Rejecting vanity metrics
Vanity metrics like likes and followers don't tell you anything about your marketing performance. As a CMO, your responsibility is to show how your social media efforts drive business outcomes. By setting up your managed content network to track clicks to your app store page, you get the only data that really matters. You can see which videos drive the most installs and which pages are the most effective. This is how you show your leadership that your work is actually bringing in the players the company needs.
The power of the blended CAC
Your ROI is most clearly seen in your blended CAC. This is the ultimate metric for your marketing efforts. By integrating an organic channel, you should see your total CAC start to drop. If you show that your organic strategy is effectively reducing the average cost to acquire a player, your ROI is clearly positive. This is the kind of data that justifies your budget and shows that you are effectively balancing your paid and organic channels to hit your targets.
Optimizing creative with ROI in mind
Use the ROI data to inform your creative strategy. If certain types of videos lead to more installs, put more of your resources into those. This makes your marketing machine more efficient and helps you deliver better results. You are constantly iterating on your creative, and your ROI data is the fuel for that process. This makes you a more effective CMO because you are always making decisions that are based on what is actually working, rather than just guessing.
Building a reputation for effectiveness
By measuring ROI this way, you build a reputation for being an effective and data-driven CMO. You are not just spending budget; you are optimizing for growth. When you can show a direct link between your organic network, your installs, and your bottom line, you secure your position as a top-tier marketing leader. You become the go-to person for how to get growth that lasts, which is a great position to be in for your career and for the success of your studio.
Prove your marketing effectiveness by tracking organic installs and using them to lower your studio's blended acquisition costs.
See your network before you hire.
Tell us what your mobile game studio already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I report this in my monthly meetings?
Show the trend in organic installs alongside your paid ad results. Highlight the reduction in blended CAC and explain how the network is helping you reach your acquisition goals.
Can this tell me about the quality of the users?
Yes. Check your retention and in-game purchase data for players who came from the network. They often have high engagement because they found your game through organic content.
How often should I review the network's ROI?
Review it at least once a month. This gives you enough time to see the trends and make adjustments to your creative or your network size if needed.