Measuring the Effectiveness of Playable Ads

Engagement Rate (ER)

The engagement rate (ER) measures how many users interact with a playable ad. This shows if the initial moments of the ad successfully grab users’ attention. A low ER often means there are problems with the playable tutorial, such as unclear instructions or elements that fail to engage users. For example, you can optimize the tutorial by adding visual pointers, simplifying the text, or minimizing on-screen distractions. In a study of the “Stacky Dash” ad, changes to the environment and improved color contrast boosted ER from 72.6% to 82% and reduced the time needed to engage from 4 seconds to 3 seconds.

Click-Through Rate (CTR)

Click-through rate (CTR) measures the percentage of users who move from the playable ad to the app store. This metric shows how effective the ad’s gameplay experience is and whether users feel motivated to explore the app further. If CTR is low among users who fail the gameplay, you may need to make adjustments, like reducing the difficulty to improve user experience. For example, changes to the “Emoji Puzzle” ad, such as shortening the gameplay and updating visuals, increased CTR from 75% to 86%. This led to significant user engagement and more app downloads.

Conversion Rate (CVR)

The conversion rate (CVR) evaluates whether the experience in the playable ad matches the experience users find in the app store. A mismatch between the ad and the app can result in high CTR but low CVR because users may leave the app due to inconsistencies. To improve CVR, you can optimize the end card and ensure smooth transitions from the ad to the app. For instance, in the “Wheel Scale” playable ad, reducing the number of required swipes from 8 to 5 increased CVR to 7.7%. This created a seamless and appealing transition for users from the ad to the app store.

The Role of Analytics in Optimization

Analyzing metrics such as ER, CTR, and CVR offers valuable insights into user behavior and ad performance. Using this data helps advertisers make better design decisions to enhance user engagement and increase conversion rates. A data-driven approach ensures that playable ads not only attract users but also encourage meaningful interactions and app installations.