Mobile has always been about making connections and making phone calls simple, easy, and universal. Our devices now connect us to a wider range of resources, including information, media, stories, and games. These apps and content are essential to our survival.
The App and Play Stores have grown from boutique shops to massive warehouses with 2 million apps. People no longer shop for apps there, but instead, they learn about them and use the store to install them. When the user's interaction with the X button, as well as ad rendering and the game itself, may have an impact on their enjoyment of your game. So ad quality is one of the primary reasons users uninstall games, game developers should measure ad quality and hold monetization partners accountable for serving quality ads in order to avoid losing users due to the unwanted "Find the X" game.
Bad Ad Quality Effect
May lose current user.
A negative ad experience owing to content or rendering flaws can force users to exit a game or possibly abandon it entirely. Ads, in the view of your users, are a unified experience with your game, and publishers are the ones that pay for that.
You can lose potential users
If the user experience is extremely awful, they will submit a negative review on your app store page. According to the latest research data, 80% of consumers read ratings and reviews before downloading an app. Bad ad experience costs you not only current users, but also potential users.
You Lose Money Exponentially
Every user who leaves your game costs you money, but the money they keep from you costs you more. Ad quality can seriously hurt your bottom line in this way. IAA revenue is lost when a user leaves, especially if that user might have spent more time playing the game. Even though the user MIGHT put the blame on the gameplay, if you dig a little deeper, you might find that one of your monetization partners is to blame.
When it comes to app monetization, the idea of ad quality is still relatively new, but advertisers are already using a variety of metrics to gauge the effectiveness of their campaigns. It's time for publishers to have a way to assess the calibre of the ads that various monetization partners deliver inside their apps.
How can you measure the impact?
To assess the impact of the ad experience on your app audience, use a similar approach to the standard churn rate formula and adapt it to the ad experience:
The outcome will always be one, which signifies perfect ad quality, implying that no users left the game after seeing an ad. The closer the outcome is to one, the better the ad quality and user experience with the advertisements you deliver.
Determining this rate for each of your networks can assist you to understand the ad experience your users have with each of your partners. While obtaining an index of 1 is nearly unattainable because you will inevitably lose people in some way, your partners are here to help you increase your income and your apps, not destroy them. Developers may make using advertising more delightful by getting to know their users better and picking the best ad networks based on the caliber of the ads they offer and the diversity of demand. Make your partners responsible for the advertisements they deliver, and you'll never lose customers or money.
Get in touch if you're interested in learning more about Ad Quality and Growing Revenue.
