How can you analyze and benchmark your game marketing performance?

1 Define your goals and KPIs

The first step to analyze and benchmark your game marketing performance is to define your goals and key performance indicators (KPIs). Goals are the specific outcomes you want to achieve with your game marketing, such as increasing downloads, retention, revenue, or engagement. KPIs are the measurable indicators that show how well you are progressing towards your goals, such as cost per install (CPI), lifetime value (LTV), retention rate, or conversion rate. You should align your goals and KPIs with your game genre, target audience, monetization model, and competitive landscape.

2 Collect and track your data

The second step to analyze and benchmark your game marketing performance is to collect and track your data. Data is the foundation of any game marketing analysis and benchmarking, as it provides you with insights into your game performance, user behavior, and market trends. You can collect and track your data using various tools, such as analytics platforms, attribution platforms, app store optimization (ASO) tools, or survey tools. You should ensure that your data is accurate, consistent, and comprehensive across all your sources and channels.

3 Analyze your data and identify insights

The third step to analyze and benchmark your game marketing performance is to analyze your data and identify insights. Insights are the actionable findings that help you understand your game marketing performance, strengths, weaknesses, opportunities, and threats. You can analyze your data and identify insights using various methods, such as segmentation, cohort analysis, funnel analysis, or user feedback analysis. You should focus on the most relevant and impactful insights that can help you optimize your game marketing strategy and tactics.

4 Benchmark your performance against industry standards and competitors

The fourth step to analyze and benchmark your game marketing performance is to benchmark your performance against industry standards and competitors. Benchmarking is the process of comparing your game marketing performance with the average or best practices of the industry or your competitors, to evaluate your position, progress, and potential. You can benchmark your performance using various sources, such as industry reports, market research, case studies, or competitor analysis tools. You should benchmark your performance using the most appropriate and reliable sources and metrics for your game genre, market, and goals.

5 Visualize and communicate your results

The fifth step to analyze and benchmark your game marketing performance is to visualize and communicate your results. Visualization and communication are the ways of presenting and sharing your game marketing analysis and benchmarking results with your team, stakeholders, or audience, to inform, persuade, or educate them. You can visualize and communicate your results using various formats, such as dashboards, reports, slides, or videos. You should visualize and communicate your results using the most clear, concise, and compelling formats and messages for your purpose and audience.

6 Implement and test your actions

The sixth and final step to analyze and benchmark your game marketing performance is to implement and test your actions. Actions are the specific steps you take to improve your game marketing performance based on your analysis and benchmarking results, such as launching a new campaign, optimizing your ASO, or changing your monetization model. Testing is the process of measuring and evaluating the impact of your actions on your game marketing performance, such as using A/B testing, experiments, or surveys. You should implement and test your actions using the most effective and efficient methods and tools for your game genre, market, and goals.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?