Game Ad Campaign Evaluation and Reporting
Budget: ₹600 – ₹1,500 INR
Need Digital campaign Analysis and presentation
we show ads for different games. Each game publisher (advertiser) has specific
Key Performance Indicators (KPI’s) they need to reach from the installs we provided.
We’ll share an Excel document with you, in which we have provided you with a report,
containing information about each of the users we have delivered to the advertiser. The report is
for a specific partner, over a specific period of time. With the help of this report you should
answer the following questions:
1. Taking into consideration the various targeting possibilities (Networks, Age
Groups, Genders and OS Versions) and based on Return on Ad Spend on
Day 7 (ROASD7), what was the best-performing audience segment (i.e.
ideal user profile) in the US? TIP: ROAS = (IAP/IAA Revenue / Spend) *100%
2. If the advertiser’s D7 ROAS goal is 4%, which audience segment(s) would
you recommend them to target in the US? Explain your answer. Try to be as
efficient as possible to deliver the expected performance to the advertiser
and keep adjoe revenues as high as possible.
3. Which audience segment(s) could be upsold for a higher price (higher CPI)
so that revenue could increase? Explain your answer.
4. Based on the data in the “Data” table, which traffic source should adjoe
buy more traffic from? Explain your answer.
IMPORTANT : Keep all the calculations in the sheet, so we see how you came up to the result.
Results in the form of tables/graphs are also appreciated.
HELPING NOTE: You can use any knowledge you have about Excel, if you think will help you to
answer the question. The skill to create a proper “pivot table” will be useful in completing this
task.
Additionally, please create a presentation with the case study showcasing the logic and
answers.
Below you can find the explanation to every column in the table:
Traffic Source- Where the user of platform came from. i.e. where acquired the
user from (it can be Facebook, Google Ads etc.). In this case, named in a “Network X”
convention.
Age- The age group of the user. In this case, ages are grouped into clusters of 5. Therefore,
age group “20” defines users that are 20-24 years old, age group “25” defines users that are
25-29 years old etc.
GEO- Geographical location of the user (ISO 3166-2 code).
Gender- Gender of the user.
OS Version- Android version of the user’s device.
Date- A date when the install(s) occurred.
Advertiser's Spend- Is the amount of money Advertiser pays for delivered
traffic.
Number of Installs- A number of installs that correspond to certain criteria. In this case, a
number of installs that occurred on the same date, from users coming from the same network,
having the same OS Version, being the same gender and being in the same age group.
D1 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific
“Number of Installs” on Day 1 since the install(s) had occurred.
D3 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific “Number
of Installs” in the first 3 days since the install(s) had occurred.
D7 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific “Number
of Installs” in the first 7 days since the install(s) had occurred.
D14 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific “Number
of Installs” in the first 14 days since the install(s) had occurred.
LevelX D1- A number of users that have reached a certain “X” in-game level within the first day
of installing the game.
LevelX D3- A number of users that have reached a certain same “X” in-game level on the
second or third day after installing the game.
LevelX D7- A number of users that have reached a certain same “X” in-game level on / up to
7 days after installing the game.
LevelX D14- A number of users that have reached a certain same “X” in-game level on / up to
14 days after installing the game.
we show ads for different games. Each game publisher (advertiser) has specific
Key Performance Indicators (KPI’s) they need to reach from the installs we provided.
We’ll share an Excel document with you, in which we have provided you with a report,
containing information about each of the users we have delivered to the advertiser. The report is
for a specific partner, over a specific period of time. With the help of this report you should
answer the following questions:
1. Taking into consideration the various targeting possibilities (Networks, Age
Groups, Genders and OS Versions) and based on Return on Ad Spend on
Day 7 (ROASD7), what was the best-performing audience segment (i.e.
ideal user profile) in the US? TIP: ROAS = (IAP/IAA Revenue / Spend) *100%
2. If the advertiser’s D7 ROAS goal is 4%, which audience segment(s) would
you recommend them to target in the US? Explain your answer. Try to be as
efficient as possible to deliver the expected performance to the advertiser
and keep adjoe revenues as high as possible.
3. Which audience segment(s) could be upsold for a higher price (higher CPI)
so that revenue could increase? Explain your answer.
4. Based on the data in the “Data” table, which traffic source should adjoe
buy more traffic from? Explain your answer.
IMPORTANT : Keep all the calculations in the sheet, so we see how you came up to the result.
Results in the form of tables/graphs are also appreciated.
HELPING NOTE: You can use any knowledge you have about Excel, if you think will help you to
answer the question. The skill to create a proper “pivot table” will be useful in completing this
task.
Additionally, please create a presentation with the case study showcasing the logic and
answers.
Below you can find the explanation to every column in the table:
Traffic Source- Where the user of platform came from. i.e. where acquired the
user from (it can be Facebook, Google Ads etc.). In this case, named in a “Network X”
convention.
Age- The age group of the user. In this case, ages are grouped into clusters of 5. Therefore,
age group “20” defines users that are 20-24 years old, age group “25” defines users that are
25-29 years old etc.
GEO- Geographical location of the user (ISO 3166-2 code).
Gender- Gender of the user.
OS Version- Android version of the user’s device.
Date- A date when the install(s) occurred.
Advertiser's Spend- Is the amount of money Advertiser pays for delivered
traffic.
Number of Installs- A number of installs that correspond to certain criteria. In this case, a
number of installs that occurred on the same date, from users coming from the same network,
having the same OS Version, being the same gender and being in the same age group.
D1 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific
“Number of Installs” on Day 1 since the install(s) had occurred.
D3 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific “Number
of Installs” in the first 3 days since the install(s) had occurred.
D7 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific “Number
of Installs” in the first 7 days since the install(s) had occurred.
D14 Revenue- Revenue generated by our Sales Partner (Advertiser) out of a specific “Number
of Installs” in the first 14 days since the install(s) had occurred.
LevelX D1- A number of users that have reached a certain “X” in-game level within the first day
of installing the game.
LevelX D3- A number of users that have reached a certain same “X” in-game level on the
second or third day after installing the game.
LevelX D7- A number of users that have reached a certain same “X” in-game level on / up to
7 days after installing the game.
LevelX D14- A number of users that have reached a certain same “X” in-game level on / up to
14 days after installing the game.