ua spend increases re-acquisition

Is your UA team getting credit for re-acquiring players with new player acquisition spending? Unintended consequences from new player acquisition should be measured and credited appropriately.

Instead of calculating ROI on UA spend with this equation:

ROI = (profits from new player acquisitions) ÷ (UA spend) x 100%

Maybe it should be this:

ROI = (profits from new player acquisitions) + (profits from re-acquisitions) ÷ (UA spend) x 100%

Measurement is again the problem here. Since there is not direct attribution for every returning player it is difficult to prove specifically that UA drove the player back. This is where good data analyst modeling and econometrics should be used to show correlation

Below is a very basic chart with real data that shows the lift we experienced while I was running the Guild Wars 2 global publishing team. You can see the rise in reacquisition during our 50% off sale. From this we worked with UA to create a modifier on calculating our ROI on UA that included re-acquisition.

Do you do this with your UA spends?

#Reacquisition