Monetization strategy planning
Define your monetization approach with Tapjoy Offerwall to maximize app revenue. Determine target audience, set user engagement rate goals, and plan how to incentivize your users.
Read time 5 minutesLast updated 10 days ago
To plan your monetization strategy, familiarize yourself with the following topics:
Topic | Description |
|---|---|
| The Tapjoy Offerwall funnel | Understand the offerwall user journey and metrics to inform your decisions. |
| Monetization optimization strategies | Review the different monetization strategies to optimally set up your Offerwall and monetize your app. |
The Tapjoy Offerwall funnel
The Tapjoy Offerwall funnel represents the user journey, starting from initial engagement with your app to completing offers on the Offerwall. The following image illustrates how the funnel narrows as users progress from one stage to the next, with each stage measured by its corresponding metric.
- Daily Active Users (DAU): the average number of unique users who engage with your app in a 24-hour period.
- Daily Unique Views (DUV): the average number of unique users who view an offerwall in an app in a 24-hour period.
- Daily Unique Conversions (DUC): the average number of unique users who complete a billable event in a 24-hour period.
Performance indicator | Offerwall funnel location | Calculation | Description |
|---|---|---|---|
| Engagement rate | Top | DUV ÷ DAU | Measures how effectively you’re directing users to the Offerwall. |
| Conversions rate | Botton | DUC ÷ DAU | Measures how effectively you’re incentivizing your users to complete offers. |
Monetization optimization strategies
To improve performance at both the top and bottom of the Offerwall funnel, explore the following monetization strategies. Each strategy includes recommended actions to help you optimize your Offerwall setup.Monetization strategy | Goal |
|---|---|
| Top of funnel | Increase engagement rate, which measures how effectively you direct users to the Offerwall. |
| Bottom of funnel | Increase conversion rate, which measures how effectively you incentivize users to complete offers after engaging with the Offerwall. |
Top-of-funnel strategy
To help increase the engagement rate in your app, the top-of-funnel strategy focuses on directing more users to an offerwall. This strategy involves strategic placements and messaging. For more information, refer to the Placements and Messaging sections of this article.Placements
A placement, also known as an entry point, is a specific location in your app where you display access to an offerwall or messaging to direct users to an offerwall. A user activates and gains access to an Offerwall when they tap the placement. To define a strategic placement that encourages interaction with the Offerwall, ensure that the placement is noticeable, accessible, and highlights the opportunity to earn free currency. The following table lists recommended placements:Note
For the full list of recommended placements to implement in the Tapjoy SDK and dashboard, refer to Recommended placements.
Placement | Description | Notes |
|---|---|---|
| In-Store placement | A location in your currency store alongside in-app purchases (IAP). | Place the placement as the first package in your currency store so that it's not buried at the end of the page. |
| Home page placement | A location in your app's main menu where users tap to access the Offerwall. | Set the placement only after the user has spent some time playing the game, such as after 10 mins of gameplay. Tip Display this placement only when the user is likely to benefit from the currency boost. For example, after they've played a few levels and encountered situations where in-game currency could be useful, instead of too early when its value might not be clear. |
| Insufficient currency placement | A prompt for users who lack enough currency to make a purchase. |
Messaging
Display in-app messages that direct users to your offerwall with Message to Earn (M2E) or in-app messages that you deeplink to Offerwall. To set up effective messaging that encourages users to interact with your offerwall, follow messaging best practices, which include the following recommendations:- Promote currency sales and highlight their time limit.
- Target specific groups of users with personalized messages.
- Configure messaging in strategic placements, including:
- On the app home screen after the app fully loads
- In a dialog triggered by insufficient currency
- Inside an app inbox message
- After the user completes a game event
Bottom-of-funnel strategy
To help increase the conversion rate in your app, the bottom-of-funnel strategy focuses on motivating users to complete offers by providing rewards for each completed offer. This strategy involves currency sale promotions, optimizing exchange rates by country, and first converter optimization (FCO).Currency sales
Currency sales are temporary promotions that offer reward multipliers, such as double or triple the usual amount earned for completing an offer. You create these promotions to incentivize users to complete offers. You can schedule currency sales independently or with Tapjoy’s holiday promotions. By offering temporary increased rewards, currency sales create urgency that motivates users to act and makes effort-to-reward exchange more appealing. Currency sales can help you to convert more offerwall views into completed offers, and might increase user retention. The following image is an example of an offerwall that shows various currency sales. In these promotions, cross out the usual reward amount and replace it with a temporary increased amount that users can earn by completing offers.
Optimize exchange rates by country
Identify countries with highDAU
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Note
Discrepancies between , revenue, and conversion rates might result from lower purchasing power based on the user’s country.
DAU
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Increase first-time Offerwall user adoption
Identify users who have never converted on the Offerwall and target them with higher-than-usual rewards to motivate them to complete offers. Offering high rewards for a first completed offer can help to increase the likelihood that a user will engage with and complete additional offers. The recommended multiplier is double or triple the usual reward because a lower multiplier might not be enough to incentivize this user segment to complete offers. To set up a content card that targets users who have never converted on the Offerwall and offers them high rewards, follow these steps:- In the Exchange Rate section, add a custom exchange rate of 2 to 3 times the usual rewarded amount. For more information, refer to the Setting up custom exchange rates section of the Exchange rates article.
- In the Targeting section, next to Target users who have, select Viewed but never converted on. For more information, refer to the Set up targeting section of the Target user segments article.