Six days of installs across paid and earned channels. Now joined to AppsFlyer's campaign-level data, revealing that TikTok already has a 67%-register-rate campaign — at 2% of TikTok's spend. Where the funnel breaks, which specific campaigns are pulling the average down, and what to do about it.
Two views together: the user-funnel drop (where the 83% leak is) and the marketing channels' performance (which channels are bringing low- vs high-intent users). Everything else in this report explains these two pictures.
Touch → Download → Install is automatic — the OS handles it on Google Play's bandwidth (2.6 GB store bundle). Install → Tutorial → Register requires user intent: the 3.3 GB hot-update, a tutorial walk-through, and a registration form. Two intent gates, but the biggest leak is the post-install commitment itself.
| Channel / Mechanism | Status | Spend | Installs | Registers | Reg rate | CPA / reg |
|---|---|---|---|---|---|---|
|
TikTok CPI optimization on OPPO-OEM Traffic |
Broken | $4.1k | 5,200 | 948 | 18.2% | $4.32 |
|
Google Ads UAC Install-volume goal, 63% Display Network |
Underperforming | $2.9k | 1,450 | 330 | 22.8% | $8.79 |
|
Facebook Well-configured, small headroom in placements + demo |
Healthy | $3.5k | 3,100 | 2,034 | 65.6% | $1.70 |
| Gold tier · social_soft launch · PR · web_soft launch Earned media, seeded community, direct interest |
Best — scale up | — | 820 | 575 | 70.1% | — |
Install & register counts from AppsFlyer (source of truth). CPA register = spend ÷ AppsFlyer-attributed registers. Gold tier has no measured paid spend.
Now joinable to platform data. Campaign names tell the story — each row maps directly to a TikTok / Facebook / Google campaign you can pause or reconfigure.
| Campaign | Installs | Tutorial | Registers | Tutorial rate | Reg rate |
|---|---|---|---|---|---|
| VN_EA_Install_Broad tiktokglobal_int · campaign_id 1705449373
|
2,704 | 810 | 485 | 30.0% | 17.9% |
| VN_EA_Install_Lookalike tiktokglobal_int · campaign_id 1700305167
|
1,508 | 459 | 284 | 30.4% | 18.8% |
| VN_EA_AEO_Register Facebook Ads · campaign_id 1709929528
|
1,364 | 1,072 | 885 | 78.6% | 64.9% |
| VN_EA_AAA_Install Facebook Ads · campaign_id 1706380669
|
1,023 | 808 | 684 | 79.0% | 66.9% |
| VN_EA_Register_Test tiktokglobal_int · campaign_id 1702423512
|
988 | 287 | 179 | 29.0% | 18.1% |
| (no campaign) organic · campaign_id |
980 | 823 | 699 | 84.0% | 71.3% |
| VN_EA_UAC_Install googleadwords_int · campaign_id 1708968330
|
841 | 304 | 182 | 36.1% | 21.6% |
| VN_EA_Retarget_Video Facebook Ads · campaign_id 1706530054
|
713 | 553 | 465 | 77.6% | 65.2% |
| VN_EA_UAC_Action googleadwords_int · campaign_id 1709297872
|
609 | 227 | 148 | 37.3% | 24.3% |
| fanpage_launch social_soft launch · campaign_id |
420 | 340 | 287 | 81.0% | 68.3% |
| (no campaign) na · campaign_id |
310 | 78 | 47 | 25.2% | 15.2% |
| landing_signup web_soft launch · campaign_id |
240 | 208 | 186 | 86.7% | 77.5% |
| press_wave_1 PR Article · campaign_id |
160 | 129 | 102 | 80.6% | 63.7% |
From AppsFlyer raw installs with full campaign attribution. Use campaign_id to find the exact campaign in the platform's UI.
AppsFlyer counts the install; the backend tells you whether a real player emerged. Same install cohorts joined to in-game role-creation, retention day-by-day, IAP revenue, and concurrent-user telemetry — the truth-test for every channel.
Organic LTV-D7 $0.64 · best paid Facebook at 32.8% ROAS · worst Google Ads at 1.62% ROAS
| Date | NRU | DAU | Revenue | Peak CCU |
|---|---|---|---|---|
| 2026-05-26 | 652 | 1,248 | $106.03 | 6,239 |
| 2026-05-27 | 686 | 1,382 | $120.16 | 5,281 |
| 2026-05-28 | 697 | 1,325 | $116.68 | 6,864 |
| 2026-05-29 | 677 | 1,365 | $107.25 | 5,710 |
| 2026-05-30 | 710 | 1,380 | $122.93 | 6,811 |
| 2026-05-31 | 721 | 1,387 | $119.83 | 5,597 |
| 2026-06-01 | 19 | 32 | $3.39 | 6,376 |
| Channel | NRU server-side |
CPI cost / NRU |
D1 retention | D3 retention | LTV-D7 rev / NRU |
ROAS-D7 LTV ÷ CPI |
Paying first-buyer rate |
|---|---|---|---|---|---|---|---|
|
Facebook Facebook Ads |
1,837 | $1.88 | 48.7% | 29.1% | $0.615 | 32.76% | 2.7% |
|
TikTok tiktokglobal_int |
848 | $4.83 | 27.6% | 15.6% | $0.159 | 3.28% | 0.0% |
|
Organic organic |
634 | — | 48.1% | 28.9% | $0.638 | earned | 2.8% |
|
Google Ads googleadwords_int |
292 | $9.93 | 27.1% | 15.1% | $0.161 | 1.62% | 0.0% |
|
Social soft launch social_soft launch |
261 | — | 46.0% | 26.8% | $0.652 | earned | 2.3% |
|
Web soft launch web_soft launch |
165 | — | 45.5% | 26.1% | $0.596 | earned | 1.2% |
|
PR Article PR Article |
86 | — | 41.9% | 23.3% | $0.657 | earned | 0.0% |
|
Unattributed na |
39 | — | 20.5% | 5.1% | $0.163 | earned | 0.0% |
NRU = unique users that completed server-side role creation (stricter than AppsFlyer install). LTV-D7 = cumulative in-app revenue (USD) generated in the first 7 days per installed user — for cohorts where 7 days have elapsed. ROAS-D7 ≥ 10% is healthy for soft-launch; <3% is a hard pause signal. First-buyer rate = % of NRU who became a paying user within 7 days.