Primary Metrics (L1) Secondary Metrics to track (L2) Why?

Engagement Rate – After the user has clicked in the ad

• Episode play rate: # of unique users playing the episodes/total users
through the ad
• Episode download rate: # of unique users playing the episodes/total ad
clicks
• Avg Episode Run time/Total ad clicks
• This gives us a sense on the quality of leads that are
flowing from the ad clicks
• Gives us a sense of how our Landing Page, app experience
and content is

App Install Bounce Rate: # of bounces/# of sessions •

•
To check the quality of leads
To check the quality of the landing page
&
ROI Organic App installs (Referrals, SEO): # of organic app installs Should tell us how the organic channel is performing

# of Ad impressions per channel (per inventory) Help us see where most of our ads are served

Cost per click (CPC): Total cost of the ad campaign/ # of ad clicks Imp metric to check the quality and relevancy of the
ads

CTR (Click through Rate): # of users clicking the ad/# of impressions

CAC (Channel wise): Amount of money spent (Campaign wise)/#

new customers
Return on Ad spend (ROAS): (Revenue/Total Ad Spend)

Branded Search Lift: # of search queries made for Phunkaar

Customer LTV:
 Primary Metrics (L1) Secondary Metrics (L2)
Engagement Rate – After the user has landed on the app:
• Episode play rate: # of unique users playing the
episodes/total users through the ad
• Episode download rate: # of unique users playing the
episodes/total users through the ad
• Avg Episode Run time/total users through the ad
Retention Metrics – After the user has landed on the app:
• Early Retention (WoW): # of active users for Phunkaar
acquired through inorganic channels from W1 to W4
• Stable Retention (M1,M6): # of active users for Phunkaar
through inorganic channels from M1
Bounce Rate: # of bounces/# of sessions
Organic App installs (Referrals, SEO): # of organic app
• App Installation
installs
Cost per click (CPC): Total cost of the ad campaign/ # of ad
clicks
• ROI
CTR (Click through Rate): # of users clicking the ad/# of
impressions
Return on Ad spend (ROAS): (Revenue/Total Ad Spend)
Branded Search Lift: # of search queries made for Phunkaar
Customer LTV: Avg. purchase value * Avg. Purchase Freq.
rate* Customer lifespan
Why?
• This gives us a sense on the quality of leads that are
flowing from the ad clicks
• Gives us a sense of how our Landing Page, app
experience and engaging content is
• Helps us to understand the how many users we are
retaining once we have acquired them from the app
• We can see this channel wise, content wise, ad source
wise and make tweaks accordingly
• To check the quality of leads
• To check the quality of the landing page
• Help in benchmarking how the organic channel is
performing vs. the inorganic one
• To check the relevancy of the ads
To compare the quality of the ad
•
• To check the landing page quality
• To check the relevancy of the ads
• To check the appropriateness of the keywords
• To check how strong the CTA is
• To check the ad performance on the bottom line
• To check which channel to choose
• Gives an idea on how much Phunkaar is being searched
online
• This is sum of Inorganic + Organic activity
• Gauge impact in isolation of the event
• Allows to measure financial impact of various
campaigns
• Takes retention into consideration as well (customer
loyalty)
• Helps to determine customer segments
• Helps in making the product quality better
 Understand
Setting and Choosing the
viewer persona Devising content Test, Analyze and
Tracking L1 and marketing
through primary and ad strategy Recalibrate
L2 Metrics channels
research
Theme Channel type Content Type Why? Recommendation Metrics to track

Content Strategy Inorganic Ad Format • Most of the engagement Video/animated Ads with • CTR
took place through large banners • CPC
banner, interstitial and • ROAS
pop-up ads having • CLTV
video/animations in
them (primary research)

Relevancy • As per primary research, • Right keyword targeting • CTR

content relevancy was for Phunkaar: - Hindu • CPC
one of the main factors Mythology; - Shiva; - • ROAS
for ad interaction Fantasy; - Magic; - • CLTV
Fantasy; - Fairytale;
Hindu Gods
• As per Google Keyword
Planner, all the above
have Low competition
and Bid Range between
Rs. 1.3 to Rs. 67.91
Social Review • Ads having Social proof Showing number of shares, • CTR
and reviews showed likes and positive • CPC
greater propensity for comments to build trust • ROAS
clicking (primary • CLTV
research)

Organic Building online community • Word of mouth still • Build an online • Brand search lift
drives new content community to keep the (Mobile page traffic,
consumption (as per people engaged website traffic, Page
primary research) • Launch offline/online views, video views,
meets to grow referral links
engagement • Comments, likes,
shares, tweets
• Retention
rates/renewal rates
Theme Channel type Content Type Why? Recommendation Metrics to track

Ad Placement Strategy Inorganic Where to place? • Top interests include • Focus on inventory and • CTR
shopping, Gaming, bids in the top websites • CPC
Sports, Video and Music (mentioned before) • Engagement Rate
Streaming • Use both (GSN abd • Retention Rate
• Awareness for Phunkaar GDN) with a heavier • Brand search lift
was very low as per the focus on GDN, despite • ROAS
primary survey lower CTR, as we want • CLTV
• A split between GSN to drive awareness
(Search network) and
GDN (Display Network)

Inorganic/Organic When to place? • As per primary research, • Display more ads during • CTR
most of the personal this time, to ensure • CPC
consumption occurs maximum engagement • ROAS
between 5PM – 12AM • CLTV

Inorganic/Organic How much to place? • Respondents take action • Display more ads, not • CTR
after seeing the ad >=3 in the same format • CPC
times and creative as that • ROAS
creates ad fatigue • CLTV

Organic What Next?: Content • PocketFM has a • Leverage the awareness • # of first-time listeners
Suggestions on high relatively high of PocketFM and other from existing
engagement shows on awareness than high viewership shows PocketFM base
Pocket FM Phunkaar (primary to drive awareness of
research) Phunkaar