top of page

Case Study: An utility app

​

Problem: CPM decline possibly due to ad policy issue

​

Platforms: AdMob / AdX In-app / Ad Manager

chart.png

Background

Publisher used AdMob and FAN, and like to test AdX In-app to increase revenue.

They were unaware that their app was labeled as “risky” by Google due to the collection of personal information.

High traffic spam has also been detected.

​

Acqua's initial assessment

  • Firebase audit.

  • Replaced existing AdMob and FAN Ad units with AdX In-app ad units.

  • Floor price tuning.

  • Worked closely with publisher and Google manager to tackle spam issues.

  • Suggestion on marketing strategy for acquiring new users .

  • Bi-weekly monitoring on spam rate.

​

Our Tools

App Annie
Google Firebase
Google Analytics for Firebase
Sensor Tower
Googl AdMob
ACQUA360_logo%25403x_edited_edited.jpg
AppsFlyer
Adloox

Insights

  • Work closely with publisher to understand their needs and get more information on their business model and users acquisition strategies.

  • Proactively provide updates to Google manager to build trust and get more insights to solve their spam issues.

  • Manage publisher’s expectation by giving timely update and solutions for improvement.

​

Key learning​

  • Must examine the traffic source and marketing strategies for to avoid click spam on interstitial ads.

  • Once high spam rate is detected, it might take a long time for revenue to recover.

  • Among interstitial, native, and banner ads, we found 300x250 banners to yield the highest revenue and CPM.

bottom of page