Modification Battle: Connecting Long-term ROI and Omni-channel Hybrid Monetization Data
- Half a year
- User active cycle
- Lifecycle
- Long-term ROI
- Ad revenue
- Backend data integration
- Omni-channel
- Hybrid monetization accounting
Background
Modification Battle is well-produced, with a user active cycle lasting up to six months, and a high proportion of advertising revenue in its hybrid monetization scenario.
The Challenge
- Incomplete long-term ROI:Insufficient backend data from ad platforms makes it impossible to continuously track user value over the longest six-month period.
- Difficulty in advertising revenue statistics:Advertising monetization revenue generated from non-Tencent user acquisition is difficult to account for uniformly.
The Solution
Key aspects of the solution disclosed in Gravity Engine's public case studies include:
- Lifecycle ROI:Use user lifecycle ROI statistics to continuously measure long-term value.
- Connect advertising monetization revenue:Integrate advertising monetization revenue from the WeChat Developer Console to form an omni-channel hybrid monetization ROI.
Results
The business value derived from these capabilities includes:
- Long-term value is trackable:The six-month active cycle is incorporated into a unified ROI analysis framework.
- More complete hybrid monetization accounting:Media buying costs and ad monetization revenue can be measured in the same view.
Based on a publicly available Gravity Engine case study: View original case study
