DeNA
How a gaming app improved CPA of new in-app purchases using App Purchase Optimization.
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DeNA Co., Ltd. is a Japanese provider of mobile portal and e-commerce websites headquartered in Shibuya, Tokyo. Since its inception in 1999, DeNA Co., Ltd. has expanded its business from games, live streaming, sports, healthcare, automotive, smart city, and internet services to business that deals with more real societal and public aspects.
Campaign objective
DeNA wanted to acquire purchases within their role-playing game (RPG) app from people on Twitter that are likely to make new purchases. The campaign was optimized for in-app purchases.
Campaign details
Please note this campaign was part of a Beta launch campaign, testing the effectivness of Twitter's app purchase optimization.
Three campaigns were used simultaneously as subjects of a comparison study: A) Installation x automatic bidding x CPM billing, B) Installation x automatic bidding x CPC billing , and C) App purchase optimization x automatic bidding x CPM billing.
Comparing new purchases as KPIs, the effectiveness of the App Purchase Optimization function was indicated in the Twitter Ads Dashboard and the mobile measurement partner (MMP) data.
Results
*All are installation x CPC comparison
Improved CPA of new in-app purchases (measured on Twitter Ads dashboard) 1
Improved CPA of new in-app purchases (measured on MMP) 2
Improvement of ROAS 3
We found that App Purchase Optimization was the most effective option because it enables optimal usage.
Target audience
People on Twitter that are highly likely to make in-app (first-time) purchases after installing the app.
Products used
- App Purchase Optimization
Reference 1 : Twitter Ads Manager, 2022/6/8–2022/6/22
Reference 2 : Advertiser internal measurement (MMP data), 2022/6/8–2022/6/22
Reference 3 : Advertiser internal measurement (MMP data), 2022/6/8–2022/6/22
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