Announcing Benchmarks: How Does Your Marketing Performance Stack Up to the Competition

The introduction of Benchmarks for Gaming provides mobile user acquisition teams with a standardized framework to evaluate their marketing performance against broader industry trends. The primary purpose of this tool is to address the historical difficulty marketers face in contextualizing their internal data, enabling them to make more informed decisions regarding ad spend, regional expansion, and creative engagement.

The platform offers three core analytical features designed to provide a 360-degree view of the gaming landscape. A market snapshot feature allows users to track industry-wide ad spend, install sources, and the ratio of organic versus paid marketing across various genres and geographic regions. Portfolio reporting enables direct comparison of an organization’s spending habits against industry averages, helping to identify potential overspending or underspending on specific networks. Finally, network optimization provides visibility into key performance indicators—including eCPI, CPM, CTR, CVR, and oCVR—across different networks, verticals, and regions.

By leveraging these insights, marketers can identify high-performing partners, assess the cost-efficiency of their campaigns, and detect potential anomalies such as fraud. This benchmarking capability is positioned as a strategic asset for optimizing return on investment and refining user acquisition strategies in a competitive mobile gaming market. The tool serves as a centralized resource for data-driven teams to align their internal KPIs with realistic industry standards.