Based in Barcelona, Social Point is one of the world’s most successful social and mobile gaming companies. Their popular titles including Dragon City, Monster Legends, World Chef and Dragon Land are enjoyed by over 50 million players around the world.
Social Point set out to attract quality gamers at scale and at the right price. Accurately attributing installs and engagement from Facebook and Instagram campaigns required deep access to Facebook’s media performance data, something only a Facebook Mobile Measurement Partner could provide.
Social Point started working with AppsFlyer for their Facebook and Instagram attribution and marketing analytics. By matching their media cost insights with their user engagement and revenues, Social Point gained the ability to optimize their user acquisition based on their bottom line ROI.
Overall, Social Point found that though Facebook and Instagram media often had higher eCPIs, their high install to purchase conversion rate offset these costs, delivering a comparable ROI. However in some cases, such as the launch of their World Chef title, lower than expected Facebook and Instagram eCPIs led to stronger than expected ROI. These ROI-driven insights provided Social Point with the fuel they needed to scale their paid user acquisition efforts on Facebook and Instagram.