Mobile user acquisition in India: How the most efficient advertisers grow faster

The following is an in-depth overview of the growth strategies of a very well respected and profitable online business in India. This is a Singular customer who runs a transaction-oriented business, and the data is used with permission.

In the last 15 months this advertiser has accrued approximately 13 million installs on both Android and iOS devices. What is impressive is that they have focused on checking fraud right from the get-go and only paying the partners on Cost Per Transaction (CPT).

Here are some key areas this advertiser focuses for user growth.

Focusing on Android for mobile user acquisition

It’s no brainer – Android is the winner in India market and therefore is this advertisers’ key focus area.

iOS marketing efforts were light until this publisher accrued a respectable user base on Android.

Paid beats organic

Organic ranking is good; but paid marketing gets you there faster The advertiser has been very comfortable with a lower rate of organic installs.

When they started on this journey, they had approximately 35% organic installs on Android and 99% organic installs on iOS. Over the last 15 months, they have experimented with various sources and found the best ones for their vertical. After 15 months the advertiser finds they now have approximately 10% organic installs on Android and 60% organic installs on iOS.

Reducing the organic installs percentage can sometimes be perceived as cannibalization but given that the advertiser is focused on a cost per transaction, they ensure that these paid installs are coming with linked transactions which translates directly to revenue per user.

For mobile user acquisition, in experimentation you must trust

The advertiser started with 20 sources on Android and two sources on iOS. (For the purpose of this case study, a source is considered valid only if it delivered more than 100 installs in the calendar month.)

As the paid user acquisition program saw success the advertiser has scaled to 40 sources for Android and 15 sources on iOS.

On an average the advertiser tests configurations with over 180 sources. Once the tests have been successful, the advertiser goes live with the chosen few sources every month. This eye to detail and diligence in evaluating sources gives the advertiser an edge in optimizing spends and driving growth.

Scaling media sources is critical to growth. See how smart marketers pay 30% less and get 60% more.

Singular helps the customer test new sources with the following:

  1. Custom postbacks
    The ability to add additional information in postbacks enables advertisers to know what works and enables them to further segment acquired traffic.
  2. 1,600+ network integrations
    Singular is integrated with 1,600 plus networks. Chances are that a network the advertiser wants to evaluate is already integrated without any custom work, which boosts speed of execution.
  3. Dedicated support
    Singular has a dedicated customer success and support team that helps with configuration. This team is governed by an SLA, meaning that the customer is not alone in this never-ending effort. Having Singular’s team available to action changes makes the UA manager a winner.

The following is a cumulative growth graph of the app installs that the advertiser has driven in the last 15 months.

Detailed logs and their usage

Singular’s platform enables the customer to extract detailed Click, Install, Postback, and Fraud logs via the interface, API, and firehose methods.

These logs are used for log for log validation in case of discrepancies. The API and firehose methods are used to have a complete repository of the data. This repository is processed in the customer’s internal BI system to manage the payouts and make goods with the advertising partners.

Singular has world-class fraud protection, but if they wish, customers can also work with a third party install fraud detection service by using the attribution logs. This gives them complete control of how advertising spend decisions are made.

Take these tools for a test drive?

Interesting in experimenting with Singular’s marketing intelligence platform to see you you can drive similar results?

Talk to a Singular representative in your market for more details on how you can build a solid user base and drive transaction volumes and not just installs. Or get a demo now.

Jam City optimizes campaign performance and creative strategy with Singular

We got to sit down with Jam City’s VP of User Acquisition Marketing, Brian Sapp, to discuss how his team is using Singular to optimize campaign performance and improve their creative strategy. Watch our discussion on Jam City’s use of campaign analytics below!




My name is Brian Sapp. I’m the VP of UA (User Acquisition) Marketing at Jam CityJam City is one of the leading mobile casual gaming developers in the West. We have a fairly large portfolio of games. Some of our tentpole games are Cookie Jam and Panda Pop. But recently we launched Harry Potter Hogwarts Mystery, [and] that game has been a big success.

Connecting fragmented marketing data

Singular right now we use to ingest data from all of our ad networks and as you can imagine, when we spend with over 40 networks, that’s a lot of data. The manpower it would take to go into each network and pull in that API, do the work, or pull it in manually, would be extremely time-consuming.

Singular solves that for us, solves it in a much faster time, and more efficiently than we could do it ourselves. And then, having that data in the dashboard, especially for someone like me who’s spending across 8-10 titles, we have a massive portfolio, the dashboard really gives us the ability to easily pivot that data whether it be by spend, by channel, by paid installs, by tracker installs, impressions, it’s very, very useful, as well as creative. Having all of the data, especially creative data, plus images, plus the data behind the creative, in one dashboard is extremely valuable for us.

Aligning with Creative Product Marketing

So we actually have a team called Creative Product Marketing that focused on our creative roadmap/creative strategy and they’re using Singular to look at our performance by game, by channel, and right now it’s the fastest, easiest way we have to do that across all the different data sources.

Next-level Performance Analytics

Singular collects a lot of the ad network data for us and we’re using that to look at CPI by campaign, CPI by geo, paid performance, scale, spend, organics versus paid installs. And so we’re also ingesting data from our attribution partner which allows us to kind of marry the two, and so we get very granular on Singular’s reporting for whatever questions we have.

I use it for executive reports, building massive pivot charts, visuals that I want to see across the portfolio. The combination of our internal tools plus Singular really gives me everything I need.

Ready to take your growth marketing to the next level? Let’s connect!

Nexon transforms marketing data into granular performance insights with Singular

We got the chance to catch up with Nexon‘s Director of Acquisition, Warren Woodward, and discuss how his team uses Singular to analyze and optimize the performance of their sophisticated user acquisition program. One topic we covered was how challenging it can be to analyze the performance of ad creatives, especially when advertising multiple titles across many ad partners. Thankfully, Nexon overcame this challenge. 😊Check out our discussion below!




My name is Warren Woodward, and I’m with Nexon. I’m the Director of User Acquisition. Nexon is an international gaming company. We have games for PC and mobile across the world. We have a couple of major IPs, such as Maple Story, and the biggest video game series in China, Dungeon and Fighter.

How Singular fits in Nexon’s growth stack

At Nexon, we leverage Singular in a few different ways. We use it as our source of truth. We also use it as a way to join data from multiple sources for day-to-day campaign optimization. Singular for us is a great way to look at all that data in one place. And for me as Director to look in on everything that everyone is doing and see it all in an apples-to-apples comparison to understand how to best move budget around.

Reaching growth goals

Singular helps us reach our growth goals ultimately because it saves us time in any number of ways. With the number of titles that we’re buying for, we don’t have the time to go into every separate source, every separate title, and look at it all à la carte. So the ways that we can slice and dice, and stack rank what’s important to us to see what’s giving us the highest ROI… everything across the game, where are we spending the most, what’s bleeding, let’s us judge how we can use a finite number of hours in the day to get the most impact to our campaigns.

Singular let me see it all in one place, slice and dice it. If I just want to see all of the performance for any given country or OS, or maybe just dive really deep to a particular ad network. It’s nice to have one dashboard that can quickly make all these ad-hoc reports. And also to do a creative analysis and collaborate with the creative team.

Perfecting storytelling

So one of the ways that we use this on a daily basis is to get our creative team talking about performance, the same way that we do; to be looking at a creative level across the dozens of creatives who might have any given time for a game. Understand the trends that are working. It helps us identify what we want to make next, what’s really working, and we start seeing a better return on investment for the creatives themselves when we can see how they’ve been performing in the ecosystem.

Ready to take your growth marketing to the next level? Let’s connect!

N3TWORK optimizes marketing spend and aligns internal teams with Singular [Video]

We recently had the privilege of sitting down with Nebojsa Radovic, Director of Performance Marketing at N3TWORK, to talk about how his team is leveraging Singular’s Marketing Intelligence Platform to optimize marketing spend and align their internal teams with a single source of truth for marketing performance. Check out our discussion below!



Hi, my name is Nebojsa Radovic, but most people in the industry know me as Nebo. I’m a Director of Performance Marketing at a company called N3TWORK, which is the developer behind Legendary Game of Heroes.

How Singular fits in N3TWORK’s growth stack

We’re currently using Singular pretty much as our marketing stack. We’re using [Singular] as both an attribution and cost aggregation partner. We’re getting spend data from our ad partners and at the same time, we’re getting user-level data that tells us where the installs are coming from.

The importance of granular performance insights

Singular was very important for us simply because it unlocked certain opportunities that we were not having before. Think about optimizing at the publisher and creative level, combining those two, and trying to spend more dollars in the places where it makes sense. Without that data, it’s pretty much impossible to extrapolate manually and figure out what’s working and what’s not.

Let’s say if you’re trying to scale your spending from $100,000 a month to $10 million a month. You really need very granular, accurate data that comes in on time… When you’re spending a few thousand dollars a day, maybe you don’t need granular data. But if you’re trying to scale the spend across different channels and different geos you really need accurate and granular data to be able to do that. So thank you Singular!

Aligning internal teams with a single source of truth

Singular helped us a lot with aligning the Finance team with the User Acquisition team. And within the User Acquisition team, we have a media buying team, data analytics team and marketing creative [team]. All four teams, Finance and the three sub-teams of the marketing team are looking closely into the Singular data and trying to understand how to do their jobs better.

In particular, Finance is estimating what the spend is at the end of the month or week, whatever is that time period we’re looking at, and they’re estimating what the payback windows are going to be and the financial health of the company at a very high level. At the same time on the User Acquisition side, we’re just trying to make better buy decisions by using Singular data. This is crucial to do this job successfully.

Ready to take your growth marketing to the next level? Let’s connect!

Marketers are boosting 2019 ad spend on Amazon, Facebook, and Google (but especially Amazon)

Recently we surveyed 1,500 marketers who actively run ad campaigns. It’s no shock that marketers are looking more and more to Amazon as a media source for advertising — especially those in consumer goods and retail.

But Amazon’s not the only one growing.

Both Facebook and Google will be growing significantly as well. Amazon, however, as the newer competitor in the advertising world with, of course, less historical business, will grow the most. In fact, 63% of marketers who run ad campaigns are planning to increase their spending on Amazon.

Google and Facebook aren’t left out, however. More than half of marketers — 55% — are growing their ad spend with Facebook, and 61% of marketers are also planning to increase their spend with Google.

This should not be a surprise.

Google and Facebook both did exceptionally well in the Singular 2019 ROI Index, where we ranked over 500 ad networks by their return on investment. Both were at the top of virtually all categories and geographies.

Let’s dive deeper into what marketers plan to do with each platform:

Facebook ad spend growth

We’ve already mentioned that more than half of marketers will be increasing their ad spend on Facebook. Only 10% say they’re decreasing it, while 35% say they’re keeping it the same.

Facebook topped the global iOS and Android ROI rankings in our recent Singular ROI Index, so it makes sense that marketers are doubling down on success.

Google ad spend growth

Similarly, 61% of marketer say they’ll spend more on Google. 33% say they’ll keep their spending the same, while only 6% plan to spend less.

Google showed massive strength in the Singular ROI Index in gaming sectors as well as regional dominance in Americas, EMEA, and APAC regions. Again, marketers tend to keep doing what works … and generally do more of it.

Amazon ad spend growth

While Amazon is the newest entrant into the advertising ecosystem among these big three, and has a relatively small share of the overall digital ad market, it doubled in ad revenue over the last year and has been ramping continuously for several years.

In 2019, it will grow the fastest.

One huge advantage: massive amounts of purchase data as well as browsing history, which helps Amazon gain good understanding into what people want and what they’re most likely to click on.

63% of marketers plan to increase their ad spend with Amazon in 2019, with another 34% planning to keep their spend the same. Only 3.5% of marketers who run ad campaigns are planning to decrease their spending.

Most trusted ad networks

We surveyed the same 1,500 marketers on multiple other topics, including which ad networks they trust the most, and what the most important elements that marketers consider when choosing new ad networks.

We can’t reveal all of that publicly, however.

To get that data, contact us and ask for the “most trusted ad networks” data.

Need a retention boost? Singular now supports Google App campaigns for engagement

Today, Google officially announced its latest solution for mobile app performance marketers with the release of App campaigns for engagement. Combined with Singular’s support of this new campaign type, marketers have all the insights they need to maximize revenue and the lifetime value of every single user.

In November of 2017 Google introduced its AI-powered solution for optimizing mobile app campaigns which provides huge improvements to conversion rates. However, the question remained: “now what to do with all those new users?”


Google App campaigns for re-engagement runs on the same powerful AI to help marketers re-engage with their customers and encourage them to take specific, in-app actions. The goal of App campaigns for engagement is to improve customer retention and long term revenue by increasing active users, generating sales, and reducing churn.

Have a group of high-value customers that you want to keep happy? Engage them with a customer loyalty offers. What happened to all those users who added something to their cart but never purchased? Target them with a discount to complete their order. What about all the users who you know downloaded your app but never opened? Message them with an incentive to check out “what’s inside”.

Getting started with Google App campaigns for engagement is simple.

Singular makes it easy to set up conversion tracking, create deep-links into the relevant points in your app, and measure the performance of every event from the first time a user engages with your campaign, to the last time they engaged with your app. Get more details from your Singular Help Center.

If you are as excited about Google App campaigns for engagement as we are, reach out to your Google account manager to apply to for the whitelist.

Still, have questions? Reach out to your Singular Customer Success Manager or email us at for more information.

21st century marketing intelligence webinar: Data, science, and magic in a world of smart devices

Every marketer knows marketing is changing.

You don’t have to be a CMO to see that lack of data is no longer the reason why marketers can’t grow their brands. Marketers are deluged with data, overwhelmed with data, buried in data. The solution lies within … but finding the growth needle in the data haystack is getting more and more challenging.

That growth needle is 21st-century marketing, or what we call marketing intelligence. And that’s exactly what we’re going to talk about in this webinar. (Sign up here.)

We’ve got the right people to share their insights.

Scott Beechuk
Scott is a partner at Norwest Venture Partners. He’s spent 20 years in the enterprise software industry, including as a senior VP with Salesforce and head of engineering for, and VP product management and marketing for Codebees. He’s also co-founded multiple companies and currently serves on the board of Singular, Leanplum, Bluecore, and Socrates AI.

Morgan Norman
Morgan is CMO at Copper, the #1 CRM for Google’s G Suite. He’s previously led marketing at Dialpad, NetSuite, and Zuora, and was a senior director of marketing at Microsoft. Morgan has also founded companies, contributes to Forbes, and is an abstract painter.

We’ll talk about:

  • How CMOs manage the constant onslaught of data
  • How marketers can make smarter decisions to optimize growth
  • The biggest problems with marketing data
  • The emergence of the CGO: Chief Growth Officer
  • Marketing’s emerging leadership role across the entire enterprise
  • How to connect every input (effort) with an output (conversion)

You will not want to miss this webinar.

I’ve personally heard Scott Beechuk talk and there are few who understand the future of marketing and the future of marketing technology like he does. Morgan Norman is a former engineer as well who deeply understand what technology is doing to marketing, and lives it every day.

Details and link

Date: March 21, 2019

Time: 1:30PM Eastern, 10:30AM Pacific

Link: The webinar will be delivered via Zoom, and you can sign up right here.

We look forward to hosting you in a few weeks!

Singular & Segment: New partnership integration allowing for frictionless customer onboarding

I’m extremely happy to announce that Singular is now an official integration partner of Segment.

Segment is a customer data platform that many companies use to collect and action their customers’ data. When new relevant data comes from any source that a publisher has connected to Segment, they can now push real-time data streams from Segment to Singular.

That could include information such as customer purchases and revenue, mobile events like push notifications, or custom events that developers define for themselves.

Integration: easier than easy?

The integration also enables Segment customers to immediately adopt Singular attribution with almost zero migration effort.

Using Singular attribution is the best way to measure ROI from the campaign level all the way down to the creative level. It also allows you to benefit from Singular’s fraud protection and audience management solutions to boost and optimize your marketing.

The new integration capability is server-to-server, which means that mobile app developers do not need to add code or Singular’s SDK to their mobile apps. In other words, it can be instantly available.

That’s critically important to many customers because it means no switching costs and no engineering work. Not having to put an extra SDK in your app can also help slim down your install size, shield you from security and privacy concerns, and make your app more stable.

Capabilities: what can you do?

What can Singular customers do with this integration?

In just one example, advertisers can now receive real-time data about purchases that mobile users make via other platforms. That allows Singular to combine this data with details about customer acquisition cost, marketing campaigns, and ad creatives to provide continually updated ROI and customer acquisition cost data for customers, campaigns, and ads.

In much the same way, brands can track results from push notifications such as opens, actions taken after opening, and determine both cost and return of messaging.

And, of course, brands can attribute mobile app installs using Singular’s industry-leading attribution, fraud detection, and audience management tools.

Singular: first mobile attribution company

Singular is one of the first partners for this new integration program, and we couldn’t be happier to offer it to our customers.

For Singular, this is yet another way for us to unify accurate marketing data from an important partner in the mobile ecosystem, which gives marketers more visibility into what they’re doing, and what impact it is driving.

“Our goal at Segment is to allow our customer to quickly and painlessly connect all their data,” says Segment CTO Calvin French-Owen. “Singular is the first mobile attribution company to custom-build their integration using our Developer Center, and we expect great results for Segment customers and Singular customers.”

We’re very happy to be the first to offer this new integration method and are looking forward to ensuring our customers have a successful and simple integration.

If you have any questions about this, please feel free to contact your customer success manager.

Or, if you’re not a Singular customer yet, talk to us about getting a demo.

China lifted the gaming ban and developers are flooding back to enter the market. Here’s how you can too

The world’s biggest gaming market banned new games from entering the market starting March of 2018. China stopped approving games amid a regulatory overhaul triggered by growing criticism of games for being violent and allegations that they were causing myopia as well as addiction among young users.

Just recently, however, that changed.

In December, China decided to approve the release of 80 new games after months of no action. Now that the Chinese government has lifted its ban on new gaming releases, gaming app developers are chomping at the bit to launch their new mobile gaming apps on Chinese app stores.

The Chinese mobile opportunity

Vast opportunities are on the horizon as approvals begin to flow again.

China accounts for one out of every four US dollars generated globally from mobile games. The revenue generated by apps in China in 2017 is an estimated $35 billion USD, and app downloads from Chinese Android stores are expected to reach almost $90 billion by the end of this year. Additionally, according to the China Internet Network Information Center (CNNIC), the country’s internet user base now stands at around 772 million, 97% of whom are smartphone users.

This is one massive dragon of an addressable market.

But as a rule, China’s licensing system requires that foreign publishers obtain government approval that often involves a complex process before releasing their games on one of the country’s app stores. This process can take months and has had a significant impact on some (but not all) foreign publishers, deterring some from launching locally. One consequence of the increasingly challenging regulatory environment: at the time of the complete ban, foreign developed games accounted for only 25% of the top 250 mobile game downloads on China’s App Store. That could start to change as approvals are starting to flow again.

With China’s recent reversal in attitude and policy, the tide appears to be turning for non-domestic publishers. 2019 and beyond looks promising for game developers who wish to tap into the Chinese market.

Here are a few important things to know before entering the market.

Complex app store landscape

While the Apple App Store lives very successfully within the great firewall, Google Play is strictly blocked, along with the rest of Google’s services. Instead there are over 400 Chinese alternative app stores where you upload your product for review.

Baidu’s mobile app store

The major ones are often owned by China’s biggest tech companies. For instance, Tencent, Baidu, Huawei, Vivo, China Mobile, and Oppo run major Android app stores. Of course, every store has its own terms and conditions, as well as specific requirements.

In recent years, some of the top handset manufacturers came together to form an alliance to standardize some of the app development and publishing features between app stores.It’s still early to determine how effective this will be.

Different advertising channels

With so many foreign internet services and apps blocked by the great Chinese “firewall” including Google, Facebook, Instagram, one of the key things that advertisers need to be aware of is that the advertising ecosystem in China is extremely different.

Ad channels and ad networks that have worked well for them in other markets may not necessarily render the same results in the Chinese market. In many cases, they may not even exist in China at all.


One way we can help: Singular houses the largest database of global advertising performance data and has successfully helped marketers to identify and work with the most effective ad channels globally, as well as in China.

(If you would like to speak to one of our in-house client success consultants, we would happy to share our list of top performing ad channels in China.)

Culture, language, and UX


WeChat’s opening screen

Chinese culture, language, governance, and mobile user habits are very different from the rest of the world. While the world’s average smartphone user has around 80 apps on their phone, in China users have over 100 … including and especially WeChat, the top social media app with over 200 million daily active users. WeChat has over a million mini-apps … including payments, services, stores, and just about anything else that run within WeChat.

This unique climate means that simple translation won’t suffice, and more complex redesign is often required.

Working with a local developer and translator is highly recommended, and success in China often means re-inventing your game or app for Chinese preferences and habits. Chinese customers typically shun apps which appear translated, so it’s important to make the app look as if it were made in China.

User monetization

In China, most paid and subscription-based apps don’t generate revenue, as free unofficial versions are readily available. This has led to the majority of companies monetizing apps through ads. Interstitial ads are one of the most popular methods of app monetization, with nearly all of the most prominent local apps implementing them to promote in-app purchases and other relevant products.

Banner ads and video ads are also prevalent. One challenge: as a large and populous country, China has many different dialects, which app publishers have to remember as they localize their apps.

APK fraud

Thanks in part to the proliferation of app stores, APK fraud is a challenge. Scammers grab the source code for your app or game, change it slightly and add their own monetization. Then they simply re-upload it to multiple app stores as their own, and benefit from an ad revenue stream, or in-app purchases.

Overall, the Chinese internet and mobile ecosystem is probably the most complex in the world. But since it is also the biggest in terms of consumer app spending, the rewards for getting it right can be massive.

Getting started

Singular has helped top global advertisers to successfully enter the China market.

We welcome you to reach out to speak to one of our in-house experts on the Chinese market and share more in-depth learnings for entering the market successfully.