Case Study
How Lihuhu increased installs 6x and ARPDAU with ironSource LevelPlay 
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Based out of Singapore and founded in 2015, Lihuhu Games develops puzzle games for Android and iOS, such as Match Triple 3D, Tile Triple 3D, and Wooden 100 Block. 

Learn how the team at Lihuhu combined ironSource LevelPlay tools, like A/B testing on the monetization side and the ROAS optimizer on the UA side, to create a virtuous cycle of growth that significantly increased installs and ARPDAU across Lihuhu’s portfolio.

Combining ironSource mediation products to supercharge growth

“To continue scaling our app’s monetization and user acquisition activity, our team at Lihuhu needed access to easy-to-use tools that would save us time and resources while improving performance across our portfolio. We knew the best way to do that was to combine multiple ironSource LevelPlay tools on both the monetization and user acquisition side - by increasing revenue, we’d be able to increase UA bids and eventually ROAS

Boosting ARPDAU with A/B testing

Since we almost never test our monetization strategy, our team at Lihuhu was always careful when making changes in our app - we’d spend a lot of time making sure the decisions we were making wouldn’t harm performance. Eventually, we realized we needed a way to make decisions with statistical confidence, quickly. 

"Setting up tests with LevelPlay’s A/B testing tool was easy, and allowed us to test our monetization more often and more efficiently"

Setting up tests with LevelPlay’s A/B testing tool was easy, and allowed us to test our monetization more often and more efficiently. First, we were interested in deciding whether to use in-app bidding, so we set up a bidding test that compared the performance of our traditional waterfall against a hybrid in-app bidding waterfall. From that first test, we discovered that bidding significantly improved our monetization strategy. Today, we run these tests whenever we want to check on bidding performance, giving us constant clarity into what’s working and what’s not.

We also experimented with adding new bidding networks to our monetization stack. Taking suggestions about which networks to include from our account managers, we added new bidders to our test groups on the mediation management page in just a few steps. With transparency into key KPIs -  eCPM, ARPDEU and revenue - we analyzed the potential advantages and risks of each test to make informed decisions. Here are a few of the A/B tests we ran: 

Testing a new network for interstitials on one game increased our ARPDAU by 5% as well as engagement rate.

Testing a new network for interstitials on another game increased our ARPDAU by 7%. 

"Each test increased our ARPDAU even more - and with our ARPDAU increasing at a steady pace on the monetization side, we had more resources to invest in our UA strategy"

Each test increased our ARPDAU even more - and with our ARPDAU increasing at a steady pace on the monetization side, we had more resources to invest in our UA strategy.

That’s when ironSource recommended their ROAS optimizer

Increasing installs 6x with the ROAS optimizer

In the past, we’d set high initial bids to ensure our user acquisition campaigns would perform, then increase or decrease the bids for each app based on ROAS and retention data. But by setting a high bid blindly, we limited the scale of our campaigns, saw low ROAS and retention results, and couldn’t be sure of the quality of the users we were acquiring. It was also costly and timely to analyze the data for each app individually and adjust bids accordingly. 

That’s why we were interested in using ironSource’s ROAS optimizer, an automated tool that utilizes both in-app purchases and impression level revenue to optimize campaigns according to ROAS goals.

With ironSource’s ROAS optimizer, all we have to do is set our ROAS goal and the optimizer updates the bids for each application automatically, regularly, and quickly. This ensures we’re buying users at the right price and hitting our KPI goals each and every time. Even more so, our account managers advised us on the appropriate tROAS goals. 

Since activating the ROAS optimizer in September, we’ve seen a huge increase in installs across our entire games portfolio - 6x in fact. 

6x

Installs


Bottom line, the team at ironSource is dedicated and enthusiastic. We value the extensive insights from the market and the suggestions our account managers offer. We look forward to continuing to improve our campaign and monetization performance together.”

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