How to account for Day 1 30% retention rate in ROI calculations for a non-incent CPI offer?

[Jeff_Z]

Hi everyone,

We are planning to run some tests with non-incent mobile CPI offers for iOS games. But before we invest in our media buy, we have some questions:

1. We have an advertiser that has placed a KPI of 30% retention for a non-incent game offer on iOS. Is this a fair restriction?

2. Any guidelines on how to estimate a likely drop-off rate within 24 hours for a non-incent game install? Test geo is DE, by the way. We have of course asked the network what the likely drop-off rate is but I don't want to rely on what they tell me.

Any insights much appreciated!

Jeff

 

[Joojick]

1. We have an advertiser that has placed a KPI of 30% retention for a non-incent game offer on iOS. Is this a fair restriction?
Pretty fair. Each third downloader should open the app, not much to think, however I agree, it's quite much.
By making this, advertisers prevent from mixing incent&non-incent traffic and more intelligent targeting.

2. Any guidelines on how to estimate a likely drop-off rate within 24 hours for a non-incent game install? Test geo is DE, by the way. We have of course asked the network what the likely drop-off rate is but I don't want to rely on what they tell me.
Target very carefully, mostly on auditory that has similar interests (RPG, casual etc). Don't run much from the beginning, scale only if you receive positive feedback. Try finding in-app traffic (this is the most suitable and always very good), do connect with advertiser.

Keep calm!

If you have any other questions, please ping me. I may also suggest you some networks with nice payouts but no RR/KPI.