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Create a more professional branded web-to-app (and desktop-to-app) experience for end-users, increasing brand awareness, improving QR code scan rates, and driving more engagement to your apps.

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This Enhanced Preload Measurement gives further insight into the user journey prior to launching the app and identifies all the supporting campaigns that led to the app launch. 

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Game studios are like runners in runner games. Fast moving, always looking to stay ahead and outrun the competition. Particularly when it comes to driving revenue.  

And when cash is king, and an economic downturn puts pressure on studios, numerous mobile game studios are looking beyond and have decided to take on the brave new world of PC and console platforms.

The opportunity is massive.  

According to Newzoo, there are over 1 billion PC players and 611 million console players. In fact, both platforms experienced a 15% surge in player numbers between 2020 and 2022. And although mobile is still at the top in terms of revenue, PC & console are responsible for nearly half of the global gaming revenue in 2022.  

What’s holding marketers back?

The growth is there. The hype is there. So what’s the problem?? You guessed it – measurement.

Game marketers have always dominated the mobile industry as early adopters of new technologies and methodologies. They are the kings of data and positive ROAS campaigns. But without proper measurement, they cannot prove their worth. 

The reality is that the higher ups have already decided to launch on PC/console (and rightfully so!), and are now tasking marketers with, well, marketing on these platforms. 

But marketers feel like they were sent to battle without their formidable weapons and are facing three main challenges:

1. Limited measurable inventory: Most gaming platforms are walled gardens, lacking advertising inventory or connectivity to external networks.
   
2. Lack of cross-platform attribution: Cross-platform campaign measurement is not possible due to a lack of unique identifiers and attribution infrastructure.
   
3. Siloed reporting & analytics: Getting the complete marketing picture while running campaigns across platforms is challenging due to data fragmentation.

The bottom line is that the absence of a real-time, comprehensive, and unified view of campaign performance across mobile, PC, and console is preventing  mobile gaming studios from fully capitalizing on PC & console.

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Introducing AppsFlyer’s revolutionary PC & console game measurement solution

To help marketers overcome these challenges AppsFlyer is broadening its cross-platform and multi-platform measurement offering to support both PC & console platforms. This new solution empowers gaming marketers with three main capabilities:

• PC & console real-time measurement and analytics: Marketers can now access the familiar robust set of reports and actionable insights they are used to getting for iOS and Android – now supporting Steam, Epic, Xbox, PlayStation, Nintendo Switch, and Meta Quest!

• Cross-platform attribution: User acquisition teams can now drive growth by reaching potential players wherever they are – whether they’re browsing the web, using their mobile devices, watching content on Connected TV (CTV), or engaging with their owned media channels while measuring the impact on PC & console growth.

• Multi-platform measurement: Gaming studios can gain a complete picture of their ad media budget distribution and performance across mobile, PC, console and web in one place.

Thanks to the combination of these three capabilities, game marketers can make the most of their unique mobile marketing experience to enhance the PC & console space, driving profitable growth and showcasing their impact.

Use cases

Cross-platform attribution unlocks several user acquisition and reengagement flows by allowing game marketers to meet players wherever they are (web, mobile, connected TV, and out-of-home) and measure the impact on both PC & console conversions. The following are only a few examples: 

• Web-to-desktop: This is a strong flow because it often starts with high-intent players searching for a particular game. In this case, a player clicks on a search result (organic or paid) and arrives at a landing page. The user clicks on a link to the relevant PC store, downloads the game, and then launches it.  

• CTV-to-console: Since CTV emerged as a viable performance channel, several gaming studios like Kabam, Playtika, and Mistplay have been taking full advantage of the level of user engagement that the big screen brings to the table.  In this flow, the player sees an ad on their TV, heads to the console store, downloads the game, and starts playing. 

• Mobile-to-desktop: Leveraging mobile ad networks for growth is the most natural first step for a mobile-first marketer. In this flow, a gamer sees an ad for a game on a social media app and then heads to the PC store where he downloads and starts playing the game. 

• Out-of-home-to-desktop: Game ads at bus stops and subway stations are strategically placed to reach people who are often looking for something to do while waiting for transportation. It’s a smart way for gaming marketers to convert audiences into players. In this case, users capture a QR code at a bus stop or station, which brings them to a mobile landing page. They can purchase or download the app through the PC stores’ mobile app or website and later play the game on their PC. 

These are only a few examples, if you want to learn more, check out our brand-new guide and discover several new use cases.  

What’s next?

Now that you have a good idea of what you can do with PC & console measurement, it’s time to contact us to explore the next steps. If you’d like more information on how to get started, we’ve put together this help center article to get you on your way. 

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In today’s ever-changing market, the need to measure ROI has become more pressing than ever. But a myriad of hurdles – including siloed, stale, and non-actionable data – makes it difficult to measure ROI (return on investment).

That’s why we’re excited to announce the availability of ROI360, AppsFlyer’s solution for complete, accurate and fresh ROI measurement. With ROI360, brands can gain a comprehensive view of their campaign performance while saving time and resources that would otherwise be spent on manual data collection, normalization, and aggregation.

By measuring cost, revenue and attribution data in one place, brands can gain a true and complete view of their campaign ROI/ROAS, allowing them to make data-driven decisions about marketing budget allocation and campaign optimization. With complete and accurate ROI data, brands can identify which campaigns are generating the highest returns and adjust their marketing strategies accordingly.

But what blurs ROI measurement? What prevents you today from showing that your marketing spend is worthwhile by proving positive ROAS? Here’s a partial list:

Siloed and fragmented data: Cost, revenue and attribution data are scattered across different channels, making it almost impossible to properly understand the full picture. 

Outdated and inaccurate data: Ad revenue data comes in too late, making real-time optimization impossible. This means that  user acquisition (UA) teams arrive late to the optimization party and waste their budgets. In-app purchase and subscription revenue data is polluted with fraudulent transactions and contain incomplete and refunded revenue – making your revenue data inaccurate and irrelevant. ROI inaccuracies also occur because they contain net cost and gross revenue, without considering store commission and tax.

Non-actionable data: After consolidating and refining the data so that it’s  complete, accurate and fresh, UA teams look at a huge pile of data and their next challenge is the lack of actionability. What’s the best way to slice and dice it, look at the data in an insightful way, to understand which decisions should be taken?

Unified but siloed data: On top of the above impediments to understanding ROI, brands that own an internal BI system must connect the ROI data to the business and enable enhanced reporting, improved collaboration and better decision making.

Every dollar matters

During an economic downturn, businesses need to make every marketing dollar count. To achieve this, they must zoom in on return on ad spend (ROAS) and gain an accurate picture of their ad spend effectiveness from both sides of the equation, cost and revenue. With ROI360 you will be able to tackle each of the challenges above.

ROI360 empowers brands with:

• Cost Aggregation: Get a complete view of your ad spend from up to 90 sources. Instead of struggling with fragmented cost data, utilize holistic insights to understand and optimize your budget.
• Data consolidation: No more chasing spreadsheets across various platforms; all cost and revenue data tied to attribution, side by side, per campaign are at your fingertips.
• Complete coverage: Supports all monetization models: in-app ads, in-app purchases, subscriptions and hybrid combos – ROI360 covers all your sources. 
• Ad revenue – Fresh and accurate like never before:  Fresh ad revenue data from day 0, with the perfect combination of connections: SDK for day 0 data freshness and server-to-server (S2S) for accurate data refinements.
• In-app purchases and subscription revenue validation: Clean your In-app purchases and subscriptions of fraudulent, incomplete or duplicated transactions by receipt validating each transaction. 
• Net ROAS: See a true view of your revenue from in-app purchases and subscriptions with tax and commissions subtracted out.
• Actionable datasets: Slice your data to the finest granularity with to-the-point dashboards, and create your own dashboards if you’d like. Look at your data straight in the eye and know exactly how to act. 
• ROI ETL:  Connect all your ROI data to your BI system onto your cloud platform of choice and update four times a day, with a single ETL process.

Use cases:

So, how can you leverage ROI360? Here are 3 examples to help you understand how ROI360 can prove your ROI:

Use case #1: Day-zero ROAS optimization

Making changes to live campaigns can immediately impact their revenue and ROAS. Weekly or daily optimization may not capture changes in revenue that occur throughout the day. To optimize ROAS effectively, UA teams need near-real-time data and the ability to identify and address budget waste quickly. However, developing this solution on the customer side can be costly in terms of development resources and partner integration maintenance.

With ROI360, UA teams can instantaneously identify low ROAS campaigns the same day that optimizations are executed, either on the data streamed to their BI system or on AppsFlyer’s dashboards (i.e Overview, Cohort). They can then optimize under-performing campaigns in real time on the relevant media partner’s platform and immediately stop budget wastage.

Use case #2: In-app event cost effectiveness

Campaign managers measure cost effectiveness of campaigns based on multiple goals such as costs of actions leading to app usage (such as installs) or by effective costs of in-app events such as registrations, purchases and trials. Measuring the latter requires consolidation of in-app events and costs. Without this, managers find it difficult to accurately measure ROI and cannot make optimization decisions.

With ROI360 UA teams can easily compare effective cost per relevant action across media sources, identify high eCPA campaigns and optimize accordingly. 

Use case #3: ROAS optimization by cohort

UA managers use ROAS cohorts to analyze which campaigns provide day-x ROAS in accordance with  their benchmarks. Campaigns that bring users who generate above a certain ROAS threshold are more likely to become ROAS positive by the end of its cohort life. 

However, such reports are based on install date, costs and revenue, all cohorted across multiple campaigns and media sources. ROI360’s cohorted data presents ROAS data for each day, revealing which media source provides optimal day-x ROAS. Any media source below your ROAS threshold should be optimized.

Ready to prove your ROI?

Now, more than ever, ROAS is the key metric brands should focus on. Various challenges blur your ROI by keeping your ROAS data incomplete, inaccurate and outdated. ROI360 tackles each and every challenge and sets you up for success by revealing your true ROAS with the most accurate measurement in the business.
For any questions, don’t hesitate to reach out to our sales or customer success teams.

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