Overview
Total Ad Spend
$5,349
Meta Ads (iOS + Android)
Revenue
$46,890
In-app revenue (USD)
Paid Installs
763
Non-organic installs via ads
ROAS (D7)
261%
Revenue vs ad cost, 7-day window
Platform Split — Ad Spend
Campaign Breakdown
| Campaign |
Spend (USD) |
Impressions |
Reach |
CTR |
CPM (USD) |
|
iOS
Always On
|
1,939 |
617,360 |
334,067 |
0.41% |
3.14 |
|
iOS
Easter Retargeting
|
1,621 |
229,935 |
66,520 |
1.00% |
7.05 |
|
Android
Easter Retargeting
|
1,616 |
285,759 |
63,399 |
0.81% |
5.65 |
|
Android
Always On
|
173 |
48,999 |
25,230 |
0.41% |
3.52 |
| Total |
5,349 |
1,182,053 |
489,216 |
|
|
CTR = click-through rate (clicks / impressions). CPM = cost per 1,000 impressions. Converted from SEK at rate 1 USD = 9.25 SEK (Apr 28, 2026).
Attribution & User Activity — AppsFlyer (USD)
CPI — Cost per Install
$7.02
Based on Meta spend / paid installs
$4.55 per AF reported ad cost
Active Users
6,088
+19% vs previous month
Revenue per Active User
$7.70
$46,890 / 6,088 active users
Paid Installs (Meta Ads)
763
741 from Facebook Ads, 22 from other sources
Organic Installs
1,884
No paid attribution — word of mouth, search, direct
Key Takeaways
-
Easter campaigns drove high engagement but at a premium. The Easter Retargeting campaigns (both iOS and Android) reached existing audiences and delivered significantly higher click-through rates (0.81%–1.00%) than the always-on campaigns (0.41%). That engagement comes at a higher CPM ($5.65–$7.05 vs $3.14–$3.52), which is expected for retargeting — the audience is smaller and more valuable. The investment appears justified given the ROAS.
-
The ROAS of 261% means ads are more than paying for themselves. For every dollar spent on ads (as reported to AppsFlyer), the game generated 2.6x in revenue within 7 days. That is a healthy return for a mobile game, and suggests the user base acquired is actively spending. The strong organic install ratio (71%) further amplifies this — paid ads are bringing in players who may also drive word-of-mouth growth.
-
User activity is growing month over month. 6,088 active users, up 19% compared to last month, with $7.70 average revenue per active user. This signals that not only are new users coming in, but existing users are continuing to engage and spend. It is a positive signal for long-term retention.