two & a half gamers session #14 - How to read Ad mon data for beginners? ATT & player segmentation

[Music] welcome everybody this is no gaming podcast in half gamer session number 14 we are discussing latest news fun stuff and dropping some knowledge but don't forget this is a 4:00 a.m. conference discussion wi let's not take it too seriously uh hey guys how are you today welcome yob and from Felix we're nowhere near as free as you are my friend welcome yeah where are you dialing in from listeners know yeah thank you very much guys well I'm dinging from California from Santa Barbara so yakob you are next because Felix already uh recorded a podcast from New York I think or Vegas I'm not sure New York now I'm from I'm yeah New York now I'm in Santa Barbara and then yeah we are next so hopefully you you can cover

one podcast from well San Francisco or whatever or Helsinki or Helsinki well but it's not us it's so yeah well my my internet is super shitty so hopefully this is we going to make it until the end I'm not sure of us yeah I'm not sure like how Americans can uh can actually browse the internet with this this kind of speed yeah how are you all good peachy pretty busy week pretty busy week well what what was happening yeah well well it's like your second podcast already today so you are on fire that's awesome you know before you arrived Macha he actually promised for my birthday he'd actually do one podcast without his sunglasses no way I know dude but your but your birthday it's in February February so we'll have to wait yeah until then he will go for for

uh eye surgery I guess or no well never mind never mind so uh funny things are happening actually uh so what we found out very recently other podcasts are trying to copy our wipe and atmosphere well that's that's perfect but there's one one thing I need to mention guys you can't copy fun but you you can try you can try that's that's perfect that's perfect and also uh com yeah well what can we do I can you know I'm allowed to use these uh that jokes now but uh our last roio session was actually very well received so thank you very much for all the positive feed feedback you gave us and um well we are going to continue with these kind of analysis every month so um stay tuned but also if you have any ideas about

companies we should talk about or look at let us know let us know and also one last thing I want to want to mention is we just crossed 100 subscribers on YouTube it's not a huge number but we will get there thank you very much for all your support step by step well step by step we just start Underground we're underground oh yeah well very true very true and uh what we are going to cover today well obviously Mark Zuckerberg's uh metaverse plans and uh and The Meta financial situation then roio uh Revenue growth also uh at news about one year uh about the last last year and then we going to talk about the Ubisoft potential uh m&a and and the Activision Blizzard

sales and also going to talk about the well Warcraft mobile leaks well that's going to be very interesting honestly and then uh our main topic about uh how to read ad monetization data for beginners and uh this is really interesting at least for me because I'm definitely a beginner on on this field but next time we'll do the you the same thing for the UA all right so let's uh yeah let's kick this off guys okay um so other than the quarterly results that was done on 27 of April by meta or Facebook uh reading into the news you can see some of the actual announcements they set so I want to kind of cover those a little bit one thing that investors or let's say shareholders are not really happy is the increasing burn rate of Facebook's reality Labs division which is pretty much 177,000 people that are already working on the metaverse project which burned 3 billion

last quarter alone which if we compare it to the previous numbers they said that Mark said that last year they burned altogether 10 billion so it's already 3 billion in first quarter which if they continue burning at this space will be 12 billion so we'll see and uh this it's going to be even bigger number man yeah probably yeah it will be even bigger but yeah they're still kind of toning down the expectations that the return of this whole investment will come sometime 2030 the soonest if ever let's see but uh yeah the stock of meta evaporated pretty much the growth of Last 5 Years so it's back to that like 200 level and they even said that they expect that Apple's at tring changes have cost them around 10 billion in Lost Revenue which is also like a pretty big hit and then regarding the announcements they said that they're going to have a browser based version of

horizon worlds which is their supposed to be shared metaverse app for meta Quest 2 headset will become available already this year that's the one where you don't have legs and just go around with the avatars amazing amazing when the whole world is mobile you will just launch the the web browser browser version I mean it's just you know connected to the web 3 and all the web browser um things there yeah the thing is that for for a metaverse to work it needs to be accessible through everything so it doesn't matter where you know you just cannot dump it down to one platform so that that's you know TR what what first first platform is the headset already it's there yeah but then browser and then it's going to be on mobile and maybe other console and whatever else why not there's really nothing we can say about this like my God like burning that much money having that many people

working on something that's just like it's just I I can't even I don't even know what to say like cool best of luck well you know we will see in 2030 first first numbers well I'm not going to hold any Facebook song that's for damn sure like no like let them take this bet I'm not going to be part of it yeah continuing on the announcements they also said that they're going to release project Cambria which is their high-end PC headset if I understood correctly this should be a PC headset they didn't explicitly said that but I'm thinking that's my guess it will be because later down the line they said that their aim aiming this at professional market like Works work headset or something like you will be working in the metaverse through this so and they said that they're going to have it tring Tech in it which seems to be super super demanding on the hardware so I'm guessing it will need a PC to run itself because it tring Tech opens a lot of possibilities such as fiated rendering which means that you can cut

down pretty much 60% of graphical demand just by rendering the stuff where you currently looking at at maximum you have you have eye tracking technology in your glasses for sure but but for for me like I would say the other big opinion that I have on this is that it tring Tech could be really really good on the at business itself because you can then track the users eye movements all the time so you know all the time where they're looking at which ads they did so and which as they didn't so or how long and so on so forth so this brings a lot of other possibilities which I think are kind of crucial to that and then they said that the headset should be able to translate even the facial expressions into the those like digital advertises in their Horizon app so I'm still guessing it will be a PC one but let's see so like on this I would just say like the big lamus test or like Canary in the coal mine is like the king undisputedly in the world of office Tech is Microsoft

when Microsoft announced they're working on something similar then you know it's going to work but like no like do you guys see it like I I can't even imagine it but maybe I'm just not imaginative enough or Forward Thinking enough but yeah just sounds like such a risk like I I see Microsoft developing something like this but Facebook okay I'm I'm guessing they're going still for that platform play that they want to be the first to create the platform and kind of colonize it let's say but for me it's still screams Ready Player one like they are the one that want to take over the metaverse and then there you have guys like team Sweeny in Epic who wants to like be build this free metav and then of course apple is building their own headset Microsoft they have their holand headset which is AR based more on that but yeah let's see I'm I'm still guessing that we're Far Far Behind the tech that that still needed to be developed in order for these things to work because yeah headsets are there you can go into the store right now and buy them meta Quest too but you know how like there's few

million users out there that's it so don't see that that that appealing now I mean we can we can try to do it from the start but I I wouldn't I wouldn't do it just let's just continue it's fine or or you want is really is was that really that bad yeah really yeah it sounded like it sound like it sound like you were talking into a string can with two like cans with a string on it oh my God okay well you know what that no no no do you have time or do you have time or no I have time but let's not do it from start then all right fine it okay all right should we uh come down from Mount Olympus and uh yeah talk about our next story that's a bit more close to uh what we discussed last week um yeah do you want to take this one ma yeah I think so we we can we can do it so uh so Rio sees 26% Revenue growth against mobile freet to-play decline so last week we discussed how roio is actually

doing and how they could do even better but this was uh this news was based on their quarterly result results I can't even speak properly results and they saw 26% year on-year increase in terms of the revenue uh droo CEO said that um the against uh the third consecutive quarter on quarter decline in the mobile free to playay Market so they actually doing pretty well um against the other companies so Revenue increased from 67 million in q1 2021 to 85 million in 2022 which is nice nice increase and uh what I would say now is like the day da across all the Roo titles increased year over year from 4.2 million in q1 last year to 7.3 million ion in

2022 and this this is Ruby games and this is yeah this is including the Ruby games player base obviously OB but well they made an acquisition and you know this is how how everything is going at the moment they already got like 5 million in 2021 in the full report so it's actually down if I read that right if we take out the Ruby acquisition but why we why should we take why would you take out Ruby like yeah of course because it's a hyper casual thing but they bought the company hey man so was like what what yeah they bought the company no no but we're talking about users that you have on one hand 20 or 10 cents per install and then you have your usual casual $3 $5 users and you're putting them into the same bag yes because it's it's the same company it's the same company they bought they bought Ruby games now it's it's part of their portfolio no no like of course the stock market doesn't agree with you like roio stock is at the highest point it's ever

been since 2018 so uh yeah stock market seems to love it and if they buy it that's what matters in the end right exactly let's see what what what let's see what let's see what exactly no like I'm just saying like a lot of these numbers kind of look good on paper but if you look into the bigger context they don't look that good but why do you think it's not looking that good still I mean yes h hper casual players sure but that's the part of the the acquisition strategy they have so well like if they if they I mean that's what they said they're going to do moving forward yeah buying more companies no no like as I said like it's okay I'm just saying that from bigger context it seems different but why explain that glass looks about half full to me yeah does it look half empty to you mate it looks like yeah yeah exactly so I always see how empty you're not you're not only the crypto skeptic but like the live skeptic I guess or

like the gaming skeptic or I'm not sure like how we should call you from now on man but yeah okay let's see cool should we talk about opting for ATT yeah let's let's do that so apps flyer this last week actually released some very interesting data um basically from one year on analysis on iOS and it shows uh that the ATT optin that is to say users that actually opt into tracking is a lot higher than uh first was feared I believe back when Apple announced this people were predicting something like 10 to 20% opt-in rate as standard but it turns out like the truth is more that in the UK US and Canada ATT consent in gaming is at 42% uh 41% and 40% respective so all around that 42 uh% point and this is

kind of the same you're seeing in non-gaming apps and this kind of starts like me thinking there's like a thing that was always in top of my mind like this during this whole privacy conversation like the vocal minority that care about privacy are really loud but does the majority of people really care about the Privacy nobody cares they don't right no yeah it's just uh I saw these these num is like yeah so now what like yeah okay it's 40% but nobody cares nobody cares about that how long it has been like febru February last year when this was introduced or something like that yeah they slowly rolled it out though yeah yeah so it hit around April that before we had the apocalypse movement of like it will end everything and now don't even don't even get me started man all these like apocalypse I mean the real the real winner of this is just Apple search ads like yeah

how how is the real winner Apple search ads tell me Mr um Apple search ads Apple search ads in terms of the in terms of the gaming in the gaming space nobody cares about in general for the for the whole ecosystem they went from earning like what was it the last time they broke out their revenue they said they were making 8 billion a year and that was up from like a year earlier from like 1 billion I know it's like it's Apple doesn't matter cuz they make so much money but you know 7 billion more in a year is still a lot of money it's all the money maybe not to you m yeah I well you know uh I saw all those uh the numbers and the the growth figures for the Apple search heads but in terms of the games like it's just not performing at all in terms of apps maybe but games not at all so uh I wouldn't be yeah do we have a that bullish what do you want to predict do we have a prediction on how how much time it will take for Google to actually hop on this or they it'll take

like two years three years they said they said it's going to take two years and maybe three like at least yeah until until they are satisfied and the developers are satisfied with the final result of the of the Privacy send books so until that happens then uh it can take more than two years even we'll see but uh yeah well are there anything else in terms of the at because it's like like what do we what can we even do with this like 42% uh number like does that make our jobs uh easier makes my job easier I earn more money from a like opt-in users like they paid a higher ecpm that's what I wanted to hear that's where it kind of matters for me yeah because for me on on the US side I it's like uh not that significant I mean of course you can get more data from the the op the users but anyway we don't use

it anymore how about you yakob do you use any of these numbers it's better if we get more ad revenue of course but other than that like I don't see it that much okay but do you do you get any um any insights in terms of the um the ftu and anything basically on these uh these players it's in the it's in the article actually that like some sometimes I think there was one genre that said that uh you get more optin when you do it later actually then sooner I think it was like a hardcore genre but compared to hyper casual ones or the other ones the later to do it the low optin rate you get yeah but I mean for you some kind of for you as a game designer if you get uh you know opin higher opin rates does it mean that you will be able to you know show these players like a personalized special offers or like how does that work do you

know what I mean maybe no okay never mind spe specialized offers are based on their progression in the game not the offers consent themselves that's that's the thing okay okay then don't don't confuse game progression with the Privacy consent well then uh explain because I might be lost in here yeah I'm confused yeah okay so usually how special offers works or like whatever kind of monetization that Bas on pure power and IP transactions it's based on players progression in the game content so you know you arrive at level seven you upgrade this you upgrade that and so on so forth it doesn't have to do anything with the consent itself consent itself just gives you better ecpm for those people so Felix can squeeze more money out of them okay but how do you identify these players because uh like there's still a lot of

discussion how do you identify what the players um in general because you don't if you don't have levels in the game and you don't have these level special offers for example or progression based special offers then uh you know um how do it identify segment Players let's say how do segment players based on what how do segment yeah based on what uh you definitely have some kind of progression that needs to be one even time is a progression just like time in game okay well okay because yeah that sorry for confusing everybody is just how do you segment players in the in this uh in this post at world that was the question that I didn't yeah there's numerous ways to do this like it depends on like the spending depth of your economy basically okay okay well that's that's what I wanted to know good let's move on to well several private private Equity firms might be interested in buying Ubisoft well I I have no idea who are these but it's

sounds very interesting okay so this is a rumor article I would say it was originally I think in Kotaku or some kind of other PC Gamer our our favorite PC Gamer but people are pretty much saying that they expect Ubisoft to get bought and that uh this is BAS the market cap is really small basically compared to other like gaming companies and they have a lot of Ip maybe like not the strong as IP anymore but I read some the consensus is that the current situation isn't that good which means that this is an ideal time for an acquisition to to take because you pretty much buying it at a discount if you look at the share price it's topped at 110 in July 2018 and now it's somewhere at $41 so it's like a really really big discount currently ubis Sal went through a lot of troubles uh through the like AG harassment scandals department and like lots of people left they even said that

they're bleeding a lot of talent already uh the pipeline for the portfolio is kind of slow so they still have Far Cry Assassin's Creed and Ghost Recon on their menu but they're far away from actually materializing as launched game they did their nft Fiasco let's say let's not even talk about it anymore but yeah they did that and uh yeah so it's not anymore seven Ubisoft for the Roblox being like one or two right it's it's much less all right I'm going to bet you guys each € 10 that if it gets bought black Blackstone if if it gets bought it's going to be Blackstone that does it Blackstone really yeah okay so Blackstone like for those who don't know also own vungle and liftoff yeah and basically they've made a lot of moves previously like in around our mobile space and it could be quite interesting to see what they' actually do with that I could see some syes right

off the back there really having G compan having access to that much like inventory it could be interesting but then again now I'm speaking I'm realized that Ubisoft are tiny on mobile so maybe I spoke in haste yeah they don't have anything mobile they have ketchup and that's it like do they have anything else yeah I think uh they the shark what's it called again yeah yes Assassin's Creed game and the shark what's it called Hungry Shark I think yeah Hungry Shark then some as well so it's like what few games on mobile no like the bread and butter of the compan is either far or assassin's cre is it course or or like watch dogs or like all these other like big triaa titles I don't think so that's that much kind of synchronicity with the mobile Focus company well you guys just missed out on making 10 easy Euros so I'm not going to even hold you to that yeah okay yeah the other important thing is that it's still uh 15% is still owned by the gilon family so whoever wants to go bu Ubisoft

needs to go through them that's just saying and uh yeah I'm I'm still guessing that uh either they come out with something great or they're going to be sold that that's also my kind of guess I I think that the analysis kind of stands there now that we are in this heavy period of consolidation it's a great Target like something similar than Activision Blizzard but also there kind of went down it's a big discount and easy prey for some kind of big tech company so why not but who is that big tech company that's the question could be Amazon okay so why would they shoot themselves in the foot I mean what what would they shoot themselves in the foot by acquiring Ubisoft why why why don't they why would they I'm not sure like if depends on if they want to be okay they okay if they want to be big on uh on PC and consoles maybe that that kind of works uh keep in mind that Amazon is also the

publisher of lost Arc currently uh in Western World yeah so my guess is that I would not really take the mobile uh approach here as for like synergies with mobile whatever I would maybe take just the we want to have stronger and more robust gaming diversification so that could fit the angle okay that makes sense but we'll see y okay uh Activision Blizzard is it bunker Bobby time I love it banging on Bunker Bobby I'll let you do this one Rema come on yeah yeah so this is not really a good time for Activision the companywide revenues were down 22% year over year to 1.7 billion um while the net bookings lead 29% to 1.4 billion net income for the period was down 36 uh% to 395 million uh Activision business segment so the greatest decline with Revenue

sliding nearly 50% to 453 million I guess spamming things with Call of Duty doesn't work forever we'll see and then uh Activision also saw a decline for the quarter in their 100 million monthly active users which is down 33% year-over-year and it's their lowest total since 2019 the launch of Call of Duty mobile and yeah and then we have blizzard also having like a down revenue of 43% to 274 million for the first quarter with the drop blame on product cycle timing for the warcraft franchise M like I'm going to go set it bunker Bobby is a genius like he must have known this and then he sold flip the burger flip the burger before Microsoft found out the meat is rotten to the core the thing is they also announced that this is this is something actually they went against what they said that

they will be launching Diablo Immortal the infamous mobile version of Diablo on PC also in June 2nd of June and the game has already 30 million pre-registrations which I think is like a record or something register crash Crash Bandicoot had like 12 million pre-registers and that flopped like doesn't mean that much it means nothing yeah anyway uh yeah so they also said that they're going to announce a mobile game a new one next Tuesday May 3rd uh which according to the latest leaks by our famous or let's say famous uh journalist Jason shrier who said that actually there were the rumor is that there were two mobile games in development one of them being a kind of a similar version to Pokémon go that's the one I guess we will be talking about last few years and it seems that one get got cancelled and then well the other rumor is that this new game going to be

similar to Clash of Clans so yeah really looking forward to the good luck Tuesday release or let's say Tuesday announcement and then uh last part of the report says that uh pretty much the brightest spot for the whole quarter was king of course the Candy Crash guys which saw revenues up 12% year-over-year to 682 Millions Candy Cross is just crushing it man like carrying the team candy cr crushing so lots of interesting developments I would say yeah I'm I'm guessing like I don't really have a good good feeling about this mobile game in Warcraft franchise to be honest also what the Pokemon go like Warcraft game seriously how would that make make sense I mean in in which Universe maybe they started developing it right after Pokémon go so it was in development for like last six years what do you know well that yeah that looks

like yeah that sounds like blizzard that's true oh but the Clash of Clans came that's going to interesting yeah looking forward blizzard hardcore audience sees the timers and free to play ball crucify them most probably at least this is not done on blazon that that's one thing they took a lesson out yeah of course yeah this is some out of style April Fool's trck we'll see what do we think by the way about Diablo Immortal what's what's how how that game's going to perform I'm looking forward to see it but I'm not sure if it's going to perform in West rather than in the East right it looks I mean it's developed by nettis so I guess uh it's going to be I'm just super curious about the monetization if they actually going to pull the the Korean linage method which

is the insurance trick man like I I've lost all hope in all Diablo games like I love Diablo 1 and Diablo I with all my heart and then like my heart was ripped out of my chest for Diablo I they just you know Digimon it or something it was just oh I couldn't even play it I was so sad I'm upet oh at least now they're doing the decent thing of re like yeah like upgrading the the 2 or like remastering it which is great but like but that was not done by by like internal blizzard Studio was it not no no it was that by vicarious Visions like I said heart ripped out no hope yeah yeah all right let's uh let's take a little break from the discussion uh to hear um what addictive has to say to you guys about the the cross promotion if you've built a game for iOS or Android you've experienced user turn

you can win those users back but it's getting more and more expensive even more so to acquire totally new users enter cross promotion with adct by identifying your users likely to turn early you can showcase another game in your portfolio before they leave forever transforming a lost user into a new user increasing your revenues learn more now at ad dict.com and we are back Felix what do we have today for the admon data for begin let's let's try to yeah so now we're moving on to the educational topic so what I thought that I actually wanted to talk about today I actually had some devs reach out to me after the roio podcast yesterday uh last week and they were actually just asking me like how do I even look at the data so I realized that app loving and iron source which are the two big mediations at this moment that pretty much everyone is on one of the two uh they don't have a a good guide for how to actually look

add monetization data to know if you're actually performing well or not and I just wanted to yeah show you guys and teach you exactly how to look at the data because essentially it's not your fault that people don't know this it's kind of by Design so if you think about it like the perfect monetization client for app loving Max or iron source is someone who plugs in Max uh or iron source and then never does anything with it because when you plug in Max like the two standard like uh the two standard networks that you always get is app loving exchange and app loving and if you don't have anything competing against that they set the price and then you get a lower price same thing on iron Source the only Network that you start off with is iron source so that's why like my theory is that that's why there no good guides around actually how to look at the data because it's not directly in their interests right so beg at the mhro story yeah ex exactly yeah

the I mean they're great great platforms both of them and if you know how to use them they're extremely powerful so I just put together a short guide for how to look at the admon data on app loving and I'll do iron Source another time uh so this one is a two and a half Gamers first uh as I have actually made a presentation so I'll try to narrate it a bit for the people who are actually listening uh but you know if you're really interested in this topic I would probably recommend that you slide over to YouTube and take a look CU it yeah a picture speaks a thousand words don't forget to subscribe as well yeah smash the Subscribe button uh while you're at it so there's two topics uh that I want to cover that are like the very basics of how to do well with your game on App loving Max and that's Advanced reporting and how to run good ab tests if you can Master those two things you're already like kind of away from the beginner Zone and kind of heading to the intermediate

and then if we have time um uh I want to cover one last topic that I kind of call a cya topic which is cover your ass one little thing that you should also be good at nice so okay the first thing that you should do when you get app loving Max like the most powerful tool like everyone always looks at the performance tab or the user activity tab so the performance tab tab shows you where like how much money how many Impressions and your ecpm very interesting for like top level if you're a CEO to look at user activity shows the basic things like okay how many impressions are you getting for rewarded compared to interstitials your adarp out and stuff like that but none of those metrics actually like show you how well that you're doing and the first tool that you need to yeah get familiar with is Advanced reporting and it sounds more daunting than it actually is but yeah you find it here right under user

activity uh here is Advanced reporting so this is what it looks like when you kind of scroll to it so how to use this tool is relatively simple once you know how to do it so the first thing that you got to like set is you need to set a date so what you want to do is you want to put yesterday's data minus 3 days so the reason behind that is that the data you're looking at you always get quite a lot of fluctuations because um kind of The Impressions that you're getting it's not always the same amount of demand it's like fluid so you know these networks that you're working with they don't always have yeah the same amount of demand for your inventory so what you want to do is you want to look at a short time period that basically shows how you're doing in yeah like the not for so foreseeable past so that's why you choose minus 3 days and yesterday uh then you put in the application that you to look at I had to blur about the actual application

because you know stuff uh check the check the network button Network placement and uh add unit test and then basically you need to leave that blank uh cuz we'll get to that later and then add type whichever ad type for the waterfold that you're actually using then what you do is you click run report and then you should come up with a bunch of data that's kind of below where you can see like the table start below then you scroll down and you click the plus button next to control so what that actually does it is isolates the report you're actually running so it's kind of away from any AB test you're running so you're getting a clean data set then you can save this report and you don't have to actually put in all these inputs all the time and then boom that's how you use the advanced reporting so when you actually run the report and get the data uh yeah you can save here when you actually run it you get something like this below uh it looks a bit different

so this is actually a yeah Excel sheet of the data I had to blur about kind of some of the things that you actually see but this is essentially if you filter by ecpm this is your entire yeah waterfall that you're essentially seeing mixed with placements and bids and this is essentially how to look at the data so the main thing here that you're looking at is fill rate that's the most important thing that you should always be looking at so in this particular reason like this particular waterfall you can see that Unity on top has 150 ecpm has a fill rate of 0.18% so this is pretty much everything oh I lost my notes all right here it is okay edit that out okay so you see here

you need on top 150 uh dollar ecpm filling at 0.18% that's your top call so the main issues when you hear a lot of people saying like oh yeah you need to be careful with latency like what does that actually mean so there are a couple of golden rules that you need to know to actually look at this data so the first golden rule is there's a standard to make sure that you don't have to wait or your users have to wait for long for the ad to load which means that all auctions in your waterfall have to be done within 300 milliseconds and if they're not done within 300 milliseconds they get kicked out of the auction so what happens in app loving is that you get an ad request someone is requesting let's say a rewarded ad in your game what happens then is one of the biders responds saying yes I've received this ad request and that starts the bidding so basically what you have then is biders say what price they're willing to pay and then

the auction from the highest price from the biders in apping Max flows down through your placements to see if they can get a higher price so if you have too many placements in the waterfall what's going to happen is they're not going to be able to get a response from all these placements within the 300 milliseconds which means that you're going to get latency so they're just going to skip over some of this so app loving Max is built in the way that usually I find it that after 43 placements in a specific country that's when you start seeing latency with app loving Max and what happens in app loving Max is it usually skips the Torso so yeah you get the response on the kind of the top of the waterfall but then you kind of skip the middle of it and then you start on a lower price which means that if you have latency you as a developer earn less money so there's actually a couple of so what what do you need to have less uh you should have more than 43 placements per Geo in your waterfall to avoid like the risk of

latency you need to be within the 300 millisecond range pretty much exactly and usually that is around 43 placements on uh app loving it's a bit different on iron Source but we can get to that in another video so the Golden Rule here to make sure that you have a smooth running waterfall is no more than 43 placements so the kind of thing that at least app loving have told me is that if you have a placement uh that fills that has a lower fill than 1% or is under 1% of your overall waterfall Revenue you should remove that placement and that's kind of the rule that you should always work towards so you can see this waterfall that I've used an example is no nowhere near optimized so that's when you need to kind of start running AB tests to removing and adding placements to make sure it's under 43 placements and also to make sure that all the placements are earning at at least over 1% of the revenue of the overall waterfall revenue and have more

than 1% fill also another interesting thing that I found out is that the top 10 placements in app leing Max it's not designed or they don't design the waterfall like so if you have less than 0.0% fill or 0.03% fill in any of the top 10 placements that screws up the bidding somehow and then you get lower kind of yeah yeah lower performance so you as an admon person in app loving is your like kind of job to make sure that you like below these ranges to make sure that you don't skip any part of the waterfall another kind of housekeeping note that makes you make significantly more money is that you should never ever have like one Network that has uninterrupted like bid flow so let's say if this if you had like a Unity placement that starts at 150 and then another Unity placement at 140 and then

another one at like yeah going all the way down to 100 before you have an iron Source uh placement what happens then is after about two weeks the unity bidder realizes that it's getting kind of similar ad requests on all the placements so then it will start pooling The Fill where they're actually placing Impressions at the bottom end of all the placements so you earn less money so what you should have is yeah always another Network between the placements and that's how you kind of build the waterfall to ensure that you get maximum Revenue something like an hamburger approach ma America is just being so good to you I love these like keep them coming man keep them coming of course yeah there you go yeah but this is this is all based on the thing that you have enough sdks implemented so you can stuff something in it that's the biggest problem they always run into yeah so the the like the the for those who you are just listening right now it's pretty much just an Excel file that

has not that much data in it except the fill rate so all the time when you work with ad networks they're begging you to send you exactly this Excel sheet to see how they're kind of Performing compared to other networks so when you get asked to do this that's what you should never never share with them right you can share with them exactly this sheet that I have now but if I was sharing this with a network I would even take the network column that even has a the name here of the networks and I would call them Network 1 2 3 4 yeah and the reason behind that is let's say I'm sending this to my Unity rep and the placements that's filling really high above them is admob if they know it's admob they're not going to try to beat them because they know they can't beat the biggest Network in the world simple mhm yeah so again M keep them in the dark yeah keep them in the dark yeah yeah uh so yeah so the next kind of most important thing on

app loving is conducting AB tests and you run AB test to make sure exactly like you're staying within below these things that I outlined before but you kind of just need to get really good at it it's not that in tube the first time you run it so how to run AB tests on app loving is you go to the ad units you find kind of the game that you're kind of managing and then you click on these little three dots at the top that's called yeah create AB test and what you do there is you click create AB test you set a name and then you have pretty much access to a exact replica of uh your uh your ad units and then what you should do here for the golden rules for AB testing is you should only test uh one network at a time and then you should also only ever remove placements at one like in one AB test or add them so you don't want anything to kind of screw up

your data so you never run an AB test adding let's say uh placements on fiber and removing on Unity because then you don't know if the increase or decrease in the ab test on the money comes from you removing uh Unity calls and adding fiber calls so the way you run them is you either just yeah you remove Unity calls in one AB test and then maybe you add fiber calls in the next AB test to kind of see if it works so one step at a time okay what what can I a what can I AB this so can I like AB the floors floor prices wly so that's what you're doing so pretty much if you're seeing that going back to what we said before if you're seeing that a placement is higher than 1% fill that should be an indication to you that that network is willing to pay a higher price or if it has lower than 1% fill on the placement that means the network is probably not willing to pay that price and you should probably move down the placement and yeah or maybe get rid of

it so that's the kind of okay why why should I yeah sorry why should I do the ab test and not just change it on the on the normal what because then you don't know if you're earning more money or less money like you can't like isolate that you don't know so you need to keep testing these things and it's yeah it's a bit frustrating the whole industry is kind of moving away from this but it's kind of being a slow move like Unity has their bidder right now there's a couple of other ones working on it but I don't see this going away for at least like another year or two so we're kind of stuck with this how long how long does it take to get to see the results I mean is it like day or week month so if a waterfall is like is really really screwed up I mean you can have some really massive gains like relatively quickly like I'd say a week or two um but if it's like only semi screwed up i' would say you see results in about a month or two uh so yeah it's takes time to do it right but to do it right like that's when you see the best results

over time so that's when you can kind of see the Adar gain so somewhere between 8 to 177% I've seen it sometimes if it's really screwed up mhm yeah I think the original question was that how much time it would take for these AB test to run ah sorry was that actually the question no you answer the question but okay so yeah I was actually G to get to that was a really good really good topic so how long do you run these tests so if you have a really big game like maybe gets like a million impressions these tests take about you know couple of hours maybe a day but if you have a small game that maybe only has like 10,000 Impressions a day like these AB tests are going to take maybe a week so it's just about getting a significant amount of Impressions on both the like the A and the B part of the test to actually make a statistically like sound judgments on which one is better and which one is not does these things have built in like statistical significance test so it tells you like how no so when you're running the ab test what you look

at is pretty much the revenue figure and that's what you look at so they're going to pull like 50% of the user base in one of the waterfalls and 50 in the other one so what you're going to pick is pretty much when they test is finished which everyone made more money so yeah okay make sense or did I lose you guys oh of course makes sense and and you do this all the time pretty much if I understand pretty much all the time and the reason you do it all the time is what I said before is networks have seasonality like yeah they have more demand in December than they do in yeah towards the end of January because ma is buying yeah less UA traffic so yeah what mache does directly in like implies like impacts yeah my job so mati goes on the holiday and traffic goes to Yeah Yeah well yeah no no i' I'm never on the holiday guys he says dialing in from well I'm dialing in never mind so there

you go all right so oh man that brings us to kind of the last topic on app loving which is a really powerful Tool uh which is kind of yeah the C thing that I always tend to check at least once a month and that is the debug report that's called Network comparison and what essentially this little debug report is is if you click into it you select yesterday to the minus 7 days and what essentially this does is you take the network and the network placement box so when you actually click the Run report here what you're showed is all the placements that you have in a game but you also want to filter them by this Revenue Delta so what this will tell you is how much more off percentage of the price that you have told the network to bid at to what you're actually getting so if if a placement is broken or if you have screwed up in setting the wrong price

there will be like a very large Revenue Delta here and then you're actually not going to be paid what you're seeing in app loving so like a lot of like issues that have Arisen is either like a placement that breaks which doesn't have that happen that often or which probably every admon person has done at least once is they put go into like fiber and they set a price of $25 and then really they put $2 5 cents instead of 25 so in their head they think that and they put $25 in app loving and you look like a hero and you're making you know much much Moola money and everyone's happy and praising you like a king and then you have to go and tell everyone that it's actually not real and you screwed up and this is the tool that helps you find look your account and very bad very different very sad very sad indeed very sad as well yeah yeah so this was actually uh all that I

had uh in terms of Education uh I don't know do you guys feel more educated now on the on the topic I definitely feel educated seems pretty good believe this is this is interesting but uh I still I'm pretty lost in all of this uh this so I need to you need to educate me even more like I I have been doing this for some time we are here and and I had to say like it's really important that people grasp these like as you said that it's built pretty much against the user that you need to kind of be on stay on top of the system because you need to use it properly otherwise the system will use you in the end and uh you will pretty much enrich whoever kind of system that's how it's built man it's it's not not done like like a normal thing usually that you accept like a third party service being built so that's there but uh my question is how how often do you kind of test new networks in these or like the ones that

are new on the market or like how how often do you look into some kind of new things in it because let's say I have my usual hamburger that I'm just rolling in AB testing doing seasonality how do you choose them as well yeah that's my so so so the first filter process that I go through is if the subject heading on the email is $100,000 like credit for implementing us then it's a direct no and you'd be surprised surprised how many networks reach out to you saying like limited time offer 100,000 integration bonus so that's directly in the garbage MH then actually like what it is is pretty much which I think is probably similar to you on UA right you hear gossip from other admon people like oh yeah this is working really well for us and this is not working really well for us and that's kind of how you go because the only people you can actually kind of trust is people who are actually using it so you also kind of know roughly which networks are big because whatever Network that Mach or like any other UA person is using and spending a lot of

money on they're going to have a lot of inventory that they want to buy so that's how you kind of go about choosing networks that you work with and how often do you edit them when you kind of see like the need what's the like what's the what's the point so there there's rules there's rules around that as well so need more if you want to have an efficient waterfall you look at kind of share of voice and share of Revenue so kind of the unwritten rule that you should always aim towards is that you want to have Network partners that are at least making over 10% of your overall share of Revenue and if it's anything below that then basically you should lean on that ad Network to see if they can perform better and over time if they can't that's probably a signal that you should remove them because what you don't want to have is like a game that has 15 sdks ad sdks that can crash the game and they're not bringing any value to kind of your bottom line so less than 10% that's usually a signal that the ad partner is not good and you should probably think about replacing

them less than 10% in what kind of time period like a month yeah you can look over like a month but like usually what you do is if you look at over in a month you can go like hey you guys haven't performed the last month and they're like yeah quarters a bit slow so like you can only really squeeze if like you're like oh it's been like 3 months where you've been below 10% share of Revenue like what's going on and then you say like oh yeah you have another two months to improve otherwise yeah I'm sorry I need like over 10% and yeah that's how you usually frame those discussions okay so you need to think about how to like how many sdks you have in the game you need to fit them in the 43 placements and then every month or let's say every quarter just check how much you can squeeze out re share of the revenue you can okay yeah yeah I would say like it sounds nice and dandy but you also have to keep in mind that behind every SDK there's a SD there's a programmer that needs to actually implement it and as as you said The more

you have in it the bigger the QA team will kind of scream at you that something's broken always during the update I I've seen it myself yeah well we all seen that yeah but what can we do we want to make more money then uh this is this is one way how to do it yeah we need to find the The Sweet Spot yeah perfect well uh I think that's it right I think that's it for today thanks man that really that really amazing so that's great yeah next week uh hopefully UA well I will prep something very similar oh interesting o yeah well UA for beginers why not I mean uh I mean seeing these like questions here and there what's what's IPM CPI R all these like fun stuff but also like what kind of um UA Basics everybody should know as well so I'm I will I will prep something for you guys sounds good till next week thank you

thanks yeah until next week bye bye [Music] bye oh by the way my speed of uploading is just amazing 30% uploaded I'm no longer the worst one I'm no longer the worst one yeah I know yeah you you can tell your American friends that you meet there like I left Slovakia and the internet is more Slovakia has one of the highest internet speeds in the world per capita by the way yeah probably behind the newans anyway should we get started yeah yeah I think so uh one second I'm just looking so I share the screen and then I'll do the presentation but kind of also walk through it so people listening can kind of um yeah kind of understand what's going on yeah and also yeah it's going to be visible on the YouTube site so [Music]