This led to a more realistic click-through rate and a slight, short-term decrease in ad revenue. However, the long-term results for NewPubCo were significantly positive: a 35% increase in effective return on ad spend (eROAS) and a 10% increase in estimated average revenue per user (eARPU) by day 365. Appodeal's strategy ultimately boosted user lifetime value (LTV) and increased the profitability of user acquisition campaigns.

NewPubCo