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Separate the wheat from the chaff:
how to quickly recognize the low grade traffic
and to get more users for less money
Vasiliy SabirovLead analyst
Huge part of traffic is fake
20% - 60%
Analyze your traffic
Set your objective events & funnels.
Analyze your trafficShort-term signals:• Tutorial• Registration• Level 1
Analyze your trafficLong-term signals:• Retention• Conversion• Cumulative ARPU (LTV)• ROI 7 days etc.
Analyze your traffic
Track unique users, not the events.
Analyze your traffic
Maximumdetalization.
Analyze your traffic• Don’t analyze networks, go for the
sources.• Ask for ID and subID for every source.• Avoid reputational risks.• No “Other”.
Analyze your traffic
Set your benchmarksKnow your:• Retention (1, 2, 7 days etc.)• Cumulative ARPU• Conversion• ROI
Set your benchmarks
Set your benchmarks
Compare with organic traffic.
Set your benchmarks
Set your benchmarks
Set your benchmarks
Compare with soft launch.
Set your benchmarks• Nobody knows your traffic
better than you.• And it is your advantage.
Be ready to work hard
Form a regular habit procedure.
Be ready to work hard
Be ready to work hardCalculate statistical significance.
Be ready to work hardKnow your whales.
Be ready to work hardUse cohort analysis.
Be ready to work hardA: 100 regs -> $20B: 100 regs -> $25C: 100 regs -> $15
Which is better?
Be ready to work hardWork with several networks.How many? Ask your marketing manager.
Be ready to work hard
Set the limits.
Be ready to work hardOptimize your traffic step-by-step.1. Launch;2. Analyze;3. Optimize;4. Launch.
Conclusions• Analyze your traffic with max detalization.• Use short-term and long-term signals.• Know your benchmarks.• Develop a procedure.• Work with trustworthy partners, but try new ones
for experiment.• Set the limits.• Optimize traffic step-by-step.
Thank you!Vasiliy SabirovLead analyst
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