User Acquisition For Mobile Games — ROAS & Retention

The KPIs That Matter

Core game UA KPIs

KPI	What It Tells You
D1 / D7 / D30 retention	Whether the game loop holds players; D1 reflects onboarding, D7 the core loop, D30 long-term fit.
D7 / D30 ROAS	Revenue (IAP + ad revenue) returned per dollar spent by a cohort; the main scaling KPI.
Payer conversion	Share of installs that make a first purchase — key for IAP-heavy titles.
ARPDAU	Average revenue per daily active user, especially important for ad-monetized casual games.
CPI and IPM	Cost and creative efficiency at the top of the funnel; inputs, not goals.

Challenges Specific To Games

Whales and skewed revenue — a small share of players produces most IAP revenue, so averages mislead and optimization needs early payer signals.
Creative fatigue — top creatives decay within weeks; volume of fresh concepts matters as much as quality.
Genre-specific audiences — a hypercasual player and a 4X strategy player behave nothing alike.
Hybrid monetization — ad revenue must be included in ROAS, or ad-monetized cohorts look worse than they are.
iOS measurement — SKAN conversion values must be designed to capture early revenue signals.

How Adora X Addresses Them

Adora X optimizes toward the in-game events you choose — tutorial completion, level milestones, first purchase, ad-view thresholds — and toward D7 ROAS once cohorts mature. Bidding models weight early signals that correlate with long-term value, so budget moves toward likely payers before D7 data is complete.

Playable, rewarded video and interstitial placements across in-app supply.
ROAS-based bidding including ad revenue reported through your MMP.
Creative-level BI to spot fatigue early and rotate concepts.
SKAN conversion-value schema review for iOS campaigns.
Genre-aware supply selection and allow-lists of performing apps.