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Retention Before Scale: The Mobile Game Marketing Scorecard

A measurement framework connecting creative performance, onboarding, retention, monetization and ROAS.

Written by DevSoft Insights1 min read1 views
Retention Before Scale: The Mobile Game Marketing Scorecard

Why CPI alone is incomplete

CPI explains the cost of an install, not its commercial quality. A useful scorecard connects CTR and IPM with store conversion, tutorial completion, D1/D7/D30 retention, sessions per user, ARPDAU, LTV and ROAS.

CTRIPMD1–D30LTV / ROAS

The diagnostic sequence

  1. If CTR is weak, improve the creative hook.
  2. If IPM is weak, align the ad promise and store page.
  3. If tutorial completion is weak, simplify the first session.
  4. If retention falls, inspect difficulty, content cadence and performance.
  5. If engagement is healthy but ROAS is weak, improve monetization without damaging play.
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