Posted by Phalene Gowling, Product Manager, Google Play
Last year, mobile game consumer spending grew 7.3% to $93.2 billion with no signs of slowing down. In this competitive, growing market, effectively monetizing your audience has never been more important. But without access to a strategy consultant, how can you know if your monetization strategy is as strong as it can be?
That’s why we’re expanding the suite of tools available in Play Console to help it be exactly that. Last year, we released new engagement and monetization metrics on the Statistics page to help you grow your business, and now we’re pleased to announce new strategic guidance tools to help you drive successful monetization.
In this new section, you’ll see our metric-driven guidance to help you better monetize your game by:
Contextualizing your topline revenue: Understand how your game’s revenue metrics contribute to your overall business goals, and learn when to prioritize optimizing for one metric over another.
Identifying opportunities: Find out where there is an opportunity to improve a metric by benchmarking against peer groups, and explore insights by country.
Recommending next steps: Learn how to take advantage of monetization opportunities with specific actions you can take right away.
The strategic guidance metric hierarchy. (Learn more or visit our Play Academy for specific courses like monitoring KPIs.)
We’ve spent the last couple of years perfecting our guidance, and testing the dashboard with selected partners. Feedback on our strategic guidance has been positive — and we hope you’ll find it useful, too.
“This is extremely useful! These type of insights are actually what we expect from Google, because this is something that really can help us to scale our business.”
– Product Manager at Gameloft
Understand key monetization drivers and their relationships with the metric hierarchy
Strategic guidance can be found in Financial reports within Play Console. In partnership with experts in mobile games growth, we’ve included primary monetization metrics (including new metrics) and their relationships to help you easily assess your performance and measure against your peers. You can see all the metrics in this Help Center article.
The metric hierarchy is a tool to help you understand how you and your teams can directly influence the lower-level metrics of your games performance, like buyer conversions, which contribute to your overall top-line business performance. Using peerset comparisons and per-country breakdowns, you can quickly identify your biggest growth opportunities: what markets are underperforming and where you are a market leader.
Explore metric analysis to turn insights into action
Select a metric and explore it in detail to track your performance over time. Strategic guidance shows you a breakdown of your chosen metric by location to help you spot opportunities to expand your game globally. The detailed metric analysis also helps you identify where a small investment has an outsized return.
Strategic guidance metric recommendation example for returning daily buyer ratio.
Whether you’ve created a casual game or an RPG, the metric-specific recommendations are designed to be insightful and relevant to a variety of game developers. They can be used to help you diversify your promotional content, refine your game mechanics, or test new price points that enable purchasing power parity.
Get IAP monetization guidance today, with more insights to come
With an increasing number of developers shifting focus from an ads-only monetization business model to include in-app purchases (IAP), we’ve developed strategic guidance to be most relevant for developers that include IAP-monetization as part of their overall strategy. With this launch, we’re excited to bring growth consulting opportunities to these game developers at scale. Stay tuned for more launches this year to help you successfully drive your revenue growth.
