Pikoya.com is a technology-led game developer and user acquisition (UA) firm specializing in performance marketing and business intelligence for the global web gaming industry.

The challenge

PiKoYa previously operated with a 'blind spot' by relying on estimated average revenue data when computing their return on investment (ROI) from UA and Monetization. This lack of transparency made it difficult to compute accurate player lifetime value (LTV) and resulted in inefficient budget allocation across their campaigns.

The approach

AdSense on-page Impression-Level Ad Revenue (ILAR) delivers the revenue data for impressions in real time. This has allowed PiKoYa to move beyond coarse-grained averages and directly connect gameplay and LTV. By passing this highly accurate data to Google Ads tROAS campaigns they have been able to better allocate budgets to their most profitable audience segments.

The results, in just 1 month