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Free to Play Summit: Forget CPI: Dynamic Mobile Marketing

Heather Gainer (Marketing Manager User Acquisition, Kongregate)

Pass Type: All Access Pass, Core+Summits Pass, Summits Pass - Get your pass now!

Topic: Free to Play

Format: Session

Vault Recording: TBD

Audience Level: All

Cost per install (CPI) has traditionally been one of the most important metrics for mobile user acquisition. However, the industry is changing and if you are still focused on your CPI then you are already behind. In this talk we will discuss how the industry is changing the way we bid on users. We will cover why CPI is no longer as important and instead, what metrics we should be focusing on. Furthermore, we will discuss how we measure success. Finally, we will talk about how these new trends are impacting the marketplace and the challenges they present for performance-based marketing.


The audience should walk away from the talk with a better understanding of how the market has moved away from CPI bidding and which early marketing metrics help gauge the success, such as D1-7 retention, D7 ROAS and buyer %.

Intended Audience

Developers who may not have a large marketing team, a strong marketing background or who are not completely up to date on the current marketing trends.