2016-12-07 | Article written by David Ismailov

Mobile App Monetization Mistakes

Mostly everyone wants to get some revenue from their application, hence they use monetization. However, plenty of these people make the following mistakes which are hurting their app monetization and not giving them all the benefits and as much revenue as they can get.

Not using the power of analytics to their full potential

Analyzing your apps is one of the most crucial part for monetization, and still developers don’t do it. They may be doing it, but most developers are not making full use of the power of analytics. There are a variety of different tools that you can use to analyze your apps and get relevant information. You can find some of the tools that I would recommend on my previous post “A Guide for Mobile Apps Promotion”. It’s important that you don’t get caught in measuring the “basic” metrics, because there are thousands of data metrics and you need to focus on those that are important and suitable for your strategy and goals.

CPI as the default monetization strategy

Choosing the correct monetization model is very crucial for getting good income from your app. Every app is unique and therefore should have a monetization strategy that fits it. Yet, the CPI model is usually chosen regardless of the app and this has a number of risks, for example it might discourage users to install the app due to the fact that they think the app is not worth the cost. Another example might be that the app became very popular and the developers might not be able to use all of the benefits because of the predetermined cost. My suggestion to app developers would be to research all forms of monetization models out there and make weighed decision based on their.

Forgetting eCPM

Often developers either ignore or just don’t use ad formats or networks solely on eCPM. However, eCPM helps you to measure how effectively you monetize apps, and of course it shouldn’t be your only metric in your arsenal. One ad format, for example a banner, might have a lower eCPM compared to an interstitial, yet it will have higher overall impressions, which therefore may lead to more revenue. Trying to combine different ad formats might increase more revenue overall, as long as your retention rate remains largely unaffected. Don’t be scared to experiment. However, you shouldn’t forget to take into account other metrics along side eCPM.

Identical iOS and Android strategies

You shouldn’t use the same monetization strategies for Android and iOS devices. Why? Well, the demographics, behavior, technology limitations, and other metrics of user bases are different on the two platforms and should be all considered to ensure the most effective monetization. In regard of technology - there are simply some ad formats that are not available in iOS, but work on Android. Therefore, having different strategies for iOS and Android is crucial to having a great result.

Not using interstitial ads

Many developers tend to not use interstitial ads for some reason. Although, they are one of the most effective mobile game monetization ad formats that consistently deliver high eCPMs. We all know the pop-up ads that happen during gameplay, which are very annoying. The key with interstitial ads is that the gameplay is never interrupted, which makes them better than other types of ads. Another thought that makes sense is that when a user is about to exit a game, he receives an ad with another game, which therefore suggests another game the user might try instead of the one he is exiting.

Excluding metadata

Metadata includes metrics such as the age, gender, income level, location, etc. that the user decides to share with the app, which the developers can further share with advertisers. Data like this is can be very beneficial for since it would allow advertisers to send more targeted ads and push notifications to the user, and therefore result in more eCPMs and higher income. Similarly, the user would benefit from being shown only the most relevant and highly targeted push notifications and ads.