How to Measure the Success of Your Playable Ads Campaigns
You're using playable ads for the first time, and they feel like a hit. But how can you determine whether your playable ads campaigns are truly successful? Measuring success requires tracking key metrics, conducting creative testing, and leveraging advanced ad tools to optimize performance.
In this blog, we’ll explore the essential metrics to track, the role of ad automation tools, and how Playturbo can help you achieve creative success for your campaigns.
Why Measuring Success Matters
The quality of your ad creatives is critical to your marketing success, but achieving long-term results requires continuous measurement and optimization. Tracking the right metrics provides valuable insights into what's working and what's not, where improvements are needed, and whether your campaign delivers value and is worth the investment.
By leveraging ad automation tools and creative optimization techniques, marketers can refine their playable ads to enhance engagement and maximize ROI.
Key Performance Metrics to Track for Playable Ads
Engagement Rate
Engagement rate measures how many users actively interact with your playable ad versus skipping it. This metric is particularly useful for evaluating whether the ad’s opening moments successfully capture user attention and keep them engaged.
A low engagement rate suggests that users didn’t understand how to start playing or could find the initial experience unappealing. To address this, conducting creative testing and adjusting the tutorial design with ad automation tools can help clarify gameplay and encourage users to interact. This could mean refining instructions, tweaking visual cues, or simplifying the environment to reduce distractions.
Completion Rate
Completion rate measures the percentage of users who finish the playable ad experience without skipping. A high completion rate indicates that the ad is engaging and easy to follow, while a low rate suggests users may lose interest or struggle to progress.
To achieve high completion rates, focus on more than just tutorials; gameplay is crucial. This requires a deep understanding of what motivates your core audience.
For example, in RPG games, highlight different characters and their unique abilities in the creatives, and conduct A/B tests to identify which elements drive the highest engagement and completion rates. Similarly, experiment with difficulty levels. A more challenging experience sometimes could compel them to complete the playable experience. Ad automation tools can assist in generating multiple variations of creatives to determine which version yields the highest engagement.
It's also important to monitor where users drop off, or in other words, where they engage initially but fail to reach the end. Continuously guiding users through the playable experience with clear instructions and intuitive design is key to keeping users engaged until the very end.
Conversion Rate
While high engagement and completion rates indicate user interest, a successful campaign ultimately depends on whether users take the next step and convert. Conversion rate measures the percentage of users who click the call-to-action (CTA) and install the app after completing the playable ad.
A strong conversion rate depends on the ad’s gameplay and the end card. To achieve a high conversion rate, ensure that your playable ad accurately represents the actual game experience and that your end card is clear, compelling, and action-driven. For example, Playturbo created a set of interactive end cards for Homer City by Mynet, resulting in a 69% increase in conversion.
Beyond the Numbers: Qualitative User Feedback
While quantitative metrics provide valuable performance insights, qualitative user feedback offers a deeper understanding of how your audience perceives your playable ads. You can gather feedback through in-ad surveys or reviews to find out user reactions, preferences, and potential pain points that data alone may not capture.
By analyzing direct user responses, you can assess whether the ad’s message resonates, identify areas for improvement, and optimize your campaign for better results.
Analyze Post-Install Behavior
Think your job is done once a user installs your app from a playable ad? Not quite. The success of your playable ads isn’t just about driving installs — it’s equally important to ensure users stay engaged and convert after downloading.
Tracking post-install behavior helps determine whether your playable ad attracted the right users. Key metrics to monitor include:
- • Retention Rate (Day 1/7/30): Measures the percentage of users returning to your app within 24 hours, a week, or a month of installing it.
- • In-App Purchases: Tracks the percentage of users who make purchases after downloading your app.
- • Session Length: Measures how long users spend in your app during each session.
If these metrics are underperforming, it may indicate a misalignment between the playable ad experience and the actual app. High install rates paired with poor retention often suggest that users were drawn in by the ad but didn’t find the same value in the app. Again, ensuring your playable ad accurately represents the app experience is critical for long-term success.
How Playturbo Enhances Campaign Measurement and Success
Measuring the success of your playable ad campaigns requires a>Playturbo simplifies this process with in-ad event tracking, real-time ad interaction analysis, and CTA performance insights, all accessible through a real-time dashboard. By leveraging these ad tools, advertisers can make informed decisions and continuously refine their campaigns for maximum impact.
Ready to take your ad strategy to the next level? Explore Playturbo’s innovative solutions and discover how playable ads can revolutionize your non-gaming app’s advertising efforts. Visit www.playturbo.com to learn more.
