Read on to learn how Pham Tien Dat, CEO at Dmobin, and his team improved on UA process with Cost Center to achieve huge scale, reducing half the time spent on bid optimisation and increasing their Unity ad spend by 50%.

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From fragmented data to one source of truth

Managing user acquisition for a studio's portfolio may seem straightforward for a couple of games. However, the challenges of scalability and maintaining data accuracy intensify as additional data sources come into play.

Discrepancies and fragmented data across multiple sources such as MMP, Firebase, Mediation, and revenue data on IAA and IAP have significantly impacted Dmobin’s operations when running UA across 11 mobile games. Hours spent loading and extracting data from at least 8 different sources became a daily affair before even starting to reconcile the data into normalised format that can be digested and analysed by the UA team. 

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Knowing the key indicators to scale up

“Cost Center has been a game-changer for our game studio thanks to its robust BI capabilities”, says Nadine Mai, CMO at Dmobin.

Specialised in giving the 3,000-feet and 3-feet view on UA performance, Cost Center’s ability to present key performance indicators equips Dmobin’s UA managers with important metrics right at their fingertips. 

User acquisition is more than just how well your ad campaigns are performing. It’s the science of co-relating creative performance with campaign conversion plus app engagement performance. The team adopted this mandatory framework to have a deep understanding of the most relevant KPIs such as Installs, Retention, LTV, ROAS and Play Time across different advertising channels and campaigns.

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Cost Center = Efficient + Effective + Cost Savings

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Dmobin’s team highlighted 3 key features that drive efficiency and effectiveness for their UA campaigns:

1. Campaign Center: Seeing all the UA metrics within a single view and the ability to adjust bids and budgets directly has made lives much easier for the team. 

2. Firebase AB Testing Report: This simplified decision-making process when running multiple AB tests with detailed breakdown of specific metrics related to Lifetime Value (LTV) and important metrics such as Play Time, Sessions and Revenue that are missing from Firebase

3. Rules Bidding: Automated bid adjustments based on the formulas have been set up for continuous optimisation. This configuration supports Dmobin’s bidding strategy for different networks and campaigns with improvements in UA performance and cost savings. “We only need to manage which campaigns and site IDs to adjust the bid for, which has reduced our workload considerably”, shared Nadine.  

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Expanding to UA new markets

Previously, the challenge of identifying new markets through organic installs took up much of Dmobin’s resources just to analyse data and strategising bids and budgets manually. For Survival 456 But It’s Imposter, the use of Cost Center's Bid Automation has helped Dmobin to spend on new networks and countries with little effort in bid adjustments.

Within clicks, the team could target all countries within a Unity ad campaign to adjust the bids dynamically based on ad network installs performance. This strategy supported incremental increasing of bid for low performing countries allowing Dmobin to spend at an optimum bid price that brings conversion.

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The Result?

-50% time spent on bid adjustments.

+50% ad spend on Unity ad network 

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Dmobin’s company direction to adopt Cost Center’s automation solution is integral to its success, supporting its growth in the untapped markets. "Cost Center has been an invaluable resource for our marketing team, providing extensive training sessions on campaign setup, optimization, creative strategy, and in-depth platform training. We rely on Cost Center's solution every day, and it has earned our complete trust," shared Pham Tien Dat, CEO of Dmobin.

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