a Samurai

Let’s build together

We are a team of growth experts from all around the world working in the mobile ecosystem.

Explore the Samurai’s journey

We are thrilled to be expanding our presence with our new office in Istanbul, Turkey!

Widen your world!

What we are doing?

​AppSamurai is an AI-powered, secure mobile user acquisition platform that provides app owners, advertisers, and publishers a comprehensive approach to mobile app growth.

By covering all the stages of an application’s journey – from acquiring new users (without the risk of ad fraud) to achieving retention and loyalty – clients can target the right audience at the right time and achieve their user acquisition and engagement goals.

Our platform also comes complete with a 24/7 dedicated account management service, a fully-fledged and customizable strategy, and a vast pool of sources for various different campaign types.

Learn more about our mission & vision

Become a Samurai, Let’s build together

The Advanced Guide for OTT (Over-the-Top Content)

As the name suggests, OTT (Over-the-Top) content refers to any kind of content that is delivered over the internet, without the need for a traditional cable or satellite TV subscription. This could include anything from catch-up TV and on-demand movies, to web-based audio and video content.

The great thing about OTT content is that it offers users a lot more choice and flexibility than traditional TV packages. You can watch what you want when you want, and on whatever device you want. This is mainly due to this distribution channel’s ability to leverage the internet to provide content rather than traditional cable or radio-centric methods.

What is OTT (Over-the-Top)?

OTT, or “over-the-top,” refers to the delivery of audiovisual content over the internet without the need for a traditional cable or satellite television subscription. This type of content is typically accessed through apps or websites on smart TVs, smartphones, tablets, and other internet-connected devices.

Some examples of popular OTT services include Netflix, Hulu, and Amazon Prime Video. These services offer a wide range of content, including both traditional television programming and exclusive, internet-only content.

One of the key advantages of OTT is its convenience and flexibility. With OTT, users can watch their favorite shows and movies anytime, anywhere, and on any device. In addition, OTT subscriptions are often more affordable than traditional cable or satellite TV packages.

Overall, OTT is a major disruption to the traditional television industry and is changing the way we consume audiovisual content. It offers a convenient and flexible alternative to traditional TV, but also brings its own set of challenges for both content creators and consumers.


OTT content can be viewed on any myriad of devices that support streaming capabilities. This includes smart TVs, computer devices, smartphones, tablets, and more. One can also view OTT content whilst training on “Smart Treadmills” which have started appearing in gyms. The variety of devices it is available on means that OTT-delivered media has a very large audience.


In the past, scheduled programming would announce timings for individual programs either through a TV guide or through ads between different contents. Through OTT, the user has the power to choose whatever media they wish to stream. One can also be recommended content personalized to their liking based on their preferences and activities within the OTT website/device.


Given that the choice dynamic has shifted in favor of consumers rather than producers, another thing to note is that users have the freedom to choose what they want when they want it. A Netflix user does not need to wait till a certain hour to view their favorite TV show or film. They can labor through a hard day’s work and at the end, flop onto the couch and watch whatever they’d like. Consequently, OTT replaces what we know as linear content scheduling.

OTT Advertising

What is OTT Advertising?

OTT advertising is a form of digital advertising that uses internet-connected devices to deliver targeted ads to consumers. OTT stands for “over-the-top,” which refers to the delivery of content (in this case, ads) over the internet, without the need for a traditional cable or satellite TV subscription.

How Does OTT Advertising Work?

OTT advertising works by serving targeted ads to consumers based on their online behavior. Advertisers can use data from a variety of sources, including social media, search engines, and website visits, to target their ads to the right people. When a consumer sees an ad on an OTT device, it is typically in the form of a pre-roll ad, which is an ad that plays before the main content. These ads can be skipped after a certain amount of time, but they cannot be blocked unless the user has a 3rd party ad blocker installed on their device.

What Are the Benefits of OTT Advertising?

There are many benefits of OTT advertising, including:


OTT devices are in nearly 60% of American households, which gives advertisers a wide target market to reach. Most media consumers are flocking toward OTT devices and platforms for their consumption needs; read below for more information regarding OTT-related statistics. 


OTT advertising allows advertisers to target their ads to specific consumers based on their online behavior by use of behavioral targeting. This may be subject to the user accepting/rejecting cookies upon visiting the OTT site.


OTT ads can be seen multiple times by the same consumer, which increases the likelihood of them taking action due to frequent exposure.

What Are the Challenges of OTT Advertising?

There are a few challenges to consider when it comes to OTT advertising, including:

Ad Blocking

Some consumers may use ad blockers, which prevent ads from being seen. This can be perilous for platforms that depend on monetization for revenue.

Ad Skipping

As mentioned previously, OTT ads can be skipped after a certain amount of time.


There is a lot of competition for attention on OTT devices, so advertisers need to make sure their ads are well-crafted and relevant.

What’s the Future of OTT Advertising?

The future of OTT advertising looks bright. Ad spending on OTT is expected to grow at a rapid pace in the coming years, as more and more advertisers shift their budgets to this effective and efficient form of advertising. Here are some interesting stats about the outlook of the OTT industry:


OTT Technologies

OTT Ad Spending

  • OTT video ad spending will almost double from $34 billion in 2020 to $63 billion in 2025.
  • Podcast ad spending will double from 2019 to 2024 and surpass $2.4 billion.
  • (Non-OTT) Broadcast TV ad spending is set to remain stagnant at $65 billion/year for the foreseeable future.

Cord-Cutting Culture Making Way for OTT Media

Cord cutting is a growing trend, especially among millennials. More and more people are ‘cutting the cord on cable TV and opting for OTT providers such as streaming services like Netflix, Hulu, and Amazon Prime. The reasons for this trend are that streaming services are much cheaper, offer more options in terms of content, and also give more flexibility and convenience to consumers than cable TV.

Advertisers will be delighted with the cord-cutting trend as OTT advertising is far more efficient and effective than traditional cable and radio forms of advertising. Additionally, as mentioned before, this means the ability to target more and more users through the extended reach that OTT platforms offer. However, for OTT websites, personalized targeting may take a hit as third-party cookies are slowly set to be phased out by Google in 2024.

Consumer behavior itself has changed quite a lot since the ’80s and 90’s when the ubiquitous VHS player burst on the scene; It would allow users to watch shows at times better suited to themselves, and to fast forward through ads and watch their favorite shows without having to wait. Since then, OTT media has evolved thanks to the increased number of screens at our disposal, the ample infrastructure (increased bandwidth) required to stream content and the vast stockpiles of content to watch or listen to.


It is official, the shift from traditional media channels to OTT is now in full swing; this means it is important to keep a finger on the pulse of this industry in order to plan one’s marketing strategies. To make the most of this ongoing trend, keep in mind that:

  • Consumers now have the autonomy to choose OTT rather than cable-based media channels
  • OTT content consists of more than just video, it also encompasses audio, messaging and voice calls as well.
  • Continually growing infrastructure such as internet speeds is facilitating the pace of “Cord-cutting Culture” as more people shift to OTT platforms
  • Growing the OTT target market is good for advertisers, but as more and more advertisers shift their focus onto OTT, the competition is bound to increase ad costs.

For more information about the mobile marketing industry and topics related to it, visit the AppSamurai website. If you are interested in growing your apps through top-of-the-line advertising and boosting your ROI, sign up now here and begin your app’s journey.

What is K-Factor for Apps and How to Calculate?

K-Factor is a metric used to measure the virality of a mobile app. It is used to track how many new users an existing user brings in; the higher the K-Factor, the more viral an app is. In medicine, the term was initially coined to determine and measure how quickly a virus spreads; one can understand how it factors into the mobile app industry.

How to Calculate K-Factor?

There are a few different ways to calculate K-Factor. The most common way is to take the number of new users an existing user brings in, divided by the number of total users.

K-Factor = [Number of Users Brought in by an Existing User / Total App Users]

Another way to calculate K-Factor is to take the number of new users in a given time period, divided by the number of users at the beginning of that period.

K-Factor = [New Users Arriving in a Specific Time Cohort / Total App Users]

The K-Factor can be a valuable metric for mobile app marketers to track; it can help them to understand how well their app is spreading, the strength of the app’s referral engine and they can also identify areas for improvement regarding their user acquisition strategy.

Tips to Improve your App’s K-Factor

It is worth noting that while there is no one-size-fits-all answer to the question of how to improve your app’s K-factor, there are still a few general tips that can help.

1. Make it easy for users to invite their friends

The easier you make it for users to invite their friends, the more likely they are to do it. Check your app’s user journey funnels to ensure that their ability to share is fully optimized. Having CTA’s such as “Share” or “Send to a Friend” are direct buttons that can help your user base share the app with their circles.

2. Make sure your app is of high quality and provides value

It doesn’t take a genius to come to the conclusion that if your app is good, people will be more likely to invite their friends. No matter how well-optimized your app’s shareability is, if the users don’t deem it to be of good value, they will not share it. Your app needs to present its unique selling proposition to users in an articulate and easily conceivable way.

3. Incentivize users to invite their friends

Offering rewards for successful referrals can encourage people to invite their friends. Many apps are offering referral rewards to their users; finance apps like Wise offer users bonus money if they bring in at least 3 users that top up $200 to their accounts. Your incentive does not necessarily need to be tied to new users coming in, as that’s easy enough; aim to get the referrals to commit to an event once they join your app. You can use rewarded engagement campaigns to incentivize new users to join your app, try it out, and (if they like it) share it with their friends for extra points.

4. Keep your app fresh and up-to-date

Regular updates and new features will keep users engaged and coming back, which will increase the chances that they’ll invite their friends. New content is a surefire way to not only bring in new users and improve your K-factor but also bolster your DAU and engagement metrics.

5. Make it easy for users to share your app

While the first tip had to do with internal optimizing, this tip focuses on optimizing your app’s externality. Social media integration and other sharing features can help you get the word out about your app and increase its reach. A regular presence on social media platforms and maintaining healthy communication with your app’s communities will improve your visibility and, consequently, your K-factor.

It is a common misconception that one can simply achieve virality through viral marketing; however, by following these tips, you can improve your app’s K-factor and help it reach its full potential.

K-Factor: Drivers of App Growth

There are many benefits to improving your app’s K-Factor. By improving your K-Factor, you can improve your app’s


Your app’s virality is the number one driver of growth. As mentioned before, there is no set formula to ‘make things viral’ but there are certain elements that can lead to viral growth. Improving your app’s K-Factor is one of the best ways to go about this. While virality cannot necessarily be achieved through planned strategies, the next two drivers of growth can be.

Organic Acquisition

The organic acquisition is the second most important driver of app growth. It represents the users that organically discover your app and install it. Once your app has reached a certain stage of visibility, users in the store will be able to see it on their devices and make a decision without needing any advertising. By improving your K-Factor you can boost your organic traffic; this then translates into more efficient mobile marketing campaigns in the future.


Engagement is the third driver of growth. Your app should maintain a healthy level of communication with its user base; this way, any issues can be determined quickly and optimized before they lead to a user exodus. The more engaged users you have, the more likely they are to continue using your app and tell their friends about it. The higher your app’s K-Factor, the more engaged your users will be. Again, you can use rewarded engagement campaigns to incentivize new users to engage with your app by completing an action. If your app is designed well, these new users will be retained and eventually bring in new users with themselves.

These growth drivers are entwined with each other, when one element increases the others are likely to follow suit. If your app is being shared by a large proportion of its user base, this is a sign of virality and additionally, it means that your users are engaged in the app (which would explain the sharing). With more and more users sharing the app, your organic acquisition will see an uplift.

Rewarded Engagements & K-Factor

A rewarded engagement campaign, also known as an offerwall campaign, is a very unique method of user acquisition. An offerwall campaign is a marketing tool that allows app advertisers to offer incentives to potential users in exchange for installing their app or completing a desired action, such as making a ‘signing up’, ‘creating an account, or even ‘making a purchase. The incentive is usually in the form of points offered within an offerwall that, when accrued, can be used as in-app currencies or even real monetary rewards (think Paypal top-ups or Starbucks points, for example).

The main point of rewarded engagements is to boost your app’s user base count by gaining a large number of installs in a short period of time. This improves your app’s visibility as it rises amongst other apps within its category and, hence, results in an organic uplift. Granted your app is primed to engage these new users, but you can expect these new organic users to bring more with them and consequently bolster your app’s K-factor.


There are many metrics to keep in mind when growing your app, and K-factor ought to be one of the main ones to look out for. Through K-factor, you can calculate how well your app is circulating amongst new and existing users and will also give you a good measure of its success.

If you’re interested in improving your app’s K-factor or simply discussing strategy, visit AppSamurai for more information. If you would like to try a rewarded engagement campaign strategy, sign up now and a dedicated account manager will reach out to you and assist you in every step of the process.

Simple and Effective: The New AppSamurai Dashboard

AppSamurai dashboard has undergone a tremendous change, and the new dashboard went live in October! These further modifications greatly simplify and speed up the processes of starting, managing, and reporting campaigns. To give our consumers the most excellent possible user experience, we constantly improve ourselves by listening to feedback and analyzing emerging needs. 

Let’s check out these modifications:

  • A Brand New UI 

Its entire user interface (UI) has been revised to reflect AppSamurai’s new branding, including its updated logo, colors, and fonts. The unique Samurai appearance will help users become familiar with AppSamurai and raise brand awareness. Along with branding concerns, we also wanted to ensure the platform was user-friendly and easy to navigate.

  • Metric Cards & Graphs: An Advertiser’s Best Friends

As you log into the dashboard, you are presented with metric cards that display clicks, installs, events, and spending. This summary provides users with a quick and easy way to view the primary metrics they want to view all at once. In addition to metric cards, we have included a graph tool that presents campaign metrics analytically. Users can select two metrics at once, and view their graphs instantly.

  •  OEM Campaigns Available on the Dashboard

In the former dashboard, users would launch OEM campaigns via the User Acquisition page, and we would guide them through the process. In order to make OEM campaigns more transparent and smooth, we created a new page from which users can start their campaigns. With our OEM partners: Samsung, Xiaomi, Huawei, Oppo, iTel, İnfinix, and many more, we are able to launch Pre-Install, Preload campaigns, and access their In-device Recommendation Engines.

Here you have it– AppSamurai’s user-friendly dashboard that elevates the user experience, creates seamless campaign launch & management processes.

Top 15 Mobile App KPIs You Must Measure in 2023

Congratulations! You developed a mobile app and it’s live on App Store and/or Google Play– you’ve really come a long way. Now, it’s time to see some measurable results and update your strategies accordingly. We know that there are tons of KPIs and it may be challenging to prioritize them. We’ve gathered the top 15 KPIs that will help you create strong growth strategies, and guide your journey in accelerating your app. Here we go!

1. App Downloads

App Downloads are one of the keystones of mobile app marketing KPIs as everything begins with the very first download! Most other mobile app performance metrics are built upon app downloads metric and it is a strong indicator of popularity. But, bear in mind that app downloads don’t necessarily mean a successful app– you also need good engagement metrics to ensure your app’s success which we’ll mention in a bit.

2. Cost Per Install 

Cost per install is a measure of how much you are spending to acquire customers after they see an advertisement for your app. There is more emphasis on tracking paid installs than organic ones in the system. As a result, CPI helps you determine whether or not your paid advertisements are viable and sustainable.

CPI is calculated as such: 

CPI = Total ad spend / total installs

3. Retention rate

Being an essential KPI for especially gaming apps, retention is related to user loyalty. Retention rate is the percentage of users who keep engaging with your app over time.  You can track retention at 1 day, 7 days, 21 days or 30 days. The latest data from Adjust shows that, over a 30-day period, 6% for Android and 7% for iOS are the averages. 

Due to the increasing competition of apps, and the decreased attention span of users, retaining users is becoming increasingly difficult to achieve and will continue to be a valuable metric. The retention rate is calculated as:

Retention = number of monthly active users/number of monthly installs

4. Churn Rate

The churn rate shows the number of users who stop using or uninstall an app within a given period. It is the opposite of the retention rate. The lower churn rate is a good indicator of a healthy mobile app. You can calculate the churn rate with this formula:

Churn rate = 1 – (number of monthly active users/number of monthly installs)

5. App Open Rate (Sessions)

A high open rate means stick users! This metric shows how engaged your users are with the app. Ideally, the open rate varies from app to app, but a steady increase shows that users are starting to find more reasons to come back to your app. It can also help you track high and low traffic.

6. Session Length

Session length means the amount of time the user spends on each session. You need to know if their app’s mission is best served by keeping users in the app for as long as possible or by returning them as quickly as possible. This can be determined by session length. You can calculate session length as: 

Session length = Time user becomes inactive – time app was launched 

7.  Session Interval

A session interval is the amount of time between sessions. In general, shorter session intervals are better. Longer intervals mean that your users don’t have a reason to return and engage with the app. Just like App Open Rate, this metric shows the ‘’stickiness’’ of your app and gives you instant feedback on user engagement.

8. Post-Install Performance Metrics

Specifically important for food & drink, shopping, and finance apps, post-install performance indicates the events after the app has been installed. These could be installed to first purchase, installed to sign up or installed to order, and so on. You should analyze your post-install event,  choose the one that has the greatest prospect of future revenue, and work on increasing that specific KPI. 

9. Daily Active Users

Pretty self-explanatory, DAU indicates the number of users on a daily basis. DAU can help you measure the potential for growth and popularity of your app–  showing you whether or not your users find it useful to open your app every day. The definition of an ‘’active user’’ is different from let’s say a gaming app and a social media app. So, first, you need to know what active users mean to you and start measuring from there.

10. Life Time Value (LTV)

Probably the single most important KPI for measuring gross revenue and performance is LTV (lifetime value). It’s easy to get engrossed in downloads, CTR, impressions, and session time, and these metrics are very significant. However, if your customers don’t convert, don’t spend money in the app, or don’t subscribe, all of these interactions are unproductive. By calculating and evaluating your LTV, you can set realistic CPA, CPI, and other mobile advertising caps and limits to help optimize your marketing and advertising efforts.

11. Cost Per Acquisition (CPA)

Also known as cost per conversion, CPA measures the cost of a user taking an action that leads to conversions such as a click, a purchase, a sign-up, or an app download and many more. Let’s you had a successful ad campaign that cost $1000, and you received 50 conversions. Your CPA would then be: 

$1000 / 50 = $20 

CPA provides an important business perspective that helps you determine whether your campaign is successful. The vast majority of marketers, however, don’t consider cost optimization and focus on traffic and sales acquisition. You can increase your return on investment (ROI) within a relatively short period of time by optimizing cost and reducing the cost per acquisition.

12. Return on Investment (ROI) 

ROI measures the amount of revenue generated per any given cost (or investment) on marketing or other services. Regardless of the industry, you are in, monitoring ROI is an essential part of your app’s growth journey, as ROI gives you a good ides of the app’s success and financial potential. When your acquisition and campaign costs are lower than the app’s earnings, the ROI has a positive figure.

ROI is calculated by; (Gain from Investment – Cost of Investment) / Cost of Investment

13. Conversion Rate

One of the most beneficial mobile marketing metrics is the conversion rate, which represents the rate at which you meet your objectives. While conversion means any desired action, the conversion rate is the number of conversions divided by the total number of visitors. There are two types of conversion rates: organic and paid.  

The organic conversion rate refers to the rate at which an unpaid discovery leads to a conversion. Organic search, app store listings of related apps, word-of-mouth marketing, and influencer marketing are all included in the organic rate. If any of them lead to your app being found, it is an organic conversion. 

A paid conversion rate is a conversion rate generated through paid discovery. A paid marketing activity can be anything from a banner ad on a website to a sponsored post on social media.

14. User Growth Rate

User growth rate indicates the percentage increase in users within a given time period. This metric indicates whether the growth rate is steady, fast, or slow. You can explore solutions, such as advertising activities or pricing campaigns, by analyzing this mobile app performance metric.

15. Average Revenue Per User

Being a vital metric or marketers, product managers, and executives; ARPU stands for average revenue per user (or unit) and is a measurement that determines, how much money mobile apps generate from a single customer on average. When you know the ARPU of your lowest and highest valued users, you can optimize your marketing activities based on which campaigns are performing well. Additionally, ARPU complements metrics such as cost per install (CPI) and cost per action (CPA). You can calculate ARPU as such: 

Revenue generated in the previous month/number of users

There you have it, folks! Understanding each of these metrics is essential if you want to select the most appropriate ones for your mobile app. As AppSamurai, we not only help your app accelerate growth, but we also assist you with determining what would be your most critical KPIs and which kind of campaigns you need to launch to achieve them.

Want to learn more? Get in touch with us!

The Ultimate Guide to ROAS

Have you ever wondered what your company’s return on ad spend (ROAS) is? If you’re not sure how to calculate it, or even what it is, you’re in the right place. This guide will explain everything you need to know about ROAS so that you can make informed decisions about your company’s advertising budget.

What is ROAS?

ROAS stands for return on ad spend; It is a metric that measures how much revenue you generate for every dollar you spend on advertising. It takes into account the cost of advertising, and the revenue generated from the users acquired as a result of the specific promotion.

Why is ROAS important?

ROAS is important because it allows you to measure the effectiveness of your advertising spend. If your ROAS is low, it means that you are not generating enough revenue for your spend. On the other hand, if your ROAS is high, it means that your advertising strategy is generating a good return on your investment. More explicitly, ROAS boils down to well-optimized targeting and a streamlined selection of user acquisition sources to efficiently hit your ROAS goals.

How do you calculate ROAS?

ROAS is essentially calculated by dividing your total revenue by your total ad spend. With mobile ROAS, it can be calculated by triangulating the in-app purchases or app purchases received from users acquired through the campaign, and dividing that by the total cost of the app campaign itself.

Basically, ROAS = [Revenue gained from advertising / Cost of advertising] x 100

For example, if you spend $100 on advertising and you generate $200 in revenue from the new users acquired, your ROAS can be visualized as a 2:1 ratio or seen as 200%.

In the world of mobile marketing, there are multiple ways of calculating your return on ad spend, mainly: calculating platform-specific ROAS and calculating bundled ROAS.

Platform-Specific ROAS

Platform-specific ROAS is a method of calculating your return on ad spend such that you only take into consideration: The revenue generated from a campaign (or set of campaigns) on a specific ad platform, divided by the amount spent on a specific ad platform. This can be used to gauge platform-specific performance and aid in budgeting and bid adjustment decisions. Lower-performing platforms might receive lower budgets upon feedback and higher-performing platforms are usually granted the lion’s share.

Bundled ROAS

The other method of calculating ROAS would be to bundle together multiple platform-specific ROAS’ into one all-encompassing number to show how much return you have earned on ad spending. This means collating multiple ad spend and revenue figures and bundling them into one total ROAS number; it is better to use this figure to gauge performance in a specific quarter or fiscal year for operational means rather than for short-term numbers to optimize campaigns.

What is a good ROAS for your App?

There is no one-size-fits-all answer to this question. The answer mainly depends on your business goals and objectives. However, a good starting point is to aim for a ROAS of 200% or higher, as that would represent earning twice as much revenue as you spent in advertising costs. While easier said than done, below you will find tips that can help you optimize your app campaigns and boost your ROAS to hit commendable levels.

Top Tips to Improve your ROAS

There are a number of things you can do to improve your ROAS. Some of the most effective strategies include:

1. Targeting a more specific audience

Creating a segment of users that you want to target translates to a more optimized use of ad budgets so that you only spend on users that are far more likely to convert and commit to boosting your revenue. The more efficient your ad targeting, the higher your ROAS will end up being.

2. Creating more relevant and targeted ads

Simply having a target audience segment in mind will not be enough to seal the deal. Communicating to these segments through relevant and targeted ads will aid greatly in increasing ad conversion rates, and consequently, your ROAS.

4. Testing different ad creatives

How might one create relevant ad creatives? The answer is in the testing. By running A/B testing, you can determine which banners, interstitials, videos and gifs are more effective in persuading your target market. In tandem with the previous point, persuasive creatives targeted at specific audiences will result in more cost-efficient ad communication.

3. Optimizing your landing pages

How many times might you have clicked on an interesting ad only to get lost in an unoptimized mess of a webpage? A landing page that is plagued with technical bugs or is simply not easily navigable will result in lost potential customers. It is better to ensure that all your landing pages are fully optimized and functioning to provide your customers with a streamlined user experience which will ultimately facilitate an increase in ROAS.

5. Adjusting your bids and budgets

During a marketing campaign it is important to keep tabs on the different channels’ spending and budgets when compared to results. After setting up the campaign, it is vital to monitor and optimize it and ‘weed’ out sources that are lacking in terms of performance. This is why most ad sources come with a managed service so that you do not need to spend your time looking at multiple reports every hour of the day; customer success specialists optimize your campaigns based on your KPI’s through careful bid and budget adjustments to ensure a high return on your ad spending.

6. Using negative keywords

When using certain platforms, like Google Ads, for instance, negative keywords are optimization tools that allow you to exclude certain search phrases and terms from your campaigns to remove irrelevant search situations. Negative keywords will result in better targeting by limiting the number of irrelevant searches and by placing your ad in front of interested users and boosting your ROAS as a direct result.

7. Adding a call to action (CTA) button to your ads

By including CTAs, you’re giving users a clear and easy way to take the next step, whether it’s buying an in-app product or service, signing up, or downloading something. Make sure the button is placed in a prominent and easily visible location. Use a color that stands out against the background of your ad. Make the text on the button clear and concise so users know exactly what they’re supposed to do. Concise and well-integrated CTAs will greatly aid in improving your clickthrough rate (CTR) and by extension, your ROAS.

8. Tracking and analyzing your results

Results are only half the battle, make sure to track campaign data to ensure how many paying users you have acquired from your mobile marketing efforts. Analyzing campaign costs and comparing them with the tracked total revenue achieved from acquired users is how you can ultimately realize your ROAS, and also highlight sources that have aided the most in this endeavor. They may be used in future campaigns depending on your campaign requirements.

By following these tips, you can significantly improve your ROAS and generate a better return on your advertising spend in the future.


After reading this guide, you should have a good understanding of how to calculate your ROAS and what factors to consider when setting your mobile ad spend goals and KPIs. Keep in mind that your ROAS may vary depending on your app, app category and GEO, and target audiences. Experiment with different ad spending levels to find what works best for your business.

For more information on how to boost your app growth and uplift your ROAS, look no further than the multi-award winning one-stop shop user acquisition platform, AppSamurai. By signing up here, you can gain access to our managed services and get started on creating a marketing strategy and campaign tailor-made for your app.

Mobile Game Soft Launch – Best Tips & Tricks

When it comes to launching a mobile game, there are a lot of factors to consider. But if you want to give your game the best chance for success, then a soft launch is the way to go.

A soft launch is when you release your game in a limited market before releasing it worldwide. This allows you to test your game with a smaller group of users to see how it performs.

Why is a Soft Launch Important?

A soft launch is an important tool for mobile game developers to test the waters with their game before releasing it to the public. It allows developers to get feedback from real players and make changes to the game before it is released to the masses. This can help to ensure that the game is well-received and avoid any negative feedback that could come from a public release.

A soft launch also allows developers to see how their game performs in the real world, with real reviews from real gamers. This can be helpful in identifying any issues, big or small, that need to be addressed before the game is released to the public. It can also give developers an idea of how popular their game may be and help them to plan for a successful public launch.

In addition to helping developers, soft launches are also great to help drive a narrative for marketers. They can highlight what elements of the mobile game are most invigorating and engaging, allowing marketers to address them in promotional material for public launches.

For any mobile game company, a soft launch would be a very credible source of information on how successful the game itself can be and can thus provide valuable insights to prospective investors outside the company as well. A successful soft launch can attract venture capitalists or backers to invest in a mobile game.

Things to Consider Before a Soft Launch

A soft launch is a great way to get feedback on your mobile game before you release it to the public. But, what should one consider before engaging in a soft launch?

There are a few things to consider when deciding when to launch your game. 

Completing Your Game

You need to have a complete game. All the levels should be playable and all the features should be implemented. A soft launch is still a launch and should represent the ideal version of the mobile game. Launching an unready game is a recipe for disaster. You should have metrics and KPIs set up to ensure you are targeting progress toward your intended goals.

Realizing Your Audience

You need to realize your target market and ensure that you have enough players to test the game. If you don’t have enough people playing the game, you won’t be able to get enough feedback, which is the whole point of soft launching.

Choosing Your Platform

You need to have chosen the right platform. You want to choose a platform that has a significant portion of your decided target audience and ensure that your version of the game is compatible with the platform’s rules and regulations.

Setting Your Prices

You need to set the right price for your game or your in-app purchases depending on your pricing strategy. While low prices might attract users, you won’t make enough money to cover your costs. High prices are notorious for turning away potential customers.

Implementing Monetization Tools

It would be best if you considered whether you wish to implement monetization tools in your app or not. If you intend to show ads in your app, a soft launch will help you understand if you have implemented your advertisements seamlessly or if they are game-breaking. 

Setting up a Kill Factor

At its core, a soft launch helps you determine whether your game can function as a business or not. In this scenario, it is prudent to have in place a set of metrics that determine whether your mobile game can succeed or not; if the minimum markers are not reached, the game should be shelved.

Setting a Feedback Assessment Plan

You need to have a plan for what you’re going to do with the feedback you receive. You need to be able to take the feedback and use it to improve the game. Soft launches help app developers determine what elements work and what do not, so having a feedback assessment plan in place will allow you to categorize your feedback in an easily accessible and actionable way.

If you can answer all of these questions, then you’re ready to launch your game. But, if you’re not sure, it’s better to wait. It’s better to launch a game that’s ready and has been thoroughly tested than to launch a game that’s not ready and has to be fixed after it’s been released.

What to A/B Test in a Soft Launch?

There are a few key things you should focus on when testing your game during a soft launch. Here are the top things to keep in mind:

1. Gameplay:

Make sure the gameplay is fun and engaging. See how long users play the game and if they keep coming back for more. Retention rate is important to keep an eye on as well as other engagement metrics like sign-up rate and tutorial completion rate etc.

2. Performance:

Test the game on various devices to make sure it runs smoothly. Check for any bugs or crashes. There may be minor details that need ironing out regardless of your app’s development process.

3. User experience:

See how easy it is for users to navigate the game. Make sure the game is intuitive and easy to understand. It’s important to follow up on feedback about user experience as fresh reviews on your apps’ navigability is otherwise very hard to come by and infinitely important for optimization.

4. Monetization:

Test out any in-app purchases or other monetization features. Make sure they work properly and that users are willing to pay for them. It is important to ensure that the ad experience does not interfere with or interrupt the users’ gaming experience.

5. Social Engagement:

See how engaged users are with the game. Check for metrics like social sharing rate and, if made available, user referrals. Seeing a spike in daily active users (DAU) and a swift downfall afterward is a telltale sign of a low engagement rate and should be looked at immediately.

6. Store Aesthetics

Ensure that your app’s store listing represents its experience adequately. All the creatives should show the up-to-date version of the game and should look appealing to users. It’s worth running A/B testing to decide on which themes, imagery and content you want to go with; factors that bring in the highest clickthrough rate (CTR) are usually the best choice, as conversion rate can be affected by a well-set ASO strategy already.

By testing for these things during a soft launch, you can ensure that your game is ready for a successful launch.

The Do’s & Don’ts of Soft Launching


  • Setup and test integration of your desired tools
  • Define the soft launch owner
  • Set your goals and KPIs
  • Define the kill factor for your game
  • Test creatives and marketing channels


  • Skip testing and optimizing marketing
  • Start your soft launch without a plan
  • Have the expectation that the player base will grow organically
  • Have the expectation that a soft launch will save your game
  • Depending on emotion or assumption driven decision making


If you want to launch your mobile game with a bang, then a soft launch is not for you. However, if you’re looking to test the waters and get some valuable feedback from users before you go all-in on your launch, then a soft launch can be a great strategy. Just be sure to set your expectations accordingly and plan your marketing and PR accordingly.

AppSamurai is a one-stop shop mobile marketing solution that helps app owners achieve their user acquisition goals. For soft launch and app growth strategies, head on over to the AppSamurai website and sign up to receive suggestions from industry-leading mobile marketing specialists.