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Admiral Media tracks 20+ KPIs across every game campaign — from D1 retention to D30 ROAS to LTV modelling. We build measurement frameworks that tell you if you’re scaling profitably.
Get Your KPI Framework Right Request a Dashboard DemoWe set up measurement frameworks that connect install data to revenue outcomes across every channel.
D1, D7, and D30 retention targets calibrated for hypercasual, casual puzzle, match-3, and midcore RPG — so you know what good looks like.
Cost per install and effective CPI tracked by network, campaign, creative, and audience segment — with weekly variance alerts.
Predictive LTV models built on early retention and monetisation signals. ARPU tracked by cohort, channel, and creative segment.
ROAS targets set per channel and genre. D7 ROAS used as early scaling signal; D30 ROAS validates LTV-positive acquisition.
MMP cohort windows configured to match your monetisation curve. Event taxonomy aligned across all ad channels and app analytics.
Looker Studio or Tableau dashboards built with your KPI hierarchy — install volume, CPI, retention, ROAS, and LTV in one view.
Five steps from measurement audit to weekly reporting cadence.
We define your primary and secondary KPIs based on game genre, monetisation model (IAP vs ad-funded), and UA channels in use.
Post-install events mapped in your MMP (AppsFlyer, Adjust, or Branch) — purchase, level complete, tutorial finish — aligned to attribution windows.
D1, D3, D7, D14, D30 cohort windows defined per monetisation curve. Early ROAS proxies selected for fast optimisation signal.
Custom Looker Studio or Tableau dashboard connecting MMP data, ad channel spend, and revenue events into a single performance view.
Weekly performance report covering CPI, ROAS pacing, retention vs benchmark, and recommended budget allocation adjustments.
Publishers with a working D7 ROAS target scale budgets 3x faster because they know when a channel is LTV-positive.
Cohort data by creative reveals which hooks attract high-LTV users vs cheap installs — enabling precision creative strategy.
D1 retention below genre benchmark triggers an immediate creative and targeting review — catching problems before they become expensive.
What are the most important KPIs for mobile game UA?
CPI (cost per install), D1/D7/D30 retention, D7 ROAS, ARPU, and LTV. Together these tell you if you’re acquiring players profitably and whether the game’s core loop supports scaling. CPI alone is misleading — a low CPI with poor D7 retention destroys profitability.
What is a good D1 retention for mobile games?
Hypercasual: 30–40%. Casual puzzle: 35–45%. Midcore RPG: 40–50%. Below 25% on any genre is a signal to fix the core loop before scaling UA spend. High UA spend into a low-retention game accelerates losses, not growth.
What ROAS target should mobile games use for UA?
D7 ROAS of 20–40% is a healthy early indicator that you’re on track for profitability. D30 ROAS of 80–100%+ signals LTV-positive scaling is sustainable. Genre varies significantly — ad-funded hypercasual games operate on different curves than IAP-heavy midcore titles.
Admiral Media will audit your current measurement setup and build a KPI framework aligned to your game genre and monetisation model.
Get Your KPI Framework Right
