The Challenge
It’s crucial for a hyper-casual publisher to bid quickly and frequently for potential installs with high LTV potential. Gamejam advertises 30+ games on 10+ ad channels campaigns in 25 countries and numerous campaigns. That potentially creates >7500 bid changes that the UA team will check and adjust daily. However, to enable bidding on this level of granularity, the advertiser needs to automate their workflows.
The Solution
Gamejam has been using Tenjin for attribution and ad revenue LTV calculations via the free dashboard. The team decides to level-up their toolset and start using Tenjin Reporting Metrics API to enrich their internal BI system with cohort ROI data from Tenjin. Gamejam integrated Tenjin Reporting Metrics API with its internal BI system to pull out cohort ROI on each available bid dimension. As the next step, Gamejam has created a layer of triggered rules when an advertisement reaches a particular goal. For example, a simple version of this rule - if ROI >50% for campaign A on the first day, increase the bid 10%.
"Our profitability as a company has increased quarterly in 2020. We attribute that mainly to the bidding automation we've implemented on top of Tenjin's data."
Christian Calderon, Co-Founder & CEO
The Result
After implementing in-house automated bidding, Gamejam has seen that the ROI has increased by 32% on ad channels that support bidding.